By improving your event SEO, you can make your events, calendars and listings easier for people to find on Google and other search engines. Alternatively, you can make them completely unsearchable. See all the steps in this user guide post.
As a result, your website and web pages will rank higher on the search engine results page (SERP) for the relevant keywords, making it easier for people searching for these keywords to find your content.
People can find any type of content through web searches, including events. If you have an event related business, Event SEO can be a powerful tool to increase your online presence, brand awareness and reach. However, it does take a lot of work to prove to search engines that your calendar and events are worth ranking.
If you are serious about search engine optimization, probably you already have a SEO strategy for your website. Since your calendar and events provide fresh content to your site, the same way your blog posts do, we strongly recommend you give them the same first-class SEO treatment you give to other parts of your site.
Want to improve your Events SEO? Check all our tips below and try to implement them on your Timely account. And if you need any assistance setting any Timely Event SEO feature, do not hesitate to contact us. Alternatively, you can open a support ticket from your Timely account’s dashboard.
By default, when you publish your Timely events calendar or event listing, the public view of your calendar is searchable, which means:
To confirm that your event listing is searchable, in your Timely account dashboard go to Settings<General<SEO. Make sure the appropriate box is unchecked. If you make changes, click on the “Save” button to save your new settings.
In contrast, if you do not want your events calendar to be searchable by search engines, you can make it not indexable by checking that same box. Don’t forget to click on the “Save” button to save your new settings.
If you want people to find your events calendar online, they need to show up higher on the SERP. You can do that by improving your events SEO, as follows:
Keywords are not only crucial for search engine rankings, but also important to understand your audience’s search intent behind a given query.
For event related businesses, keywords include words people would use to search for the type of events you promote in your event listing. For instance, if you are a museum or an art gallery, keywords might be types of events, art forms, or even physical location.
Before deciding on your targeted keywords, it is a good idea to do some SEO keyword research. If you are not familiar with it, check our keyword research tips first.
Next, add the selected Calendar Keywords to your Timely account so they appear in the source code of your Timely’s hosted calendar and your custom domain, if you have one. See an example below:
To add keywords to the source code of your calendar, go to Settings<General<Seo Options<Calendar keywords. Then, type your SEO keywords separating them by commas. Don’t forget to click on the Save button.
SEO Tip: The Calendar keywords field is limited to 255 characters. However, we recommend using only 10 SEO keyphrases to avoid keyword stuffing.
Using a custom domain or subdomain to display your events calendar (in addition to the webpage where your calendar is embedded) is a great way to add SEO value to your website. It is also a good way to receive credited site traffic from your events back to your domains.
You can include your main targeted keyword in the URL or just the words “events calendar”, "event listing", or just “events”. For example:
Check this user guide post to learn How to Add a Custom Domain or Subdomain to your Calendar.
The name you pick for your Calendar Name will be the Title Tag of your calendar’s page. Title tags are the blue clickable headlines you see in the SERP. It is critical for SEO because it gives users and search engines a quick insight into the content of a page.
Choose a Calendar Name that provides specific information about your organization and events, and includes your main keyword. You can also add your city or location if you offer local events only.
We recommend approximately 50 to 60 characters because that is what Google shows in the SERPs. See some examples below:
Royal BC Museum and Archives Event Calendar | Victoria, BC
Vancouver Musical Society Performance Listing | VMS
Online Software Development Training Calendar | BCIT
To customize your Calendar Name / Title Tag, go to Settings<General<Calendar Name, type your calendar name, and then press the Save button at the bottom of the page.
The description you give to your events calendar will be the calendar’s meta description tag, which is the paragraph text you see just below the title tag in the SERP. The meta description tag provides a brief summary about a page to aid users and search engines understand a webpage.
Draft your Calendar Description considering your targeted keywords but having your audience in mind. Write rich information about your organization and events to convince website visitors to click on your link.
