After months of emails, calls, and negotiations, you've secured your dream rider for your first ever clinic! However, taking that big risk entailed a massive cash investment and you absolutely need to fill your clinic. How can you help ensure that your clinic is not only seen but clicked on to get those golden registrations???
Naming your event is the most important thing you do!
It's doesn't matter that you have 25 Olympians and the best 25 judges in the world coming to your event if people can't find and register for your event.
If you could only click on one event and this is the only information you see, which would you choose and why?
- Option A: Dressage Clinic with Olympic medal winner rider, Edward Gal at Friendly Acres Farm this Saturday, Oct 31st!
- Option B: Limited Space! Edward Gal Dressage Clinic on Sat, Oct 31, 2020 at Friendly Acres Farm. First time in the US, ride and lunch with the famous Olympic medal winning international rider!
Both have the event type, the clinician, the date, and locations. This is the bare minimum for an event name. It answers the basic who, what, where, when questions. This is usually where organizers stop... and some don't even get this far opting for a casual... Amazing Fall Dressage Clinic at Hilltop Farm this Saturday.
What really made you select Option B? It created URGENCY and a CALL TO ACTION. If you were inclined to enter a clinic, you would select Option B because it presents a limited window of opportunity. If you wait too long the opportunity may be gone, so your going to look at this one FIRST. As added incentive, the title said that this was the FIRST time he has been to the US so you as a rider get to be "on the ground floor" of something never done before and may not happen again! Again, refers back to the URGENCY of Limited Space available. He may not ever come back to the US and you may kick yourself for not entering when you had the chance. Finally, the teaser of riding and LUNCH. You get to have personal dialogue in a lunch setting with this clinician and the the other participants. Wow!
Let's look more in depth at the specifics of each title in terms of Search Engine Optimization (SEO).
SEO is the techniques used to help your page appear near the top of the list of returned results in a browser search. In the case of your clinic with Edward Gal, you want it to be at or very near the top of a Google search.
Let's look at an example: Here is a google search for Anne Kursinski. Of the top 5 results posted, Strider accounts for 3 of the 5 and even appears BEFORE her own business website.
What are the techniques I can use to help propel it to the top of the list?
The first technique that you may not have even realized you were using, is posting your event on STRIDER. Strider's platform has been optimized behind the scenes in it's coding and architecture, to ensure every event has a unique page URL which is constantly crawled by search engines to promote your event.
So even 5 years after your event has been completed and the registration is long since been closed, if someone searches for Edward Gal your event will appear in the listing. Why is this good since the event has already happened???? It might draw a rider to try and see what other events you have going on CURRENTLY and also continues to associate your event with Edward Gal indefinitely. Like Martha Stewart says, "This is a very good thing."
The second technique is controlled entirely by you and it's the word selection for your Event Title. You can search for listings of words that have increased levels of SEO optimizations and make your self crazy trying to wordsmith just the exact right title. What is most important to remember is that in addition to answering the 4 basic "W" questions you must entice people to ACT NOW. This will ensure people don't wait to later and forget.
The third technique involves crafting the description of the event. Here again, when you look at returned search results there is always the TITLE of the page (in this case the Event title) and then a few sentences that summarize the page (in this case, it's pulled from the description you write when creating your event).
For those of you who are interested, this is called the meta-description. There are hundreds of articles that tell you the optimal character length and wording and all kinds of other information. Most organizers wouldn't know why, how, or have time to create an more fully nuanced meta-description so Strider has streamlined it for organizers by creating a one stop place for organizers to enter the information.
Strider often hears from Organizers that filling in the details of the event is a repetitive action since we also ask for event start and end date and location etc in other areas of the event form. What more do riders need to know? While this is accurate, it doesn't mean that it's true. The description is your second BEST FRIEND to draw in registrations! This is your time to shine, wave your flag, and beat your drum. This is the story of your event! By all means repeat the key details first but then ELABORATE.
The first 350 characters of your event description are what will be listed in your meta-description under your title in returned search results. Feel free to add the title of your event again but also add LOTS of details and keywords because after you publish your event the WHOLE page will be continuously scanned by Bots in the web. Those words hit certain algorithms which in turn promote your listing up to the top of returned results.
Strider understands that writing may not be an organizer's favorite thing to do but it really is the most important thing you can do to ensure success. If you just want someone else to craft the message for you, our tech services group can be hired and will gladly post your event. Strider's platform empowers organizers to take the reins and be successful with their events.