Earlier on this article, we discussed the need for a website for any event, and what all features companies should consider to include on their event site.
But is that all only required elements to make your event successful? Of course not. Don’t you want traffic on your site that can check-out your efforts put on the website, who can read your blogs and who can watch creative and engaging videos, and finally who would also like to register for the event? After all, these are the objectives of having a website in place. Isn’t it?
There are 2 ways to pull web traffic on your site – Paid and Organic.
Paid traffic would come from those channels where you have invested some part of your marketing budget in drawing the attention of the audience through paid ads.
We will cover this part later because we are sure you must be eager to know the non-paid method of pulling the traffic first. Not many companies can afford to spend lavishly on any business activity on their site.
Organic traffic, in contradiction to the paid traffic, refers to the visitors who land up on your website through unpaid search results. It means if a user is searching for an event related to your industry on Google or Bing, then the search result would return your event website in search result on the first page of the result page.
If the user clicks on your website, then the user would be considered as one of the organic traffic members.
Organic traffic shouldn’t be confused with the direct traffic which basically means the user didn’t use search engines to land on your website, instead, entered domain name directly into the URL to access your site.
What should a company do to receive Organic traffic?
Search Engine Optimization (SEO) is an important aspect to drive the web traffic to your site, mostly unpaid ones. Although it was originally believed to be done for search engines, however, its definition is shifting more towards “user-relevant” information.
SEO can be achieved through On-page and Off-page optimisation efforts which contribute to nearly 29% of all the traffic driven to the websites on the internet.
On-Page Optimization: It simply means the efforts made within the website itself to make it a more relevant-keyword-rich site for the search engines to index easily and classify what the website is all about. It helps in ranking your page based on the content on your website and the keywords used to explain your products and services.
On-page optimisation can be achieved through the steps as mentioned below:
- Audience First, Search Engine Next: Many SEO specialists believe updating keywords relevant to the business is enough for on-page optimization, which is not true. You must not only focus on the search engines to rank your page but also to provide relevant search results when your audience search for the event they are interested in participating.
Add long-tail keywords which are actually long and specific phrases used by the visitors to search on search engines. So instead of adding keywords like “B2B Marketing Event”, you could choose to use “Best B2B Digital Marketing Event in New York City”. Choice of keywords is the key here.
Insert keywords in the Title and Meta description that explains on the search engine result page (SERP) what your website contains and why it is relevant to visitors who searched.
You should also add keywords in the first paragraph and headlines of the website, which are the first thing that appears when the visitor lands on your site.
- Optimize Images: Do not forget to add relevant and original images for every section of your website. Also, make use of ALT Text to add main keywords matching to the image and the content of your website.
- Use Internal Links: You must create links within your site contents to guide visitors to the pages consisting of relevant contents, sign-up forms, or Buy Tickets Now actions.
- Create and Update Blogs: Blogs are the best ways to use content writer’s creativity to encourage readers to take action on your event website. Do not forget to use keywords on these blogs too because that is what will draw attention to the visitors. Use internal links within these blogs to drive next expected action by the visitor. And finally, do not forget to blog regularly, which keeps the engagement with the audience intact.
Off-Page Optimization: Activities conducted outside the website to drive the traffic on your site are called Off-page optimization. These activities can be summarized in just two words – Link Building, which help in establishing a relationship between visitors of other websites to your website.
Below are the steps to follow to achieve expected off-page optimisation results:
- Reach out to the external audience: Make use of sites and blogs that encourage everyone to contribute towards the content-building on their website. A very well know such a website is Quora where you could comment on contents matching to your event. You could utilize the space to highlight your event by answering questions related to events matching your domain and linking your answer with the event site.
- No one can promote better than you: Use company profile and community pages on every social media sites to promote the event with the link to the event website clearly visible on the post.
- Encourage others to link: It should not be only your job to link everywhere you post a comment or content. Instead, encourage your peers, associates, employees and partners to link to your event website whenever they share or post about the event of your company with their community.
- Guest Blogging: Believed to be one of the best inbound marketing strategies; guest blogging allows building links by posting blogs on someone else’s blog site. A creative blog could help you to receive traffic from other sites to your event website.
We hope when you implement the steps mentioned above under On-page and Off-page SEO optimizations; you start drawing more audience attention and traffic from different sources without even paying anything.
Do not forget to use Google Analytics and other tools such as Hotjar to track visitors and their pattern, which would help you keep making changes on your on-page and off-page contents.