Updated by Jon Monk Oct 2025
Why They Matter
Every page on your event website needs its own clear, optimised page title and meta description. These short text snippets appear in Google search results and play a key role in how your site performs and how often users click through.
Think of them as your shop window in search, the first impression most people get of your event. Well-written titles and descriptions can mean the difference between someone clicking your result or scrolling past.
They’re also important for SEO (Search Engine Optimisation). Search engines use them to understand what each page is about, helping your content appear for the right searches.
Where They Appear
When someone searches on Google, they see:
Page Title: The bold blue headline link.
Meta Description: The short grey text underneath that summarises the page.
Example of Google search result showing page title and description
Where To Add Them In ASP
Go to Pages in your ASP admin area.
Select the page you want to edit.
Go to Page Settings → SEO.
Enter your Meta Title and Meta Description in the boxes provided.
Click Save Page.
Once added successfully, a green tick will appear next to the page in ASP confirming it’s complete.
Note, you can also update Page Titles and Meta description in Libraries too,
- Library Options → SEO.
- Speaker/Exhibitor Options → SEO.
Plus in Library/Module entries
- Speaker/Exhibitor Options → SEO.
Best Practice Guidelines
Follow these simple rules to make your titles and descriptions both search-friendly and appealing to visitors.
1. Stay Within The Limits
Title: Maximum 60 characters
Description: Maximum 165 characters
Anything longer may get cut off in Google results.
2. Always Include Your Event Name And Year
This reinforces your brand and helps users instantly recognise your event.
Example: AI Crazy 2025 London | Leading AI Event
3. Add Dates And Location On The Homepage
This helps searchers confirm at a glance when and where your event takes place.
Example:
Meta Description: Join AI Crazy 2025, 12–14 May at ExCeL London. Explore cutting-edge AI insights and network with experts. Register Now.
4. Use A Clear Call To Action (CTA)
Encourage clicks with short action phrases such as:
Register Now | Book Today | Plan Your Visit | Enquire Now
5. Keep Each One Page-Specific
Avoid copying the same text across multiple pages — Google prefers unique titles and descriptions for every page.
6. Write In Clear, Concise British English
Avoid marketing fluff or over-promising language. Use natural phrases that describe what visitors will find.
7. Capitalise Each Word
Start Each Word With A Capital Letter. This improves readability and gives a professional event-industry look.
8. Update After Your Event Ends
Once your show is over, update your homepage meta title and description for the next edition (or mark it as a past event if appropriate).
Examples From AI Crazy 2025
These examples show how best practice looks in action.
Homepage
Meta Title: AI Crazy 2025 London | Leading AI Event (49 characters)
Meta Description: Join AI Crazy 2025, 12–14 May at ExCeL London. Explore cutting-edge AI insights and network with experts. Register Now. (153 characters)
Tickets Page
Meta Title: AI Crazy 2025 Tickets | London Event (39 characters)
Meta Description: Secure your AI Crazy 2025 tickets for 12–14 May at ExCeL. Book today to guarantee your place at this leading AI event. (144 characters)
Getting Here Page
Meta Title: Travel To AI Crazy 2025 | ExCeL London (40 characters)
Meta Description: Plan your trip to AI Crazy 2025, 12–14 May at ExCeL. Find parking, train and travel details to make your visit easy. (139 characters)
Why Attend Page
Meta Title: Why Attend AI Crazy 2025 (30 characters)
Meta Description: Discover why thousands attend AI Crazy 2025. Networking, inspiration and the latest industry insights await. (125 characters)
Exhibitors Page
Meta Title: Exhibitors At AI Crazy 2025 (32 characters)
Meta Description: Explore exhibitors at AI Crazy 2025, 12–14 May at ExCeL. Connect with leading companies showcasing the latest AI innovations. (143 characters)
Common Mistakes To Avoid
❌ Copying the same title and description across multiple pages.
❌ Forgetting to update dates or location when the new event cycle starts.
❌ Using vague text like “Home” or “Welcome” as a title.
❌ Leaving them blank (Google will try to generate its own, but often poorly).
❌ Over-stuffing with keywords — clarity and click appeal come first.
How To Measure Success
After publishing your updates, check performance using Google Search Console. Look for:
Increases in click-through rate (CTR) from search results.
Which pages get the most impressions and clicks.
Whether your changes align with the search terms people actually use.
If you’d like your GSC data visible within your ASP dashboard, see our guide:
👉 Data Insights & Analytics
Quick Checklist
✅ Title ≤ 60 characters
✅ Description ≤ 165 characters
✅ Event Name + Year included
✅ Dates + Location on Homepage
✅ Clear Call To Action
✅ Unique per page
✅ Update after the event
✅ Check impact in Google Search Console
By following these steps, you’ll ensure your event website looks professional, performs well in search, and gives visitors the information they need to click through and take action.
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