Skiddle Experts: Optimising Your Event Listings for Search

Can you give us a brief explanation of SEO and how it can benefit event promoters? 

SEO, or Search Engine Optimisation, is the practice of improving a website’s visibility on search engine results pages (SERPs) such as Google. The aim is to get promoters’ events at the top of Google for relevant keywords so users can discover them. 

If a promoter wants to optimise their listing for search, where should they start? 

• When listing an event on Skiddle make sure you include as much detailed information as possible in the event description. Things to consider are the artists playing and the music genres, its location and the history of the brand/event.
• Describe to your audience how the event will look and feel. This helps with the event ranking in Google. 
• Ensure the event listing is tagged with any relevant information. For example, artists, group pages and genres are tagged. It’s important that these must be relevant. Again tagging will help improve the visibility of the event across Skiddle and Google.
• The event listing has a clear and high-quality profile picture.  
• Use a clear event name, it’s also beneficial to include the venue, location and key artists in the event name. For example “Patrick Topping Presents Trick at WHP Manchester”

How important is keyword research when creating event descriptions?

Keyword research is crucial when creating event descriptions as it helps ensure the event is discoverable by Google and relevant to the target audience. By identifying and incorporating relevant keywords, event descriptions can rank higher in Google and other search engines and attract more potential attendees. It also helps promoters understand what keywords their audience is searching for. 

Will location-based keywords help a promoter’s monthly event gain visibility if held at the same venue?

It all depends on what keywords users are searching for. From experience, users are very likely to search the location within the keyword search, for example. “Patrick topping Manchester” or “Techno events in Manchester”. Geo-targeted keywords tend to receive a lot of searches in Google and other search engines.  

How do Skiddle features like Event Brands help promoters with getting their events seen?

Event brands enable promoters to have all of their events visible on one dedicated page. They also act as landing page in Google for when users search for that particular brand. For example if a user were to search for WHP tickets the brand page https://www.skiddle.com/g/thewarehouseproject/ will show. 

Skiddle’s Festival Guide has an FAQ section, how does that benefit their events from an SEO perspective? 

FAQs can help festival guides by:

1. Targeting Long-Tail Keywords: FAQs often address specific questions users search for, capturing long-tail keyword traffic.
2. Enhancing User Experience: Providing clear and concise answers improves user satisfaction and engagement, leading to lower bounce rates and higher conversion rates. A user is more likely to purchase if you provide all of the information they are looking for