Improving Meta Tags for Event SEO Optimization

Improving Meta Tags for Event SEO Optimization

Event information can now be more easily 'found' and displayed in Google.   Based on guidance from our network member in Colorado Springs, the Cultural Office of the Pikes Peak Region (COPPeR), and marketing/SEO specialists,…

Event information can now be more easily 'found' and displayed in Google.

 
Based on guidance from our network member in Colorado Springs, the Cultural Office of the Pikes Peak Region (COPPeR), and marketing/SEO specialists, Twelve Legs Marketing, we've made improvements to how Google displays event information in its search results and added additional information within the 'meta title' tag that search engines can index. 
 
Why did we do this?
 
It is critical that we fit as much of the event details within this first segment of the meta title as possible because Google only displays the first 50–60 characters of a title in its search results.
 
In our OLD meta title structure we had included the words "presented by" in order to help provide context between the name of the event and the organization presenting it. Makes sense, right? Well, unfortunately, it didn't jive with the way Google 'thinks'.
 
Old Version
 
META TITLE: <title>The Crucible presented by Americana Theatre Company at The Spire Center for Performing Arts</title>
 
STRUCTURE: [Event Name] presented by [Organization Name] at [Venue Name]
 
In this case the words "presented by" use up 12 character spaces. This pushed the rest of the title into the hidden area of Google's visible search results. 
 
New Version
 
META TITLE: <title>The Crucible, Americana Theatre Company at The Spire Center for Performing Arts, Plymouth, MA, Stage</title>
 
STRUCTURE: [Event Name], [Organization Name] at [Venue Name], [City], [State], [Primary Type]
Here's how it looks on screen:

You may also notice that with this improved version of the meta title tag we've added the city and state where the event takes place, as well as the event's primary category type.

 
The Technical Stuff
 
What is a meta title tag anyway?

A title tag <title> is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page's content.

Why is it important?
 
Meta title tags are a major factor in helping search engines understand what your page is about, and they are the first impression many people have of your page. Title tags are used in three key places: (1) search engine results pages (SERPs), (2) web browsers, and (3) social networks.
 
Where do I find this on my site?
 
If you're interested in seeing what the contents of the <title> tag are on a specific web page you can right click on the page in your browser and select "view page source". You'll see a lot of 'code', but if you use your browser 'Find' (CTRL+F) function you should be able to find it by entering the <title> tag. It usually can be found within the first 10-20 rows of the source code view.