If the amount of time you have to focus on your show Web site is minimal (and even if it’s not), focus on these three search engine optimization (SEO) tasks to ensure that your site has what it takes to keep visitors coming back for more.

1. Build it so that search engines will find it. Carefully consider what your title tag will be. Keywords listed in your title tag are more important than anywhere else they appear on your site.
- Don’t include the word “home” in your title tag — it’s unnecessary and search engines may alphabetize your site by that word.
- Look for inbound links. The goal is to get other sites to link to yours. It’s also helpful to list your site in blogs. But remember that content is king. Your site’s content should be so good that it motivates other popular sites to link to it.
- Simplify the navigation. Use Google Analytics tools as well as your own site statistics to ensure that people can quickly and easily find what they’re looking for on your site.

2. Be read. In order for your site to be read, you’ll need a clear, consistent navigation screen that’s repeated throughout your site.
- Have a splash page that separates navigational items from content.
- Limit key navigational elements to no more than nine, so you don’t overwhelm people.
- Keep it short and sweet. Users should be able to tell the following within 5 seconds: what show you’re promoting, what’s unique about it and why they should attend/exhibit.

3. Be bookmarked. In order to be bookmarked, your site needs to offer unique content that’s valuable to others.
- Use interactive tools that let attendees schedule appointments with others at the event. Include space for blogs and user comments.
- Include video.Use YouTube video from previous events showing people talking about how great the show was, and have it link to your show site.
- Use podcasts. Include audio of a keynote speaker from your last event to help illustrate how exciting the show was.
- Add a conference blog that builds interest leading up to the next event.

Source: Corbin Ball, CSP, CMP, MS, Corbin Ball Associates