SEO for Events: Insights from Simon Small

by | Dec 10, 2024

In the rapidly evolving landscape of event management, understanding how to leverage technology for growth is crucial. Recently, we had the pleasure of speaking with Simon Small, a seasoned expert in SEO and AI, who shared invaluable insights on how event organizers can optimize their strategies for better revenue and attendance. In this blog post, we’ll explore Simon’s background, his approach to SEO, and how AI is reshaping the industry.

Who is Simon Small?

Simon Small’s journey is as diverse as it is inspiring. From his early days traveling the world with his parents, to his groundbreaking work in theatre and broadcasting in New Zealand, Simon has always been at the intersection of creativity and technology. His career spans multiple fields, including:

  • Theatre Innovator: Simon was instrumental in bringing contemporary Pacific Island stories to the stage in New Zealand.

  • Broadcasting Pioneer: He helped launch a local TV station and studied broadcasting, eventually moving to London to work with Sky on its digital platform.

  • AI Entrepreneur: Co-founding a generative AI company in 2012, Simon has been at the forefront of AI development long before it became mainstream.

Today, Simon is focused on helping organizations grow organically through effective SEO strategies.


The Importance of SEO in Event Marketing

Why Focus on SEO?

Simon emphasizes the significance of non-branded keywords in driving traffic to event websites. Many potential attendees search for topics related to events without knowing the brand names. Here’s why targeting these keywords is essential:

  • Higher Click-Through Rates: First-page results boast a 28.5% click-through rate, compared to just 1% for those on the 10th page.

  • Revenue Generation: By focusing on high-intent keywords, event organizers can significantly increase their organic traffic and, consequently, their revenue.

Key Strategies for Effective SEO

  1. Page Strategy: Start with 5 to 15 targeted pages on your website. This helps Google understand where to direct traffic.

  2. Technical SEO: Ensure your website is optimized technically to avoid common pitfalls like keyword cannibalization.

  3. Backlinking: Acquire backlinks from reputable sources to boost your website’s credibility and authority.

  4. Content Optimization: Create high-quality content that aligns with your targeted keywords and enhances user engagement.

Measurable Results

Simon’s approach to SEO is results-driven. He expects clients to see a return on investment (ROI) of 20 to 50 times their monthly spend. For example, one company went from generating $6,000 to $370,000 a month using these strategies. This emphasizes the potential impact of well-executed SEO in the events industry.


The Role of AI in SEO and Event Management

Embracing AI for Efficiency

AI is transforming how businesses operate, and Simon is leveraging it to optimize processes. Here’s how AI plays a role in his organization:

  • Content Creation: AI tools assist in crafting high-quality writing, reducing the burden of repetitive tasks.

  • Data Analysis: AI helps analyze vast amounts of data to identify trends and optimize strategies based on user behavior.

The Intersection of AI and SEO

Simon points out the ongoing tension between traditional search engines like Google and the rise of large language models (LLMs). While LLMs excel at answering knowledge-based queries, Google remains the powerhouse for e-commerce and real-time data. Here are some key takeaways:

  • Ecosystem Differences: Google’s ecosystem integrates various services (e.g., Maps, AdWords), while LLMs operate in a closed system with limited real-time data access.

  • Focus on Organic Search: For now, Simon advises event organizers to concentrate on Google’s ecosystem for revenue generation rather than relying on LLMs.


Key Takeaways for Event Organizers

As we wrapped up our conversation with Simon Small, he left us with five essential insights to enhance event marketing strategies:

  1. Understand Traffic: Analyze the data around your event to make informed decisions.

  2. Leverage Non-Branded Keywords: Focus on organic search revenue from users who don’t know your brand.

  3. Target Specific Territories: Tailor your approach based on geographical data to maximize reach.

  4. Measure Results: Ensure your SEO strategy is focused on generating tangible revenue.

  5. Stay Ahead of Trends: Keep an eye on AI developments but prioritize organic search strategies for now.

By implementing these strategies, event organizers can not only enhance their visibility but also drive significant revenue growth. As the industry continues to evolve, staying informed and adaptable is key to success.

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