Not every press release is created equal, at least not in the eyes of a search engine. If you decide to market your webinar through a press release, knowing how search engines work is critical. Below are some tips to help your press release rise to the top of the list when some company executive or manager surfs the web to keep up with the newest thing in the field.
- Use keywords in the title: Remember no one will be using the word "webinar" in their news engine search. If your company is well known, they may be looking for news on that as well. Use something like "Spud Corp. Offers Webinar for Hazardous Waste Engineers Handling Toxic Organic Compounds".
- Repeatedly mention keywords in the first paragraph: The first paragraph is where search engine rubber meets the road. It where they decide what the press release is all about. Use as many alternative spellings as you can, just in case a searcher might use "computer" instead of "IT". Whatever you do, don't use any keyword more than five times because the search engine then begins to think this is commercial span as opposed to a real news item.
- Put a worded hotlink to your site in the first paragraph: Most business news readers only scan the first paragraph, so no matter how much you want to put down all the info and then put the contact link at the bottom of the page. Don't do it. Associate your link with some well worded prose in the first paragraph where it is more likely to be seen and in such a way that it does not look like "marketing".
- Put some keywords in your hotlink: Search engines actually read the words in your hotlink not only to determine how to rank your press release, but also see if your landing page (which should be the webinar registration page) should be listed on the search engine.