SEO Marketing Guide for Events: The Full Event SEO Playbook

Search Engine Optimization is one of the most important aspects of online marketing and what better way to get started than with an event SEO playbook? Perhaps some tips for your next big conference or trade show or even a wedding!

The “event keywords” is a keyword that can be used to find event-related content. The “event keywords” are often long-tail and less competitive, which makes them easier to rank for.

Many of the companies with whom I work hold a variety of local events. Whether it’s a networking event, a conference, or a social gathering, there’s a chance to use SEO methods to get the most out of it.

This article will walk you through the process from beginning to end, including a template you can use to monitor the marketing of your next event and stay organized and efficient when calculating success.

Here’s where you can get the Google Sheets template and the remainder of the instructions. If you have the funds and need scale, there are commercial platforms like Buzzstream to use, but for those who don’t, a spreadsheet is a wonderful place to start.

Determine who you want to reach. 

Make sure you know who you want to invite before you begin. This will provide you with concentration and direction.

If you’re planning to use any paid marketing channels, particularly social media, identifying your target market can help you establish audiences to target. 

Set attainable objectives for the event.

Your target may be the number of tickets you want to sell, the number of impressions you want to get, or the number of sales you make during the event.

Make a KPI Metric out of the aim. Some examples of KPIs include:

  • Sales of Tickets
  • Ticket Sales
  • Impressions of the Event
  • Mentions on Social Media
  • At the Event, Sales

Whatever you choose, make a note of it since you’ll be measuring against it later.

Building an Event Page: Some Pointers

Before you begin marketing, make sure to build your page. Otherwise, you’re leaving people with nothing to link to!

Keep the same URL and update with fresh information if this is an annual or recurrent event to create an evergreen page. This way, you’ll be able to grow your authority on a single URL rather of having to start over every time.

The following are important components to have on an event page:

  • Name of the event
  • Time & Date
  • Location
  • Directions
  • Details and a Timetable for the Event
  • Information on Tickets
  • a well-known CTA
  • Integration into society
  • Imagery that is relevant
  • Information about how to contact us
  • Schema for Events
  • URL that has been optimized
  • Title/description


Here is a link to the complete PDF.

Schema for Events

Search engines use, a structured data markup that adds further context to your content. Rich snippets for event schema may be found in search results.


Event subcategories such as BusinessEvent, FoodEvent, MusicEvent, and others allow you to be more specialized. The Event page has a complete list.

In-line microdata or JSON-LD may be used to implement schema. Although JSON is Google’s preferred approach, other search engines do not yet support it.

There are a few tools available to assist you with creating and testing Schema for your event:

Events on Facebook

Some companies, instead of creating a page on their website, exclusively use Facebook events. A Facebook event may help you reach a larger audience on Facebook, but you’ll lose out on the chance to establish authority on your own website. If you’re able, do both.

If you create a Facebook event, be sure you connect back to the main event page and keep an eye on it so you can respond to inquiries quickly.

Influencers will aid in the distribution of your material. Local blogs, news sources, social influencers, and industry insiders might all be considered influencers.

The first step in figuring out who your target audience trusts and listens to is to figure out who they trust and listen to. You may start building this list by looking at a few short resources.

Audit of Relationships

Check to see what present connections you or others in your company have before you undertake the additional legwork.

Request that your staff keep track of the organizations with which they collaborate, their news sources, who they follow on social media, and any personal ties. You can lose out on some simple possibilities if you don’t take this step.

If you have an established connection, you will often do better with outreach.

Tools for Social Media

Some influencers depend only on social media for their livelihood. Depending on the platform, there are unique methods for finding influencers. For Twitter, Followerwonk is the place to go. Brands and Instagram influencers may be matched using tools like Revfluencer and Neoreach.

Fair warning: huge names in influencer marketing may come at a hefty price or need the use of a middleman to leverage existing ties. If you want to undertake more than a small-scale organic outreach, you need seek professional assistance.

If you don’t want to pay for tools or influencers, you may do your own study. To identify relevant profiles, use the platform’s built-in search capabilities. Start blogging and commenting on a regular basis. Create an organic friendship before approaching for a prospective collaboration.

Audits of Competitors and Related Events

It’s a good idea to look for websites that connect to your rivals or comparable events. Use research tools like SEMrush’s organic research and backlink audit to find out more about your and their websites. Moz, Ahrefs, and Majestic SEO are some more simple tools to examine.

Assume I’m promoting a best taco competition. The food truck festival is a non-direct competitor to the event. By entering their event page URL into the organic research URL box, you can see the keywords they are ranking for.


Then, using SEMrush’s Keyword Magic, do more keyword research to uncover other relevant phrases.


To find additional possible sites, look at who is ranking for these phrases in the SERPs. The SEO content template from SEMrush will help you dig deeper into the SERP.

Check out your competition’s competitor report. This displays domains that have a lot of words in common. Some of them may be competitors, while others may be venues that might aid in the event’s promotion.


Finally, in the backlink report, check for backlinks leading straight to their event page. These may be locations where a direct link to an event page may be found.


Rep these procedures until you have a complete list of suitable sites for your first outreach list. Consider if any of these may assist market, sponsor, or participate in some way in your event.

Communities on the Internet

Check to see if there are any current online communities you may join. Facebook groups, Reddit threads, meet-ups, and community forums are all excellent locations to learn about what your target audience is talking about and how you can reach out to them to advertise your event.

To locate possible communities, look for phrases that are relevant or related. Return to your audience for relevant subject suggestions.

I found an active Columbus Reddit, a Facebook community for Columbus young professionals, and a meet-up for folks interested in trying new eateries in Columbus for my taco event. I became a member of them and began keeping track of what was going on.


