If you ended up on this page, you have probably asked yourself the following questions: “How do I get more traffic? Is my website underperforming in search engines? How do I improve my site’s search engine optimization?”. 

If you were wondering at least one of those things, you’ve come to the right place. If you do not have much knowledge about SEO then you can also join any institute or coaching center. Nowadays, there are various Digital Marketing Institute in Delhi that is providing professional training in SEO. In this article, I will give you some tips on how to improve the online visibility of your event planning business.

Let’s start out with the basics.

What Is SEO Visibility?

To put it bluntly, SEO visibility is a metric that shows you what percentage of all available organic traffic your website is getting for a specific keyword. 

Look at it like this: you’re ranking for the keyword “event planning”. If your site ranks in the first place for this keyword, your SEO visibility is 35%. Yep, only thirty-five. 

Achieving 100% SEO visibility is absolutely impossible. That means that your website would need to get all of the organic traffic for a keyword as well as all the other clickable search engine result page features. Again, it never happens.

If you’re taking up more than one spot with the same keyword, your values add up. So, if you rank both #1 and #2, your SEO visibility grows up to 55%. To manage the keyword positions you will need a good rank tracking tool like Linkio which will help you achieve good control of your rankings plus suggest improvements in your link building activities.

One last thing: if you rank outside the first Google search result page, your SEO visibility plummets to 0. After all, do you ever go any further than the first page? Neither do I. 

Why Is SEO Visibility So Important for Your Event Planning Business?

Okay, now you know what is SEO visibility. Why should you care about it? Well, it’s a pretty important metric in the sense that it allows you to get an overview of how much organic traffic you’re actually getting and see how well you’re faring against your competition.

It also helps you diagnose any search engine optimization problems that you might have in an instance. That includes algorithm updates and even penalties. 

And it makes finding areas that need improvement way easier. Since it doesn’t give you raw numbers and instead shows you percentages, it becomes instantly apparent which keywords need some work and which ones are at their peak. 

Let’s say, “event planning” gets 35% SEO visibility and “event agency” only gets 10%. The second keyword needs some work done on it in order to boost its SEO visibility. 

Now that you know what SEO visibility is and why it’s important, let’s take at a few reasons why your event planning website might be experiencing SEO visibility losses.

Reasons Why Your Event Planning Website Might Be Suffering an SEO Visibility Loss

There are plenty of reasons that might be causing a loss of SEO visibility, such as your site being unoptimized for search engines, your competition improving their own site and even algorithm updates. 

Let’s first take a look at some of the more technical issues as well as ways of improving them.   

#1. Your Site Isn’t SEO Optimized

Wait, don’t take that as an insult. Your site being unoptimized might not even be your fault. Simple software updates can completely mess up your SEO optimization!

For example, if a few plugins have recently updated and the new update brought some incompatibilities or reset your settings, that’s no good news. If pages stop working, custom redirects break, your SEO visibility falls.

To counteract this, you need to find the date your organic traffic dropped and take a look through your systems to check if anything has updated or changed. Then, once you find the root of the problem, counteract the changes. 

Also, when you’re making any changes to your site’s design, you should pay close attention not to break any pages, links, redirects, and things of this kind. And make sure you’re not blocking any bots or URLs in your robots.txt file. 

Optimizing your site around keyword research is also important. Keywords can be categorized as buyer keywords or information keywords. A buyer keyword, for example, is “event planner in nyc”. 

An information keyword would be “how do I find the best event planner”.

You need to create SEO optimized landing pages for buyer keywords and comprehensive content guides for informational keywords.

#2. Google Algorithm Updates

Google is the best search engine around, there’s no doubt about that, but it’s algorithm can sometimes change and those changes are able to affect your site’s SEO visibility.

Panguin is a great tool that will help you figure out whether your SEO visibility has been affected by an algorithm update. It will show you an overlay of your organic traffic alongside Google’s updates so you can see if your visibility has been affected. 

If you notice that an algorithm update clearly had an impact on your visibility, take a closer look at the update, see what’s changed and take appropriate action to get your visibility back. 

#3. You’ve Lost Backlinks

Just how acquiring new backlinks increases your traffic flow, losing them limits it. So, it’s a good idea to run a backlink check from time to time. 

Ahrefs is one of the best tools for checking your backlinks and will help you find all of your broken, deleted, or non-functional links. If someone has decided to delete your link from their site, you may approach them and see why they did it. Sometimes it’s deliberate (in which case there’s not much you can do) and other times it’s because something went wrong on their end (a page got deleted etc.). 

If the reason for the lost link is the latter, you’re more than likely to get it back if you just ask.

#4. Your Competition Overshadowed You

Your competition isn’t sleeping and sometimes their successes can cost you your own organic traffic and SEO visibility! 

So, if you feel your rival site is doing better than your own, by all means, take a look at it! Use Ahrefs (or any other backlink checker) to see if they’ve gained new backlinks, the Wayback Machine is great for checking if they’ve changed any of their past content and keyword ranking tools let you see which keywords they rank for.

Keywords aren’t anyone’s property, so if you notice that a rival site is ranking for a popular keyword that you don’t, it might be a good idea to rank for it too. 

Final Thoughts

Of course, there could be many more reasons why your event planning site could be dipping in SEO visibility, such as your server being down at the moment Google’s bot is crawling through it, hacks, or any other kinds of trouble that you would have to discuss with your host.

But I have told you about the majority of cases why your event planning business might be experiencing SEO visibility issues and how to counteract them.

I hope you found this article helpful and good luck with optimizing your site!