Search Engine Optimization to Improve Your Event Registration

August 6, 2010 - 7 minutes read

Want people to find your website but don’t know where to start? Here’s our Search Engine Optimization advice that should help boost your event registration numbers! 

  1. Know your audience. Imagine  you are in the shoes of your audience.  What will those who stumble across your website be interested in?  What terms will they be searching for? I.e. You are holding a bike event, and you want people to find your website and visit it online.  Chances are, when they get to your site, they will want to know the details of your event.  Go with the 5 W’s and the H- Who? What? Where? When? Why? And of course, How much? Make your website comfortable for people to visit.  Consider what they would want to know and provide that information to them.
  2. Create inbound links.   Essentially, get as many websites as you can to link to your      website.  If it’s a biking event, for example, you may want to partner with another local biking event website.  Perhaps you can trade-off: if they mention your event on their website, you will mention theirs on your website.  Perhaps there is a biking club that posts events on their website; the club may not know you exist unless you contact them.  Utilize the traffic that other websites have already created, and do them a favor in return.  Creating inbound links is a huge way to improve your Google PageRank and visibility by other search engines.
  3. Discover keywords. Keywords are essentially content words that will help drive traffic to your site.  For example, if your website is centered around a biking event, some keywords that may drive traffic to you include: biking, snow biking, biking trail, calories burned while biking, etc.  Including these biking keywords on your webpage will drive traffic to your page; perhaps someone who finds out that biking burns x amount of calories will want to go to your event to burn those calories!  To discover useful keywords to include on your website pages, you can utilize a Free Keyword Tracker to generate keywords for you.Check out the Free  Keyword Tracker’s results for “run”…                                                                                                                                  seo1
  4. Take advantage of titles, headings and alt text. Placing keywords in titles, headings and alt text improves traffic to your website.  If you are running a biking event, including some of those top results as titles to pages or blogs is a smart plan.  Perhaps you have a health expert write a guest blog entitled “Burn Calories While Biking.”  All of a sudden, the 166 people who searched for those terms come to your website. Bada bing bada boom.


  1. Make website “crawlable.” There should be a certain “flow” to your website.  If people find content that they want to learn more about, don’t prevent them by not providing a link.  If your website has information crucial to your followers, make it as easy as possible to navigate between the pages of your website.
  2. Add new, relevant content. When you search on Google, the search engine essentially takes a giant photo of all of the content online, and finds relevant information for you.  Therefore when you have a website, you should provide as much new and relevant content as possible; this will up your ratings quickly.
  3. Organize content. If you have a blog on your website, it should be organized in a way that is  easy for people to follow.  Place tags on blogs and organize them into categories.  The easier a resource is to use, the more likely people will follow it and recommend it to others.
  4. Provide useful and relevant links. Google will more likely recognize your content if you      provide links that go to either popular or relevant content.  Avoid writing “Click here to learn more about Tricycles” and then link to an insurance registration webpage.  Doing so will: a) make people leave your website, and b) lower your ranks in search engines.
  5. Analyze your effectiveness.  Website Grader gives your website a score based on its search engine effectiveness.  Simply enter your website address and e-mail, and the website will generate free information about your website.  It will tell you about your page’s metadata, image analysis, Google crawl information, inbound links and other helpful information.  It also gives helpful tips and links to fix any problems on your site.
  6. Make necessary changes or additions to your website. What good is analysis if you don’t make adequate changes?  Be warned: Massive overhauls of websites can change search  engine optimization drastically, positively or negatively.  Put research and time into changing your website so that your changes only help.

What search engine optimization tips do you have?