It's best to keep meta descriptions long enough that they're sufficiently descriptive, so we recommend descriptions between 120-160 characters. Check some examples below:
Explore the Royal BC Museum and Archives Events Calendar, learn about our exhibitions, tours, camps, and galleries, and buy your tickets. Victoria, BC Canada
Vancouver Musical Society promotes a variety of performances by young and aspiring musicians. Check out our Performance Listing and buy your ticket now!
Check BCIT Training Calendar to see our online software development courses. Complete them at your own pace, anytime and anywhere. Get certified fast!
To customize your Calendar Description / Meta Description Tag go to Settings<General<SEO Options<Calendar Description, and type the description for your calendar of events. Do not forget to press the “Save” button on the bottom of the page.
The feature Primary Calendar URL creates a redirect from Timely’s standalone hosted calendar to the URL where your online calendar is embedded. Thus, when people find your Timely’s hosted calendar or events on Google and click on the link, they will be redirected to your website.
We recommend adding your events calendar webpage as your Primary Calendar URL. For example:
To include your Primary Calendar URL go to Settings<General<Misc Settings<Primary calendar URL, and type your calendar URL. Then, press the “Save” button on the bottom of the page.
Websites that are serious about SEO should use Customized Server Side Embedding (SSE), embedding their events calendars directly on their servers. As a result, their events are more discoverable by search engines.
This is an advanced feature offered only on specific premium plans. To learn more, please read our user guide post What is Customized Server Side Embedding?
Events are content that Google (and other search engines) treat no differently than any other content on your site. Therefore, they deserve the same amount of SEO attention as the rest of your content.
When you create an event on your Timely dashboard, keep in mind the following SEO best practices and tips:
As explained before, creating content based on targeted keywords helps not only your rankings in the SERP, but also your audience know what your events are about. You can follow our keyword research tips to select the targeted SEO keywords for each of your events.
After selecting the keywords, you should add them to your event pages. In particular, you should add them to your event name, description, url, and image alt texts. Continue reading this post to learn how to do it.
The slug is the part of the URL that identifies a particular page from the rest of the website, and explains the page content in an easy to read form. Writing a good slug for your event pages can positively affect your SEO. Therefore, the slug should always contain the focus keyphrase.
By default, all publish events’ URLs contain the event id number, date and start time. Nevertheless, you can replace the id number with your event title (which, if you have done your homework, will include your targeted keywords).
To do so, go to Settings<General<Misc Settings<Event URL format, and select “Event Title” instead of “Default”. Then, press “Save” at the bottom of the page to save your settings.
When the “Event URL format” feature is set to “Event Title”, you will also be able to manually customize the slug URL for each of your events pages. By default, the system will always suggest a slug based on the title of the event.
If you want to change the default setting, just go to Events<Add Event<Custom URL. It is just below the Event Title. Type the desired slug URL for the particular event. Don’t forget to press the Publish or Save as Draft buttons at the bottom of the page.
If you decide to manually customize the URL of your event pages, please follow Custom URL Best Practices.
The name you pick for your Event Name will be the Title Tag of your event page. As mentioned before, Title tags are the blue clickable headlines you see in the SERP, and should be approximately 50 to 60 characters long.
Choose a unique and attractive name for your event. This will help you stand out from other events out there. According to Event SEO Best Practices, the title tag should be descriptive of the event and include your targeted keywords, preferably in the beginning of the sentence. Some examples:
Remembrance Day Event: Avalon Jazz Band Performance
Arts & Animals Forest Plaster Painting Kids Workshop Series
Orcas: Our Shared Future Exhibition and Guided Virtual Tour
Event Title is a mandatory field when creating an event on all Timely event management software solutions. Simply go to Events<Add Event<Event Title, and type the name of your event. After finishing creating your event, press the Publish or Save as Draft buttons at the bottom of the page.
As mentioned before, the meta description tag is the paragraph text below the title tag in the SERP. This tag should be between 120-160 characters, otherwise Google truncates the text, as seen in the image below:
Timely application uses the first paragraph of your event description as your event meta description. Therefore, draft the first paragraph of your event description wisely. Best practice is to keep the copy short, compelling, and include your event targeted keywords. For example:
This Remembrance Day we are promoting a special event featuring the Avalon Jazz Band to honour and remember those who served in times of war.
