What is event link building? It means gaining links from events your brand hosts or sponsors. Each link signals relevance, presence, and trust.

Many skip this tactic. Why? It demands real effort. You must show up. You must offer value. That’s hard to fake.

But the return? Real links. High-authority domains. Press mentions. Stronger local reach.

This article breaks down how B2B brands can scale event link building. It covers hosting, sponsoring, key benefits, and how to choose the right events.

What Is Event Link Building?

These may include:

• Conferences
• Workshops
• Meetups
• Online panels
• Local community events

You can host the event or back someone else’s. Either way, your name gets listed online, often by trusted sources.

Hosting vs. Sponsoring Events

There are two paths here. You either host or sponsor.

Hosting Events

You create the event. You own the site. You control the content.

Common formats:

• Company webinars;
• Hosting events online for product demos;
• Educational meetups;
• Hybrid or in-person conferences.

Each page you publish can earn links from:

• Ticket platforms;
• Speakers’ sites;
• Blogs that list events.

These are the main event links closely tied to your brand.

Sponsored Events

What does sponsoring an event mean? You fund or support someone else’s event. In return, they list your name and link your site.

What are sponsored events?

• Industry expos;
• Company sponsored events for partners or clients;
• Brand sponsored events in education or culture.

You often get:

• A spot on the event’s site;
• A logo with a backlink;
• A press mention or quote.

Both paths work. But they give different links. Hosting brings more control. Sponsoring brings faster reach.

Links Generated by Hosting and Sponsoring Events

Hosting can earn:

• Event listings
• Ticket links
• Speaker pages
• Recaps by blogs

Sponsoring can gain:

• Partner lists
• Press releases
• Sponsor mentions
• Local media blurbs

Both count as event links and help with SEO. 

Why Event Links Matter for SEO

Not all links weigh the same. 

Relevance

Search engines love relevance. 

These links tie your brand:

• To a topical niche;
• To a geographic place.

For example, a SaaS firm at BrightonSEO earns links in a marketing context. That matters more than a random blog post.

Authority

Good events attract trusted sources:

• .edu and .gov sponsors;
• Local news outlets;
• Professional blogs.

These carry weight and boost your page’s strength.

Diversity

Tired of guest blogs? Try this. Event links add flavour to your profile. 

You’ll get:

• Event calendars
• Speaker rosters
• Community write-ups

They count as shareable content, too. People reshare photos, recaps, and quotes.

Benefits of Event Link Building for B2B Brands

This method works best for firms with a focus. Think software vendors, logistics providers, and fintech. You need to be seen.

Earned, Relevant, and Google Approved Links

These links are earned. You didn’t buy them. You showed up. That means more trust.

Why Earned Links Outperform Outreach

No email spam. No weak guest posts. You don’t beg for a link. You earn it through action. That adds value.

Stronger Local SEO

Events often get listed in:

• Local directories;
• Venue calendars;
• Local community events portals.

Those help you rank in a city or region.

Brand Visibility and Credibility

Event link building places you before:

• Clients
• Journalists
• Niche influencers

That boosts your brand’s standing. People remember a sponsor. Even more so if you speak or present.

How to Find Events Worth Sponsoring

Not all events pay off. Choose carefully. 

Start with Industry-Specific Events

Look at:

• Brighton SEO
• SaaStr
• MozCon
• eCommerce Expo

Why? The audience knows your niche. Their backlinks help your topic rank.

Use past sponsors to judge. Who else backed the event? Were links given? Did the media cover it?

Expand Beyond Your Industry

Now try:

• Music festivals
• Academic panels
• Sports tournaments

These often list sponsored events on high-trust domains.

Look for:

• College pages
• Government listings
• Press mentions

Try these Google tricks:

• site:.edu “sponsors” + your city;
• inurl: events “sponsored by”;
• site:.gov “event sponsors”.

Use the Right SEO Tools

Use Ahrefs SEO Toolbar. 

Check:

• Domain Rating
• Link profile
• Traffic sources

Avoid sites with spam or zero traffic.

Event link building scales trust and relevance. Few B2B brands use it well. Most chase quick wins, but real links need real presence.

If you’re ready to invest, start small. Host a meetup, back to a niche expo. Let the web talk about you.

Google will notice. So will your next customer.

How to Evaluate Event Quality for Link Building

Not all events bring strong links. Some pass a little value. Others draw bots, not buyers. You must filter with care.

