By Krystal Putman-Garcia, Vice President, Marketing, Localist
As competition for students becomes fiercer, search engine optimization has never been more important for a college/university. Better visibility and finding creates more visitors and engaged students. Thus university marketing teams are constantly looking for ways to improve their standing in search results. One key element that higher education marketers may be overlooking is their online event calendar. Just think about it – an efficient online calendar is filled with up-to-date events that are rich in content, which can play a major factor in SEO efforts.
Luckily, there are simple and efficient ways your online event calendar can help increase page views and positively influence SEO. Here’s how:
1. Grow the Number of Pages on Your Website
Having more pages on your website – in this case individual event pages – gives you the opportunity to have a larger number of keywords and page views. Instead of having a static 30-day calendar grid-view, you can make your events SEO-friendly with a dedicated page for each event, which allows users to click and view more information.
More event pages will also encourage users to engage with your online event calendar, thereby increasing the time visitors spend on your site. As you may know, the time a visitor spends on a site is one of the factors that search engines use in their ranking algorithms, so the longer visitors are engaging with your events, the better for your SEO.
However, it’s important to note that having more pages isn’t enough – these pages must also be structured correctly. Your online event calendar system should code the name of the event as <h1>. This defines the most important heading, and search engines will pick this up as a priority.
2. Gain a Large Quantity of Backlinks
The number of times people link to your site is a big “off-page” factor in SEO. When there are a ton of backlinks, search engines infer that your website offers valuable or interesting information because it’s popular and engaging with users online. Think about the large quantity of backlinks your online event calendar could gain if other people, companies or organizations share unique links for each individual event on their own websites.
Increasing backlinks is a direct result of getting people more engaged in your online event calendar, and that means your online event calendar should be chock-full of content and events.
3. Activate Social Sharing for Users
There are tons of benefits to incorporating social media into your online calendar, especially when it comes to SEO. Search engines are constantly taking social data into account when displaying search results. In fact, links that people are sharing over social media see more success in user searches.
Be sure to utilize online calendar software that can provide immediate metric reports, specifically on the social media activity around a particular event. Having access to the real-time knowledge of this data will allow you to optimize your marketing efforts, ultimately impacting your SEO.
4. Gain Attention with Unique Event Titles and Descriptions
While content should always be interesting and engaging, each event should also include custom, unique page titles and descriptions. Meta titles and descriptions that feature relevant keywords a user might type into a search box help attract robots and will display as a “sneak peek” for the page in search results.
5. Keep Your Content Fresh
It’s important to consistently update your online event calendar with new events. Ultimately good SEO is good content. You’ll need to make sure you are including as much descriptive content as possible for each event to ensure guaranteed SEO success. Frequently updated high-quality content sends a signal to search engines that your page is worth displaying in search results. Thanks to the easy-to-use nature of online calendars, new content will be easily achieved through basic day-to-day updates.
An event isn’t successful if no one knows about it until after it has happened. In order to get your events discovered, the right online calendar should be fully equipped to help with many important SEO factors. Events generated through our software at Localist are integrated with Google’s index so your events appear higher in search results. And metrics such as EventReach will help you quantify how discoverable your events are amongst the student body.
Online event calendars, especially those generated with a robust interactive software, can ensure your school – and event – will get found online. Highlight these SEO-friendly features of your online event calendar and page views will soar.
Krystal Putman-Garcia serves as Vice President of Marketing for Localist, an event marketing technology company that offers interactive calendars that help companies publish, manage and promote events. She is responsible for Localist’s marketing and partnership efforts, to ultimately help businesses make the most out of their events.