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News & Views

18 Jun 2024

SEO Essentials - How to Optimise your Event Website

SEO Essentials - How to Optimise your Event Website

Here at ASP, we're on a mission to demystify the complexities of Search Engine Optimisation. In our latest webinar (SEO Essentials - The Anatomy of Effective Webpage Optimisation) our in-house SEO guru, Jon Monk, gave a fantastic overview of how to leverage SEO marketing tactics to optimise your web pages and improve your search engine rankings.

During the session he walked us through the practical steps and essential SEO tools that you can use to enhance your performance in the search results on your events website. By taking these steps you should see improvements in the organic search traffic to your site, which will in turn boost your conversion rates. 

Here's a quick summary of the session including the practical steps you should take to effectively optimise your website.

1. Keyword Research - identify relevant high-volume keywords

The foundation of effective SEO is thorough keyword research and it's an essential step that you should take before optimising any web page.

The process involves identifying the terms and phrases that potential visitors use when searching for content related to your site (also know as user search intent).

Understanding user intent and targeting the right keywords attracts relevant user traffic. This traffic is then much more likely to convert into those all important exhibitor leads, sponsors, registrations or delegates. 

Tools Used: In order to make your life easier there are some brilliant tools out there that can help you identify your high-volume, relevant keywords. These include:

  • Merge Words: Assists in creating combinations of words to explore different keyword possibilities.
  • Keyword Keg: A keyword research tool that offers data on search volume and competition for keywords, aiding in the selection of the best ones.
  • Google Ads Keyword Finder: A free tool for discovering and planning keyword strategies based on Google search data.
  • Frase: Automates the analysis of top-ranking pages and suggests improvements, saving time and increasing accuracy.
  • ChatGPT: Useful for generating FAQs and additional content, ensuring that your page covers a broad range of relevant topics and questions.
2. Competitor Analysis

Analysing competitor pages is an effective way to help you adapt your own content.

Simply pop your keywords into Google search and review the top top-ranking pages for your target keywords. We'd suggest looking at 5-10 websites that are similar to your own (ie: event websites). Make a note of the user experience on their site as well as the type of content they have used, page length, keyword usage, and the types of multimedia on their pages. Jon's mantra is that your site doesn't need to be SEO perfect but it does need to be better than the competition!

3. Content Creation

When it comes to creating your page content we'd suggest you focus on a few high-traffic pages and make sure you include your chosen target keywords and related terms naturally. This not only helps in terms of the search engine rankings but is better for user engagement, as it ensures the content is both relevant and useful to your audience.

Use of Tools: Once again there are a number of tools that can help you create and edit your page content.

  • Frase: Automates the analysis of top-ranking pages and suggests relevant content improvements for your own copy.
  • ChatGPT: Useful in generating FAQs and additional content based on your relevant keywords.

Key Elements to Focus On:

  • Page Title: Include the primary keyword, ideally to the left. This element is crucial as it is one of the first things seen by search engines and users.
  • Meta Description: Craft a compelling description with a call to action. A well-written meta description can significantly boost click-through rates.
  • URL Structure: Include keywords in the URL. A clean, keyword-rich URL aids both users and search engines in understanding the page content
  • H1 Heading: The main heading should contain a variation of the primary keyword. This reinforces the content's relevance.
  • High-Quality Content: Ensure your page has sufficient text, images, and videos to engage users. High-quality, mixed content engages users effectively and is more likely to be shared and linked to, enhancing your SEO.

Bonus Tips:

  • Subtopics: Create subpages for different aspects of your event or topic. Each subpage should target different, specific keywords that are relevant to your event which will increase the overall site relevance and authority.
  • User Engagement: Use clear calls to action, comprehensive FAQs, and interactive high-quality content to engage users. This improves user experience and encourages longer site visits, positively impacting SEO and conversion rates.
  • Regular Updates: Periodically review and update your list of keywords and site content. SEO is an ongoing process, and regular updates ensure your site remains relevant and can adapt to changing search trends.
4. Monitor Your Progress:

Understandably you'll want to monitor your progress and check that your improvements are having a positive impact. Google Search Console (GSC) is an invaluable tool for monitoring (and enhancing) your SEO marketing efforts and your website's search performance. It provides detailed analytics on search visibility, including clicks, impressions, and average positions, helping you understand which keywords and pages are performing well.

GSC also identifies technical issues such as crawl errors, mobile usability problems, and Core Web Vitals metrics, enabling you to optimise user experience and site health. Additionally, it offers insights into your backlink profile, internal linking, and structured data performance, all of which are crucial for improving search rankings. By leveraging GSC’s comprehensive data, you can make informed decisions to refine your SEO strategies and boost your site’s visibility in search results.

Our next webinar will cover how to use GSC - book your place here (it's free).

In Summary
SEO marketing is an ongoing process, not a one-time task. Regularly optimising your website content and engaging your audience are crucial for sustained success. By applying the techniques discussed in the webinar, you can expect to see improvements in web traffic and user engagement, ultimately leading to better SEO performance.

Watch the Video of our Webinar on SEO Essentials (June 2024)

The full webinar session can be viewed here:


Need More help? 

Our next webinar (on Tuesday 23 July 2024) will focus on setting up and using Google Search Console to track and improve SEO performance. It's a vital tool for monitoring and enhancing your SEO efforts. Attendees will learn how to set it up, use its features, and interpret its data to boost their SEO strategy. 

Please contact Jon if you have any other SEO marketing related questions - you can reach him on 

Question & Answer Session

Here are some of the questions that Jon answered in the live webinar session. 

What is organic traffic and why is it important?
Organic traffic refers to visitors who find your website through unpaid search results. It is important because it often consists of users with a specific search query, indicating a higher user intent to find relevant content, products, or services.

How do I improve my keyword rankings?
To improve your keyword rankings, conduct thorough keyword research using tools like Merge Words, Keyword Keg, and Google Ads Keyword Finder. Focus on a mix of primary keywords and long-tail keywords that are relevant to your content and have high search volume. Ensure your content naturally incorporates these terms. Analysing competitor pages and using tools like Frase can also provide valuable insights.

What are long-tail keywords and how can they benefit my SEO efforts?
Long-tail keywords are longer and more specific keyword phrases that visitors are likely to use when they are closer to making a purchase or finding specific information. They often have less competition and can attract more targeted organic traffic.

How can I analyse user intent for my target keywords?
User intent can be analysed by understanding what users are looking for when they enter a search query. Tools like Google Ads Keyword Finder and examining top-ranking pages on other websites can help determine the user intent behind specific keywords.

How often should I review and update my keywords and content?
SEO marketing is an ongoing process, so it is important to periodically review and update your keywords and content. Regular updates help you stay relevant and adapt to changing search trends, ensuring sustained success in your search engine rankings.

Does changing meta titles and description negatively affect SEO? 
Adjusting page titles can impact SEO, especially if the new title omits original keywords. However, updating titles to align better with search trends can be beneficial.

How does User Experience help SEO? 
Good usability and engagement are crucial for SEO. Easy-to-navigate pages with engaging content keep users on your site longer and encourage exploration, improving rankings.

How can I track my SEO performance?
Use Google Search Console to monitor and improve your SEO performance. It provides insights into your search query data, keyword rankings, and overall search engine rankings, helping you refine your optimisation efforts.

What is conversion rate optimisation and how does it relate to SEO?
Conversion rate optimisation (CRO) involves improving your website to increase the percentage of visitors who complete a desired action, such as buying a ticket, registering for your event or signing up for a newsletter. Effective SEO brings relevant traffic to your site, and conversion rate optimisation ensures this traffic leads to higher user engagement and conversion rates.

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