Moshtips: 5 SEO Tips To Boost Traffic To Your Event Page
With roughly 15% of all traffic to Moshtix event pages coming directly from search engines, Search Engine Optimisation aka SEO is crucial to attracting more fans to your event page. While traditional forms of promotion including street posters, radio carts, email, and social media are all elements of a successful marketing strategy, a large amount of traffic to your event page will inevitably come from search engines. In this edition of Moshtips, we’ll be discussing 5 tips to help you improve your Moshtix event page ranking.
Identify your keywords
Including key search terms in the description section of your event page will be crucial to improving your search engine ranking. This process is a bit of common sense paired with some strategic analysis. Write down a few key terms your fans might search to find your event. More general search terms like “Gigs this week in Melbourne” or “What’s on in Sydney” are likely to receive a lot of traffic and in turn, attract greater competition. We suggest opting for something a little more specific.
A great way of finding keywords that are regularly searched by fans is via Google Ad’s Keyword Planner. This will allow you to see monthly search volume estimates as well as suggestions on other related keywords.
Once you have selected your keywords, make sure you use them throughout the event description and event title where possible (don’t overdo it though, this could also damage your ranking!) Need some inspiration? Get some cheeky pointers by clicking on the top pages currently listed under the search term in Google to see how they have tailored their content around this search term.
2. Beef up your event description
Research shows that search engines prioritise longer-form content that addresses a potential visitor’s needs or concerns. Don’t skimp on the word count, a sentence of copy won’t be enough to show search engines, and for that matter potential ticket purchasers that the event is worthwhile attending. Aim for a few paragraphs and include information like event date, location, lineup, set times, transport options, parking and accessibility info.
Here’s a great example of an event description from our client Grapes of Mirth.
3. Incorporate video content
Video has become an integral part of how we consume content online. Incorporating a video in your event description could be a great way to make your page more engaging and click-worthy. Don’t forget to use specific keywords related to your event in the video header and description.
Pro tip: If you’re uploading a video to a platform like YouTube - make sure you add the event link to that listing too as this will provide more opportunities for backlinks which we will discuss in more detail a little later.
To add videos to your event listing on Moshtix, hit the video icon in the edit toolbar. You’ll have the option to upload an original video or embed an external video link.
Here’s an example of how you can incorporate video’s into your event description from the team at Listen Out.
4. Optimise non-text content
Another simple way to improve your event page ranking is to optimise all non-text elements. While search engines are getting better at reading non-text content, communicating what the content is about in text format makes things easier for search engines and for those who are visually impaired.
Pro tips:
Make sure all images you upload are either JPG, PNG or GIFformat and are named with relevant keywords relating to the image. For example if your image is of a festival crowd, label it ‘Festival-Crowd-Name Of Festival.Jpg’
Add headings and a text description to all embedded videos.
Add descriptive alt text to all images that feature relevant keywords - you can do this on the Moshtix event builder by clicking on the image in the event description and hitting the i icon.
4. Update content regularly
Don’t forget to regularly visit your event page and review your content, especially if key details change or new information comes to light. Let’s face it, fans like to keep up to date with news on events and so do search engines!
Pro tip: In the lead-up to your event we suggest updating your event with things like set times and additional artist announcements, as well as adding the keywords “This Week/Weekend” on the week of your event.
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