Let’s talk about the online visibility of your event planning business. Do your target event clients know how to find you? When people search online for event planning services in your area, does your website show up front and center? If not, or worse, you’re not sure, keep reading.
The key to “findability” online involves your marketing efforts and search engine optimization. SEO makes it easier for Google to find your business, assigning credibility to your brand and displaying your event planning site when people search. And these are the eight SEO strategies to consider working into your marketing initiatives this year.
Why SEO Has to Be a Priority for Your Event Planning Success
SEO isn’t just a marketing strategy buzzword. And don’t take our word for it. The data doesn’t lie. More consumers take to online searches whenever researching for services they need.
According to HubSpot in 2023:
- 86% of consumers today rely on search engines to find services.
- 53% of consumers search first on social media for services.
- 54% of all consumers primarily search on their phones.
- 80% of Gen Z consumers primarily search on their phones.
In a sense, SEO is the digital version of word-of-mouth marketing. And the better your presence is online, the easier it will be for Google (and your target event customers) to find you.
Explore these top SEO strategies to boost your website’s visibility and, ultimately, your business in 2024.
1. Keyword Research and Optimization
Conduct rigorous and thorough keyword research to identify relevant search terms and phrases that potential event clients likely use to find event planning services. Think about your niche, too. Maybe your primary keywords are “corporate event NYC” or “wedding planner in New York.” Build a library of region-specific and service-related keywords that make the most sense for your business. And optimize website content, including titles, meta descriptions, headings, and body copy, with your targeted keywords to improve search engine visibility and rankings.
2. High-Quality Content Creation
Google algorithms evaluate what your website says. Develop informative, engaging, and relevant content that tells your site visitors and Google that you’re an expert. Use fresh language that addresses the needs, interests, and pain points of your target audience. Publish blog posts, articles, case studies, and how-to guides that offer valuable insights, tips, and inspiration for event planning. And content includes text as well as multimedia content such as videos, infographics, and slideshows. Use them all to enhance the user experience and drive more organic traffic to your planning website.
3. Mobile Optimization
Because so many people rely on their phones to search, you need to make sure that every digital footprint you have looks great on mobile. That means images load quickly, menu bars fit the screen, and navigating is a breeze. Make sure your event planner website is mobile-friendly and optimized for seamless viewing and navigation across various devices and screen sizes. Implement responsive design techniques, fast-loading pages, and intuitive navigation menus to enhance user experience and reduce bounce rates.
4. Local SEO
Chances are, you’re targeting event planning clients within a specific region or market. Use that to your advantage with local SEO efforts. Don’t just try to compete for online visibility as a “party planner.” Instead, be “the best party planner in Springfield.” Leverage local SEO strategies to target audiences in specific geographic areas and attract clients seeking event planning services in their local area. Optimize your website for local keywords, create your Google My Business profile, and keep any online directory listings and citations up-to-date to improve local search visibility and drive traffic to your business.
5. Link Building and Backlinking
Google looks at links within your content as high-value credibility. When you strategically link other online pages, for example, you tell the algorithms that those pages are important to reference. Develop a comprehensive link-building strategy to increase the authority, credibility, and visibility of your event planner website in search engine results. Build quality backlinks from your own site as well as other reputable and relevant websites that make sense. These might include directories, industry associations, and local businesses. Great links enhance your website's domain authority and organic search rankings.
6. Social Media Integration
Remember all those people who turn to social media when researching services? Tie your event planning social profiles and pages to your website’s SEO efforts. Integrate social media platforms into your event planner website to expand your online presence, engage with audiences, and drive traffic to your site. Share fun and compelling content, showcase your portfolio of event projects, and encourage client reviews to foster community engagement and brand advocacy.
7. User Experience Optimization
Prioritize user experience (UX) optimization to create a seamless and intuitive browsing experience for all your event site visitors. If your images and videos take too long to load or your “contact us” form is too complicated to fill out, they’ll move on to another event planner. Be specific about what you’re asking site visitors to do. Implement clear calls-to-action (CTAs,) streamlined navigation menus, intuitive search functionality, and fast-loading pages to enhance usability, increase online engagement, and reduce your bounce rates.
8. Analytics and Performance Tracking
SEO isn’t a set-it-and-forget-it concept. Monitor website performance, online user behavior, and search engine rankings ongoing to see how you’re doing. Analytics tools out there, like Google Analytics, Google Search Console, and third-party SEO software, can make monitoring SEO a one-click breeze, too. Stay on top of key metrics, track conversion rates, and identify opportunities for improvement to refine your SEO strategies and maximize the effectiveness of your event planner website over time.
Discover More Marketing Strategies at The Event Planner Expo
Get smart about your SEO strategies this year, and make sure your event planning website shows up when your ideal clients search online. These insights can help you better position your event planning services to all the right people. Discover even more must-have marketing strategies at this year’s Event Planner Expo in NYC! Thousands of top industry professionals will be there to learn and share. And the highly anticipated Speaker Series brings world-class marketers, entrepreneurs, and strategists to the stage with insights you won’t hear ANYWHERE else! Secure your tickets to The Expo and learn all the most effective ways to 2X your event business!
