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How to Find the Best Keywords for Your Event

Are you an event planner or a marketer looking to promote an event using SEO or Google Ads and looking for event planning keywords?

Online marketing to promote your event is one of the greatest ways to put your event in front of your desired audience. You have the chance to step up your event marketing game. One of the first steps and crucial process for doing executing an online campaign is searching the right keywords for your event.

When I first started doing keyword research, my whole strategy was all over the place.  I would jump into Google's keyword planner and just started searching for any relevant terms.  My choice of relevant event keywords was random and chaotic.

I soon found out what was wrong with this strategy and that's because it wasn't a strategy at all.

In fact, the majority of beginners and other event organizers were doing that exact same thing with keywords!

And the way you're able to tell is because you were just trying to rank for insanely competitive keywords.

After listening to many mentors and trying out several other strategies for myself, I've refined my own keyword research blueprint from my chaotic yet humble beginnings.

But be aware, the technology space is always evolving and so are its strategies.  My best advice to you is to learn, try and adapt to your own.  That way you'll be able to always uncover keywords that your competition simply doesn't know about and you're able to make the most impact with your marketing dollars.

List of SEO Keywords for Event Planning

Here are 20 best event planning keywords for your website. We have chosen top 20 keywords with normal search volumes and low keyword difficulty to help you rank better and quicker on Google. 

Source: Ahrefs

event planning keywords

Types of SEO Techniques to Help You Rank #1 on Google

  1. On-page SEO: This is the optimization of page content around target keywords. You have to naturally add your target keywords in the meta title and description, first heading, introduction and conclusion paragraphs of the body. Plus, add them once in image description and at least twice in the overall content of the page. 
  2. Off-page SEO: This technique requires you to build backlinks to your target page so Google knows that your target page is credible and authoritative about event planning information. 
  3. Technical SEO: This technique helps you improve the site structure, page health, user experience and loading speed of the page. With technical SEO, your site (and its pages) get crawled and indexed rightly after they are published. 

Why is a buyer persona important for finding event planning keywords?

Well, a buyer persona is a representation of your ideal customer based on market research and other insights. The things that make up a buyer persona may include demographics, behaviour patterns, goals and motivations.

Buyer Persona Illustration

One of the biggest reasons why we start off with the research of buyer personas is because your customer is likely spending their online time on places they like to spend their time, which means not really looking for what you sell.

By predicting and becoming more aware of the types of people that purchase your product or service, you're able to develop better insights that will inform your research later on in searching for Facebook event keywords, Google event keywords or whatever platform you might be using.

For example, one of our clients is in the luxury travel space and has a customer segment of male millennials, aged 25-34, who's recent purchases include liquor and fashion.  

They might be looking for things that were related to our clients' service but had nothing to do with purchasing an experience.  But because we focus on building out content that our ideal customer Nick is searching for, we are able to provide content he likes and thus give our client's site the brand recognition.

So when Nick is ready to buy, our client's brand is the first to come to mind.

The next step is to figure out what your customer cares about by thinking about the topics that they might search for.

Finding topic for your Event

Simply, you must head over to where your target customer spends their time online and then look for topics that they tend to discuss.

To continue with our example, Nick spends most of his time on Instagram and seems like he is a classic millennial weekend warrior but loves to put in work at the gym during the weekdays.

It's easy to assume that this customer segment, let's call him Nick, might be interested in online topics like New York streetwear, Central Park fitness, nightclubs in the LES, Tribeca events and Brooklyn bars.  I usually try to figure out 5 topics before moving on.

And now we finally get to your competitor's step one, keyword idea generation.

But let's take this a step further and gather keyword suggestions from 3 places where your competitors are not looking.

The first is rather simple and it is taking keywords from Google, or rather Google Suggest.

What you want to do is plug in the topic into Google but don't press enter.

You'll see in the drop-down a variety of long-tail keywords that are perfect to add into your running keyword research document.  Another great hack is to add two spaces price to the topic query to have google fill in suggested keywords before the first word!

Google suggest Keywords

The second suggestion on Google is to click enter on the keyword topic and then scroll all the way to the bottom.  You'll find a "searches related to" section that will provide more long-tail keywords that you can add to your ideation.

Searching for keywords in online communities

Besides Google, where does a community of people choose to spend their time online?  One great time suck of mine, as well as many others, is the online community Reddit.  Without a doubt, you will be able to find a community here that your target persona might be interested in.

Once you search for your topic and find yourself in the search results or a subreddit, you will want to look for commonly occurring words or phrases.  Take note of these by adding them to your collections of keywords.

Another community that is similar to Reddit is Quora.  

Quora is a great place because people are not only asking questions but discussing a variety of solutions.  

For example, let's say Nick is traveling to New York and posts a topic on Quora related to the best tours in NYC.  You'll see a community engaging with Nick's question and from there you'll be able to gather more information that will help with your keyword ideation.

keyword research for events

Choosing the right SEO keywords value for your Event

As a SEO for event planner the next step in your keyword research is choosing the best keywords and analyzing how valuable they are.

To accomplish this, we highly recommend tools like SEMrush and Ahrefs since the Google Keyword planner only gives an unhelpful range when it comes to bidding prices.

The reason we have to use these tools for their actual bid prices is that this communicates if people are actually making money on these terms.  

Imagine if you had a keyword that was giving you tons of volume to your website, but that particular audience were not buyers!  Therefore that audience's conversion rate isn't effective at all.

Another way to check if a keyword is valuable besides using an SEO tool is by searching it on Google manually.  

Simply type in the keyword phrase and check if companies are running ads!  If you notice that several of the top paid positions are taken, then you know that keywords are valuable and content for your event should be built around that.

keyword research for events

Choosing Event keywords by trend

The last thing you can do to figure out if one keyword is more valuable than another is by searching those keywords on Google trends.  Keyword trend growth is a great way to determine how a keyword will do in the future.  Many companies won't take this extra step, and could easily miss out on an opportunity to be on the right side of ranking months down the line.

Being strategic about your keyword research has lead to more informed decisions in our marketing.  This has lead to doubling and tripling the conversions for a variety of our clients.

Also check out our guide on events driven PPC campaigns.

This example below shows a comparison between two prominent night clubs in NYC.  As you can tell, we’d most likely choose to develop content about Marquee instead of Jay-Z's 40/40 Club.  Thanks, Google Trends!

keyword research for events

Which strategies have you found most effective?  Have we missed any that have worked out best for you?

We'd love to know!

Also if you are about to embark on keywords search for  your event or know someone who is, please share this article with them!

So where do you go from here? We suggest following an Omnichannel marketing approach to make your events successful. You'd want to make use of every channel where your customers may be interested in your product. Moving forward, why not check out our guide on how to create an event on LinkedIn.

FAQs about Event Planning 

1. What skills should an event planner have?

The most important skills for any event planner are time management, effective communication, conflict resolution and use of event planning / project management software. 

2. How do you describe an event planner?

An event planner, or event coordinator is a professional who is skilled at prepping for events like booking locations, getting the ambience ready, test checking equipment etc. All in all, an event planner manages meetups, occasions, corporate meetings or other events in a way to bring ideas to life. 

3. What are the five major types of events?

Professional events can be of 5 major types:

  • Conferences, seminars and panel discussions about serious subjects
  • Guest speaker sessions like Ted Talks 
  • Corporate events like employee recognition functions
  • Sponsorship events 
  • Exhibitions, trade shows and expos 

4. How do I list my event planning skills on my resume?

In the skills section, you can mention your expertise in using event planning software, project management skills, teamwork, time management and communication skills and look for other event planning related keywords that the head hunter has specified in the job ad. 

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