Search Engine Optimization is key when it comes to building and retaining attendees, customers, or subscribers.
If you want your conference to be a success, focusing on SEO is a great place to start.
Not only is SEO an effective way to convert prospective customers, but it’s a great way to increase website and event credibility.
Take a look at the importance of SEO and a few of IEEE Computer Society’s top tips, and make your next event a massive success.
Why is SEO Important?
- The majority (51%) of web traffic comes from organic searches using tools like Google, Bing, Baidu, Yahoo, DuckDuckGo etc. Compare this to 10% from paid search and 5% from social media.
- If these search engines cannot easily understand what a website or page is about, they will not be able to list the page on their search results thereby causing a significant loss of web traffic.
- The goal is to rank within a search engine’s first page results by 1) providing valuable content and 2) making sure search engine algorithms understand the intent of that content.
1. Write content based on what your audience wants
- When writing content for a webpage, think about who your audience is and what information they are interested in receiving.
- Today’s search engines do not care how often you repeat a keyword anymore, it’s all about how valuable the information you provide is to your audience.
- A good way to think about the audience is where in the content cycle they are:
- Awareness – new to your content. Browsing to get to know what you do.
- Consideration – Previously visited or have a basic understanding but would like to know more and compare you to others.
- Conversion – Engage with your content and/or make a purchase. Signed up for email alerts or conferences.
- Advocates/Retention – Keep customers coming back and inviting them to share your content.
2. Meta Data – Properly tag Headings, Titles and include Page Descriptions
- Make sure to label Page Titles using <title></title> and make your titles are within 60 characters and are descriptive to the page content.
- Content should be organized clearly into titles and subject headings by rank using tags like <H1><H2> etc.
- Page Descriptions should stay within 160 characters and clearly describe the overall content on the page.
3. Don’t forget about images – Add Alt Text to all images
- Alt Text not only helps search engines better understand your content, but also is a best practice for ADA compliance. Page readers will not be able to know what that image is about unless you tell them through Alt Text.
4. URL Length
- When targeted keywords are listed in your URL, they work in your favor, but when that URL is 20 words deep, search engines will not consider it the same way they would a shorter URL.
- Ideally, URLs should be within 50-60 characters in length and summarize the title of your page.
5. Link-backs – share your page!
- The more other credible websites link to your page, the better. This is probably one of the biggest challenges in SEO.
- Press Releases – posting press releases in the newswire informs others what is happening with your organization, TC or event and can publish it on their platform.
- Social Media – whether it’s your social media channels or others (like IEEE Computer Society’s), every post, share and retweet counts.
- Forums – websites like Wikipedia and Quora are very popular among technical researchers. Putting some time to publishing new findings and answering questions all while linking back to your sources (on your website) helps.