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« April 2009 | Main | June 2009 »

Event Search Marketing and Your Description Tag

When it comes to search engine optimization and event promotion, simple things can have big impact. Search Engine Marketing is critical in your event marketing and promotion efforts. Check out "Leveraging Your Event Promotion with SEO." One easy SEO improvement, with a high level of impact, is crafting a compelling description tag. The description tag is used to tell an internet searcher what a particular page is all about. Each page on your event web site should have its’ own unique description tag. 

An Example
Below is a shameless self-promotion example. The section highlighted in Red is the description tag.

Event_Search_Marketing_Description

If They’re Searching - They’re at Least Curious About Your Event
Keep this in mind when writing a description tag . . . Most people searching for your event web site are at least curious about your event.  When is the last time you used a search engine to look up something of no interest to you?  If a searcher finds a search listing for your web site in the search engine you want them to click on your link, not the competitions. A strong description tags helps in getting people to click on your web site link.

Make Your Description Tags Compelling to Click
Description tags shouldn’t be boring or mundane.  Think of your description tag as a way to get people to click on your link on the search engine results page.  Does your description tag give someone a compelling reason to click? The best description tags give internet searchers a compelling reason to click.

A Bad Example
Here is an example of a bad or inaccurate description tag for an event or business. It gives the reader almost no incentive to click. Be sure you're not making the same mistake.

Event_Search_Description_Tag_Bad

Balance Click'ability and Search'ability
Some search marketing specialist might suggest that you try to include search relevant keywords in your description tag.  I would argue that the best tag for search relevant keywords is your title tag. Description tags don't carry as much importance as the title tags in search engine placement. Therefore keep your description tag focused on getting people to click on the link.  Think of your description tag as the Unique Selling Proposition (USP) for individual web pages on your event site.

Want to get more great info? Check out the articles below:

Be Vigilant About Your Event Details and the Media

Do you have an upcoming event that could benefit from media coverage?  If you’re preparing to release information about your event publicly, you need to be extra vigilant right after information is released to the public.  All it takes is one little piece of inaccurate information to create a maelstrom of headaches.

Press_release_event_marketing Real World Example
Let me give you an example . . . A few months ago a client held a press conference to announce their upcoming air show.  In conjunction with the press conference, there was an official press release issued and great coverage by the media.  The press release contained one small inaccuracy (an event detail carried over from last year’s press release) that was no longer accurate. As a result, the media started reporting about the event with inaccurate information.  The local newspaper reported that the U.S. Navy Blue Angels were performing at the air show. In fact, the Blue Angels were not attending.  (When it comes to air shows, the Blue Angels attending an air show can make it or break it for event organizers.) The next day, local radio stations started to report the inaccurate information from the newspaper story. The radio station’s mindset was most likely . . . “If the newspaper is reporting it, it must be accurate.” One small piece of information created a tremendous amount of unnecessary stress for the event organizer.

Be Vigilant
When really important information about your event is released to the public (major performers, dates, times, ticket details, etc.) you must be extra vigilant. Despite the best efforts of everyone involved, honest mistakes can be made and information can be reported inaccurately. In today’s world of social media one inaccurate piece of information can get to the other side of the world in a matter of seconds.  You don’t need to go overboard, but a little vigilance can prevent hours or days worth of necessary headache. 

Quick Suggestions
There are a few simple things you can do to prevent inaccurate information from spreading through media outlets. The first place to start is to triple check any press releases that go out to the media. Have other people you know review your press release.  If you’re really invested in a project your objectivity goes down the more you look at something. In the example above, it was one simple sentence that resulted in a bunch of unnecessary stress. Get more info on - Press Releases and Your Event Marketing.

Online Champions
Another suggestion is to get members of your team to monitor the local media (television, radio, and print).  You might want to consider making use of an online championHave your online champion (trusted team member) monitor the local media. They can let you know if there are any discrepancies in information.

Setup a Google Alert
You should also consider setting up a Google Alert regarding your event. Google Alerts allow you to ability to automatically monitor what's going on with your event in cyberspace. Get more information about - Google Alerts and Your Event.

All it takes is one small piece of inaccurate information and you’ll be left with hours or days worth of headaches. By putting some simple controls in place and by being proactive in the process you can prevent a great deal of stress in your life.

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Leveraging Your Event Promotion with SEO

Search engine optimization is a critical part of your event marketing and promotion, especially if you have a recurring event. A properly optimized web site can drive tons of free traffic to your event web site. The more qualified people you have coming to your site the higher the user’s attention level.  Let’s face it . . . someone searching for “underwater basket weaving” isn’t going to show up to an air show event web site. A proper search engine strategy can also allow you to leverage your traditional marketing campaigns.  What’s more interesting is the interaction of search engine marketing with traditional advertising and promotion.

Here is a real life case study to consider. The event organizer spent in excess of $100,000 USD to advertise their local event. Their traditional advertising efforts included television, print, radio, and billboards. The brunt of their campaign started 30 days before the event date. For all of the money spent on traditional advertising, almost 50% of the traffic came as a result of search engine traffic. You can see a break down of the information below.

Seo_event_marketing_promotion

The graph above illustrates the importance that search engine optimization plays in your event marketing strategy. What’s even more interesting is that only about 28% of the traffic was a result of people directly typing in the domain name into the address bar. The event organizer put a tremendous amount of focus on driving people to the web site with their traditional advertising.  Additionally, the domain name for the event web site was very easy to remember. Yet, a majority of the people used the search engines to find the web site.

Below are some short articles to help you with search engine optimization ideas for your event web site.

Lost Opportunity - Seemingly Irrelevant Search Keywords . . .
Your event prospects aren’t always using obvious search terms to get to your web site. Check your web stats and see if you’re missing a search engine optimization opportunity.  One event planner that I recently started work with discovered that a large number of people were searching on a significant keyword that the event planner considered irrelevant. Seemingly irrelevant keywords are a huge opportunity cost. Make sure you optimize your web site for some of the valuable, yet obvious terms.

Your search engine optimization strategy is a crucial part of your overall event marketing and promotion strategy. If done properly, a well thought out search marketing strategy can significantly increase the effectiveness of all your traditional marketing.

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