Home / Industries / Events
A company planning a seminar starts by looking for ideas, a venue and a budget. It lands on marketplaces, venue directories and big agency networks. Engaged couples follow the same path with wedding directories. An independent agency often turns up too late, once the shortlist of suppliers has already been drawn up. I build the pages that get you on that list from the very first search.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroYour result, as a busy manager sees it
An HR manager is looking for someone who can organise a seminar in Charente. Your agency shows up third. Your title talks about emotions, your description about bespoke. She has no idea that's exactly what you do. Fix both lines.
Fig. 1. Three results for a seminar in Charente. Only one knows the venues. (The agency had been organising seminars for ten years. Its title never used the word.)
What this means for you. I rewrite your titles and descriptions using the words of the brief: the format, the group size, the area, what's included.
SEO for an event agency is the work that makes your agency visible when a business owner, a communications team or a couple is looking for someone to organise their event. It relies on one page per type of event, detailed case studies, pages dedicated to your area and links from your partner venues and suppliers. Success is measured by the number of qualified briefs received with no middleman.
The problem
For “seminar organisation” followed by a region, the top answers are platforms listing venues and suppliers. The client posts their request there. You then get it along with four other agencies, or you don't get it at all.
A video, a slogan, some logos. The visitor doesn't know which events you organise, for how many people or in which region. Google knows no more than they do.
Your form receives vague messages, sent to ten agencies at once. You spend time on proposals that will never be read. The serious requests went to the agency that had answered the question before the first call.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
We create the unforgettable
Bespoke events, designed to leave a lasting impression and bring your teams together.
Let's talk about your projectFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Six plausible searches, to be read as examples. Between a wedding agency and a seminar agency, the list changes completely. The audit draws up yours.
What works
Seminar, conference, corporate party, product launch, wedding: each format has its own searches, decision-makers and lead times. I create a page for each format you want to sell, with what you take care of and what you leave to the client.
One event told in full beats a wall of logos. The initial need, the number of attendees, the venue, the schedule, what was tricky: these details show your craft. I write them with you, after written agreement from each client mentioned.
An independent agency knows its area better than a national network. “Organising a seminar in Charente” or “getting married near Cognac” are pages where that advantage becomes visible. They attract clients from far away.
How far ahead, what budget per attendee, what your role covers: clients ask themselves these questions before writing to you. Answering with ballpark figures, presented as such, filters the requests.
You work with estates, hotels, caterers, technicians. Each has a website. A link between you, placed on a useful page, brings visits and strengthens your position. I draw up the list and help you word the request.
What costs dearly
It shows your expertise to someone already on the site. It doesn't help anyone find you, because Google doesn't watch the video. Put some text above it or just below.
Every agency writes it. The client wants to know whether you do conferences for three hundred or dinners for twenty. Give your formats and your usual sizes.
A row of logos doesn't say what you did for those companies. Two references told in detail are more convincing than twenty logos lined up.
A managing director and a bride-to-be don't expect the same tone or the same proof. If you serve both, give each their own entry point, pages and form.
The method
Four steps. I start from the events you've already delivered, because they're your strongest proof.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 200 searches a month for an event agency in your region, 3% of visitors send a request, one request in three is signed (this varies a lot between industries), €12,000 per client. Click-through rates by position are rough orders of magnitude, and they've been shifting since Google started showing AI answers above the results. Redo the maths with your own figures
Possible revenue€0
Close to home
Charente means Angoulême and its surrounding area, Cognac and its vineyards, the river, and small towns like Jarnac, Barbezieux, Ruffec and Confolens. A company planning an event searches with the name of one of these places or of the département. So your website needs to name the areas where you organise events. Newp, the agency I run, is based in Charente.
The vineyards and the banks of the Charente offer settings away from the towns. A company wanting to bring its teams together there types “seminar” followed by the département or an area. A page describing these settings and the activities on offer around them answers that search, wherever it comes from.
Cognac sells all over the world, and the town welcomes visitors from abroad. If you organise full hosting, in English when needed, write it on a dedicated page. I present your organisational expertise, with no copy promoting drinks.
A conference in Angoulême is searched with the town's name. A wedding at a country property is searched with the name of a village or an area. They're two trades and two sets of searches, which your website needs to handle separately.
Beyond Google
A manager tasked with organising a seminar increasingly asks an AI such as ChatGPT, Gemini, Claude or Mistral for a first list. For example: “we want to bring sixty people together for two days in Charente in September, with accommodation and a team activity, which agencies can handle it?”. The answer describes the destination, then names a few players.
The AI names the agencies whose precise description it has read in several places: their website, their profile, partner venues' websites, the local press. “Seminars for thirty to one hundred people in Charente, accommodation and activities included” is a sentence it can reuse. “Creator of emotions” is no use to it. I work on that wording and keep it consistent from one source to the next.
Question asked to an AIWhich agency can organise a two-day seminar for 60 people in Charente, with accommodation?
There are three types of answer for this seminar:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These are typical scenarios, not references. I use them to show where I start depending on the case.
All its revenue comes from the founders' network.
Her clients come from other regions and find her through a directory.
It mostly gets requests for small parties.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
A giant takes up the whole first page of your market. It has five weak spots. Take the coin and slide it into the machine.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. No towns were harmed in the making of this game.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
Word of mouth remains your main source, and SEO doesn't replace it. It helps you reach companies that don't know you, especially those from another region. Even a referred client looks at your website before calling.
You can be on them if the cost stays reasonable. Look at how many requests turn into contracts. Above all, I help you build your own source of briefs, one that doesn't depend on their rules.
You can tell the story of an event without naming the company: the sector, the size, the goal, the schedule. The reader understands your method. I publish no name and no photo without written agreement.
Ballpark figures per attendee or per type of event are enough, presented as indicative. They head off requests that are out of all proportion. For services sold to private individuals, the price display rules should be checked with your adviser.
Few, but useful ones. I'd rather have five pieces that answer real organisers' questions than fifty news posts. Every article should lead to a service page.
Yes, if the two entry points are clearly separated from the home page. Each audience has its own pages, examples and form. If one activity takes over, we can consider two websites later.
You can describe a visit or an activity offered by a venue. As soon as a text promotes an alcoholic drink, the rules on alcohol advertising come into play. I write factually and recommend a sign-off.
Ask the client for a review after the event, once the wrap-up is done. A review describing the format and number of attendees helps the next prospect. I offer nothing in exchange. The rules on reviews govern this.
Decisions take a long time in your trade, and so does SEO. Expect several months before a page settles in. I don't commit to any ranking. I tell you about every brief received and the page it came from.
I write it from your notes, your event wrap-ups and a conversation with you. You read it over and approve it, because only you know what goes on behind the scenes. I also run my own online shops, so I know what a website that has to sell needs.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
.jpg){kind=link}
