Fuel Your Events With SEO and Blogging

Events don’t just start the day of launch—they begin weeks or months before. Whether you’re hosting a webinar, virtual summit, in-person conference, workshop, or networking event, an event SEO and blog strategy is a powerful way to bring in new attendees.

I talked to Michelle on the Event Report podcast about this topic! Listen here:

Key Takeaways:

• Why you should use blogs to boost your events
• Pre-launch strategies
• Event SEO timeline example

Why Blogs Still Matter for Events

Blogs are an underrated way to promote your events. You might think they’re just another piece of content, but with an event SEO strategy behind them, you can significantly boost your registrations and attendees without paying for ads.

These are some reasons why blogs can help make your event more successful:

• Boost SEO and Long-Term Visibility: Blogs continue driving organic traffic for months or years, making your event evergreen.
• Build Anticipation and Engagement: Blogs let you share deeper storytelling than a quick post on social media can.
• Strengthen Partnerships and Sponsorships: Blogs make great linkable assets for collaborators to share, improving everyone’s SEO reach.
• Drive Conversions: Blog posts can funnel readers toward sales or signups.
• Educate and Nurture: Blogs give you a place to educate, inspire, and nurture before asking for registration or ticket sales.

Blogs and SEO can bring brand new people to your event. You might have a strong social media following or a large email list, but the value of introducing new people to your brand is undeniable.

Pre-Launch Blog Strategies

Let’s talk about the types of blogs you can write to grow, educate, and nurture your audience before you start talking about your event. 

Educational Blogs

Foundational blogs build your authority and help your audience understand why your event topic matters. You’re relating to the problem they’re facing and explaining how a solution (AKA your event) can solve it.

You aren’t selling in these blog posts yet. Your goal is to teach and inspire your audience.

Examples:

• The Biggest Challenges [Your Audience] Faces in [Your Topic Area]—and How to Overcome Them
• What No One Tells You About [Topic Your Event Covers]
• 5 Signs You’re Ready to [Transformation or Goal Your Event Promises]

Speaker Features

I personally love this strategy. Partner with your speakers or sponsors in writing a blog post promoting the event. 

This is a great strategy for a few reasons:

• You’re building your network and collaborating with other people in your industry.
• You’re gaining access to their audience when they share the content.
• You’re increasing buzz about the event by showcasing who attendees will learn from.

Examples:

• Meet [Speaker Name]: The Mind Behind [Topic]
• Behind the Scenes: How [Partner Brand] Is Helping Us Bring [Theme] to Life
• The Expertise You’ll Want to Know Before [Hint at Event Focus]

Bonus: You can repurpose this content later in your email and social strategy!

Case Studies

When possible, show the transformation someone received after attending your event. People love to see what’s possible by using your solution or strategy. 

This could be a traditional case study with a story and data, or an interview with the person you’re featuring. 

Examples:

• How [Person or Brand] Transformed Their [Area of Focus] with This One Shift
• Before and After: What Happens When You [Apply Strategy/Event Theme]

Behind-the-Scenes

BTS blogs create an emotional connection with your audience and build anticipation for your event. People love to see how you planned the event and are preparing for it. It makes them feel part of the journey.

Examples:

• Why I Decided to Create [Event Type or Theme]
• The Story Behind [Your Event Idea or Brand Mission]
• What I’ve Learned from Hosting [Past Event or Related Experience]

List-Growth Blogs

Event SEO and blogging can be used to grow your email list before you even announce the event. Strategically select topics to prime your audience for your event announcement. You can include freebies or waitlist calls-to-action to have a dedicated list for your official launch.

Examples:

• Download the [Free Template, Checklist, or Workbook] to Start [Desired Outcome]
• The Ultimate [Topic] Resource Guide for [Your Audience Type]
• Quiz: What’s Your [Topic-Related] Strength?

You can later send these subscribers early access to tickets or exclusive bonuses for your event. If you tease the bonus, too, it gives people a reason to sign up early rather than wait for the launch.

Putting It All Together: Event SEO Timeline

My biggest advice? START EARLY. SEO takes at least 3-6 months to see any kind of results. If you want to use blogging to boost your event registration, start planning your content about six months in advance. 

As you approach the event, this timeline example comes into play.

Month 1: Foundation and SEO Setup

The goal here is to build your SEO foundation and start publishing awareness content. Research event topic keywords and brainstorm topic ideas. Create 2-3 evergreen event SEO blog posts that tie into your event’s overall theme.

Go Above and Beyond: Start building backlinks by guest posting or collaborating with partners/speakers early.

Month 2: Authority and Priming Content

Next, begin to establish thought leadership by introducing your event’s core problem and solution. Publish 2-3 priming blog posts that address audience pain points your event will solve. Use internal linking strategies to connect these posts to your foundational content from Month 1.

Month 3: Engagement and List Growth

It’s time to grow your email list and deepen audience trust. Create a freebie or waitlist opt-in tied to your event theme to tease your event. Then, write 2–3 value-based blog posts that include opt-in CTAs. 

Month 4: Pre-Launch and Speaker Features

Let’s post some speaker features! Build buzz and authority through storytelling and collaboration. Publish speaker interviews, collaborator spotlights, and BTS blogs showing progress or sneak peeks. 

Cross-promote with speakers on social media and email. They can share their feature blog and build excitement with their audience.

Month 5: Launch Month

We’ve reached launch month! It’s time to sell. Blogs should drive traffic, conversions, and registrations. Announce your event publicly on your blog and all channels. Write and publish launch blogs focused on FAQs, logistics, and benefits. Include case studies, testimonials, and success stories from past events if possible.

I recommend publishing weekly to maintain SEO momentum. Remember, blogs and event SEO have a snowball effect—the more you publish, the more visibility you gain!

Month 6: Post-Launch and Evergreen SEO Growth

Your event has come and gone, but the momentum keeps going. Publish recap and results content from your event to help next year’s event SEO. Write “what we learned” or “top takeaways” style posts.

If your content is evergreen (recorded webinar, for example), you can still use the blogs you published to drive traffic to your content.

You could also repurpose event sessions into long-form evergreen blogs. 

Final Thoughts and Call to Action

There’s honestly so much you can do with blogging and event SEO to drive new registrations and attendees. 

If you have an event coming up, brainstorm ten blog topic ideas that you could create right now to drive registrations. It’s easier than you think, especially if you use the topic suggestions I gave you 😉

Or if you want help creating a blogging strategy for your upcoming event AND implementing it, I’m here for you! Schedule a discovery call and let’s chat about your event.

FAQs About Event SEO

How early should I start SEO for my event?

Start at least 3–6 months before your event. This allows time for your content to rank in search results. You can start to build backlinks from partners or speakers, and it helps your audience find your event organically before the official launch.

What type of keywords should I target?

There are a few types of keywords I recommend targeting before your event. The first are event-specific keywords, like your event name, type, and year. Next, use topic keywords to cover subjects your event addresses. Finally, problem-solving keywords address pain points your audience has, and your blog can explain how your event fixes them.

How often should I publish blog posts leading up to the event?

Shoot for one post per week in the three months before launch. Focus on priming content, speaker features, value-add posts, and teasers. Consistency helps with search ranking and keeps your audience engaged and excited for your event.