Know-How Exchange : Research/Metrics

First, consider adding geo-modifiers (city, state, region) to your search terms. Second, look at Google's keyword planner. Third, invest in a decent keyword suite (i own, use, and like Market Samurai, and Keyword XP). Note these are paid, premium platforms.

Of the terms you've got so far, niche down within them by event genre, by audience size, style, and interests, and by audience age and location. Do the same with the major online blogs and radio and TV stations in your area. Do the same thing with every kind of vendor, promotor, supplier, and contributor to the local event scene in your area. Share THEIR material on your social streams and make a point of sending your list details of other people's events and activities.

Use your current e-mail list and send e-mail and social media e-blasts to them. Include in these e-blasts links and solid calls to a cation BACK to your page sites. Claim ownership of your company's presence on Yelp, Trip Advisor, Google Business listings, and every other listings-based directory that connects to your region or area. Be 100 percent CONSISTENT with EVERY one of your NAP listings (Name, Address, Phone number = NAP) on every listing spot you claim. Then, link these listings together and point every listing back to an inner page on your site, NOT just to the home page. Your goal here is to generate DEEP listing and crds references. Link your sites; INTERNAL pages so that page A links to page E and so on. Make sure you claim every relevant social media platform presence you can think of and keep the content on these pages up to date. Do NOT place the SAME content on EVERY social stream. Have content on Facebook point to content on Twitter, and LinkedIn, and Pinterest, and Instagram. Have other streams pointing to content on your OTHER streams.

Create, use, and distributer your own short videos; invest time and effort in creating podcasts and then distribute this content through video and podcast networks OTHER than the usual suspects such as YouTube and iTunes. Think SoundCloud, TubeMogul, Vimeo, and beyond. Link all this content back to your deep linked onsite pages.

Next, connect with local, regional, and national event listing sites INCLUDING their social media streams. Then set up Google alerts for all your local and regional terms and use the alerts to send new content to your tribe.

Keywords will depend on both the exact and the semantic nature of the events you cover and of the terms other people search for. Think literally, laterally, and three and four dimensionally.

Interview your potential (or past) clients to ask them how they find businesses like yours.

Agreeing with Gary and Jay, interviewing a few potential and past clients will help you (1) identify keywords and (2) justify them to your boss. Make sure you ask them to type in what they normally would on their search engine, this reveals common misspellings, which you can typically get at a much lower ppc than the right-spelled words your competition is after!