All kids are welcome in this fun workshop series combining arts and knowledge about native animals of BC. All courses led by experienced arts educators.
Dive deep into the stories and science around the magnificent Orca, spirit of BC’s wild coast. Exhibition on now until March 31, 2022. Buy your Tickets Online!
Event description is also a mandatory field when creating an event on Timely software applications. Go to Events<Add Event<Description, and start typing your event description. When done, press the Publish or Save as Draft buttons at the bottom of the page.
The content of a page is what makes it worthy of a search result position. It is what the user came to see, thus it is extremely important to the search engines.
Event pages created with Timely event management platform include various elements that add to your content, such as event name, date, time, event location, categories, tags and organizers. With our software, you can certainly build the perfect event landing page.
A SEO friendly event page should include a very detailed description of the event. The text should be easy to read, and, preferably, contain more than 300 words (including the target keywords). Depending on the length of your content, you can separate it with Headings tags.
Heading tags are used to structure the pages for both the reader and the search engines. For readers they are reading aids since they split the text into sections. For search engines, they form the core of the content and help crawlers understand what the page is about.
Search engines see the first heading (H1) as the page title, so there should be only one H1 per page. All events created on the Timely software will have this heading automatically set up as the Event Name. Second headings (H2) are used for sections, and third headings (H3), for subsections. There’s rarely a need to go beyond H3.
To add headings to your event description, go to Events<Add Event<Description. Then use the “Formats'' command to add Headings to your content and separate it into sections.
SEO Tip: Do not use Heading 1. As mentioned above, this heading is used for your Event title. If your content has only sections, use Heading 2 for all headings. See below an example of a good event description using headings:
Image alt text tags are used for both web accessibility and SEO image indexing. They help users understand the image when it cannot be viewed, say, by a visitor who is vision impaired. Thus, the alt text tag is used to describe what is in an image.
To add or edit the alternative text of your event images, go to Events<Edit Event<Featured Image. Then, click on the blue “edit” button below the image.
A box will pop-up on the screen, where you can add your image alt text. Do not forget to press “Publish” or “Save as Draft” buttons at the bottom of the page.
SEO Tip: Ideally, all your media should have a unique alt text that somehow includes your focus keyphrases without being repetitive. The recommendation is to use less than 125 words in your image alt texts.
An internal link is a hyperlink between two pages from the same domain. It helps search engines find, index and understand the content of your website.
By providing links to follow along with descriptive anchor text, you tell search engines and users which pages are important on your site and help them navigate through your content. Therefore, good internal links are crucial for SEO.
Event pages created with Timely event management software already come with good internal linking structure. You just need to do your part by adding as your content, as explained in Section 4.5 (Event Page Content) above. For instance, adding tags, categories and organizers to your event page creates internal links to other events with the same filters.
In spite of that, you can always add more internal links to your event page in the Event Description section. An example would be adding the link to your homepage or contact page at the bottom of all your event pages. These internal links will definitely help improve your Event SEO.
External links, also called outbound links, are the opposite of internal links. They are links on your web pages that point to a website with a different domain.
They are important to build trust and relationships, as well as to credit contributors and sources in your content. Linking to high-quality external sources is good for SEO because these links strengthen the topic signal to Google.
Timely’s software has few external links as part of the code. For instance, when you add the physical location of your event venue, the system generates an external link to the exact location on Google Maps under the “Get Directions” CTA on the event page.
You can always add more outbound links in your Event Description section, such as additional information about the topic of your event from reliable sources.
SEO Tips: Search engines might see a site with too many outbound links as spammy. If you use outbound links, we recommend you:
Schema.org hosts a collection of tags developed jointly by Google and other search engines. They are used as a standardized format for providing information about a page and classifying the page content.
