If your event can’t be found online, does it even exist? Instead of pondering this question, it would probably be more efficient to keep up with the latest SEO trends. But with budgets to manage, events to market and small fires to put out, we know you’re busy — so we sorted through the latest search engine updates and best practice trends so you wouldn’t have to.
Google is cracking down on bloggers.
Partnering with influencers is a great way to expand the reach of your event and increase attendance. If you’ve identified influencers with a blog, it’s a great idea to form a partnership so readers can become your event attendees. However, you need to make sure your relationship is transparent and that all the influencers you work with disclose that they’re working on behalf of your organization.
Whether they guest post on your blog or write about you on theirs, failure to disclose can result in penalties from Google. Not to mention you’ll be putting your brand’s credibility and reputation in jeopardy. You can simply avoid these penalties by putting in the author’s bio at the bottom of the post, stating that the influencer is either being paid by your organization or an official partner.
When in doubt, disclose, disclose, disclose!
Localist integrates with Google’s Knowledge Graph for better event content results.
That’s right, our interactive event calendar became that much more SEO friendly. This new integration exposes our users’ raw event calendar data to Google’s index and in turn Google displays event info at the top of search results and in a very event friendly way.
What’s an event friendly view? Glad you asked!
Google groups your next several events at the top of its results page, including the who, what, when and where — basically all of the information your potential attendees would want to know about your events.
Use events to boost search around your brand.
Just like how radio ads can motivate people to search about the brand that they’ve just heard over the airwaves, you can inspire the same kind of action during your events. During Moz’s Whiteboard Friday, CEO Rand Fishkin gave the example of if you’re featured in the New York Times (go you!), mention it at your event and encourage people to Google it. You could also encourage people to head to Google and check out your product features or reviews since most people won’t just take your word about your awesome product or brand.
The benefit? You’re taking your branded searches to the next level. By increasing associated search queries with your brand, Google will start to suggest it when people start their search query. So if you want [insert your brand name here] and a certain feature or current event to populate when people search your name, be strategic and encourage attendees to search for it.
Be careful to not be too spammy or unnatural, this could backfire and put your brand reputation at risk. For the best results, incorporate this tactic into your social media, email and other marketing campaigns.
Google is not a search engine in Europe.
Well, not technically according the definition created by the European Union. Since Google doesn’t index every website in existence, crawl the dark web and participates in Europe’s Right to be Forgotten rule by removing unfavorable content at the request of users from its results — it’s not technically a search engine. To be fair, there isn’t any search engine that exists today that fits within the European Union’s definition.
Drop that knowledge at your next event and you’ll be sure to spark lively conversations among everyone in attendance.
You can get more details via Search Engine Land.
What are some other search updates that event marketers should know about?