Challenges Faced by Event Agencies and Event Planners with SEO
There are numerous challenges that event planners and event planning agencies face to gain new business through online channels such as Google or other Search Engines.
Competitive Industry
Event agencies tend to offer numerous services, resulting in many companies targeting the exact same clients - this leads to high competition in search engine rankings and ads targeting.
Poor local SEO
The events business is generally localized to the city or country/region. Most agencies suffer with targeting local clients due to a lack of proper SEO, damaging their sales potential.
Incorrect content targeting strategy
Numerous websites struggle to rank due to limitations in their content, and of the content they do have, it rarely resonates with their target audience e.g., whether its weddings, corporate events, B2B conference and more.
Issues tracking ROI
Most SEO efforts are tracked through overall keyword rankings. The danger here for event planners and agencies is that the ranked keywords may not have the potential to bring in actual customers/sales. Its important to conduct a proper analysis of keywords and a thorough understanding of the target audience.
Specific SEO strategy that is local and niche focused
We work with event planners to ensure their SEO is focused around where there target audience is. It could be very localized, as well as a specific niche - making it all the more important to focus on the right SEO strategy.
- Strategically selecting to target keywords that are hyper local like "corporate event planner in Dubai"
- Taking advantage of local business pages like Google Business, or Bing Places to ensure visibility in business searches by location and within Maps
- Place an emphasis on industry specific keywords, considering how the end client searches e.g. boho chic wedding planners
- Building out content that is specific to the multiple services, and tailoring content around these services for higher rankings on page
Strategic approach to content creation and analytics
We tailor our SEO strategies for event planner and event planning agencies to revolve around the content that gets created and posted. In addition, tracking the performance of that content and other tactics is vital to continue to drive results.
- Creation of a Blog and/or Knowledge Hub content revolving around the trends of the year or quarter
- Outline past case studies, and even hypothetical type events to showcase where your services and capabilities can shine
- Implementation of advanced tracking tools, keeping a check on rankings regularly, and reallocating focus where needed to boost inquiries
- Reporting on performance at least every month, showcasing what worked and what didn't to provide full transparency
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