Optimizing your rankings in the search engines is a never-ending process. Google continually updates its algorithms, making it hard for you to maintain the rankings you’ve earned over time.
Google’s recent Pigeon update has affected many businesses, and is a clear sign that you need to be actively preparing for what might come next.
Local SEO is even more critical for brick and mortar businesses. Many have found hosting events as a great way to maintain their rankings in the local search engine results.
Why Host a Local Event?
Hosting an event for your business is an easy way to build awareness within your community. More importantly, when it comes to SEO, local events help you build citations online for your business, making it easier for users to find you.
Websites in your city and communities frequently post announcements for local events. Listing your business name, address and contact number in relevant websites will contribute to your link profile. Other high-ranking sites begin to direct users back to you, building authority in the eyes of search engines.
An event can generate positive online reviews for your business. These reviews have become an important way for search engines to find trustworthy resources to provide to their users.
Marketing Your Event
Hosting an event provides your business with unique marketing opportunities. You’ll expose your brand to attendees and gain multiple listings of your business across different online channels.
Promote your event on your website by providing all the relevant information for your audience. This includes the name of your event, which should be unique and memorable, along with the date and time.
Include a summary of the event, so that attendees know what to expect. Use relevant keywords and information that matches your citations in Google’s local search.
Social media can be used before, during, and after your event to further promote your business and event. Create a hashtag for users to follow your event, and include it on all of your marketing campaigns.
What Events Are Most Successful?
There are a number of events that any business can host to help build brand awareness and boost local search rankings:
- Charity – Hosting a charitable event is a great way to give back to your community and build the online presence of your business.
- Education – Offering a free course gives you an opportunity to empower others through the expertise of your business. It’s a great way to let others see firsthand what you do best.
- Grand opening – Celebrate your business with a grand opening event. It will introduce you to your local community and help others become familiar with the value you can provide.
- Holiday/Season – Use special holidays or seasonal themes as a focal point for your next event. Many online resources are searching for timely events that they can share with their own audience.
Hosting local events is one of the best ways for you to optimize your local SEO. As Google continues to update the ways in which it provides results to its users, businesses like yours will need to implement new ways to increase rankings and visibility.
Hosting a local event gives you a powerful way to increase awareness, increase your authority, and get more fingers pointing back at you.
Have you tried engaging your local community through events? What kind of results did you get? Let us know in the comments below.