“If AI can’t find your event, does it exist?”
That was the question posed during one of three roundtables, sponsored and hosted by ASP, at EN’s latest event.
In an ever changing and fast moving space, it can be difficult to keep up with AI’s latest developments and judge how much time and resource event professionals should be dedicating to it. ASP hosted a roundtable in which they gave three clear points for event organisers to do as soon as they could, to maximise their chances of appearing in AI searches.
Here are the three key points ASP gave.
1. Include FAQs
Practical steps were shared during the discussion. One was the smarter use of FAQs. Instead of housing a single FAQ page in a footer, organisers should place useful and relevant questions across the pages that users actually visit, including the homepage, agenda, speaker listings, exhibitor pages, registration and venue information. This helps both users and AI tools quickly access key details.
2. Put key topics into a section of your website
Another area of focus was topic clarity. Organisers were encouraged to define a small number of core themes that their event genuinely covers, and to build content around them. By linking speakers, sessions and exhibitors to these themes, websites can build stronger relevance and align more closely with the terms audiences are already searching for.
3. Don’t delete pages for past speakers!
The longevity of content was also discussed. Speaker pages in particular are often removed after an event, but attendees heard that these pages can provide long term value. Keeping them live allows organisers to build authority over time and capture search traffic tied to both speaker names and subject areas.
Beyond these examples, the wider message was about consistency and structure. Clear page hierarchies, well written copy and strong internal linking all play a role in helping AI tools interpret an event website. The group also touched on the importance of keeping information up to date and avoiding thin or duplicated content.
Ensuring that AI provides accurate information was another key topic of discussion. This ties closely to the importance of keeping website content up to date, while also making sure that any outdated information is not prominently displayed. Several attendees noted instances where AI had shared incorrect details about their events, most commonly getting the event date wrong.
As AI continues to influence how information is surfaced, the takeaway from the roundtable was straightforward. Visibility is no longer just about promotion. It is about building websites that communicate clearly, answer real questions and reflect how audiences search. For organisers willing to make these changes, the opportunity is not just to be seen, but to be understood.
