In event marketing, SEO has often been a tricky area to stay on top of when we consider the full array of channels and tactics event marketers need to deal with. And in today’s search landscape, it’s not just Google’s regular search engine you need to think about. AI tools like ChatGPT, Perplexity and Google’s AI Overviews are reshaping how people find and engage with event websites.

That is why MPG has created a practical action plan for you to follow to ensure your event website will be found and well listed by both ‘traditional’ search and also AI discovery.
 

Action 1: Make sure your website is indexed properly

Why is this important?

If your website is not indexed, it will not be seen by Google or by AI tools that pull from search engine results. Key actions to take:

Key actions to take:

1. Remove “Noindex” Tags: 
        a) Check your CMS settings to ensure important pages (agenda, speakers, registration) are set to be visible to search engines.
        b) Remove any “noindex” settings that block key pages.

2. Check Robots.txt:
        a) Go to www.youreventwebsite.com/robots.txt.
        b) Make sure important pages or folders are not listed under Disallow. If they are, ask your developer to remove them.

3. Submit an XML Sitemap:
        a) Make sure your site has a sitemap. Check this by typing in the following URL www.youreventwebsite.com/sitemap.xml.
        b) Submit it in Google Search Console and Bing Webmaster Tools to help search engines find all pages quickly.
 

Action 2: Get your website structure right

Why is this important?

Search engines and AI models use headings and clear structure to understand page content, which both help improve ranking and topic relevance.

Key actions to take:

1. Make sure all your heading tags are set up in the right way to show clear content hierarchy using H1, H2 and H3:
        a) H1: The Event Name.
        b) H2: Key sections like "Agenda", "Speakers", "Why Attend".
        c) H3: Supporting details like session titles or speaker bios.

2. Break content into scannable blocks and lists:
        a) Use bullet points or numbered lists for benefits, takeaways or schedules.
        b) Keep paragraphs short (2 to 3 lines).
        c) Use tables for agendas or pricing packages (also useful for mobile and AI overviews).
 

Action 3: Improve user experience

Why is this important?

Descriptive links, clear navigation and fast load times keep users engaged longer and improve trust signals for search engines and AI tools.

Key actions to take:

1. Add descriptive anchor text and clear CTAs:
        a) Make calls to action clear and action-oriented, e.g.: “register for the summit”, “download agenda pdf”, “contact us for group rates”.
        b) Use descriptive anchor text for links, e.g.: “see full speaker lineup” instead of “click here”.

2. Implement internal linking to contextual resources: 
        a) Link to related content, e.g.: blog posts previewing speakers, past event highlights, or sponsor pages.
        b) Group these links under sections such as “recommended resources” or “you might also like”.

3. Prioritise fast load times:
        a) Optimise images and videos by scaling them to the correct display size (do not upload larger than needed!)
        b) Use modern image formats like webp or avif where possible.
        c) Enable ‘lazy loading’ so that off-screen images load only when scrolled to.
        d) Be deliberate in using images and videos and only include visuals that add value and impact.
 

Action 4: Focus on relevant, targeted content

Why is this important?

Content that is relevant, targeted and regularly updated improves both engagement and ranking. AI tools are more likely to pull content that appears current and authoritative.

Key actions to take:

1. Highlight your unique event value propositions instead of using generic phrases that could apply to any event.
2. Align page copy with B2B-specific search terms your audience is using.
3. Add insights or takeaways from past events to build credibility.
4. Refresh and repurpose content:
        a) Update speaker bios and session descriptions as they change.
        b) Repurpose event content into blogs, checklists or short videos and link back to the main page.
        c) Embed recaps or highlights from past events to establish authority and encourage return visits.
 

Action 5: Increase external mentions

Why is this important?

External mentions strengthen authority signals and increase the likelihood of being surfaced in AI-driven results.

Key actions to take:

1. Gain links from external websites such as industry association calendars, partner sites and editorial or trade publications.

2. Ask media partners, speakers and sponsors to link to your event page.
    

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By following these steps, your event website will not only rank higher on Google, but will also be far more likely to be pulled into AI-powered search results.

With the right structure, user experience, targeted content and external authority, you’ll be at the top of the list when people look for the top events in your space!

Ready to get more visibility from your event marketing?

If you need help implementing the above action list, get in touch! We can help you audit, structure and scale your event content for good search and AI discovery results.