Event websites should apply event schema to their HTML code, so that search engines can read and properly categorize event pages. As a result, events show up in the SERP snippets with rich snippet features, making it easier for people to discover and attend events.
Timely Event Management Software has event schema markups applied to the code. However, for your event to show up on the SERP as an event snipped, you will need to add as much information to your event post as possible so that Google includes your post there.
For more user guidance, please go to our Help Center. If you have any questions or need additional assistance to configure your Timely Events SEO features, do not hesitate to contact us. Alternatively, you can open a support ticket from your Timely account’s dashboard.
If you want to promote your events, calendars and listings online, you need to have a basic understanding of SEO. By adding your targeted keywords to the main SEO meta tags and event description, you can help your audience find your events when they search on Google and other search engines. In this post you will learn how to do keyword research to find the right keywords for your event business.
Keyword research is the process of finding all of the possible search terms that people use on Google and other search engines, which may be relevant to your business and your customers. It can help you determine if you need to change existing pages on your site, or create new content to match your audience's needs.
The power of keyword research lies in better understanding your target market. By performing a keyword research you might be able to find out what people are searching for, how many people are searching for it, which country those people are located, keywords' ranking difficulty, and more.
Before you start your keyword research, it might be good to have a clear idea of who your customers are and their goals. Focusing on your audience first, and then looking for keywords will make your campaign much more successful.
Think about your clients, and make a list of what you think they are looking for when they come to your website or event calendar page. Are they looking for local or virtual events? Social, sports or professional events? Do they want to be entertained and have fun, be part of a community, join a cause, or improve their careers? Those will be the topics you might want to explore more when doing your keyword research.
Now that you have a topic list, the next step is to expand that list with potential keywords and keyphrases.
For example, if one of your topics is "sports events", you should brainstorm some keyword phrases that are connected to this topic. Those might include:
You can also consult a dictionary for synonyms or collocations, and expand your list. Using the same example above, by looking at the dictionary you might find some useful synonyms, such as "sporting event","athletic event", "competition", "tournament", "match", and "game".
The point of this step is not to come up with a final list of keywords. You just want to do some planning before jumping into keyword research.
Keyword research is a creative step. You can start by typing your selected potential keywords on Google. At the bottom of the Search Engine Results Page (SERP), you will find some suggestions for searches related to your original topic.
Alternatively, you can use software tools to assist you in your keyword research. Free tools include Google Search Console, Google Keyword Planner, Google Trends, Ahrefs Keyword Generator and Wordtracker. Paid tools include SemRush, Moz and Ubersuggest.
After you have done your research, select the main keywords you want your calendar to rank for. Ideally, you would like to pick long tail keywords, which are the longer (3-4 words), highly specific phrases people use when searching in search engines. They are easier to rank for because they have relatively lower search volume and competition levels than short tail keywords.
Examples of a long tail keyword for calendars are “new york events calendar”, “downtown las vegas events”, “sports events calendar” and “musical performance calendar”. Examples of long tail keywords for events are "latin american cultural week", "metropolitan opera la boheme", and "vancouver canucks hockey game".
Once you finish the keyword list, add them to your Timely account. Follow all the steps in the user guide post Event SEO for Events, Calendars and Listings.
With Timely, you can improve the event SEO of your events, calendars and listings in several ways. One way is to customize the URLs of your event pages. When doing so, make sure you follow the Custom URL Best Practices to ensure you have SEO-friendly URLs.
A slug is the part of a URL that identifies a particular page from the rest of the website, and explains the page content in an easy to read form. SEO should guarantee that the category hierarchy of the website is reflected in the URL slugs. Writing a good slug for your page can positively affect your SEO.
Once you have changed your Event URL format to "Event Title", a Custom URL field will appear on your Timely dashboard on Events<Add Events section.
By default, the system will always suggest a slug based on the title of the event. However, you can customize this setting, if you wish. If you decide to manually customize the URL of your event pages, please follow the Best Practices outlined below:
URLs are the building blocks of your website. When optimized they can help you rank higher on Google, and consequently increase your website traffic. We hope these best practices will help you create custom URLs for your website event calendar.
