Does your event website have SEO value?

When planning an event, most teams focus on registrations, logistics, and promotion. But there’s one aspect that often gets overlooked—search engine optimisation (SEO). Your event website isn’t just a landing page for attendees; it can be a long-term asset that attracts organic traffic, boosts brand authority, and supports your wider marketing goals. The question is: does your event website have real SEO value?

What gives a website SEO value?

SEO value comes from how discoverable your content is via search engines like Google. This depends on a range of factors, including:

• Quality and relevance of content
• Use of targeted keywords
• Technical performance (speed, mobile responsiveness, secure HTTPS)
• Backlinks from reputable sources
• Internal linking and clear site structure

For event websites, many of these elements are often neglected or deprioritised—especially if the site is treated as temporary.

Common SEO mistakes on event websites

Here are a few reasons why many event websites fail to contribute SEO value:

1. Short lifespan

Event websites are often taken down shortly after the event ends, meaning any SEO authority they gain is lost. If you're building a new site each year, you’re essentially starting from scratch every time.

2. Thin or duplicate content

Event websites frequently reuse boilerplate text, speaker bios, and agendas across different pages and years. Search engines may view this as low-value or duplicate content.

3. Lack of keyword targeting

If your site doesn’t include well-researched, event-specific keywords (e.g. “sustainability summit London 2025”), it’s unlikely to rank for anything meaningful.

4. Poor user experience

Slow load times, clunky navigation, or non-mobile-friendly pages can hurt your search rankings and user engagement.

How to build SEO value into your event website

With a little planning, your event website can drive traffic before, during, and long after the event itself. Here’s how:

1. Use evergreen content

Include pages or blog posts that stay relevant beyond the event date—topics like industry trends, speaker interviews, or past session highlights.

2. Keep the site live

If possible, keep the website up year-round or redirect it to a main domain. Build on the same domain each year to retain SEO equity.

3. Optimise for keywords

Do keyword research based on what your audience is searching for. Include these terms naturally in page titles, headers, meta descriptions, and body text.

4. Create shareable, link-worthy content

Videos, presentations, or white papers from the event can continue to earn backlinks and social shares, boosting your site’s domain authority.

5. Use structured data

Implement schema markup (such as Event or Organisation) so that Google can better understand and feature your content in search results.

Think long term

An event might only last a day or two, but your website can keep working for you all year. Done right, it becomes more than a promotional tool—it becomes a discoverable resource that adds lasting value to your digital presence.

Final thought

If you're already investing time and budget into building an event website, it’s worth ensuring it works harder for you. With a focus on SEO, your site can attract new audiences, improve event visibility, and support your broader marketing strategy long after the lights go down.