Unlock the secret to year-round traffic and conversions for your event website. Learn how to optimise for the topics your event covers, transform event content into SEO gold, and engage your audience 365 days a year — all while reducing your reliance on short-term marketing tactics.

This article explores how to create year-round organic traffic that converts for an events website. This isn’t just traffic from people searching for your event, but also from those interested in the topics you cover — ensuring engagement throughout the year.

For most event websites, achieving year-round (365) traffic and conversions can feel unattainable.

Traffic typically follows the event cycle:

• 3 months before the event: Marketing campaigns, such as exhibitor promotion (exprom), visitor promotion (visprom), organic social media, email, PPC, paid social, and partnerships, drive traffic to the site.
• During the event: Traffic peaks as visitors engage with the latest updates.
• After the event: Traffic plummets and remains low for the next 9 months.

This cycle places immense pressure on marketing teams to succeed during a narrow three-month window. If one channel underperforms, the impact on registrations and engagement can be significant.

Post-event, organisers often refresh their websites by removing outdated content like speaker profiles, exhibitor lists, and session details — inadvertently wiping out valuable organic traffic. The result? A dormant website until the next event cycle begins.

But what if you could break free from this pattern? By shifting focus to the broader topics your event covers and repurposing your content effectively, you can reduce reliance on short-term marketing campaigns and create a website that drives traffic, engagement, and conversions all year round.

Top Tip - Don't Delete Last Year's Show Content!
Don’t delete last year's show content - especially content that is driving organic traffic - instead carefully archive and keep live on the website.

What is 365 Traffic?

In this article, 365 traffic refers to year-round organic search traffic from Google, not from social media, email, or PPC.

However, by implementing the strategies outlined here, you’ll generate content that can also be repurposed for social media and email campaigns.

Bonus!
Improved organic search performance enhances your PPC campaigns as well, as Google gains a better understanding of your market, ultimately reducing costs for the same results. If Google understands your market better it will impact ad costs. By improving relevance scores you can lower the cost-per-click for the same audience.

Does Your Website Deserve 365 Traffic?

What is your website offering visitors year-round? Why should Google drive consistent traffic to it?

Naturally, people searching for "Your Event Name" will be directed to your site. However, these search trends tail off significantly after the event.

To maintain traffic, your site needs to shift focus from just your event name to the broader topics it covers.

This is where building a topic-focused content strategy becomes critical.

Part 1: Topics

Does your website clearly communicate the topics it covers to users and Google?

For example, if your event is about AI, does your site include pages optimised for:

• “AI Conference”
• “Machine Learning Conference”
• “Deep Learning Workshops”
• “Natural Language Processing Summit”

By targeting these topics with optimised pages, you:

• Drive relevant traffic year-round.
• Improve conversions by addressing specific visitor needs.

Example: Topic Targeting

For an AI event, you might organise pages as follows:

• Home Page: Optimised for "AI Conference"
• Topic Page 1: "Machine Learning Conference"
• Topic Page 2: "Natural Language Processing Summit"

This approach informs both users and Google about what your event offers, improving search rankings and conversions.

Examples of relevant long-tail keywords, e.g., for "AI Conference": "AI conference agenda 2025," "AI speakers UK 2025."

How Keyword Targeting Increases Conversions?

Meta Data

Let’s look at an example:

Before

• Page Title: AI Future - Homepage
• Meta Description: Industry leaders. Shaping the future. Networking opportunities

Such generic content doesn’t make it clear what the event is about, reducing click-through rates (CTR).

After

• Page Title: UK’s Top AI Conference for Developers 2025 | AI Future 2025
• Meta Description: Discover Cutting-Edge AI insights at ExCel London 23-34 Jun 25. Join Industry Experts, Thought Leaders at the UK’s Top AI Developer Event. Register Today!

This updated content makes it clear what the event offers, boosting CTR and visibility.

A compelling meta description can improve click-through rates. According to a study by Ignite Visibility, over 6 out of 10 respondents said the description had the most significant impact on their decision to click a result.

