How Do I Improve SEO for My Event Company?

SEO for an event company is one of the most crucial parts of marketing. Most event professionals know that SEO stands for search engine optimization, but many don’t know much beyond that. Even if you’ve invested in event rental software, you may still feel that you’re not a “tech-y” person. However, SEO is vital for your event company’s growth and success. So, what exactly is SEO, and how does it work for you and your rental business?


For instance, let’s say you’re an event rental company that is looking to promote your tent selection. You want people who are planning outdoor events to visit your website. But— uh-oh! The traffic you’re getting isn’t relevant, meaning it’s not full of the leads you want.

You’re getting traffic, but none of it is driving business or bringing in revenue. How can you fix this? With SEO for your event company!

The answer is simple – start reaching out to people who are looking for tents. Ad platforms such as Google Ads are one way to reach them, but keep in mind that your reach is only as good as the amount of money you spend on ads. Unlike ads you pay for, SEO is organic. SEO is the only organic and sustainable way to drive more relevant traffic toward your online business.

You must remember that SEO is an ongoing process and a never-ending battle — you are never “done” with SEO for your event company.

Every year, certain methods become the thumb rule of efficient SEO, while others become obsolete. This happens due to Google’s constant algorithm updates to make sure SEO remains a tough nut to crack for professionals around the world— no cheating allowed!

SEO professionals are constantly working to figure out new updates that enable websites to earn higher rankings on the search engine results page (SERP). But is this exactly how SEO works?

While the race to rank organically is heating up, SEO professionals need to know more methods to make SEO truly work. Here are a few important tips that should be kept in mind to boost SEO rankings.

1) Backlinks Still Help

Just like the early days of SEO, Google still considers backlinks on other websites a reliable indicator of the website’s performance. In fact, your website’s SERPs are directly proportional to the quality of links you acquire over a period of time.

Hence, it’s important to invest resources in link building. You can do this by writing in event industry tips and trends to HAROs, producing compelling infographics and other marketing materials, and writing relevant content for other sources (you can even write for the Goodshuffle Blog! Email [email protected] for more information).

2) Content Optimization

Content is king, there’s no doubt about it. However, the content has to be relevant, neatly written, and should have relevant keywords present at appropriate places.

After links, solid content is one of the most crucial aspects of good SEO and is taken seriously in web development services. One of the most popular forms of content is a blog— this can establish your event rental business’s credibility as an industry expert, and also provides great material for others to repost on their own channels.

You need content to attract links, but your content needs links to boost your site’s ranking in search results and to help drive traffic to a content piece. Content should be well optimized and placed at the right spot on the website.

Here are a few steps that should be taken for efficient content optimization:

  • Keywords always matter, even when placed cleverly within the content. As technology advances, Google’s crawlers don’t just scan the page for keyword appearance, they actually read and analyze the context of the content and can scan related secondary keywords that include the intent of the person who makes the search on the search engine.
  • Make sure that titles, meta description, ALT tags, URLs, and H1 tags are optimized properly. Ensure the inclusion of relevant and targeted keywords in these crucial elements.
  • Carefully go through Google’s search quality guidelines to know the expected content quality by Google. Google normally says that topic and purpose play a major role in the amount of content required on a particular page.

By following these initial tips, you ensure flawless optimization of every piece of content you publish online.

3) Mobile SEO

Without mobile SEO, you will never rank on the first page of the result. With Google’s mobile-first algorithm, it has become essential for business owners to have a mobile-friendly website to rank better in SERPs.

To achieve a seamless performance of the website on mobile devices and desktop, you will have to get a responsive website design. This will keep your content consistent across multiple versions of the website and ensure that the load time of the website is quicker than the competition. Google gives priority to fast loading websites, so make sure this is you!

Without a mobile-first strategy, your SEO efforts will never realize the true potential.

4) Keep Trying New Techniques

Apart from these best practices, some trial and error always comes in handy to achieve your desired solution. With no universal formula, it’s crucial to keep trying different techniques based on your party rental company’s own experience. Experiment with keywords, posting times, and various platforms. Platforms like Moz provide software for SEO and data analysis. If you don’t want to pay for the software, the blogs are free and are chock-full of useful information! Keep combining different methods to determine what is working and what is not.

5) Voice Search

There are no substantial proofs that validate the fact that voice search helps in SEO. However, users love this feature. With voice search becoming the norm, it’s essential to have the new-age feature on the website to attract more users.

SEO for Your Event Company

SEO is an ongoing process, with practices and features advancing constantly. However, its success depends on adopting the right strategy for your event company in the right manner. SEO combined with other technology such as event rental software is a recipe for success. There isn’t a strict template or necessarily “right” way to gain SEO, but it will always be about trial and error to see what works best for your rental business.

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Author: Carmen Bodziak

Carmen Bodziak has been on the marketing team at Goodshuffle since 2019 and got into the business because of her passion for empowering business owners through technology. She loves connecting with the events industry both virtually and in-person, so say hi if you see her at a trade show! Outside of Goodshuffle, she loves to travel and spend time outdoors.