A Step-by-Step Guide on how to Leverage University Events for Your SEO Strategy

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Universities throughout the United States regularly host events and conferences with the intention of bringing awareness to certain topics and causes, while simultaneously building upon their thought leadership within the industry. However, while more organizations and institutions are beginning to leverage online tactics to promote their events, many are still missing out on a key opportunity to build links to their event, which will in turn help with rankings and visibility for the program. Here at Circa Interactive, we have found that using university events and conferences as an SEO and link building tactic can be a very effective strategy in boosting our clients’ rankings and brand awareness. The reason that this strategy is so successful is because featuring relevant industry events can provide great value to a publication’s readership. For example, we recently acquired twelve links over a ten day period for a brain summit hosted by one of our university clients, which clearly proves that this strategy can be a powerful and effective one. Here is a step-by-step guide on how you can achieve the same results for your university program events, including but not limited to: conferences, conventions, exhibits, and university tours.  

Start with Event Websites

You should begin by targeting national event listing sites as these will be relevant to every event that you host and serve to create easy link wins. Many of these sites simply require you to send them the details of the event, along with the URL, so that they can verify whether it is a legitimate event. This is a great tactic to obtain your first batch of links. These links are also likely to be diverse in comparison to many others you may have in your portfolio, thus further increasing the value of these placements. A diverse backlink portfolio with a variety of high quality wins is seen as a positive indicator to Google and will therefore be beneficial from an SEO standpoint. Some national event listing sites that I would recommend starting with are: lanyrd.com, conferencealerts.com, and eventbrite.com.

Write a Press Release

The concept behind a press release is to share newsworthy content with relevant contacts. This should be used to accompany your link building efforts. If possible, also factor in how this press release will work best from an SEO perspective and how a search engine will recognize your keywords. Your press release should elaborate on the details of the event, discuss the target audience, and note who the key speakers are. Also remember to include any contact information so that media outlets can obtain more information if needed. Alongside this, remind the media contact why this topic is important in a wider context. This can be achieved by using a news peg that is closely associated with your event. Prior to our client’s brain summit, a report stated that the rate of ADHD diagnosis had risen 5% each year since 2003. This data signified the importance of continued brain research and enabled us to provide media contacts with an additional reason to publish information on the event. A press release has the potential to spread far and wide because many media outlets pick up stories from other local media sources. If you can find a few sites that are willing to post your press release, then this could create a ripple effect and you might end up with a number of placements in a short amount of time without having to manually acquire all the placements yourself.  

Look for Local Links

A big part of your strategy should be to target sites that report on news in the area where your event is being held. Being featured on the main page of newspapers, tourism sites, and local news sites can be difficult, but securing a link placement in their events section is certainly possible and very valuable. This provides a great opportunity to land a diverse set of links that may have been otherwise been very difficult to attain. News outlets are also more likely to be interested in an event that is being hosted in an area that they regularly cover and that is of interest to their readership.

Target Industry-Specific Sites

In addition to targeting sites that report on local news and events, it is important to pitch your event to industry-specific sites. If your event is based around the topic of mental health, then it makes sense to target blogs and news sites that cover mental health related topics. However, you should not solely limit yourself to these confines and should not be afraid get creative and expand your outreach whenever possible. Reaching out to sites that cover other medical related topics would not be too far fetched in this case. If you can position the event to be relevant and valuable to the publication’s audience, then you will have a better chance of getting a media placement and link out of it.

Conduct a Competitor Analysis

You are unlikely to be the first organization that is hosting an event or conference related to your specific niche. Discovering where similar events have been posted is a surefire way to find websites that you know are willing to post this type of content. Again, if you are hosting a conference on mental health, searching for simple keywords like “mental health conferences” in Google will enable you to find a host of previous events on this topic. You can then conduct a competitor backlink analysis for each event to discover which sites linked to them. There are a number of tools out there that can be used to conduct this analysis, but here at Circa we use Moz. You simply need to enter the event’s URL into Moz’s Open Site Explorer search bar and from there you will be able to view all inbound links to that particular URL. Moz only allows you to have three free searches a day unless you upgrade to Moz Pro. However, you can test out this software with a 30 day free trial. Once you determine which sites are good quality, a competitor analysis will provide you with an important set of leads to go after. One easy way to help determine which sites are high quality is to reference the information provided alongside the list of inbound URL’s, which includes the domain authority (DA) and the spam score. The domain authority ranges from 1-100, and the higher it is, the better and more high quality the site is. Conversely, you want the spam score to be as low as possible. By finding and targeting sites that have posted similar event information in the past, you will likely save time and resources on outreach while also increasing your success rate.

Follow Up After the Event

Even if you have acquired a respectable number of links prior to the event, your outreach shouldn’t stop there. Some of the best opportunities will come after the event, which is particularly relevant following a conference. The findings from a conference are often a great source of content for media outlets. Conducting searches on Google and social media will help you find individuals who have been talking about topics that relate to your event. Creating a new page on your website which discusses and dissects the findings will also help you to gain links following the event.

George has recentGeorgely joined the Circa team in California following the completion of his master’s in marketing management and strategy degree, where he graduated with distinction from Plymouth University in England. George is a PR and digital marketing specialist who is passionate about creating high level opportunities for professors within national publications.