By Jon Monk, Head of Search Performance

Events industry marketing campaigns are fast-paced and demanding with a constantly rotating communications cycle. Pay-per-click (PPC) ads have become a fundamental part of those marketing campaigns, but with new privacy laws limiting data collection, targeting ads effectively is becoming more challenging. But what if there was a way to attract attendees naturally, without constant budget worries?

Enter SEO, your powerful tool for long-term event success.

The Shift: Less Data Requires More Focus on Search Intent
New privacy laws are making it harder to gather user data, affecting ad targeting. With less data, understanding search intent is crucial. Advertisers must now focus on the reasons behind searches and the specific, longer queries people use.

Why SEO and Content Are Essential
This shift makes SEO (Search Engine Optimisation) and quality content even more important. Websites that address specific search queries and user intent will attract more relevant traffic. This benefits both organic SEO and Google Ads performance:

• Organic SEO: By understanding search intent and using relevant keywords, your website will rank higher in search results, driving organic traffic without relying on paid ads.
• Google Ads Performance: When your website content matches user intent, your Google Ads become more relevant to users searching for those terms, leading to higher click-through and conversion rates.

Long-Term Growth and Sustainability
SEO builds organic traffic, a dependable source of leads that doesn't depend on fluctuating ad costs or limited email reach. It's an investment that keeps paying off for future events. Imagine people actively searching for events like yours and finding your website at the top of search results. These are high-quality leads, genuinely interested in what you offer.

Targeted Audience and Qualified Leads
SEO helps attract people who are actively searching for events like yours. This means higher quality leads compared to a broader PPC campaign, leading to better conversions and return on investment (ROI).

Reduced Reliance on Expensive PPC
A strong SEO presence can reduce your reliance on costly PPC campaigns. By ranking organically, you can reach potential attendees without overspending on your budget for each event. SEO is like building a reliable well, providing a steady stream of fresh leads.

Brand Building and Credibility
High SEO rankings position your event as an authority in its niche. This builds trust and brand recognition, making it easier to attract attendees in the long run. It's about playing the long game and reaping the rewards over time.

Addressing the 'Quick Fix' Concern
SEO isn't a quick fix, its very much a long-term strategy, which can be a tough sell in the fast-paced events industry. However, the benefits are substantial:

• Steady Traffic Growth: SEO increases organic traffic steadily over time. Show charts or case studies demonstrating traffic growth for events that invested in SEO.
• Supplement PPC Efforts: SEO can capture additional leads not reached by PPC campaigns, providing a comprehensive approach to lead generation.
• Improved Brand Awareness: SEO positions your event as a leader, leading to increased organic promotion and word-of-mouth marketing.

Long-Term Benefits of SEO

Frame SEO as an investment in the future of your event brand. Use clear language to connect SEO efforts to next year's event success:

• Improved SEO Carries Over: Once optimised, your website continues to attract qualified leads for upcoming events.
• Foundation for Future Marketing: A strong SEO presence makes future PPC and email campaigns more effective.

By focusing on the long-term benefits of SEO and its ability to complement existing marketing efforts, you can make a strong case for why it's a valuable investment for the events industry.

Keen to find out more? 

• Check out our Ultimate Guide to making your event website SEO Good (do you see what we did there)! We share our top tips and strategies for optimising your event website. 
• Join one of our SEO webinars or sign up for our SEO masterclass - they're designed specifically for the events industry and will give you the knowledge and tools to elevate your event's online presence. 
• Chat to us - our digital marketing services are designed to help your boost the traffic to your website and generate better conversion rates. Our Head of Search Performance, Jon Monk, is an expert in SEO for the events industry and he'd love to talk you through how we can help. Contact Jon at jon.monk@asp.events 

Investing in SEO might seem like a slower start, but it's a powerful tool for building sustainable, long-term success. In the changing landscape of online advertising, understanding search intent and focusing on high-quality content can set your events apart. Make SEO a part of your strategy today and watch your event's presence grow organically over time.