As an event marketer, you must know the search intent. People are searching for a specific term and what they are looking for to appear in the results.

Keywords are the most important part of your marketing strategy as it gives you a clear picture of what your users want and what you can include to make the search results more relevant.

Therefore, you must know how to find the best keywords for your event. To conduct keyword research, you can use different tools, including Google Search or paid tools like Semrush or Ahrefs. 

As per the 2023 global market share of leading search engines, Google had around 85.5%, while Bing and Yahoo accounted for 8.23% and 2.44%, respectively.

Here are some benefits of using keywords for your event:

  • Increase organic traffic
  • Enhances credibility
  • Reaches the right audience
  • Provide content ideas

Also, keywords are an essential element of every marketer’s guide to event marketing, as it signifies the main idea of the event content strategy.

In this blog, we’ll discuss the key steps to finding the best keywords for your event.

  1. Identifying target audience
  2. Finding a topic for your event
  3. Choosing event keywords by trend
  4. Utilizing keywords research tools
  5. Analyzing competitor keywords
  6. Long-tail keywords for event optimization
  7. Analyzing keyword search volume and competition
  8. Refining and prioritizing event keywords
  9. Monitoring and adapting keyword strategy

Tips to Find the Best Keywords for Your Events

Taking the time to find keywords for the event will increase your reach and attendance at the event. But since it can be overwhelming, you can follow these simple tips to find the best keywords for your events:

1. Identifying Target Audience 

Identifying the target audience is the first thing to promote your event. If you know your target audience, their intent, and how your event fulfills their needs, you have partially succeeded in finding event planning keywords.

Here’s how you can identify the target audience:

  • Analyze customer base
  • Conduct market research
  • Analyze competition
  • Create personas
  • Narrow down personas based on demographic and geographic
  • Continuously revise and refine

Identifying a target audience allows you to communicate better and speak to the specific persona of potential attendees that coincide with your interest and are most likely to register for your event.

2. Finding a Topic for Your Event

Once you’ve identified the target audience, it’s time to find a topic for your event.

And getting the right topic can be pretty daunting. It would be best to have a clear idea of your event, add structure and initially brainstorm different concepts for event content marketing strategy.

Follow these tips to find a topic for your event:

  • Conduct market research
  • Review past successful events
  • Collaborate with sponsors
  • Use social media polls
  • Gain insight and data
  • Address a specific problem
  • Seek input from potential attendees

As an event marketer, you tend to find the best event keywords and topics most relevant for your potential audience.

3. Choosing Event Keywords by Trend

Make sure keywords for the event are engaging and effective. You need to choose the right hashtags, optimize social media visibility and use tools to understand how to find great events keywords that are trending.

Trending keywords work like magic! They attract users and divert them to your event landing page or website. Also, such keywords increase organic traffic, make your website more credible and enhance your brand image.

Google Trends is a gold standard in the industry to search for event keywords by trend. You can also opt for tools such as SparkToro, FrontPageMetrics, Buzzsumo, and Trendwatchers.

For example, Google Trends shows worldwide search results for the keyword tech summit. It can also showcase to specific geographical location.

Google Trends is a gold standard in the industry to search for event keywords by trend.

Source: Google Trends

4. Utilizing Keyword Research Tools 

Keyword research tools simplify and streamline the workflow, making it easier for event marketers to plan content strategy. Also, tools ensure that we don’t run after the keyword getting the most volume; instead, keywords get more qualified traffic for your event.

Some of the most popular keyword research tools for event planning include:

  • Google Keywords Planner
  • Keyword
  • Google Trends
  • Accuranker
  • HubSpot
  • SEMrush
  • Ahrefs
  • Growthbar
  • Term Explorer

Also, professional events marketing agencies use the best tools to get you the best results for your event. Good quality keywords are one of the most efficient ways to attract consistent and quality traffic to your website.

5. Analyzing Competitor Keywords 

Keeping an eye on your competitors can help you learn where they win. The answer lies in analyzing competitor keywords. It can help you improve rankings and generate more traffic.

