search engine optimisation is crucial to advertising and marketing any occasion, gig, or convention to assist individuals discover it after they search on-line. search engine optimisation for occasions is sort of particular. However it’s no rocket science to assist your occasions rank excessive on serps.

Learn on to discover ways to apply search engine optimisation fundamentals to maximise your visibility, occasion registrations, and ticket gross sales.

1. Do key phrase analysis earlier than confirming occasion location

Reserving the obvious venues, cities, and cities in your occasion is tempting. However earlier than you do, it is best to do some key phrase analysis.

Use Ahrefs’ Key phrases Explorer to establish occasion and site key phrases that may drive site visitors to your occasion:

  • Enter a seed key phrase equivalent to gigs, music, occasions, or concert events into Key phrases Explorer
  • Use the filter to enter places, e.g., Glasgow, Edinburgh, Perth, Dundee
Finding event and location keywords that can drive traffic using Ahrefs' Keywords Explorer

On this instance, the search quantity and site visitors potential are a lot larger in Glasgow than in Edinburgh though the town populations are related.

So you’ll be able to take into account Glasgow over Edinburgh as an occasion location when you have an viewers or fan base there.

What’s extra, I can see gigs which are on in Glasgow as we speak, tomorrow, subsequent week, and so forth for key phrases like “gigs in glasgow.” That’s why doing a little bit key phrase analysis is necessary and why search engine optimisation is required to look on this occasion pack.

Event pack search result example

What’s the occasion pack, and why is it necessary?

An occasion pack is a particular kind of Google SERP function that seems once you carry out an event-related question.

The occasion pack is necessary as a result of it permits occasion organizers to look on the high of Google searches for his or her occasions.

It’s powered by Google Occasions schema markup, which lets you construction webpages with occasion info that may be displayed within the occasion pack.

Whenever you click on a consequence, you might be taken to Google’s occasion calendar, which exhibits extra detailed occasion info equivalent to location, instructions, and ticketing hyperlinks.

Event pack calendar example

If you wish to be featured within the occasion pack, you’ll want to compile the correct occasion particulars. 

2. Compile occasion particulars and property

It will be significant from an search engine optimisation perspective to gather the next particulars about your occasion to maximise your search visibility.

Important occasion particulars Optimum occasion particulars
Title of occasion Images, art work, or video
Occasion description Costume code
Begin and finish date Age limits
Begin and finish time Refreshments
Venue or location identify Amenities
Handle, metropolis, nation, state, postcode, or ZIP code What’s included within the ticket value?
Telephone quantity Is there Wi-Fi?
Web site Entry necessities: age, visa standing, vaccination standing
Organizer identify Incapacity entry and services
Organizer cellphone quantity Refund or cancellation coverage
Organizer web site The right way to get there by public transport, automotive, and so on
Occasion web site URL (reserving hyperlink)
Occasion price

All of those particulars are used for the occasion schema, which permits Google to point out them on the SERPs.

Study extra: What Is Schema Markup? The right way to Use It for search engine optimisation

There are numerous methods to get your occasion info onto Google: add an occasion plugin to your web site, use a third-party web site, mark up the code in your webpage with occasion schema, or a mixture of all three.

1. Use an occasion plugin so as to add occasions to your web site and Google

On this instance, I created a few golf demonstration days utilizing the Occasions Calendar plugin for WordPress.

Set up the plugin and add a brand new occasion utilizing your occasion particulars.

WordPress Events Calendar example

Preview the occasion and publish it.

Event created with WordPress Events Calendar plugin

Designers and builders can customise this very fundamental occasion web page design and structure.

2. Add occasions to third-party web sites

Along with itemizing occasions in your web site, there are lots of standard, industry-specific occasion and ticketing options, together with Eventbrite, Ticketmaster, Dwell Nation, and so on.

Most of those options have event-structured knowledge constructed into their event-creation instruments.

