Events are the lifeblood of local business marketing. Whether it's a wine tasting, a jazz concert, or a pop-up market, live events let you engage with your audience in a way that digital ads just can't. And here's the kicker—done right, local SEO can be your secret weapon in making sure these events hit the right audience and sell out.
So, how do you make sure your client’s event isn’t just another blip in a Google search? Buckle up, because I’m about to show you five ways to dominate local SEO for events.
1. Nail the Keywords
This is SEO 101. To make sure search engines know what your event is about, you’ve got to use the right keywords—strategically.
Start local. If your event’s in Los Angeles, you better be mentioning "Los Angeles" more than once. Drop it in the title, sprinkle it in the description, and boom—you’re targeting the "events in Los Angeles" and "near me" searches that matter.
"If you're not doing keyword research, you're shooting in the dark," says one seasoned marketer. He’s right. Do your homework—use keyword research tools and Google’s related searches section to find the right terms. If you're throwing a wine event, don’t just target "wine festival." Think broader: "couples events," "events for singles," "outdoor events."
And remember, use those keywords where it counts: in the page title, the event title, the meta description—you know the drill.
2. Implement Event Schema
Now that you’ve got the keywords down, it’s time to get technical. Event schema helps Google crawl and index your event, making it more likely to pop up in rich results and the coveted event carousel.
You can add all sorts of details—start and end dates, location, event status, performers, and more. These details make a difference. For example, if someone searches "events in LA this weekend," Google can serve your event because you’ve provided the dates through schema. Simple but genius.
Not sure where to start? Use a WordPress plugin or copy Google’s structured data code and tweak it for your event. Run it through Google’s Rich Results Test to make sure it’s solid.
3. List on Ticketing Sites
You want maximum exposure, right? Then you need to be on platforms that people are already using to find events—sites like Eventbrite, LiveNation, StubHub, and TicketMaster.
"If you’re not on these platforms, you’re playing yourself," says a well-known local marketer. And it's true. Eventbrite listings, for example, consistently show up at the top of search results. Take advantage of that!
4. Get the Timing Right
Details matter, and when it comes to multi-date events, you need to nail the timing. Add accurate start and end dates so Google knows exactly when your event is happening. If you’ve got multiple performances or days, create separate event listings for each.
This isn't just good for SEO; it's good for your attendees. No one wants to show up at the wrong time because you forgot to update the details.
5. Track and Optimize
SEO is never a set-it-and-forget-it game. Track your performance—look at your rankings, clicks, impressions. If something's off, don’t be afraid to tweak the listing. Maybe your keywords need adjusting or your meta description needs more punch.
Check your click-through rate (CTR)—if you’re ranking but no one’s clicking, spice things up with schema markup like offers and availability. Incentivize those clicks!
Use Google Search Console to monitor your event’s SEO health. Look at what’s working and, more importantly, what’s not.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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