When you are planning an event, thinking about the content of the event landing page might not be your first priority. However, since nowadays more and more people search for events online, having a foolproof online event page might help you enormously when it comes to event promotion. Learn all the key elements of a perfect event landing page in this post.
An event landing page is a standalone event webpage that a person "lands" on after clicking on a link from a web search, email, social media post, ad or any other digital source. Event landing pages are used to inform the audience about the details of the event, as well as encourage them to take an action. For example, add the event to their personal calendars, and register or purchase tickets to the event.
For Timely clients, each published event will have its own unique event landing page. Whether the event page is for a festival, concert, fair or webinar, the primary goal of event promoters and organizers is to increase reach and drive attendance.
One way of doing that is by optimizing your calendar and events for SEO, which includes creating a foolproof event landing page for your events.
In our experience, the ideal event page should include the following elements:
Think about a striking event title to grab your website calendar visitors' attention and make them click on your event page to learn more.
Tell your audience when your event is happening. Make it clear in the event page if it is a one-time, multi-date or recurring event.
Communicate to your potential customers at what time your event starts and when it ends, so they can plan to be there on time, and know until what time the event will be going on.
Informing your audience about the event timezone is particularly useful for online events, where you can expect people from different time zones to attend.
For in person events, making it explicit where the event will take place is crucial. Not knowing the exact location might cause people to not show up to the event.
Certainly, having directions to the event place can help people not only decide to register for an event, but also plan their commute. Ideally, there should be map link to facilitate.
Now more than ever (with the covid-19 pandemic), event pages should display the status of the event. For instance, if an event is confirmed, canceled, postponed, or sold out.
You should add all the specific details about your event in your event description. However, before starting to type, it is important to know your audience so you can tailor your copy to them.
Write a compelling copy that will make your audience want to attend your event. They will want to know the who, what, when, where and why of your event. We recommend using short sentences and paragraphs to make it easier for people to read and understand. At the end write a clear call-to-action. For example, ask people to register or buy tickets to your event.
Having categories and tags in your event page helps not only website visitors but also search engine crawlers understand what your event is about. You should use these filters strategically to link event pages, and make it easier for people to navigate through your online calendar.
In some instances your events calendar may showcase events organized by others. This is true for many of our clients, such as media companies, event promoters, destination marketing organizations, and municipalities.
In any situation, it is always a great idea to add the name and contact information of the event organizer. Consequently, your audience will know in advance who is hosting the event, which might help them decide on attending or not.
Select an attractive image that is relevant to your event, and add it as a featured image to your event landing page. You can use your own images, if you have an interesting image bank. Alternatively, you can download stock photos from a free image bank, such as Unsplash, Pixabay and Pexels. If you are looking for killer images, you can try paid image banks, like Shutterstock and Adobe Stock.
With Timely event management software, you can add more images and even videos to your event description. Depending on the type of the event you are hosting, it might be a good idea to give your website calendar visitors additional content to convince them to attend.
Events are like any other content, you want to grab people's attention so they can take an action. The ultimate goal of any event landing page is to convert more website visitors into event attendees.
Having a clear and visible CTA on your event pages will direct your potential event attendees to the action you want them to take, and increase your conversion rate. For example, RSVP or purchase a ticket. This technique is called Conversion Rate Optimization (CRO).
Please note that free events that are open to the public and do not require advance registration may not need a CTA on the event page.
Once people click on your CTA that means they are really interested on your event and eager to attend. Allowing them to see RSVP and ticket information and sign up with just few clicks is key to guarantee a smooth checkout.
At any time during the event discovery process, your audience may want to add your event to their personal calendars. They may do that to be reminded of the event in the future, even if they have not purchased a ticket yet. Make it easier for them by having and "Add to Calendar" button on your event page.
