Google, SEO, Panda, & Trade Show Displays?!

Because of Google’s new search engine algorithms, Panda and Venice,  the world of SEO has changed – now, enterprising trade show exhibitors need to tie their B2B marketing at the show with social media tools (tweet about the show) and other online marketing methods.
interactive modular display
As Google keeps telling the world, the key to the SEO (search engine optimization, or getting found in a google search) is fairly simple:  create unique content and make it popular locally.

So, how does that relate to trade shows and trade show displays? Surprisingly, in lots of ways.

Take banner stands, for instance.  They’re a powerful part of any trade show display.  And because of that, they’re prime places to encourage passers-by to interact with your business.

Gone are the days when banner stands were passive parts of the environment. With a socially-driven internet, exhibitors and attendees are tweeting about trade shows and other experiences almost religiously.

And with the almost universal use of smartphone technology, you can take your banner stands to a whole new level.  How?  By using QR codes. For those that aren’t familiar with them, QR codes are like bar codes.  On Steroids. Yet they can be generated for free online, and you can do just about anything with them. You can use them to send a text, take people to an online map, or show them a video on YouTube.  The creative possibilities are endless, and thus provide a powerful way to encourage interaction with people long after they’ve left your trade show display!

When you use QR codes, make sure you have text above and below, with a call to action and explaining what they’re going to get, like:  “Scan here / and get 20% off your first purchase!” Also, make sure they’re not overly large, and put them between eye and hand level, so they’re easy for people to scan as they’re walking by. (Of course, you can also post the URL of any online material you’re sending them to, so those without smartphone technology can get in on the fun.)

Here are 4 tips for making your trade show displays absolutely ROCK your company’s SEO:

1) Encourage people to watch a video – on your Facebook page
Videos get top priority in people’s newsfeeds when they’re shared, so encourage people to share your video on their personal pages.  Of course, the best way to get people to do that is by making your video one or a mix of these attributes:
• Funny or totally unexpected
• How-to in a casual way
• Informative, according to immediate news trends
• Inflammatory

2) Offer people a special coupon – by text
Texting people information can be a goldmine in terms of building top-of-mind reference at a trade show.  Why?  Because most trade show venues don’t get great cell reception.

That means your text might not come through until after they’ve left your trade show display – or the building altogether!  Which is perfect for you, because they’re going to be interrupted with a little reminder about your company long after they’ve left your presence.

3) Send people a coupon – let them get it on your website!

Then, encourage people to share the coupon online – on their social media, through email, or through their blog.  This is an excellent link-building strategy that pumps major juice into search engine ranking.

Make a new page, localized to your home city location on your website, and place the coupon there.  The small amount of extra work you do will earn you major points in the local arena – which is how Google’s search parameters now determine best results.

4) Last but not least, advertise your business website on Google Places or Yelp and have visitors enter to win a drawing in return for writing a positive review! (Go to our Places page and post a review for a chance to win a FREE banner stand!)

Online reviews can make or break a business. Unfortunately, people are far more likely to write negative reviews.  However, your fans are more than happy to write positive reviews – if you encourage them to. Set a date for your drawing and see who wins!

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