Your website is one of your event’s most powerful marketing tools, but are you unknowingly damaging its performance? ASP offers some tips for avoiding some common errors

At ASP, we regularly see event organisers make small but critical website changes that unintentionally harm SEO, confuse Google, and frustrate users. The good news? These issues are easy to avoid once you know what to look out for.

Here are five of the most common mistakes – and how to fix them:

1. Deleting old content
It might seem logical to delete speaker lists or floorplans once the event is over, but search engines still see value in those indexed pages. They carry historical relevance, backlinks, and traffic potential. Instead of removing them, archive or rebrand them as ‘past editions’ so you maintain visibility while keeping your site current.

2. Using year-based URLs for annual event pages
Creating a new page like /registration-2025 each year can harm your SEO by resetting your authority with search engines. A better strategy is to use a consistent URL like /registration and update the page content annually. If registration isn’t live yet, use the page to collect early interest with a sign-up form.

3. Removing speaker or agenda pages post-event
These pages are goldmines for long-tail keywords and help reinforce your event’s authority on niche topics. Instead of wiping them, rebrand them as highlights or archive them under a ‘Previous events’ section to keep the SEO value alive.

4. Switching domains without a redirect plan
Thinking of a rebrand or domain name change? Make sure you plan a proper site migration. Failing to implement 301 redirects from your old URLs to the new ones can cause a dramatic drop in your search rankings and traffic.

5. Breaking internal links
When you move, rename, or remove pages, outdated internal links can create broken pathways, harming both SEO and user experience. Always audit and update internal links as part of your content and structure changes – and set up redirects where needed.

Avoiding these pitfalls is simple with a bit of foresight and planning. By taking a more strategic approach to website updates, you’ll not only protect your traffic but also build stronger year-round visibility for your event.

Who are ASP?
ASP are globally renowned event website and digital marketing specialists.

With more than 25 years of expertise their bespoke website CMS (ShowOff) was built for and with the event industry empowering events organisers to create impactful, revenue-generating websites.

The ASP team are also experts in SEO and UX, driving engagement and attendee growth while integrating cutting-edge tech into digital strategies.

Discover more at: www.asp.events