Trade shows are a really popular way of reaching a lot of customers in a short amount of time. They also mean that you can meet potential customers face to face and really showcase your company. This could be by displaying the products that you offer or promoting your services by making a keynote speech at a trade conference. They are also a fantastic way of helping to boost your SEO. There are a number of ways that you can utilise trade shows to help increase traffic to your website and here are some of our top suggestions:

  1. Get promoted by the show organisers

As part of the package that you buy when you attend a trade show, the event organisers will usually be happy to have a link to your site from their website. As their sites are often well established and popular they can be a great way to transfer some of their authority to your site. They might also have a blog on which they will welcome guest posts from contributors to their show. This will usually include a link to your site and it is also a great way to reach a large audience of people who you know will be interested in the product you have to offer.

The organisers are also likely to have a Facebook Page and Twitter account and some large shows even have their own hashtags. Make sure you follow their social media sites and they should follow you back, in return increasing your engagement. Make the effort to engage with the show’s organisers through social media before and during the event. Using an event hashtag is also a great way to interact with people who will be attending the show and can lead to increased followers for your social media pages, which in turn can help boost your relevance in the search engines.

The show may also be looking for speakers at the event for workshops, which would then be promoted online and in printed material. Not only does this give you the opportunity to raise awareness, but if you can get someone to video it for you, it can provide you with an additional opportunity to engage with your online audience and will give you some quality content you can upload to YouTube and share on your website and via social media.

  1. Create excitement on social media with inspiring website content

Talking about the trade show on your social media is a great way to create excitement around your product or service. By using the event hashtag you can find conversations on social media between people attending the show, and so it’s a great way to talk to people and increase your engagement. A large trade show is also a great opportunity to introduce fresh new content to your website, which will encourage people to keep returning to your site. You could write a post about what you are planning to do at the event and then write a follow-up afterwards. If you have given a talk or presentation you could also publish your notes on your site or even post a video of the event.

  1. Build your contact base for link sharing and guest blogging

Trade Shows can also be a fantastic way to make contacts with others in your industry and with bloggers who write about your industry. Guest blogs are a great way to both promote your work, reach a new audience and help increase your brand authority as the blog will link back to your site. Ask people if they have a blog on their website and come prepared with some ideas of what content you could offer. For example, at a wedding trade fair a florist may offer to write a post for a cake maker on ‘how to dress your wedding cake with flowers’. Make sure that you take the time to write down contacts and follow them up quickly after the event.

Summary

Trade shows can provide an excellent opportunity for you to boost your brand profile and your website’s ranking. Here’s our summary on how to take advantage of a trade show to boost your search engine ranking and raise your profile online:

  • Get a link from the show’s website.
  • Raise your brand’s profile on the pre-show marketing material.
  • Engage with the show’s audience through social media by getting the organisers to retweet you and share your content – this can help you to increase the number of followers and expand your online audience.

 

Contact us for other top tips on how to boost your search engine ranking.

 

 

 

 

If you are a keen Google watcher you will know that it is often running updates to its algorithm, which means that the tools they use to rank sites are constantly being refined. They are always looking for ways to use online data to make their search rankings really relevant to what searchers are looking for. One of the key updates last year was Hummingbird which has allowed Google to move beyond simply reading the text on your website page to making intelligent connections between a brand and the concepts that it embodies. In fact this new algorithm is said to impact more than 90% of searches online. So, how can you make sure that Google makes the right connections between your brand and the keywords that you want to be associated with it?

How Does Google Connect Brand To Keywords?

There are a number of ways that Google starts to make connections between brands and their related keywords. Firstly they will look at search terms and pick out any in which brands are also mentioned. For example instead of just searching for home furnishings someone might enter ‘home furnishings Cath Kidston’. In this way Google can see that consumers have made a natural connection between the brand and what it offers. So you can see how, in this example, the Cath Kidston brand would get linked to the keywords ‘home furnishings’.

Google will also look for links from high authority sites where people are writing about or discussing a certain concept and then linking to a brand from those discussions. So a popular food blogger might often write about ‘quick and easy recipes’ and then regularly link to the Delia Smith website therefore linking the two terms for Google. Then when someone entered the search terms ‘quick and easy recipes’ Google would show them the Delia Smith site.

How You Can Make Sure Your Brand Is Connected To the Right Keywords

Of course you want your brand to be associated with the right keywords and the words that you feel are most relevant to your brand presence. To get this right you really need to think about what your customers need from your site.

In terms of content you need to go beyond the simple keyword phrases and think holistically about the topic. Look for all the keyword phrases that a consumer might use rather than just the ones that have historically worked well for your site. Content really is key especially as this new algorithm sees many larger brands taking over in terms of the search engines, so it’s really important for a small business to have focused and dynamic content.

You might also want to consider having a number of different pages to meet the needs of a particular keyword. This new algorithm means that we need to be cleverer with the keyword selection on your website, and the hierarchy of keywords that Google perceives. We also need to research keywords more thoroughly – find out more about Wagada’s keyword research service.

Whilst these types of Google updates can be challenging they can also been seen as a great way to keep innovating and moving your website forward to keep it fresh and engaging for your target audience. The better Google matches the searcher’s need to your website, the more chance you have of that person converting.

Contact us for more information about our keyword research