Start with these checks:

1. Media Mentions

Has the event been featured in real news? 

Look for:

• Local press stories;
• Industry blogs;
• Trade newsletters.

A linked mention signals value. No press? Think twice.

2. Audience Relevance

Will the event attract your customers? Match the theme to your sector.

Check:

• Past speakers
• Topics
• Sponsors
• Attendee job roles

If it draws your buyers, it may earn solid event links.

3. Sponsor Page with Links

What are sponsored events without actual links? Useless. 

Look for:

• Sponsor name;
• Dofollow link;
• Visible placement.

Some events hide sponsors deep in PDFs. That adds no value.

4. Organic Metrics

Run a basic check. Use Ahrefs or Moz. 

Look at:

• Domain authority;
• Backlink count;
• Organic traffic.

A dead domain won’t help. You won’t reach.

Create a ‘Sponsored Events’ Page

Don’t just give. Get something back. Here’s what it should show:

List Your Sponsorships

Add a section for each event. 

Include:

• Logo;
• Brief description;
• Date and location;
• Link to the event site.

This builds trust. 

Invite Pitches from Organizers

Add a clear line: “Seeking future partners.” Provide an email or form. Let events come to you.

Boost Relevance and Visibility

Include keywords like:

• company-sponsored events;
• brand sponsored events;
• event links.

Google may surface it for event searching.

How to Build Links by Hosting Events

Hosting events earns stronger links than passive backing. You control the setup and direct the page structure.

Here’s how to do it right.

Choose a Scalable Format

Start small. Test. Scale slowly.

Good formats:

• Charity runs;
• Local community events;
• Hosting events online (webinars, AMA sessions);
• Skill workshops.

Pick topics your buyers care about. Don’t chase size. Chase fit.

Brands That Can Succeed with Small Events

Several B2B brands win this way:

• SaaS firms hosting product workshops;
• Agencies running free audit sessions;
• Platforms offering niche roundtables.

They gather useful event links and build real ties.

List Events on Your Website

Each event you host must have a home on your site.

Include the following:

• Clear event title;
• Sharp one-line description;
• City or online location;
• Event date and schedule;
• Key speakers or judges;
• A call to action and ticket info.

Use simple language. Add a visual. Keep it neat.

Add Listings to Third-Party Sites

Don’t rely on one page. Share the event on trusted calendars.

Start with:

• Eventbrite
• Meetup
• Brown Paper Tickets
• Punchbowl

These platforms often use schema. They also pass event links. Some let you add custom fields or site links.

Event Promotion and Link Building Strategy

Great event link building starts before the event kicks off. You must plan and publish. 

Every action should help drive attention, clicks, and strong event links.

Develop an Outreach Plan

Promotion needs people. You need names with reach and relevance.

Find the Right Voices

Search for:

• Niche bloggers
• Journalists
• Local influencers
• Forum regulars

Use tools like Ahrefs Content Explorer to spot who covers similar topics. Filter by traffic and backlink strength.

Personalize Every Pitch

Skip templates. Study their content. Refer to a post or quote. Keep it short. End with a clear ask.

Your email should answer: Why should they care? Why now?

Offer Real Value

Pitch a story, not a flyer. 

Mention:

• Event angle or theme;
• Exclusive data or insight;.
• Speaker names;
• Potential traffic or attention.

Let them see the upside. This drives higher coverage and main event links.

Maximize Exposure Through Owned Channels

Start with what you control. Then amplify.

Promote on These Channels:

• Social media (organic and paid);
• Blog updates;
• Email newsletters;
• Product or feature pages;
• Event teaser banners.

Each one should link back to a key event page. Add graphics. Use short titles.

Use Teaser Campaigns

Buzz begins before the main event. Arouse curiosity as early as possible.

Create Countdown Pages

A simple countdown drives urgency. 

Add:

• Date
• Name
• Tagline
• Short CTA

Tease speakers. Share partial schedules. Drop one update per week.

Share Behind-the-Scenes Content

Share clips from rehearsals or setup days. Let people peek early.

This builds interest and also earns early shareable content links.

Leverage Paid Promotion

Paid traffic isn’t just for signups. Use it to gain links.

Focus Ad Spend Near the Event Date

Run ads when:

• Speakers announce.
• Tickets go live.

