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News & Views

22 May 2024

Uncovering Search Demand: Creating SEO-Friendly Content for your Website - Webinar Summary

Uncovering Search Demand: Creating SEO-Friendly Content for your Website - Webinar Summary

In a recent webinar, our head of search performance, Jon Monk shared invaluable insights into the foundations of SEO, specifically tailored for event marketers.

The session covered essential SEO techniques, from understanding search demand to optimising web pages, providing attendees with actionable strategies to enhance their event websites' visibility and attract more attendees.

For those of your that missed it, we've gathered some of the important points into a quick guide. You'll also find the full recording of the session if you'd like to watch it back. 

Understanding Search Demand

  • Keyword Identification: Finding keywords that people use to discover events is the foundation of SEO. Understanding these search terms helps in aligning website content with audience needs.
  • Aligning Content: Aligning website content with search demand attracts organic visitors, increasing event visibility and attendance.
  • Impact of Privacy Laws: New privacy laws affect data collection by advertising platforms. This shift makes SEO more critical, as it relies on publicly available search data rather than private user data. This shift in the digital landscape, makes SEO even more important as traditional data collection methods are becoming less effective.

Keyword Research and Tools

Research Process:

  • Brainstorming with team members to gather a comprehensive list of potential keywords.
  • Using AI tools like ChatGPT for generating keyword ideas, making the process efficient and thorough.
  • Analysing competitors using tools like Google Keyword Planner to identify successful keywords and strategies used by others in the industry.

Effective Tools:

  • Keyword Keg and are essential for generating and evaluating keyword ideas. These tools provide search volumes and trends, helping marketers prioritise keywords.
  • Google suggestions for additional keywords, leveraging Google's own data to find relevant search terms that might have been missed.

Organising and Prioritising Keywords

Keyword Grouping:

  • Grouping keywords for different website pages based on relevance and intent ensures that each page targets specific searches effectively.
  • This method helps in organising content and making sure that the right keywords are used in the right places.

Using Keywords:

  • Incorporating keywords into meta titles, descriptions, and on-page content is crucial. This includes using keywords in headings, subheadings, and throughout the body text to improve search rankings.

Optimising Web Pages

Content Creation:

  • Creating well-written, relevant pages without keyword stuffing is essential. The content should be valuable to visitors while naturally incorporating keywords.
  • An upcoming webinar dedicated to optimising web pages will provide further insights into this process, ensuring that marketers can apply these techniques effectively.

The Takeaways

Search Demand:

  • Align content with search queries to attract organic traffic, ensuring that your website meets the needs of your audience.
  • Use keywords strategically to drive relevant visitors to your site, enhancing your event's visibility and reach.

Keyword Research:

  • Combine brainstorming, AI tools, and competitor analysis for comprehensive keyword research. This multi-faceted approach ensures that no valuable keywords are missed.
  • Utilise tools like Keyword Keg and for detailed insights, helping you prioritise the most effective keywords.

Page Optimisation:

  • Employ keywords thoughtfully in meta titles, descriptions, and on-page content to improve search engine rankings.
  • Focus on creating valuable, relevant content for visitors, which naturally incorporates targeted keywords.

Further SEO Help

Check out our Learning Hub for upcoming SEO webinars and summaries of past ones as well as our blog where we regularly post tips and tricks for optimising your website. 

Upcoming Webinars:
18 June 2024: SEO Essentials - The Anatomy of Effective Web-Page Optimisation. This session will provide in-depth knowledge on optimising your web pages.

SEO Masterclass for Event Marketers:
Enhance your SEO skills with our comprehensive masterclass designed specifically for event marketers. Gain practical knowledge and hands-on experience over four weeks. Join us to boost your event website's visibility and attract more attendees.

  • Week One: 5 June 2024 (in-person event in Central London)
  • Weeks Two to Four: 12, 19, 26 June 2024 (Online)
  • This masterclass offers a comprehensive, hands-on approach to mastering SEO for event marketing.

Book here.

In Summary

The webinar provided a thorough exploration of SEO strategies tailored for event marketers. By understanding search demand, conducting effective keyword research, and optimising web pages, event marketers can significantly enhance their website's visibility and attract more attendees. T

he upcoming masterclass and webinars offer further opportunities to deepen your SEO expertise and implement these strategies effectively.

View the video of the session. 
This session was recorded on 22 May 2024. 


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