5 Ways Your Online Event Calendar Can Influence SEO
Click to enlarge this example of a meta title and a meta description in search results.
Many factors affect search engine optimization (SEO) and your organization's website. A key site element you might be overlooking is your online event calendar filled with new, content-rich events and happenings. An effective online event calendar can help win page views and positively influence SEO in simple and efficient ways.
1. Grow the Number of Pages on Your Website.
This is a numbers game—more pages on your site, in this case individual event pages, beget more chances to increase keywords. In search engine speak, this is called going after the "long tail"—as opposed to targeting the "short tail" (a few top keywords that can generate a lot of traffic). Targeting the "long tail" involves focusing on lots of keywords, which each bring in a little traffic. The long tail can be just as important to your SEO efforts as the short tail.
Additionally, more events pages will encourage users to engage with your online event calendar; thereby, increasing the time visitors spend on your site. The longer visitors are on your site, the better for SEO.
But remember, simply having more pages isn't enough. Those pages also must be structured correctly. For example, on the event details page, your calendar solution should automatically code the name of the event as an H1, which search engines pick up as a priority. Some online event calendar systems don't make this distinction, so search engines can't tell which content is the most important on the page.
2. Gain Backlinks Galore.
As you might guess, the number of times people link to your site is a big "off-page" factor in SEO. When you have many backlinks, search engines infer that your site offers valuable or interesting information, because it's popular with online readers and visitors. Just think about the large quantity of backlinks your online event calendar could amass if other people, companies or organizations share unique links for each event on their own websites.