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Event Management
January 23, 2024
Attendease
Preparing for an upcoming event is one of the busiest times in an association professional’s career. After all, there are so many tasks to take care of, from determining event ticket prices to setting up your venue. But your most crucial tasks are promoting your event and encouraging your audience to register. After all, how can your event be successful without any attendees?
Increasing attendance for your association event is a challenging task. It requires you to use all of your marketing channels and tools, including your website. And what better way to supercharge your efforts than with search engine optimization (SEO)? This practice increases your website’s visibility and ranking on search engines such as Google, enabling you to reach a wider audience and garner more event registrations.
To help you get started with increasing attendance for your association event, we’ll go over three crucial steps to implementing SEO for your site. With the proper know-how and a robust website builder, you’ll be well on your way to achieving SEO success.
The foundation of SEO is made of keywords, the search queries that web users input into search engines to find the information they’re searching for. By threading the right keyword throughout your content, you can increase the chances that a web page will rank for that query, therefore increasing your event and overall organization’s visibility.
Ideally, you want to pick a keyword that has:
It’s difficult to determine whether a keyword meets this criteria simply by looking at the SERP. We recommend brainstorming a list of keywords relevant to your association’s event and then evaluating their search volume and competitiveness using keyword research tools.
According to Getting Attention, some of the tools you can use to perform keyword research include:
Identifying the right keywords is only the start of SEO for your association’s site. However, it’s the most crucial step—without the right keyword, you won’t be able to reach your target audience and set them on the journey to becoming an event attendee.
After establishing your keyword, it’s time to optimize your event landing page for it. Incorporate the keyword naturally into the meta title, headers, meta description, and the body of your content. Create blog content that relates to your keyword as well. This allows search engines to understand that your site is related to your chosen keyword and helps it rank higher on the SERP.
Additionally, don’t be afraid to experiment with local SEO, especially if your event is in-person or hybrid. Implement local SEO by creating locally relevant content, optimizing your Google Business Profile, and identifying local keywords. This way, you can target individuals who live in the area and can easily attend your event if it’s open to the general public beyond your member base.
Aside from scanning the content of your page, Google also looks for user experience to determine the rankings of websites. Whether you created your association’s site and event landing page from a template or scratch, make sure that it is:
If you’d like some examples of well-designed websites, take a look at Morweb’s list of the best nonprofit websites to get a better idea of how to incorporate SEO and great design on your association’s site.
Much like how you would evaluate the success of your event with event analytics, you should monitor the results of your SEO efforts as well. When assessing your performance on search engines, keep track of the following metrics:
Look at all of these metrics together to evaluate the success of your SEO marketing. For example, if you’re seeing a lot of organic traffic but a high bounce rate, then you know that your SEO strategy is working well but that there may be on-page issues you need to address. Or, if your page is ranking highly, but you’re not receiving much traffic, then you may need to optimize your landing page for a better keyword.
Planning an event takes time, and so does increasing event attendance and acquiring qualified event leads. To ensure that your SEO strategy is a success, give yourself the time you need to establish a thorough marketing strategy. And don’t be afraid to revise that strategy if you’re not seeing the results you want.
Make attendees gather with ease. From small to large and complex events – plan and manage all of your events in one flexible platform – Attendease.
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