Using Search Engine Optimization to Promote a Software Webinar

How to get the most out of your web seminar marketing effort using search engine marketing.

Here's a good strategy for doing a webinar that will support the SEO process.

1) Create an About the Web Seminar Page. Include the title, a sub title, description and about two or three paragraphs of copy who should sign up, what it's about and what they will get out of it. The title should contain some good keywords as well as the descriptions and the body copy. You can design into the page a big call to action that links to your webinar software signup form. There great thing about this page is that there are multiple benefits for doing it (see 2, 3 and 4).

2) You can promote the seminar to your in-house lists or sponsored targeted email list(s). Then use your About the Web Seminar Page as a landing page. Just to set some expectations. Industry experience shows that you can expect a conversion rate of .0.5 - 3% from email. The actual attendance from those who signed up will range from 40 - 60%.

3) You can also promote the seminar with PPC advertising on specific keywords. Once you see the content for the landing page you can select a few keywords to target and then get an estimate for your PPC advertising budget.

4) The ‘About the Web Seminar Page’ will be helpful in achieving organic rankings on the topic keywords. You should not expect that this page will get great rankings within a few weeks but it can be a benefit for organic rankings for future web seminars (two to three months). In order to get those long-term rankings, the page should remain live on the website and get re-purposed for the next planned web seminar. This will insure that the page stays in the organic search listings.

5) Additional SEO benefit, See if there is a way to have the webinar taped to make up a transcript. You can then offer the transcript to the webinar attendees at a later date.