The internet was created in order to share, organize, and find information. The search and marketing industries have both continually evolved to stay ahead of internet users. In this issue of SEM GEMS, we will address the power of links as a search ranking factor, engaging event attendees for marketing and promoting events, and touch on remarketing strategy and tips.

Are Links Still a Powerful Search Ranking Factor?
These results already tell a compelling story, but we wanted to dig into this deeper. To do that, we did a detailed correlation study. We took 6,000 search queries and gathered data across the top 50 search results. We captured the rankings for each of the SERPs and used Open Site Explorer to capture the link data related to each of the ranking URLs. (Thanks also to Moz for providing us access to their awesome API for use in the study).

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What Your SEO Needs to Know:

The numbers are clear: links are still a powerful ranking factor. However, links cannot fix irrelevant or illegible content. Optimized and fresh content will provide the best results for your link-building efforts. Create a blog post, then link to your pages, events, and listings, and you will see the best link-building results. Having backlinks from social media, partner sites, and even local bloggers back to your content will help promote a healthy linking ecosystem.

How does it affect your business:

Just like anything good quality, content creation requires resources and time. Depending on your organization’s size, it would be wise to dedicate an entire staff member’s time to keep your site updated with frequent relevant content. Reach out to local bloggers, newspapers, or even hire college or high school interns that can help fill the gap without removing your team from other important projects.

Event Marketing 101: How to Keep Attendees Engaged Before, During and After Your Event
When it comes to social media event marketing, that means knowing what to post and where to post it in order to reach potential attendees. We’d love to help by sharing our biggest lessons. To discover which types of posts event-goers engage with most, our team at Eventbrite looked at over 25 million social media event posts to see just how people tweet, snap, and share about events online.

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What Your SEO Needs to Know:

Events drive traffic extremely well for the travel and tourism industry. However, Google’s has changed how SERP results are displayed for those who search for events in your area, and the traffic loss is significant industry-wide. One way to fight this change is by creating a more strategic social media strategy.

  • Create event and/or listing pages and share via Twitter, Facebook, etc.
  • Create seasonal pages or blog posts that highlight upcoming events (commonly called “Top X” in the CMS). Optimize that content so it is easily sharable on social media by your visitors.

The sooner you can get content written and designed, the sooner it will be shared across social networks, and it will be easier to build anticipation leading up to the event. Visitors may then return to your site via social media to reminisce about the experience publicly, creating a longer period of engagement.

How does it affect your business:

More online interest leads to discussion that in turn leads back to your site and will create return visitors, word-of-mouth referrals, and potential customers. These customers can find other great things to do in your destination via your site (if you are careful to design a great UX for your visitors). They can also sign up for newsletters, visitors guides, or even submit an RFP. Collecting information from your visitors—especially email addresses—can help with future marketing and remarketing efforts.


Remarketing Is All About ‘Timing, Timing, Timing’
Historically, the advertising industry has had a very narrow definition of retargeting that’s been focused on acquisition,” said Kirthi Kalyanam, director of the Retail Management Institute at Santa Clara University and a professor of marketing at Santa Clara’s Leavey School of Business. “The epiphany comes when marketers realize they also need to focus on retention.

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What Your Digital Marketer Needs to Know:
  • Know your ecosystem.
  • Know who is doing what and when.
  • Pay attention to your timing.
  • Emphasize organic growth (long-term) by providing a great user experience and consumable content.
  • Avoid over-advertising, which will get short term results but is not a sustainable growth model. Find a remarketing balance between paid advertising and organic growth.
  • Cultivate relationships with both established customers and new site visitors.
  • Do your research and find out what works in your market.
How does it affect your business:

Don’t let your customers break contact with you so easily. Retain your customers. Offer compelling content for them to return and engage. Find the balance or work with a professional agency that has a fluid understanding of your ecosystem; they will help you remarket efficiently and effectively.


Summary of this week’s SEM GEMS
  • Don’t stop link-building. It still has enormous value if done properly and authentically.
  • Digital marketing of your event must happen before, during and after, in order to have maximum impact.
  • Fine tune your remarketing strategies in order to develop the best timing for your digital ecosystem. Don’t neglect organic growth in favor of advertising. Carefully cultivate relationships before and after conversion.