Here’s how you can analyze a competitor’s keyword:

  • Define your niche and competitors

As an event marketer, you must outrank your competitors before they do. If you want to compete in more specific keywords, you must narrow your niche by finding the most relevant keywords.

For example, you can simply start by entering a keyword into Google Search. Then look at the top results.

narrow your niche by finding the most relevant keywords on google.
  • Identify keywords competitors are using

Now that you know who your competitors are by searching for relevant keywords on Google Search and other paid tools, you must target those keywords.

Also, these keywords will help you increase ROI by addressing the right audience.

  • Analyze and organic your keywords

Filter out all the irrelevant keywords that you don’t want to use. Cross-check and find keywords that hold higher domain authority in your niche. Use your competitor’s keywords for advantage, and start seeing a rise in your event landing page traffic.

  • Utilize competitor ranking changes

Also, keep tracking the changes if you want to know how to find the best keywords for events. Add the competitor ranking changes to your event marketing checklist to refine your strategy.

6. Long-Tail Keywords for Event Optimization 

Long-tail keywords are phrases that users usually search for near a point of purchase. Even though long-tail keywords are used less in searches, they establish better communication and have higher conversion value.

Relevancy and specificity are the two terms that define the long-tail keyword. They are more specific and match the searcher’s intent. Therefore, it can send positive signals to the searchers and the event marketer.

Here’s how you can find and use long-tail keywords for events:

  • Competitiveness of the market
  • Define long-tail keywords specific to your event
  • Create compelling content with long-tail keywords

7. Analyzing Keyword Search Volume and Competition 

Keyword search volume analysis evaluates search terms and determines ideal keywords for your event SEO marketing campaign.

Four Benefits of evaluating keyword search volume.

Benefits of evaluating keyword search volume:

  • Increase chances of ranking
  • Generate targeted traffic
  • Increase monthly searches
  • Generate positive ROI

There are several tools and metrics to assess keyword competition, but here are some simple steps you can follow:

  • Understand the landscape for keyword
  • Analyze keyword competitors
  • Reveal the popularity of a keyword
  • Discover traffic breakdown

8. Refining and Prioritizing Event Keywords

Not all keywords are equal. You need to refine and prioritize event keywords. It helps you have higher intent and drive more traffic.

Consider these steps to refine a keyword list based on relevance and competition:

  • Identify target audience
  • Use keyword tools
  • Analyze search volume
  • Consider the competition level for each keyword
  • Prioritize high-relevance keywords
  • Opt for long-tail keywords
  • Monitor and update keywords

Also, you need to choose keywords relevant to different marketing channels. It can help you keep the content relevant and get more variations in terms of results.

9. Monitoring and Adapting Keyword Strategy

Monitoring and adapting your keyword strategy is essential for maintaining a strong presence for your event. Also, you can use analytics to track the performance using search volume and click-through rates.

Look for keywords that drive the most traffic and conversions for your event. You need to monitor industry trends and changes in search engine algorithms. Data-driven analysis ensures optimal relevance, visibility, and competitiveness.

Frequently Asked Questions:

What factors should I consider when brainstorming event keywords?

Factors to consider when brainstorming event keywords include:

  • Be clear about the event
  • Identify your target audience
  • Generate concepts relevant to the event
  • Narrow down your keyword list
  • Use the most suitable keywords

How can I analyze competitor keywords to improve my keyword strategy?

Here’s how you can analyze competitor keywords to improve your keyword strategy:

  • List your competitors
  • Research the competition
  • Gather competitor keywords
  • Organize your results
  • Make decisions based on competitor result

Why is it important to monitor keyword performance and adapt the strategy?

It is important to monitor keyword performance and adapt the strategy because:

You can know the performance of your event landing page

Gain a clear picture of your event ranking

Get the information of your event keyword position

Indicate the level of search engine competition

Final Words

Now that you know how to find the best keywords for your event, you can boost visibility and online presence. With keywords, you can better understand users’ intent and address their pain points by creating content matching your audience’s needs.

And as the digital landscape shifts, keywords have become more imperative. Event marketers can understand the algorithms behind the search results and continue their effort in the right direction.

Always remember fresh and relevant keywords can significantly improve your rankings in search results.