Improving the Visitor Experience

When visitors land on your site, they should instantly understand:

• What your event is about.
• How it aligns with their interests.
• Key information (like event dates, location, and purpose) is clearly visible above the fold.

Example Headline and Banner

• Before: Inspiring the Future
• After: The UK’s Largest AI Event for Developers

This clarity helps both visitors and Google recognise the relevance of your event.

Helping Visitors Find Topics for a Better User Experience

Organise your site content into logical categories like topics, sessions, speakers, and workshops. Ensure these are accessible via the main menu, home page, and other key pages.

Much like an e-commerce site categorises products, segmenting your event content allows visitors to quickly locate what interests them most. This not only improves user experience but also increases engagement and conversions.

For example:

Main Menu - Group topics under a 'Topics' dropdown, and use clear, clickable subheadings like

• “Machine Learning”
• “Deep Learning”
• “Natural Language Processing”

Home Page - Include clear page sections introducing these primary event areas.

Top Tips:

1. Identify Key Subtopics - Create optimised pages for specific subtopics to drive traffic and improve conversions.
2. Encourage Year-Round Engagement - Offer compelling reasons for visitors to register their interest or subscribe to your newsletter now, such as exclusive insights or regular updates from industry leaders.

Part 2: Event Content

Does your event have content that if captured - could add value after the event has ended?

If your event includes speakers, sessions, or workshops, you’re sitting on a goldmine of content that can drive year-round traffic.

Why Event Content Works

• Experts: Content tied to industry leaders has credibility and appeal.
• Evergreen Value: Topics like “AI in 2025” or “The Future of Machine Learning” can remain relevant long after your event ends.

Repurposing Event Content

Take your spoken content (sessions, keynotes, interviews, workshops):

• Record it (audio or video).
• Transcribe it.
• Create a standalone article that summarises key points.
• Find keywords with search volume relevant to the article, and optimise the article for these keywords.

For example "A keynote on 'AI Ethics' could be transcribed and turned into an article optimised for 'AI ethical challenges 2025.'"

This approach provides value to:

• Past attendees, as a recap.
• Potential attendees, as a preview of the expertise your event offers.

How Does Adding This Content Increase Traffic and Conversions Year-Round?

By publishing well-optimised, high-value content from your event, you’re extending the life of your sessions while driving ongoing engagement.

Traffic Benefits:

• Higher Organic Traffic - Optimised articles rank for broader queries, attracting audiences unaware of your event.
• Improved Website Authority - High-quality content signals expertise to Google, helping pages rank across multiple topics.

Conversion Benefits:

• Compelling CTAs - Embedded calls-to-action drive registrations, newsletter sign-ups, or ticket sales.
• Extended User Journeys - Articles guide visitors to topic pages, increasing engagement and conversions.

Supports social and email campaigns:

• Repurpose content e.g., "Share articles as teasers on social media to drive new traffic back to your site.”

Example: If a keynote session on "AI in Healthcare" is transformed into an article, it could:

• Rank for keywords like “AI healthcare innovations” or “AI trends in medicine.”
• Attract readers interested in healthcare and AI topics.
• Provide a call-to-action inviting them to next year’s event or a related webinar.

By consistently repurposing your event content into optimised articles, you’re not just boosting traffic and engagement — you’re building an ecosystem of content that supports your event’s success year-round.

FAQs for Repurposing Event Content

What sessions should be prioritised for articles?
Prioritise sessions delivered by high-profile speakers, as their credibility attracts more interest. Focus on trending topics and key themes that align with your event’s goals or highlight what’s coming in next year’s event.

Where should I publish this content?

Publish the content on your primary event website to maximise SEO benefits. If using a secondary platform, ensure you implement canonical tags pointing back to your main site to consolidate search authority and avoid duplicate content issues.

Can content be published during the event?

Yes! Articles can be produced and published in real time during the event. This keeps your audience engaged, helps capture the event’s buzz, and boosts SEO by adding fresh, timely content to your site.

