How to Optimize Your Webinars for Search
The exact algorithms search engines use to rank web pages are a black box to those who don’t write them, but thinking about what the algorithms are trying to do can help you optimize your content to rank for specific terms and drive more traffic to your landing page. In essence, you want to signal to search engines that your content is relevant to a specific term. You can do this through the text that is visible on the page as well as the code that underlies the page and even its URL.
The first step is to pick the keyword you want your page to rank for. Often a longer keyword is better for a single piece of content as shorter keywords tend to have higher competition. Think of the types of phrases that people would be typing into search engines and the likelihood they would be interested in your content based on what they entered. You only need one keyword or phrase per piece of content. Tools like Google’s Keyword Tool can help you determine which term has a higher search volume, but you can always create another piece of content for the other keywords that you are considering.
BrightTALK helps your content be found by automatically creating a landing page for your webinar that uses the information you supply when you schedule your webinar to populate the HTML of the page. The title of your presentation, for example, enters the title tag, the description is added to the description tag, and the tags you enter are included in the keyword tag of the landing page.
Here are some tips for optimizing these tags.
The text of the title tag appears at the top of the browser or in the tab. It also appears hyperlinked in search listings. Optimize your title tag by including the main term that is relevant to your content. The closer to the beginning of your title, the sooner searchers will see the relevant keyword and the more likely they are to click on your listing. Similarly, search engines read from left to right, so search engines will also see the keywords at the front of the title tag as more indicative of what the page is about. Limit titles to 70 characters to keep them from being cut off. This is one of the key opportunities for keyword placement, as title tags are one of the major factors search engines consider in their rankings.
Meta description tag
The meta description tag is hidden in the code of the page, so you can’t see it from the landing page, but it is often used in the description of the page found in search listings. Because descriptions in search listings are cut off at 150 characters, make sure that your keyword is included early in the description and that the topic of your presentation is readily apparent from the first 150 characters. If your abstract is longer than 150 characters consider writing a 150 character version to put at the top of your abstract. Click through rate (CTR) is one factor that impacts rankings, so make your description compelling with a strong call to action to entice searchers to click through to your page.
Meta keyword tag
Like the meta description tag, the meta keyword tag is hidden in the code of the page. It isn’t thought to impact rankings much but may help alert search engines about what you page is about. Don’t include too many keywords because that is seen as keyword stuffing. Pick several words or phrases that are relevant to your webinar. They could be broader than your main keyword phrase as these will also be used in listings on BrightTALK, where they can be clicked to return a search within BrightTALK for all content that includes that tag.
Similar tips can be applied to creating your own landing page for your webinar and embedding your content on that page. If you create a custom landing page in addition to the one on BrightTALK, optimize your custom landing page for a different, but related keyword, so that the two pages aren’t competing to be listed for the same search terms. With a bit of forethought and research, you can increase the likelihood of your content being found and in turn drive more audience to your presentations.