The Right Keywords to Use On Your Event Company Blog

You’re hearing the advice: to rank in search engines, you need to blog.

But what exactly do you say?  And are you even using the right keywords to get that post to show up for searchers?

If you’re taking the time to write out the details of an event, let’s talk about how you can get the most traffic for it—by focusing on the right keywords (including the keywords no one else has thought about).

How to Use Your Keywords

If you want traffic to your recap posts about weddings or events, you have to be specific.

I recommend choosing a “focus keyword” phrase for each event blog post before you even get started writing.  Choose one phrase only.

Then, use your focus keyword phrase within the post title, the text of the post, and the URL.  For extra credit, use it in the meta description too.

Not sure which focus keywords to pick?  Here are some do’s and dont’s:

Keywords That Probably Won’t Bring You Traffic

Event Themes and Colors

I often see event planners trying to rank for very general, broad terms.  Unfortunately, search results for idea and inspiration terms are usually dominated by Pinterest and the big wedding blogs.

If you want traffic, I don’t recommend focusing on keywords about colors or themes.  Your website just won’t have the authority to outrank the bigger sites.

Keywords not to use:

  • Pink and Gold Wedding
  • Paris-Themed Wedding
  • Lavender Wedding Inspiration
wedding venue used as keyword example

Nope, trying to get this wedding to rank for a general keyword like “urban wedding inspiration” probably won’t work. Try optimizing for the venue name instead.

City or Geography Keywords

A lot of my clients tell me they want to rank for “{Yourcity} weddings.”  (ie, “I want my website to show up when someone searches ‘Seattle weddings'”).  Unfortunately, using that as a focus keyword for an event recap post isn’t likely to rank very highly.

City keywords are another type of keyword dominated by larger sites and more in-depth articles.  It’s really hard to compete with a simple event recap post.

Keywords not to use:

  • Downtown Atlanta Wedding
  • Northern Kentucky Wedding
  • Weddings in Glen Arbor, MI

Pro Tip: Not sure if your keyword idea is good?  Search for the term yourself and see if the results are from big wedding sites or other local vendors like you.  If other websites like yours are showing, you probably have a chance to rank too.

Keywords That Will Bring You Traffic

So if broad event themes and city name keywords won’t work to bring in traffic for event recap posts, what will?

Venue Names

If you want to bring in traffic from local searches, focus on venues.  An idea that many vendors haven’t thought of is hacking traffic from clients searching for venues where you like to work.

Getting your recap blog post to rank for the venue where it took place is a great tactic for getting more visibility.

Keyword examples to use:

  • Corporate Event at Apple Blossom Farms
  • Belvedere Hotel Wedding
  • Rehearsal Dinner at Meadowview Hall

This is absolutely the most effective keyword tactic I’ve seen for local vendors to bring in search traffic.

Other Vendors and Businesses

Did you work on an event or inspiration shoot with a prominent local vendor?  You may be able to craft a post that ranks for their business name.

Searchers who click your blog post will be able to see that vendor’s work, as well as yours.

Keyword examples to use:

  • Stunning Fall Wedding with Big Sky Floral
  • Romantic Wedding Inspiration with Hannah Nichols Photography

Did you do an inspiration shoot with a prominent local florist? Try optimizing your recap post for that vendor’s business name.

You could also create vendor-focused posts that are separate from the general event recap, so you can more specifically talk about the vendor you’re focusing on.

A post called “Hemmings Jazz Band: A Joyful Wedding Reception” could bring in great traffic if you talk about what the band played at your event, how it created the right ambiance, what the guests said about the experience, and why you recommend them.

While this tactic may not reach a big volume of searches, it will be much easier to rank than more competitive keywords.  You’ll also be bringing in traffic from clients who are searching for vendors you like working with.

You might also like: 5 Things to Do if No One is Reading Your Blog

This post originally published on WeddingIQ.

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  1. Petr on September 20, 2018 at 12:24 pm

    thank you very much for some points that can improve my SEO. I like the idea to promote a bit more other vendors in the same blog post.

    • Sara Dunn on October 4, 2018 at 8:48 am

      Glad you picked up that tip, Petr! Good luck!

  2. Cedar Creek on April 25, 2019 at 10:54 am

    Good Article about wedding marketing

  3. Jeff Kolodny on February 5, 2020 at 10:19 am

    Great article! I’ve been using Ubersuggest to help me find keywords that I never thought of before.
    I love reading your articles.
    Jeff Kolodny

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