Three things you can do today to make your event content discoverable
Quick wins to stop your hard-earned speaker and session content from vanishing without a trace
You know the scene. Months of chasing speaker bios, squeezing session abstracts out of busy executives, polishing the agenda until it shines. The site finally goes live and you wait for the traffic graph to climb. Instead, it looks like the patient is dying.
It’s not that people don’t care about your event. It’s because they can’t find what you wrote. And unless you are in the mood to master the dark arts of SEO, it feels like there is nothing you can do.
The good news is you do not need a PhD in algorithms. A few small, human-friendly tweaks can rescue all that hard-won content and keep it working long after the closing keynote.
Tell a richer story
Most speaker bios read like copy-and-paste LinkedIn profiles. Google falls fast asleep. So do potential attendees.
Take a typical line: “Mary Jo Contrary is VP of Product at Xccellant and will talk about AI in retail.” It says almost nothing about why her session matters. Credit here to Vrushti Oza at Bridged Media for calling out this “thin content” problem so clearly and she is spot on.
Her suggestion? “Mary Jo Contrary will share how AI-driven personalisation lifted customer retention by 27 per cent across global retail chains, with practical ideas attendees can use next quarter.”
That single sentence tweak tells search engines and humans why the page matters. A richer summary serves your audience and makes the page easier to discover.
Link the dots
Event websites are often a collection of lonely pages. Speaker profiles rarely point to their sessions. Agenda pages sit in splendid isolation from related blogs or evergreen insights. It is dead simple to fix. Whenever you mention a speaker, link to their session description and back again. From every agenda page, link to at least one or two related thought-leadership pieces.
A Hat tip here to the event website platform ASP’s “Smarter Speaker & Session Content” guide for highlighting how internal links double as hidden SEO power.
This is not just good manners. It is how Google, and increasingly AI assistants, work out that your event site is a credible, connected source.
Keep the lights on
Too many organisers pull their pages down the moment the event ends. All that speaker insight is gone. All those backlinks are wasted. Instead, leave the pages live. Change the headline from “2025 Agenda” to “Past agendas” or “On-demand sessions”. Better still, keep the same URL year after year and simply refresh the content. Your hard work becomes an evergreen traffic magnet and your sponsors and speakers get ongoing visibility.
Why it pays off
Better-found content pays you back. People who find you through search are already interested and more likely to register. Last year’s sessions continue to build authority and audience long after the bums cleared the seats. Speakers and sponsors love it because their expertise stays visible and shareable. As Maanas Mediratta of Bridged Media puts it, the goal is to treat event content as “evergreen discoverable assets”, not disposable flyers.
You do not need to learn the dark arts of SEO to stop your event content from disappearing into the void. Tell richer stories, link the dots, keep the lights on. Do those three things today and the next time you check your analytics you might see a graph that finally climbs instead of flatlines.
Inspired by insights from Vrushti Oza and Maanas Mediratta of the Bridged Media team and ASP’s “Smarter Speaker & Session Content”.