Learn how to use SEO principles to increase visibility, event registrations, and ticket sales.
Before confirming the event location, do keyword research.
It is tempting to book the most popular venues, towns, or cities for your event. However, keyword research is essential before you make any bookings.
Ahrefs’ keywords Explorer can be used to find event and location keywords that will drive traffic to your event.
In Keywords Explorer, enter a seed keyword like gigs, music events, and concerts.
You can use the filter to search for specific locations such as Dundee, Edinburgh, Perth, or Glasgow.
This example shows that the search volume and traffic potential in Glasgow are significantly higher than in Edinburgh, even though the cities have similar populations.
If you have a fan base or audience, you might consider Glasgow as an alternative location for an event.
You can also see gigs in Glasgow tomorrow and next week; if you search for keywords like “gigs Glasgow” and SEO, it must be included in the event pack.
What is an event pack, and why is it so important?
An event pack is a unique type of Google SERP feature that displays when you search for an event.
Because event organizers can appear at the top of Google searches for events, the event pack is crucial.
It uses Google Events schema to power it. This allows you to structure webpages with event information which can be displayed in an event pack.
Clicking a result will take you to Google’s event page, which provides more information about the event, including directions and ticketing links.
Collect event details and assets
To maximize your search visibility, you must collect the following information from an SEO perspective.
These details are used to create the event schema that allows Google to display them in the SERPs.
There are many ways to get your event information onto Google. You can add an event plugin on your website, use third-party websites, mark up your code with event schema or combine all three.