ASP
Beyond the event: turning your website into a 365 lead machine
Jon Monk, head of search performance at UK-based ASP Events, offers some insights into keeping the web traffic flowing long after your event finishes on site
n the world of event
I marketing it’ s wellknown that event websites experience a spike in traffic just before and during the event. However, what often follows is a steep decline in visitors as the event wraps up. ASP data comparing organic Google Search Console clicks from one month pre-event to one month-post event, shows that organisers who fail to use SEO or optimise onsite content can see up to an 8.81 % drop in search traffic. To counteract this, organisers can utilise event content to keep their websites engaging, useful and relevant, ensuring that their sites continue to attract visitors, generate leads and offer value long after the event has concluded.
Properly optimised event content can continue to drive traffic to websites post-event. For example, people frequently search for industry experts within specific fields. By keeping speaker profiles available online, organisers can attract ongoing traffic from people looking for expert insights. A wellstructured speaker page, designed with SEO in mind, can serve as an evergreen asset, continuously driving traffic from people searching for answers or advice in the same industry.
Session topics and descriptions also provide a wealth of content. By optimising session pages, event organisers can ensure that these topics continue to appear in search results, attracting visitors looking for relevant and timely information related to those subjects. When these pages are formatted with keywords that match what potential visitors are searching for, they can generate traffic for months or even years to come.
Additionally, panel discussions and key takeaways from sessions
Above: Jon Monk
“ Sites with optimised speaker profiles, session pages and videos rank higher for relevant search terms”
n More information: www. asp. events are an underutilised resource. Summarising the insights shared in these discussions and publishing them as articles or blog posts can significantly extend the value of these events. Professionals continuously search for solutions to the problems discussed during panels, and by providing those insights in an accessible online format, organisers ensure that their website continues to be a helpful resource.
Engaging new audiences For events that have recorded sessions, optimising video content and transcripts is critical. Providing clear SEO tags, descriptions and transcripts for these videos can help improve discoverability and extend the life of content. Videos and transcripts can also engage new audiences who may have missed the live event but are still interested in the insights shared.
Optimising event content improves Google rankings, as search engines prioritise highquality, structured and relevant content. Sites with optimised speaker profiles, session pages and videos rank higher for relevant search terms.
Event content also maintains a steady stream of year-round traffic. Instead of clicks dropping off postevent, websites can keep attracting potential attendees, exhibitors and industry professionals. Finally, ongoing traffic translates into leads by encouraging brand engagement.
Event content has far more longevity than we give it credit for. Users aren’ t just searching for event dates or location details, they are looking for expert insights, industry trends, and valuable content that can help them throughout the year. By leveraging the wealth of content created for the event, organisers can keep their websites active and relevant year-round. EW
www. exhibitionworld. co. uk Issue 2 2025 25