8 Effective SEO Tips for Promoting Your Events on Search Engines

Posted on Wed 20 February 2019 at 3.00PM
Categories: Tips

Event SEO effective tips

TicketSource’s SEO Manager Andrew Stuckey gives his recommended best practices to help market your events to broader audiences using Search Engine Optimisation (SEO).

What is Search Engine Optimisation (SEO)?

Search Engine Optimisation is the practice of increasing traffic to your website through organic search engine results. Google is the most popular search engine (over a 90% share) and sets the trends that other search engines follow. For this reason, most SEO changes are made based on Google’s best practices.

SERP Search Engine Results Page

Above: An example of an organic search engine result for the word 'ticketsource'

How can SEO help you sell more tickets to your event online?

1. Create a unique TicketSource URL

When you create your unique TicketSource URL in your Account > Account Settings, a page will get automatically generated on TicketSource's website. As our domain is very authoritative it gets crawled by search engines regularly, meaning your TicketSource URL should get crawled and if optimised correctly, indexed within a few days.  

A unique and SEO friendly Meta Title and Meta description will also be added to your page, which is taken from your Company Name.

This meta information helps search engines understand what a page is about.

2. Uss separate words in your TicketSource URL: use a hyphen instead of a space

/youarenowhere should be /you-are-now-here to avoid confusion.

Search engines like Google use advanced AI such as RankBrain to match questions to answers. But what the AI can’t do is separate words joined together. The above example is even tricky for a human to interpret accurately!

Important: Ensure your TicketSource URL is correct and remains correct. Changing a URL will cause your page to break, meaning Google will have to crawl and index it all over again. Always use hyphens too, and not any other symbols or punctuation like underscores.

Also: Ensure your TicketSource URL isn't too long-winded - try to remain within 30 characters if possible.

3. Create unique company and event descriptions

Aim to write around 150-200 words of unique and relevant content about your company or venue, if possible, in your Account settings > Company description and around the same amount in each event description - Basic Settings > Description.

Your company/venue description might also need additional definition to make it more distinct from similar venues or other events at the same location. If you do have a big name associated with your show that people will look for - mention it in the description!

Important! Don't copy and paste content from your website, or anywhere else for the matter as this would cause duplicate content issues, which Google hates!

Also: Try to mix up some of the search queries you think people might search for in Google.

“Your Theatre, part of the Royal Memorial building, is based in Town.”
“This event takes place in Farmers Field, near Peaches Farm.”
“Famous Actor stars in Romeo & Juliet

4. Mention the genre or event type in your descriptions too

Some people may be looking for a type of event rather than yours specifically. Adding a mention of the event type increase relevance of the result to that audience. We already tell Google where your event is. So mentioning Halloween will let you appear on results for 'Halloween events near me'.

Search rankings change constantly and you’ll move up the results faster if you include as much relevant information as possible. It also better informs your readers, leading to more confident buyers and higher ticket sales.

“Funstuff is a comedy written by our creative director.”
“Terror-party is a special event for Halloween.”

5. Use optimised imagery

If using imagery to make your company page or event listing more appealing, ensure you upload an image which is not too large (over 300kb). Ensure you optimise your images using https://tinypng.com/ before uploading it to your page or event listing.

You don't want to end up having a slow loading page, as Google can rewards pages in search results which load faster than slower ones.

6. Attract more local clicks to your events

When creating an event listing, ensure the location of the venue is as accurate as it can be. Always enter a valid street, town/city and post code within the required fields.

Also ensure you fill in as much information about the event as possible within the event editor section. Adding things like starting and end time will help Google understand more detail about the event.

This will ensure your listing appears in location specific Google searches from our What's On section and also in Google's local event listings.


Search for "whats on in Penarth" and you'll see our https://www.ticketsource.co.uk/whats-on/penarth URL, with multiple events on, ranking highly in the search results.

Search for "Cardiff Events", and you'll see a number of local events which your event could get featured on.

local cardiff events Google
Users can also search for the city, town or location of your event here.

7. Build links to your events

To get your events indexed and listed higher in search results quicker, add external links to your unique TicketSource URL and event URLs, e.g from your company's website, or any other publication you own. Sharing it on your social media channels can also help search engines index your pages quicker.

Important! If you do link to your unique TicketSource URL or Event URLs from an external website, ensure to link to the full URL, including http/https and www. / non.www version. Google just likes this a little better!

Also: Use this same rule when linking out to your website from within Your TicketSource URL.

8. Watch it rank higher in Google search results

If you've followed these tips then you done a great job in optimising Your TicketSource URL and event listings. Soon enough your events should start showing higher up in search results so you can gain more traffic!

You may even get "sitelinks" to your events featured within your TicketSource URL search listing, which makes it stand out more and attracts even more clicks. More clicks = more ticket sales! 


What else TicketSource does for you:

There are lots of things we already do to connect you with more customers around the web. To give you an idea of what’s going on behind the scenes:

  • Our site gets millions of hits a month - and not just from Google! Many users bookmark TicketSource to use our massive event directory to search for events.

  • We promote your events to our advertising partners: Including event sites such as Ents24.com and theList.co.uk.

  • Plugged into Mailchimp we’re able to keep your marketing list up to date automatically. Send email campaigns with the contacts and permissions already updated.

  • Our social media channels are optimised to target your area and promote it to local followers. Copy us into your posts and we’ll also boost them with likes/shares from our company accounts.

Want to know more about SEO?

If you're interested in diving deeper into the world of SEO and Digital Marketing, here are some additional resources to get you started:

Log into your account here and start optimising your events for search engines!

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