Push to:

• LinkedIn
• Facebook
• X
• YouTube

Use short headlines and static images. Keep it relevant.

Advanced Tactics for Event Link Building

Move beyond the basics. Use advanced tactics to attract richer event links.

Provide Shareable Content Assets

People won’t share your event page without help. Give them something better.

Create:

• Infographics;
• Expert quote roundups;
• Short video reels;
• Slide decks;
• Toolkits or planners.

Use your brand colours. Host the content on your site. Ask users to link back if they republish.

This is what is shareable content in action.

Engage with Event Hashtags

Social signals lead to link signals.

Join Ongoing Conversations

• Don’t just post. Comment, tag, quote, and ask.
• Track your event hashtag. 
• Mention others. Reply fast.

This builds real-time reach. You may earn live coverage and backlinks.

Claim and Optimize Directory Listings

Many platforms list sponsored events or local community events. These listings pass high-value links.

Check the Basics First

Your listing must include:

• Name
• Date
• City
• URL
• One sentence of summary

Make sure every entry links to your site.

Add CTAs Where Allowed

Some directories let you:

• Add a signup button.
• Link to past talks.
• Include a contact form.

Take every option. It builds trust and improves referral traffic.

Smart event promotion shapes how your event spreads online. You need strong names, good content, and consistent signals. 

Do the groundwork early. Push with care. Every step earns stronger event link building results.

Types of Events to Sponsor for Maximum Link Value

Event link building works best when you choose wisely. Some events get stronger links. Others grow trust or drive local signals.

Don’t guess. Match your goals to the event type.

Industry Conferences and Trade Shows

These build standing and earn main event links. You get mentions from:

• Press
• Industry blogs
• Partner websites
• Speaker bios
• Event recaps

Well-known picks include SaaStr, MozCon, and INBOUND. They attract potential customers.

You often land placements on high-authority domains. What does sponsoring an event mean here? Your brand pays to appear as a backer. In return, you gain mentions, access, and banners.

For digital marketers, these links carry weight. You build authority without spammy tactics.

Local Community Events

Focus shifts here. You don’t seek traffic. You aim for relevance.

Back events like:

• Book fairs
• Food festivals
• Charity races
• School fundraisers

These pull local backlinks from:

• Newspapers
• Chamber websites
• Town event calendars
• Local blogs

They are great for local SEO, trust, and loyalty. These sponsored events may not scale, but they stack value over time.

They’re also cheaper than national expos. That makes them perfect for new brands.

Digital and Virtual Events

Online events bring reach and speed.

Support:

• Webinars
• Live Q&A
• Online training sessions

They scale faster than offline meetups. You skip venue costs. 

Hosting events online brings extra perks. You control the site, shape the page, and decide what earns links.

Sponsor others, too. Pick summits with a niche focus. Get listed on speaker rosters or digital agendas.

Look for:

• Event pages with backlinks;
• Tools or templates for guests;
• Speaker slides with link opportunities.

These often generate shareable content and links follow.

Niche Meetups and Workshops

Forget scales for a moment. Focus instead on accuracy.

Workshops reach tight, relevant groups. 

You connect with:

• Power users
• Early buyers
• Curious professionals

Sponsor meetups in co-working spaces. Back small, in-person panels. Join breakout sessions at mid-size conferences.

You often receive:

• A homepage sponsor badge;
• Mentions in recap blog posts;
• Photos with brand placement.

This builds trust and also helps with branded search over time.

Company sponsored events in niche spaces often cost less but return more, especially when your audience is small or precise.

Academic Events and Lectures

.edu links hold weight. So do citations from research blogs.

Support:

• Campus lectures;
• Faculty research fairs;
• Student pitch contests.

You don’t need a big spend. 

Offer:

• Refreshments
• Tools
• Guest experts
• Awards

Make sure your name appears:

• On event flyers;
• In press releases;
• On faculty blogs;
• In speaker decks.

This mix of mentions builds long-term event links.

Academic sponsored events boost your site’s reputation and help pass authority.

Conclusion

What is event link building? It’s the practice of earning backlinks through event involvement.

You can’t buy credibility. You must earn it through real value. That’s why this method works.

Start with one small event. Sponsor, track, measure. Then adjust.

Each good placement brings new traffic and trust. Over time, these build a solid base of high authority backlinks.

Think long-term. Plan with care. Measure by value, not by volume.