My blogging friend and fellow iConnect Naperville networking member, Brad Shorr, was kind enough to lend us some of his SEO and copywriting expertise as it relates to tradeshows. Thanks, Brad!
Heidi and I were having coffee at Starbucks the other day. She said tradeshow planners are always asking how they can do SEO around events. Good question, and believe it or not, I have an answer.
SEO – search engine optimization – is a long term proposition. It can take months to achieve page one Google rankings, and by that time, the event will be in the past. No point in ranking high for a trade show that already happened!
* Use an Indirect SEO Strategy
I can’t manipulate time and space, but there is a way to make SEO work for trade shows, and here it is:
* Use the Tradeshow to Generate Inbound Links.
The single most important element of SEO is having high quality links into your website. High quality links are hard to come by, especially for small and midsized firms. But, one of the best ways to generate inbound links is to do online press releases.
Tradeshows present an ideal opportunity to put out several releases before, during and after the event. Because the releases are inherently topical and easy to make newsworthy, there’s an excellent chance the online release will be picked up by blogs and news aggregating sites in the event’s niche. When those releases are picked up and republished, the links are often intact – creating an SEO goldmine.
Those inbound links will raise the value of your website in the eyes of Google and therefore improve your rankings across the board. The improved rankings may not help with the event itself, but will increase site traffic and leads going forward.
The press releases themselves may produce immediate leads, however! People actually read them, and with the proper targeting you can direct them to the people you want to reach. By putting a call to action in your press release – e.g., “Contact us before the show to arrange a 30-minute private meeting” – you can get the best of both worlds: well qualified leads today and stronger SEO tomorrow.
About Brad Shorr
Brad Shorr is Director of Content Marketing for Straight North, an interactive marketing agency headquartered in Oak Brook, Illinois. His firm provides complete online marketing services for midsized and large firms. Brad is an experienced blogger, SEO copywriter and social media specialist. Also visit Brad’s blog with great content marketing insight at http://www.blog.straightnorth.com.