A Easy search engine marketing Information for Profitable Occasion Advertising and marketing

search engine marketing is crucial to advertising any occasion, gig, or convention to assist individuals discover it after they search on-line. search engine marketing for occasions is kind of particular. But it surely’s no rocket science to assist your occasions rank excessive on engines like google.

Learn on to learn to apply search engine marketing fundamentals to maximise your visibility, occasion registrations, and ticket gross sales.

1. Do key phrase analysis earlier than confirming occasion location

Reserving the obvious venues, cities, and cities to your occasion is tempting. However earlier than you do, you must do some key phrase analysis.

Use Ahrefs’ Key phrases Explorer to establish occasion and site key phrases that may drive visitors to your occasion:

  • Enter a seed key phrase akin to gigs, music, occasions, or concert events into Key phrases Explorer
  • Use the filter to enter areas, e.g., Glasgow, Edinburgh, Perth, Dundee
Finding event and location keywords that can drive traffic using Ahrefs' Keywords Explorer

On this instance, the search quantity and visitors potential are a lot larger in Glasgow than in Edinburgh though town populations are comparable.

So you’ll be able to contemplate Glasgow over Edinburgh as an occasion location in case you have an viewers or fan base there.

What’s extra, I can see gigs which are on in Glasgow as we speak, tomorrow, subsequent week, and so forth for key phrases like “gigs in glasgow.” That’s why doing a bit key phrase analysis is essential and why search engine marketing is required to look on this occasion pack.

Event pack search result example

What’s the occasion pack, and why is it essential?

An occasion pack is a particular sort of Google SERP characteristic that seems whenever you carry out an event-related question.

The occasion pack is essential as a result of it permits occasion organizers to look on the high of Google searches for his or her occasions.

It’s powered by Google Events schema markup, which lets you construction webpages with occasion data that may be displayed within the occasion pack.

If you click on a end result, you might be taken to Google’s occasion calendar, which exhibits extra detailed occasion data akin to location, instructions, and ticketing hyperlinks.

Event pack calendar example

If you wish to be featured within the occasion pack, it is advisable compile the suitable occasion particulars. 

2. Compile occasion particulars and belongings

It’s important from an search engine marketing perspective to gather the next particulars about your occasion to maximise your search visibility.

Important occasion particulars Optimum occasion particulars
Title of occasion Pictures, art work, or video
Occasion description Costume code
Begin and finish date Age limits
Begin and finish time Refreshments
Venue or location title Services
Handle, metropolis, nation, state, postcode, or ZIP code What’s included within the ticket value?
Telephone quantity Is there Wi-Fi?
Web site Entry necessities: age, visa standing, vaccination standing
Organizer title Incapacity entry and services
Organizer cellphone quantity Refund or cancellation coverage
Organizer web site The best way to get there by public transport, automobile, and so forth
Occasion web site URL (reserving hyperlink)
Occasion value

All of those particulars are used for the occasion schema, which permits Google to point out them on the SERPs.

Study extra: What Is Schema Markup? The best way to Use It for search engine marketing

There are numerous methods to get your occasion data onto Google: add an occasion plugin to your web site, use a third-party web site, mark up the code in your webpage with occasion schema, or a mix of all three.

1. Use an occasion plugin so as to add occasions to your web site and Google

On this instance, I created a few golf demonstration days utilizing the Events Calendar plugin for WordPress.

Set up the plugin and add a brand new occasion utilizing your occasion particulars.

WordPress Events Calendar example

Preview the occasion and publish it.

Event created with WordPress Events Calendar plugin

Designers and builders can customise this very fundamental occasion web page design and structure.

2. Add occasions to third-party web sites

Along with itemizing occasions in your web site, there are lots of widespread, industry-specific occasion and ticketing options, together with Eventbrite, Ticketmaster, Stay Nation, and so on.

Most of those options have event-structured data constructed into their event-creation instruments.

On this instance, I created an occasion utilizing eventbrite.com.