Before you start self-promoting, I recommend building connections and establishing a presence. Use their interactions and dialogues as a model for your own. Online forums may be a terrific way to learn more about your target audience and how they respond to different types of material.

Connect with local in-person communities as well, if appropriate. If feasible, go out of your way to attend a meet-up or similar event to get your brand name out there. But be careful not to come off as overly pushy and give folks the wrong idea.


In the event area, make contact with the local journalists. Unless you have a big national brand with PR contacts, you will have more chance pursuing local press than national press.

Don’t limit yourself to digital. You may still profit from community bulletins and conventional newspapers. They might have a digital equivalent that can give you a link or the value of a brand mention without a link.

Examine the topics that the news source typically covers to see if it is a good fit.

On their websites, most news organizations include easy-to-find contact information. Make sure they have all of the information they need in a manner that suits them. Make them care about the story and limit the amount of work they have to do in order to write a good one.


Make a summary of your list and assign a priority to each item.

Add anybody who is relevant to the outreach tracking tab, and record as much as you can. This will aid in determining how you should pitch each influencer in your outreach and the method you should use. Go through and determine who is a priority, who isn’t, and your initial outreach strategy.

Make a list of potential pitches.

Decide what your team feels comfortable proposing to influencers before reaching out. Is it alright if you give out complimentary tickets up to a specific quantity, a promo code, or an interview previewing the event?

Document this now so that you don’t hit any hurdles when doing outreach in the future, and so that everyone on your team is aware of the possible expenses. For example, in all of my pitches, I felt safe offering up to 20 free tickets and an infinite number of $5 off promo coupons. To account for the probable income loss from the promos, I altered my ticket targets.

Please note that I am not advising you to purchase links! The goal isn’t to obtain connections to your website, but to increase interest in your event. Make sure you’re following SEO best practices and don’t click on any money-exchanging links.

For more information on how to make a strong pitch, check out these resources:

Before you promote on additional channels, take use of your organic research.


Using sponsored channels in addition to organic marketing will increase the visibility of your event. 

Paid marketing may reach those that organic reach may not be able to reach, as well as ensuring that they see the material on platforms like Facebook and Instagram, which have algorithms that limit organic reach.

If you’re going to undertake paid advertising, be sure to include details about the event in your advertisements. When an event is taking place, don’t make folks click and look for it. Give them the information as soon as feasible.

If conventional outreach fails, use sponsored marketing to reach out to your influencers. Certain networks make it simple to target a certain audience in order to guarantee that they see your material.


Use your email list early and frequently if you have one. People are more inclined to put your event on their calendar if they learn about it early. Create an email calendar to track how many emails you’ll send and when you’ll send them.

Consider what other emails your recipients could be getting. You don’t want to get two reminders from yourself and three from the third-party ticketing site.

Create a strategy for sending out a last email reminder about the event. Provide event details, directions, parking information, and any last-minute adjustments, if relevant, and make sure it’s connected to a ticket so customers don’t have to go back and hunt for it.


Yes, offline is still a viable option. I wouldn’t put all of your eggs in one basket, but utilize what is appropriate for the occasion. If at all feasible, include a hashtag, social handles, and vanity links in addition to your digital material.

If you’re a small company in a new area, mailers could be a good way to get your name out there. Hang a flier at a coffee shop if you know your target demographic frequents there. 

As you examine offline, be reasonable and deliberate, and make sure you can monitor it.

Keep track of your achievements.

For both paid and non-paid channels, use URL tracking. The most prevalent is UTM, which may be simply created using Google’s UTM Campaign builder.

To guarantee that your monitoring is consistent, identify your common UTM naming best practices ahead of time. This stage ensures that you’re measuring and reporting on the right information.

All of the channels you have influence over, such as email, paid advertising, and social media, should be labeled. If at all feasible, provide labeled links for usage by influencers and news media. For offline channels, use vanity URLs that link to monitored UTM URLs.

Consider Adding Supporting Content

So you’ve created an event page, contacted your influencers, and are using your execution plans to promote your event via additional channels. Awesome! Is there, however, any supporting material you can create or plan?

Consider how you can maximize the value of all of the material and work you put into the event.

Is there anything you could write as part of a blog post series to help promote the event? Is it possible that you’ll videotape the event and provide brief portions later? Is it possible that you’re turning a networking panel Q&A into a blog post? Is there a hashtag you should be using to collect user-generated material that you can reuse?

Consider everything you can use right now and how you’ll put it to use before, during, and after the event.

Make a summary report

Because event campaigns are likely to be cross-channel, you’ll need to check in many areas to obtain a full view of your data.

To keep an eye on brand mentions and important phrases, use SEMrush’s mentions, Google alerts, or sponsored mention products. can give a more thorough solution for wiser analysis.

To discover how many shares and backlinks your event page got, use content tracking tools. Within projects, SEMrush offers a built-in content analyzer for tracking content performance for keywords, shares, and backlinks. 


For social interaction and involvement, use social monitoring tools. is a fantastic tool for monitoring hashtag mentions on social media. Hootsuite may be used to listen in on social media. There are several additional commercial and free tools available.

Of course, utilize analytics to determine which ads brought in the most traffic and conversions. Third-party event software should also be able to provide you with detailed event statistics.

Build a report that explains all of your major tactics, how you implemented them, and what the result was using all of your metrics and data sources. The template supplied at the beginning of the article includes an example report draft. Feel free to use images to take this to the next level.

Reflecting on what you’ve done can help you figure out what needs to be changed and what worked the first time around. If you didn’t accomplish your objective, take responsibility for it and explain why. This will assist you in making better future plans.

Now you’re ready to create your own event and make use of SEO tactics in the process! Do you have any further suggestions that I may have overlooked? Please share them in the comments section below.

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