Over the past few years, internet marketers have had to radically change their Search Engine Optimization (SEO) techniques. It used to be necessary to just put a few keywords into a page and then build links back to that page to rank well in the search engines.
However, now Google pays more attention to user intent and video marketing to rank pages. In this respect, webinars offer the perfect solution to boost your SEO efforts and effortlessly build links back to your website or blog.
Why are webinars one of the best ways to maximize your online digital footprint and build quality links back to your site? The answer to this is knowing what the latest trends in SEO actually are.
The Latest Trends in SEO
Since 2015, Google has been paying more attention to quality content on websites in order to separate high-authority sites that provide great user experience from poor sites that try to manipulate Google.
For example, websites that provide comprehensive answers to a user’s questions will rank far better in search engine results than ones that provide short, bulleted answers. In addition, how a user interacts with the website sends strong signals to Google about user experience.
One way that internet marketers can increase the value to their users is by incorporating high-quality content, video, and images into their websites. This will encourage users to stay longer and also share the content that they have found.
Link building is still an important signal that Google uses to rank the quality of your website. However, the trend continues that quality of inbound links always trumps quantity.
In what way do webinars play a vital role in your SEO marketing and link building strategies?
The Importance of Webinars for SEO and Link Building
There are a number of ways that you can leverage webinars to take advantage of the latest trends in SEO. Here are the main ones.
When your presentation is over, you should send out a post-webinar survey to gauge how your audience benefited from attending the webinar. Of course, these comments provide you with valuable information to continually tweak and improve your webinar presentations.
However, these testimonials can provide valuable reviews for your website, which signal to Google a positive user experience. So make sure and include these reviews as in indication that your site is credible and of high quality.
Repackage Webinars for SEO
One of the benefits of webinars for SEO is that they can be repackaged in so many ways and then distributed to various social sharing websites.
Remember that people are looking for answers to their questions and if you have conducted a webinar, you have a lot of content that you can reuse and repackage to answer users’ specific questions.
One way to do this is to have your own YouTube channel where you upload short video clips of your webinar. You can break down a recorded webinar into smaller videos. For example, a 60-minute webinar could be broken down into a number of short videos lasting 3-5 minutes. You can then upload them to YouTube and use specific keywords to describe the content. Very soon, you will see that your videos are ranking for specific queries from users.
Even your Q&A session can be broken down into short videos, each of them answering a specific answer.
Google also pays more attention to having unique images on your website. Therefore, use the slides that you created in your webinar to make your content more interesting and give even more positive signals to Google that your site is worthy of being on the first page in the search engine results.
Use Your Transcript for High-Quality Content
You can use the transcript of your webinar presentation to create high-quality long articles for your website.
It used to be the case that shorter articles were seen as being more user-friendly. While that is maybe the case for a regular blog, there is a trend that internet users are willing to spend time reading long articles that are interesting and engaging. Google is now picking up on these trends and rewarding websites accordingly that have longer articles between 1,200 and 1,500 words
A 60-minute webinar presentation could contain anywhere between 7,000 and 10,000 words. Just think of the amount of fresh content that instantly gives you for your website! These positive signals will be picked up by Google and you will see a boost in your rankings and a rise in traffic to your website.
The Importance of Webinars for Link Building
When webinars are repackaged for uploading to various social media and social sharing websites it automatically increases the amount of inbound links from high-quality websites. Therefore, one webinar can provide you with backlinks from YouTube and other video sharing sites.
If you post videos to Facebook, Twitter, Instagram, and other social sharing sites, you are more likely to have this content liked, shared, and commented on. All of this benefits your link building and SEO strategies.