Social media share buttons are buttons for various social media platforms, such as Facebook, Twitter and Linkedin, that are added to event landing pages to help people share your events on their respective social media accounts. They even allow people to add a personalized message before sharing. It is a very useful event promotion tool.
Below you can see where to find all these elements on an event page created using Timely software. When creating an event, make sure your event page has all, or most, of these elements.
Creating event landing pages having both SEO and CRO in mind can not only attract more website visitors, but also convert them into attendees. We hope these tips may help you build the perfect webpage for your event.
Custom subdomain is a unique branded domain name that identifies a separate page or section of a website. It is an extension of your main domain, but with its own unique content. Custom subdomains are mostly used when you already have a website and want to separate your site's content into distinct sections.
Having a custom subdomain for your Timely's events calendar is a great way to add SEO (search engine optimization) value to your site and receive credited site traffic from your events back to your root domain.
If you want to use a custom domain for your calendar, first you have to add a new DNS entry at your domain name registrar's control panel. The DNS entry should be a CNAME of " appcd.time.ly".
Here is a generic example:
Let's say your domain name is mydomain.com, and you want to use the subdomain "events" to display your calendar. The DNS entry would look like:
events.mydomain.com 3600 IN CNAME appcd.time.ly.
Here is a general example of what it might look like at your domain name registrar:
At your Timely's account dashboard, navigate to Calendar Settings > General tab> Custom Domains. Then, enter your subdomain and click on the Save button.
NOTE: It takes a while for the DNS record to be published. You will have to wait a few minutes or hours, depending on your DNS server
Timely's Customized Server Side Embedding (SSE) Plugin is recommended for websites that are extremely serious about SEO (Search Engine Optimization). The SSE helps to make your events discoverable on search engines.
A calendar can be embedded to a website in two ways - by embedding an iframe or by pulling the calendar from the server of the website (SSE).
Snippet code generated in the dashboard creates an iframe and loads a calendar inside. It also loads embed.js that acts in the scope of the webpage and communicates with the iframe by cross-window messaging. Such embedded calendars act independently from the website and it can't have any conflicts with its JS and CSS. The only exception is embed.js.
A calendar can be embedded directly in the website's server. Either a snippet code provided by Dashboard, a special WP plugin, or some custom solution can be used. Snippet example in Dashboard is in PHP.
In order for Angular (web application framework) to successfully initialize on the Website, it forces to load all the modules, otherwise, it will not know where to load them from. As SSE-calendar becomes a part of the webpage, some JS and CSS conflicts are possible.
Currently, JS will be broken if there's already another Angular installation on the page. Even if JS is broken or switched off, the calendar will be displayed, and events will be clickable, as due to SSR it is all rendered on the server first.
An exclusion, the view that will not be shown is Posterboard - which requires some calculations in the browser, as it depends on image sizes.
If you are a WordPress user and have installed and activated Timely WP Plugin v.2.6.8 and older or is using our older WP Plugin platform, you can customize server side embedding under the WordPress Admin dashboard > Settings > Timely SSE.
Go to Timely SSE Settings page, go ahead and add your Timely Calendar (URL) which starts with "https://calendar.time.ly/.....", Set the default view and calendar page path, something like calendar-page. Once the changes are saved, you can view your SSE calendar along with its single page event details on your website.
Note: If you are using Al1EC plugin, please make sure it is disabled, otherwise it could cause a conflict and error.
If you use other Content Management Systems, the provided embedded code will need to be placed in a PHP file, then uploaded to your website via an FTP program, or through a File Manager program such as the one available in Cpanel. Then on the page, you are going to display the calendar, make sure you have included the following line " echo $calendar;"
If you would like to take advantage of the SSE option, please contact Timely at firstname.lastname@example.org and request about Timely SSE Option. The SSE is available as a plugin for WordPress users and also as a stand-alone PHP code for other Content Management Systems.
For more user guidance, please go to our Help Center. If you have any questions or need additional assistance, do not hesitate to contact us by opening a support ticket from your Timely account’s dashboard.