Event company

The three types of content you need for SEO success for an event business

A lot of business owners think that SEO – search engine optimization, or the art of promoting your content on search engines without paying for it – and keywords are something you can sprinkle on a website like magical fairy powder after its creation. Unfortunately, this is simply not the case. To rank on Google, search engine optimization needs to be more than an afterthought: SEO needs to be built right into your website structure.

You need to have content that shows Google that you are an authority in what you offer. It requires strategy in planning your content and the pages your website includes.

There are three types of content that I recommend for event companies to create and structure on their websites.

1. Offer in-depth service pages

I see a lot of event companies just have a “Services” page that covers their general philosophy with a short list of all the types of events they are planning.

If you really want to rank for specific types of events, however, it’s crucial that you create separate pages on your site detailing each service. Here are some examples of pages that I often recommend:

Wedding planning

Planning of corporate events

Party planning

Planning the Bar and Bat Mitzvah

On each page, explain in detail how you approach each of these events, how you structure your services, and everything potential clients need to know. Include photos of past events and links to any blog posts you’ve written on this topic.

As you write, add related keywords. For example, on your “Corporate event planning” page, be sure to use the phrases “event planner in [city]”And“ event company ”. On a “Party Planning” page, you might mention “Birthday Parties” and “Sweet 16s”.

The top ranked event planning websites are often the ones that describe their services in the most detail, so use these pages to share more than just the highlights.

2. Present previous work

Many event companies miss out on traffic opportunities if they focus alone on the ranking for “organizer of events in [city]”. There is a ton of local search traffic that you could attract by optimizing your website pages for local place names or other vendors.

That’s why I highly recommend creating blog posts featuring past events.. Before you start writing the post, decide what keyword you want to categorize it for, usually the name of the place where the event took place.

Then write the message with that keyphrase in mind. Let’s say it’s “the Riverdale Hall event”.

Include this keyword in your post title: “Riverdale Hall Event: Joanna’s Sweet 16”

Include it in your post URL: / riverdale-hall-event-sweet-16 /

Mention your keyword (or a slight variation) in the first paragraph of the article: “We loved working with Joanna’s family to plan this momentous event at Riverdale Hall in Greenwich. “

For bonus points, include a paragraph at the end of the post specifically about the location, its vibe, and why you would recommend it. Link to all the other events you have planned there. This will make your post a more useful resource for other people looking for that place.

Pro tip: Got an idea for a keyword, but you don’t know if people are actually searching for it on Google? You can check search volumes using KWFinder.com.

3. Publish useful articles

The last type of content that I highly recommend is the useful articles on your blog.

Your blog should go beyond just recapping articles from the events you have planned. Don’t miss the opportunity to share the advice of your expertise. I like to recommend a useful article posted to your blog each month, if you or your team can take the time to write it.

Here are some examples:

How long should a wedding cocktail be?

How to estimate the number of your guests for a fundraiser

5 Beach Event Challenges You Need To Know (& How To Make Them Work)

These longer advice posts help Google better understand what you do and trust your website as a resource. They can also collect links from other websites and social shares which is great for SEO.

Pro tip: In each of these articles, find a way to link to your related service page (ie, if you provide wedding advice, link to your “Wedding Planning Services” page ).

How to find article ideas:

Write down common questions your potential customers ask you.

Write down common questions your customers ask you.

Take note of the things that make you wonder, “Why doesn’t everyone know this already?” “

Along with search engine rankings, these posts also help you communicate to your website visitors how much knowledge you have and why they should hire you. This is great for building trust.

Writing content isn’t the favorite thing of most event planners, but good content is so important when it comes to ranking on Google. Set up your website for success by having in-depth service pages, featured past work, and helpful articles, and you’ll have what it takes to rank.

Sara Dunn is a Wedding SEO Consultant at SaraDoesSEO.com, helping wedding planners, photographers, venues, florists and more achieve rockstar status on Google.