ONE EVENT LASTING SEO VALUE
Planning for the event? Think ahead- make an impression that will last longer than the ice sculpture. By adding new rules for Search Engine Optimization (SEO) to your promotional strategy. You’re giving your one-time event’s greater longevity and a lasting return.
There are two types of Event
1. Off-line:
New product launch
Conference presentation
Fundraising Event
Limited-time free trial
2. On-line:
Webinar
Google Hangout
Launching of product, tool or resource library
Free trial/ Download
Before Event
1. Plan: Developer name and theme of event by considering an SEO role in the mind that Research and identify keywords to use in name and theme.
2. Plant: Create SEO Links Bait
If Off-Line:
Create a valuable tool on a landing page or web page to accompany the event, Such as:
- Promo code
- Itinerary
- Event workbook
If On-Line:
Create a Webpage or landing page to host the event online.
SEO Role:
Optimize for keywords and design to pass link authority to other relevant web pages (title. Tags, URL, Content, links, its location in website navigation/ architecture, etc.)
3. Promote: Draft promotional material ads, email, PR & Social.
SEO Role:
- Providing keywords for marketing material
- Optimize press release
- Optimize blog posts.
After Event
4. Plant:
To plant link bait, publish a resource or asset resulting from the event:
- Podcast
- Video
- Whitepaper
- POV
SEO Role:
- Optimize on-site content
- Promote/ distribute Off-site content
5. Promote:
Distribute link bait content in blogs, press releases, social channels, CRM & Lead list/prospect email, influence outreach, etc.
SEO Role:
To ensure ranking impact in search engines, optimize all messaging and online content including:
- Blogs
- Press Release
- Tweets/ shares
This will create a footprints of keyword relevance surrounding links that point back to your website.
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