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Getting Traffic to your Trade Show or Event Website

by Rick Hendershot, Linknet Trade Show Resource Library

In a previous post I discussed the pros and cons of creating a special website (or blog) to promote a special event such as a company function or community event.

Now I want to address the question:

Is it possible to get some Search Engine recognition in the relatively short time your special event website will be in operation?

In case you haven't noticed, this is the same question that every webmaster or web marketing person asks: "How do I get traffic to my site?"

Advertising your site

In the short term, the only way you can attract traffic to your site is by "advertising". And the most common, most effective form of internet advertising these days is called "Pay Per Click" (PPC) -- you know, "Google ads" -- those little text ads you see down the side of the Google search pages.

You would probably be surprised how easy PPC ads (especially Google) are to set up, how broad is the range of events or products they can be used to promote, and how much control you have over your limited advertising budget.

For instance, say I want to promote the (imaginary) Hendershot Family Reunion set to take place in the summer of 2005. I could create a Google ad that would pop up every time someone did a Google search for "Hendershot", "Hendershot family", etc. My ad could have a headline as simple as "Hendershot Reunion".

Now there aren't many Hendershots out there, and I wouldn't expect too many Jones or Singhs or Crespos to click on my ad. And since I only pay when someone actually clicks on my ad -- remember "Pay Per Click" -- this advertising would likely not cost much. I could reach a pretty large part of the online Hendershot "community" in about as efficient a manner as possible.

For more information on Pay Per Click ads, see my article called "Testing Your Products with Google Adwords."

Getting the Search Engines on your side

In the longer term the only reliable way you can get traffic to your site is by getting the Search Engines on your side. Wouldn't it be great if every time someone did a search for "Hendershot" Google would immediately bring up a (free) link to my Hendershot Reunion 05 site?

Unfortunately this sort of recognition usually takes several months or even years. So your typical event site will not be able to easily get it. But there are some things you can do to give yourself a "leg up".

First, choose a memorable domain name that contains your most important keyword. If I could get "hendershot-reunion.com", that would be about as good as it gets. This will help the SEs know exactly what your site is about.

Second, create lots of Search Engine Optimized copy. That means make sure you have a clear idea of what your site is about, write copy that clearly and forcefully reflects this topic, and be sure to build lots of your primary keywords into your text -- especially at the beginning and end of your most important pages. If you have no idea what I am talking about, email me and I'll send you some links to some helpful information on the topic.

Third, once your site is up and running, submit it to Google. Just do a search for "Submit URL" and you'll find the link. Submitting sites is not necessary once they are interlinked and have been indexed, because Google (and the other main SEs) will automatically spider them. But submitting a new site may kick start the process.

Fourth, try to get as many relevant, quality "links" pointing to your site as you can, as quickly as you possibly can. The importance of quality links cannot be overstated. Virtually all the major Search Engines rely on inbound links to tell it whether your site is important within its area of focus. And this is how you get ranked and rated, and how your site will come up high when people do relevant searches.

Develop a link strategy right from "Day 1" and start working your strategy immediately. Getting the Search Engines on your side takes time, so don't wait to implement your strategy. Keep two things in mind when going after listings (or trading links).

First, look for links that will potentially generate traffic -- sites that have visitors who might be interested in your event.

Second (and possibly more important), look for links that will increase the "findability" of your site. That means look for "quality links" that will enhance your site's importance in the eyes of the Search Engines. "Quality links" have two things: "relevance" and high Page Rank. (For an explanation of "quality links", see the "Basic Strategies..." article below.)

Here are some suggestions for what to include in your strategy.

Swap links or post listings with "relevant" agencies, organizations, and directories. For instance, if you are organizing a "family reunion", look for websites about your family, and about family reunions. Ask them for a listing, or swap links with them. If you are doing a "Fall Fair", get links from other agencies and organizations in your community, and get listed on "event" announcement sites, "what's happening" sites, at the local, county, city-wide, provincial/state, and even national levels.

Submit postings to relevant forums, newsgroups and article archive sites. Some of my highest ranked links come from articles posted on sites like ideamarketers.com, and goarticles.com. There are many sites like this and getting postings is absolutely free.

Consider buying links from high ranked directories or sites that will give you an automatic link for a fee. The grand daddy of pay for inclusion directories is Yahoo. But there are cheaper alternatives. For instance sbo-linknet.com will give you 30 listings on 15 different sites in a relevant category for a small annual fee.

Follow these steps carefully and chances are your event website will be a powerful means of promoting and enhancing your event. With a bit of planning and hard work your special event website will help you make your event the outstanding success you are hoping for.

Rick Hendershot is a marketing consultant, writer, and internet publisher who lives in Conestogo, Ontario, Canada. He is president of Linknet Promotions and publishes Linknet News.

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