Search has changed dramatically in just the past year. While Google is still the primary place people go to discover events online, AI platforms like ChatGPT, Bing, Copilot and Perplexity are becoming an important part of the mix.

The way people search is shifting too - instead of short keywords, audiences are now asking longer, more specific questions.

In this webinar, Jon Monk (ASP's Head of Performance) showed us how to make events websites perform better in both traditional search engines and AI-powered discovery tools.

He broke the process down into practical steps, with live demos on keyword research, content optimisation and competitor analysis.

Many event websites aren’t set up to be found organically. Instead, they rely heavily on PPC campaigns, email databases and social posts. That can work in the short term, but it leaves a lot of opportunity on the table.

Events already have the raw ingredients for great SEO:

• Content (speaker bios, session write-ups, exhibitor profiles, blogs)

• Links (from exhibitors, partners, and attendees pointing back to the event site)

When structured properly, these assets make an event site highly competitive in search results. Optimisation can also reduce reliance on paid ads.

As Jon noted, a well-optimised site can improve PPC performance and even cut ad spend by as much as 50%.

Beyond registrations, it can also generate year-round traffic and leads - growing your audience and email list well before the next edition of your show.

While Google still drives over 90% of organic traffic, AI tools are growing fast - with usage quadrupling in the last year. Importantly, they are changing how people search.

Instead of typing “AI conference,” a potential attendee might now ask, “Which is the best AI event for investors looking to meet startups?” AI engines respond better to detailed, well-structured content that directly answers such questions.

That means your event website needs to:

• Provide clear, factual answers to the most common questions about your event.

• Ensure the right information is present (otherwise AI tools may “hallucinate” and invent details).

• Cater to longer, more conversational queries.

AI may not yet drive huge volumes of traffic, but it’s influencing expectations - and optimising for it will also benefit your performance in Google.

1. Focus on Search Intent

Keyword optimisation isn’t just about repeating phrases anymore. You need to understand the intent behind a search. For example, someone searching for “AI seminar” is likely looking for learning opportunities, whereas “AI research” suggests a different motivation.

By mapping intent to your event’s themes, you can create content that matches what users are really looking for.

Event websites traditionally served as brochures for that specific event edition. To win in both Google and AI search, they need to act more like resources.

That means publishing high-quality, authoritative content beyond the basic “who, what, where.” Examples include:

• Blog posts on industry trends covered at your event

• Session summaries and highlights

• Unique, detailed speaker and exhibitor bios

The more useful and authoritative your content, the more likely search engines (and AI tools) will rank it - and the more trust you’ll build with your audience.

AI tools like ChatGPT or Gemini are excellent for brainstorming topic ideas, but they don’t provide search volume data. To avoid chasing terms no one searches for, combine AI brainstorming with keyword tools:

• Google Keyword Planner (free, though harder to use)

• Keyword Keg or similar paid tools (faster, more intuitive, includes search volumes)

Look for keywords that are both relevant to your event and backed by actual search traffic. Then structure your site around those topics and subtopics, much like categories in an online shop.

For instance, instead of just “AI Conference,” create dedicated sections for “Machine Learning,” “Robotics,” or “Data Science.”

Once you know the topics and keywords, optimise the building blocks of your site:

• Page titles & meta descriptions: These appear in search results. They need to include your keywords and act as mini-ads that encourage clicks.

• Headings and subheadings: Use them to structure content clearly, making it easy to scan for users and easy to understand for search engines.

• FAQs: Adding FAQs at the bottom of key pages is a simple way to answer common questions while naturally including relevant keywords.

• Internal links: Connect related pages so that both users and search engines can navigate your site logically.

Jon gave a demo of one of his favourite tools, Frase.io, which analyses your page against top competitors for a chosen keyword. It identifies missing topics or phrases and shows you how to improve.

By adding relevant content - often easily done via FAQs - you can quickly raise your optimisation score and outperform competitors.

Pairing Frase.io with ChatGPT makes it easy to generate fresh content (like FAQs or meta descriptions) while ensuring it’s tailored to real user intent.

Jon recommended starting with small but high-impact changes:

• Refresh homepage and main topic pages with optimised titles, meta descriptions, and FAQs.

• Break down your event into clear categories or themes, so visitors (and search engines) can easily navigate.

• Rewrite exhibitor and speaker bios to be unique and engaging, not copy-pasted.

• Repurpose session recordings into keyword-optimised blog posts and articles.

• Add internal links between key pages to strengthen your site’s structure.

These steps alone can significantly boost search visibility and ensure your event content is surfaced in both Google and AI platforms.

• Google still dominates, but AI is changing search behaviour.

• Content is central — your site must provide accurate, well-structured answers to questions.

• Authority matters — become more than just an event listing by publishing expert content.

• Optimisation is a process, not a mystery — small, consistent steps make a measurable difference.

Done well, optimisation not only boosts registrations in the lead-up to your event but also drives year-round traffic, strengthens your email list and builds your brand as a trusted industry voice.