If you’re already investing time and money into hosting or promoting events, why not squeeze some SEO value out of them too? That’s exactly what event link building does. By leveraging your events whether they’re conferences, webinars, or even small workshops you can attract high-quality backlinks, build authority, and drive more traffic to your site.
In this guide, I’ll walk you through what event link building is, why it matters, and step-by-step strategies you can use. We’ll also cover common mistakes, tools to track your efforts, and FAQs so you can put this into action right away.
What Is Event Link Building?
At its core, event link building is the practice of generating backlinks by creating, promoting, or sponsoring events. The idea is simple: events naturally generate online chatter, media coverage, and listings and those mentions often come with links.
These can include:
- Event listing websites (think Eventbrite, Meetup, or local chambers of commerce)
- Industry blogs covering the event
- Partner or sponsor websites linking to you
- News outlets and PR coverage
- Social media platforms (great for brand signals, even if not direct backlinks)
It’s one of the most organic forms of link building because you’re earning links by providing value to a community, not just asking for them.
Why Event Link Building Works
You might be wondering, “Why not just stick to guest posts or outreach emails?” Here’s why events have unique SEO power:
- Events Create Natural Authority Signals
Google loves relevance. If your event gets listed on industry sites or local business directories, those links send strong signals about your niche authority. - They Attract Local SEO Benefits
Hosting a workshop in New York? You’ll get listed in local directories, newspapers, and community calendars boosting your visibility for location-based keywords. - Content Begets Content
Every event generates materials landing pages, press releases, blogs, and recordings. Each one is an opportunity to rank and get linked to. - Networking Multiplies Links
Partners, speakers, and sponsors often share your event. That means multiple backlinks with very little extra work. - PR & News Coverage
Journalists love events. A well-written press release can easily land you links in reputable news outlets.
Case in point: According to a Search Engine Journal report, links earned through PR-driven events tend to be higher authority than those gained through traditional outreach.
7 Proven Strategies for Event Link Building
1. Create an SEO-Optimized Event Landing Page
Every event needs a central hub. Think of this as your “money page” for backlinks.
Your page should include:
- A clear description of the event
- Keywords like link building webinar or tracking links Eventbrite
- Speaker bios with links to their sites (they’ll often return the favor)
- Embeddable graphics or banners
Pro tip: Add “event and occasion keywords” like annual summit, conference 2025, or digital marketing webinar—these are often searched by people hunting for events.
2. Leverage Event Listing Platforms
Submitting your event to directories is low-effort, high-reward. Popular platforms include:
- Eventbrite
- Meetup
- 10Times
- Local business chambers
Not only do these generate backlinks, but they also drive genuine attendees. Just make sure your event description is keyword-rich for maximum impact.
3. Partner With Influencers and Speakers
Invite guest speakers, industry influencers, or even other businesses. Why? Because they’ll usually promote the event to their audience and link back to your site.
Example: If you’re hosting a webinar on “SEO in 2025,” bring in an Ahrefs expert. When they share the event, you’ll likely score backlinks from Ahrefs’ blog or community page.
4. Use Press Releases for PR Coverage
Craft a press release announcing your event. Distribute it through PR platforms or directly to industry journalists. Even a handful of pickups can land you backlinks from high-DA news outlets.
Keep it short, factual, and link naturally to your event page.
5. Sponsor or Co-Host Events
Not ready to run your own? No problem. Sponsoring events is a shortcut to backlinks. Event organizers often include sponsor links prominently on their websites, in newsletters, and in recap blogs.
6. Repurpose Event Content
Don’t let your event die once it’s over. Repurpose:
- Recordings → YouTube uploads (with backlinks in the description)
- Slides → SlideShare or LinkedIn documents
- Recap blogs → Outreach to attendees and bloggers
This extends your link-building window far beyond the event itself.
7. Track Links and Measure Impact
Building links is only half the battle you need to know which ones stick. Tools like Ahrefs, SEMrush, or Moz let you track backlinks earned through your events.
For direct tracking, use UTM parameters on links shared with partners (Google Analytics makes this simple). That way, you’ll know exactly how much traffic and authority your events are driving.
Common Mistakes to Avoid
- Skipping follow-ups: Always remind speakers and partners to link back. Many will forget unless nudged.
- Thin event pages: A single paragraph won’t cut it. Aim for at least 500 words with details, FAQs, and resources.
- Not repurposing content: If you don’t reuse slides, recordings, or blogs, you’re leaving links on the table.
- Focusing only on national reach: Local directories often provide easy, relevant links that competitors overlook.
Final Thoughts
Event link building is one of the most natural, effective ways to combine marketing and SEO. You’re already putting effort into hosting or joining events why not maximize their impact? From landing pages to press coverage, every step is an opportunity to earn high-quality links.
Start small. List your next webinar on Eventbrite, reach out to a local business blog, and track the backlinks you gain. With consistency, you’ll not only grow your domain authority but also build a brand that stands out in your industry.
FAQs
How do you build links through events?
By creating event landing pages, listing your event on directories, partnering with speakers, and promoting content across media channels.
Is event link building only for big conferences?
Not at all. Even small webinars or local meetups can generate valuable backlinks.
Do Eventbrite and Meetup links count for SEO?
Yes, but they’re often nofollow. Still, they add brand signals and referral traffic that help indirectly.
Should I invest in paid press releases?
If you’re hosting a large event, yes. For smaller ones, organic outreach is often enough.
What’s the best tool to track event backlinks?
Ahrefs is excellent for tracking earned links, while Google Analytics (with UTM tags) is great for monitoring event-driven traffic.