On this instance, I created an occasion utilizing

Event created with

Listed here are the steps to do it:

  • Create an occasion from the occasion menu
  • Enter the small print of your occasion
  • Add your photographs and outline
  • Add your ticket pricing and capability
  • Preview the occasion and publish
Adding an event on

3. Manually mark up your occasion web page

If you happen to don’t use WordPress or can’t use a plugin or third-party answer, the third choice is to manually mark up your occasion web page with occasion schema. That is the most straightforward strategy to do it:

  • Create your occasion web page and publish it
  • Go to Google Information Highlighter
  • Be sure to’re logged in to Google Search Console
  • Choose your website
  • Press “Begin Highlighting”
  • Enter your occasion URL
  • Choose “Occasions” from the dropdown
  • Select “Tag this web page and others prefer it” or “Tag simply this web page,” after which press “OK”
  • Spotlight the occasion identify and choose the identify discipline
  • Spotlight the time, location, and different info with the proper fields
  • Then publish
Google Data Highlighter tool

Right here’s a brief video that exhibits how the Google Information Highlighter is straightforward to use:

After publishing, Google Information Highlighter will affirm the info is printed appropriately as an occasion in occasion schema format.

Overview page of Google Data Highlighter

4. Validate your occasion web page for search engine optimisation

Subsequent, use the Google Wealthy Outcomes Check instrument to make sure that Google has crawled your web page and that it exhibits the proper particulars in regards to the occasion in occasion schema format.

Google Rich Results Test tool

On this case, the validator highlighted in yellow a few particulars that may be added by utilizing the Information Highlighter instrument within the earlier step or optimizing your occasion itemizing in your occasion software program.

5. Promote your occasion to earn protection and hyperlinks

By selling your occasion with the solutions beneath, you’ll be able to land press protection and hyperlinks to your occasion that can assist your search engine optimisation and occasion advertising and marketing efforts.

Fb Occasions

Fb has an occasion itemizing function that permits you to view, e book, or add occasions.

  • Go to Fb Occasions
  • Create New Occasions
  • Use your occasion particulars to finish every discipline and publish
Entering event details on Facebook Event

Alternatively, most of the ticket and occasion promotion web sites combine with Fb Occasions to point out your occasions, concert events, and gigs.

Electronic mail checklist

Ship an electronic mail to your electronic mail subscribers and buyer base, letting them find out about upcoming occasions.

Example of email to promote an event

Hyperlink to occasions on social profiles

Add your occasions to your social media channels utilizing a free instrument like Linktree.

Linktree added to Instagram profile


In your web site, add occasions to the primary navigation or hyperlink weblog posts to the occasions.

Songkick event listing on Ricky Ross website

Add concert events and gigs to Spotify

For musicians and artists, you’ll be able to checklist your occasions beneath your artist profile on Spotify—offered you’re employed with one in every of its authorised ticketing companions.

Event listed on Spotify profile

PR, commerce, or native press

Attain out to individuals in your {industry} or native or commerce press to make them conscious of your occasions.

For instance, to establish individuals writing about search engine optimisation occasions, you can: 

  1. Enter the next into Ahrefs’ Content material Explorer: "search engine optimisation" AND ("conferences" OR "occasions" OR "seminars"). Use the “In title” path to solely present essentially the most related pages.
  2. See the writer subsequent to related pages; these are the individuals you’ll be able to contact.
Finding contacts and bloggers using Ahrefs' Content Explorer

Right here, you’ll be able to see a hyperlink to an search engine optimisation occasion in Barbados that’s but to occur:

Backlink for an event

It is best to purpose to get related mentions along with your outreach actions.

Joint promotion with venue host or occasion sponsors

The venues internet hosting your occasion must be more than pleased to assist put it on the market, however you’ll want to present them along with your occasion particulars and property.

The venue or occasion sponsors can promote your occasion on their electronic mail lists, web sites, and social channels.

Think about offering them with unique promotional property equivalent to photographs, interviews, movies, or ticketing incentives.

Facebook post promoting an event

6. Evaluate efficiency and repeat

Use Google Search Console to trace occasions within the Efficiency part below the Search Look part and the clicks you get.

Eventbrite supplies experiences on gross sales, attendees, and site visitors.

Analytics and reports on

Alternatively, use Google Analytics to create a conversion report.

Ultimate ideas

To make sure higher occasion success, comply with these search engine optimisation steps: do key phrase analysis earlier than reserving venues, gather occasion particulars, get listed on Google, promote your occasion, and evaluate your outcomes after an occasion.

Obtained questions? Ping me on Twitter.

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