Event created with eventbrite.com

Listed here are the steps to do it:

  • Create an occasion from the occasion menu
  • Enter the small print of your occasion
  • Add your photos and outline
  • Add your ticket pricing and capability
  • Preview the occasion and publish
Adding an event on eventbrite.com

3. Manually mark up your occasion web page

In the event you don’t use WordPress or can’t use a plugin or third-party resolution, the third choice is to manually mark up your occasion web page with event schema. That is the most straightforward solution to do it:

  • Create your occasion web page and publish it
  • Go to Google Data Highlighter
  • Be sure to’re logged in to Google Search Console
  • Choose your website
  • Press “Begin Highlighting”
  • Enter your occasion URL
  • Choose “Occasions” from the dropdown
  • Select “Tag this web page and others prefer it” or “Tag simply this web page,” after which press “OK”
  • Spotlight the occasion title and choose the title area
  • Spotlight the time, location, and different data with the proper fields
  • Then publish
Google Data Highlighter tool

Right here’s a brief video that exhibits how the Google Information Highlighter is straightforward to use:

After publishing, Google Information Highlighter will affirm the info is revealed appropriately as an occasion in occasion schema format.

Overview page of Google Data Highlighter

4. Validate your occasion web page for search engine marketing

Subsequent, use the Google Rich Results Test software to make sure that Google has crawled your web page and that it exhibits the proper particulars concerning the occasion in occasion schema format.

Google Rich Results Test tool

On this case, the validator highlighted in yellow a few particulars that may be added by utilizing the Information Highlighter software within the earlier step or optimizing your occasion itemizing in your occasion software program.

5. Promote your occasion to earn protection and hyperlinks

By selling your occasion with the strategies under, you’ll be able to land press protection and hyperlinks to your occasion that can assist your search engine marketing and occasion advertising efforts.

Fb Occasions

Fb has an occasion itemizing characteristic that means that you can view, e-book, or add occasions.

  • Go to Facebook Events
  • Create New Occasions
  • Use your occasion particulars to finish every area and publish
Entering event details on Facebook Event

Alternatively, lots of the ticket and occasion promotion web sites combine with Fb Occasions to point out your occasions, concert events, and gigs.

Electronic mail record

Ship an electronic mail to your electronic mail subscribers and buyer base, letting them find out about upcoming occasions.

Example of email to promote an event

Hyperlink to occasions on social profiles

Add your occasions to your social media channels utilizing a free software like Linktree.

Linktree added to Instagram profile


In your web site, add occasions to the principle navigation or hyperlink weblog posts to the occasions.

Songkick event listing on Ricky Ross website

Add concert events and gigs to Spotify

For musicians and artists, you’ll be able to record your occasions beneath your artist profile on Spotify—supplied you’re employed with one in every of its authorized ticketing companions.

Event listed on Spotify profile

PR, commerce, or native press

Attain out to individuals in your {industry} or native or commerce press to make them conscious of your occasions.

For instance, to establish individuals writing about search engine marketing occasions, you can: 

  1. Enter the next into Ahrefs’ Content material Explorer: "search engine marketing" AND ("conferences" OR "occasions" OR "seminars"). Use the “In title” path to solely present probably the most related pages.
  2. See the creator subsequent to related pages; these are the individuals you’ll be able to contact.
Finding contacts and bloggers using Ahrefs' Content Explorer

Right here, you’ll be able to see a hyperlink to an search engine marketing occasion in Barbados that’s but to occur:

Backlink for an event

You must intention to get comparable mentions along with your outreach actions.

Joint promotion with venue host or occasion sponsors

The venues internet hosting your occasion needs to be very happy to assist put it on the market, however it is advisable present them along with your occasion particulars and belongings.

The venue or occasion sponsors can promote your occasion on their electronic mail lists, web sites, and social channels.

Contemplate offering them with unique promotional belongings akin to photos, interviews, movies, or ticketing incentives.

Facebook post promoting an event

6. Overview efficiency and repeat

Use Google Search Console to trace occasions within the Efficiency part underneath the Search Look part and the clicks you get.

Eventbrite offers reviews on gross sales, attendees, and visitors.

Analytics and reports on eventbrite.com

Alternatively, use Google Analytics to create a conversion report.

Last ideas

To make sure better occasion success, comply with these search engine marketing steps: do key phrase analysis earlier than reserving venues, accumulate occasion particulars, get listed on Google, promote your occasion, and assessment your outcomes after an occasion.

Acquired questions? Ping me on Twitter.