EventHuddle Tackles SEO: “We need to learn to speak the language of our customers!”

By Webdevelopment Shocklogic |

January 3, 2019

Shocklogic are frequent attendees of the Eventhuddle series, a morning of events-based education for the whole spectrum of #eventsprofs. These events allow us to stay up to date with the latest trends and hot topics, getting new insights of our industry from a range of different speakers and attendees. We participate not only for our own educational benefit, but to seek to better our advice for our clients.

The most recent EventHuddle took place at 1 Wimpole Street, on 22nd November 2018. It was titled “SEO for Events: Delivering growth without the headache”, and was based around Search Engine Optimisation. This topic focuses on how to make your website content relevant to your target audience, how your attendees can find you, and how it actually works. Kevin Jackson (EITM) moderated the session, whilst the speakers Lloyd Black (UBM), Al Valentini (Grant Tree) and Kelvin Newman (Brighton SEO), provided us with a great insight into SEO as a tool.

Here are some of our takeaways from the session:

SEO explained

SEO is essentially how a search engine lists webpage results based on its relevance. This is not only based on the webpage names, but on the content of the pages. In the previous 10 years, this has become increasingly more relevant in communicating your product and services to your potential and current clients and attendees.

Effectively using SEO

To fully utilise SEO, you need to research into the type of language your clients are using. Then you can incorporate this into your website and attract more potential clients. It’s all about identifying who you want to sell to and recognising how they describe what you do. In a lot of cases this means avoiding bespoke terminology! It’s pointless if your target audience can’t find your website in the first place. A good place to start is by creating a consistency of key terms and phrases across your social media channels and website. This effectively educates your target audience on your type of language and how they can best find you.


During the session, Linkbuilding was mentioned as a really good way of driving traffic to your website. The best way to go about this is to have insite third party endorsements. Any site that mentions your product, service or brand can see an opportunity to add a link back to your site. It’s a great idea to set up google alerts so you don’t miss any time you’re mentioned.

FAQ Pages

It was also noted that an FAQ page is a great way to store all those keywords, phrases and questions that can lead your clients and potential clients to your website. It is also down to you have to call to actions across this page, leading the visitor to a purchase or the key information page their search links to.

Search engines

It’s key to remember that the search engine used does not affect SEO – even though the tool is different, the user is what matters and their habits stay the same online. There is a wide variety of search engines available to everyone who uses the internet, these include Facebook, Youtube, Google, and the list goes on!

This edition of EventHuddle was extremely helpful, and we look forward to the next one! For more information, visit: https://www.eventhuddle.co.uk/