As an event marketer, you probably keep an eye on SEO and content trends. 2016 has so far provided a few landmark shifts, which are likely to continue through to 2017. Here are a few trends we think event organisers should be aware of.
Video content will overhaul written content in ROI
Despite the knowledge that including many different formats of content is a good idea, written content is still considered the norm and a baseline for most event websites, with videos, images and infographics being served as a welcome addition. Due to a handful of new technologies and the continuation of years-long trends, video will now outpace written content in terms of engagement, reach, effectiveness and overall ROI. Video apps such as Snapchat, Instagram and Vine may be responsible for this, but the real leader will come from Google, who are now experimenting with video ads in search results. When it comes to crafting your event content strategy, videos should be a priority and it will be crucial that video modules are part of your Content Management System.
Mobile optimisation is more important than desktop optimisation
Earlier this year mobile searches exceeded desktop searches for the first time, and Google announced to the world that mobile and desktop traffic were on almost equal ranking. In the next 5 years, it is expected that desktop will fade into the background. Google is already claiming that a desktop-specific website is not required, and they seem committed to a “mobile” experience across all types of devices. It is apparent that a responsive website is now a necessity and not a desirable.
Social content will be indexed
Social content will be more readily indexed. Google has deals in place with Facebook and Twitter already. Try searching for a news item on your mobile device, and you’ll probably see a tweet or two appear in your results. More social channels are also becoming heavily indexed in the data available to Google and other search engines. Social posts are providing value and attention similar to an independent web page.
2016 may continue to see these trends change the landscape of SEO, or it may only see their introduction. But, as your probably aware SEO sometimes evolves counterintuitively, moving fast where you least expect it. 2016-17 will be an exciting year for event marketers, and it’s imperative that you have the tools at your disposal to keep up with the times. Book a personal demo of Symposia here, and a member of out team will take you through our robust, easy-to-manage framework that gives you total control of your event content.