How does this content benefit SEO?

Optimised articles target up to three relevant keywords, improving your website’s search visibility. They can rank for broader search terms related to your event topics, driving organic traffic from audiences searching for relevant insights.

What if I’m concerned about offering free content online?

You have two options:

1. Share full content for free: This maximises SEO benefits by increasing traffic and brand visibility.
2. Offer a teaser: Share a portion of the content publicly, with access to the full article or session recording gated behind a paywall or available to registered users.

The Combined Power of Topics + Published Event Content

Combining topics with published event content creates a robust framework for driving year-round traffic and conversions. By linking valuable event content to well-optimised topic pages, you boost SEO performance, enhance user engagement, and improve conversion rates.

1. Framework for Selecting Recorded Content

Start with topic pages that cover your event’s main themes (e.g., "AI Conference," "Machine Learning Workshops"). These pages act as landing hubs for both traffic and conversions.

How to Choose Content to Publish:

• Focus on sessions tied to key topics.
• Prioritise content from high-profile speakers or trending themes.
• Select topics with strong search interest to maximise traffic potential.

2. Boosting Topic Pages with Published Event Content

Published articles from recorded sessions act as supporting content for topic pages.

• Example: A session titled "The Future of NLP" links to your "Natural Language Processing Summit" page.
• Articles funnel readers back to topic pages, strengthening their authority and improving search performance.

3. SEO and Traffic Benefits

• Higher Rankings for Topic Pages: Supporting articles signal to Google that topic pages are comprehensive and authoritative.
• Broader Keyword Reach: Articles target additional keywords, driving new traffic.
• Longer Visitor Engagement: Readers click through from articles to topic pages, reducing bounce rates and increasing time on site.

4. CRO and Conversion Benefits

Linking event content to topic pages also improves conversion rates by:

• Targeted User Journeys: Visitors are guided from specific content to related topic pages, where they can take action (e.g., register, sign up, or explore further).
• Stronger Value Proposition: Topic pages enriched with event-linked articles offer visitors clear and relevant information, increasing the likelihood of conversions.
• Compelling CTAs: Include calls-to-action on both articles and topic pages (e.g., “Register Now,” “Download Brochure”), driving newsletter sign-ups, interest registrations, or ticket sales.

By combining topic pages, event-published content, and conversion-focused CTAs, you create an interconnected system that:

• Drives consistent traffic.
• Improves SEO performance.
• Engages visitors.
• Converts them into attendees, subscribers, or leads year-round.

Key Actions

• Don’t Delete Past Event Content: Archive it carefully to retain organic traffic.
• Identify Key Topics: Optimise your site for the subjects your event covers to attract year-round traffic.
• Leverage Event Content: Record, transcribe, and repurpose sessions into optimised articles targeting relevant keywords.
• Enhance User Experience: Organise content by topics, speakers, and sessions for easy navigation.
• Focus on Metadata: Use clear, keyword-rich titles and descriptions to improve click-through rates.
• Create Compelling CTAs: Include calls-to-action on both articles and topic pages to drive registrations and sign-ups.
• Engage Through Social and Email: Repurpose articles to support campaigns, boosting engagement and traffic.

In Summary

Year-round traffic and conversions for event websites aren’t just wishful thinking. By combining topic-driven SEO with repurposed event content, you can transform your site into a continuous source of value for your audience.

This approach not only strengthens your event brand but also reduces dependence on short-term marketing campaigns.

The strategies outlined here empower you to create an interconnected content ecosystem that drives traffic, engages visitors, and converts them into loyal attendees and subscribers.

How ASP can help?

Optimisation Time
Ready to start driving year-round traffic? Begin your keyword research today: Optimisation Time.
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Free Sample of AV to Article

Curious about the value of repurposed content? Send your session recording to jon.monk@asp.events, and we’ll create a free sample of how it could be transformed into an SEO-optimised article.

Let’s start building a website that works as hard as your event does, all year round!

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