How to Harness the Power of Search Engine Optimization (SEO) for Events

I write many articles on social media, content marketing and how to engage with your customers, which are all great strategies for shows, exhibitors, and attendees to educate and generate new leads.

All of these initiatives are viable and aimed to deliver quicker results. Now, I would like to focus on a more “under-the-hood” or long-term internal workings strategy to keep people coming back well after the show has ended using SEO.

Most people are under the impression that search engines deliver answers, when in fact, they deliver search results that you can control, allowing you to come up higher.

Here are a few tips on how to generate leads when people are searching for “something” online using Google, Yahoo, Bing and other search engines:

Selecting the right “keywords” that people are searching for:

THINK like your potential customer! Focus on words that you feel they will type into a search engine to hopefully find what they want. This can be a single word like “tradeshows” or a phrase like “consumer electronics tradeshows,” which will display completely different results. When you produce content, you want to make certain you use that word/phrase exactly like someone will type it, so that the search engine determines how your content should be displayed. Check out Google’s Keyword Tool ( to find the popularity of words and phrases.

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