SEO and the Future of Content Discovery: Workshop for Marketers

Working Webinar Series

SEO and the Future of Content Discovery

Search ranking can be a powerful source of traffic for a B2B brand. It can also be a frustrating, confusing waste of time and energy. But that ends now. Get clarity on SEO in this jargon-free Working Webinar Series hosted by SEO veteran Andy Crestodina.

Andy Crestodina

July 10 | July 17 | July 24 | July 31

12:00pm ET | 9:00am PT

Series Overview

More mysterious than social media, more elusive than email, SEO is one of those marketing strategies that feels out-of-reach. Which factors drive search rankings? What SEO tactics get priority for the largest impact? And when should we not worry about SEO?

Let's set aside the technical topics and the search superstitions, and finally take the mystery out of SEO. With more than 20 years of SEO experience, Andy will guide you through the practical approach to search, rooted in research and real rankings, and explained in plain English. From the moment of searcher intent to the click on the call to action, these are the best SEO strategies for B2B lead generation and content marketing.


Session 1

The SEO Opportunity and the Search Ranking Factors

Search is unique in its ability to drive a steady stream of visitors. Yet SEO remains a mystery for many marketers. This session breaks down the factors that drive search rankings.

During session 1, you will:

  • Clearly define SEO terms in plain English to build a better understanding of the fundamentals of SEO and ranking
  • Understand the differences between search and other traffic sources
  • Walk through digital metric tracking tools to measure your SEO results for ongoing optimization

In Session 1, Andy presents search in a new light, where ranking factors are clearly explained in simple terms that will stay with you, long after the session is over.

Session 2

Competition, Keywords, and Content

July 17

12:00pm ET | 9:00am PT

It's time to understand competition the way Google does. It's more than writing—your SERP ranking depends on how well you engage your audience. Because Google knows if your visitors are engaged or not.

During session 2, you will:

  • Check authority and research keywords so you pick the SEO battles you can win
  • Indicate SEO relevance using basic SEO copywriting techniques to match what a search engine is looking for when it crawls your content
  • Go beyond SEO copywriting to incorporate target phrases, semantically related phrases, and human elements that appeal to your readers, including visuals and formatting

If the page is an SEO opportunity—and not all are—you need to go big! This session is 100% focused on the specific actions you need to take to be discovered in search. None of them are optional.

Session 3

The SEO Content Strategy

July 24

12:00pm ET | 9:00am PT

Andy unveils a content strategy that is built specifically to drive rankings, relationships, and relevance. Of the many ways to generate demand in B2B marketing, this is one of the best.

During session 3, you will:

  • Evaluate different content formats for their impact on your Domain Authority
  • Consider the impact of influencer marketing to affect your search rankings
  • Understand the value of PR and research to increase your authority and ranking potential

This session helps you build a bridge between the SERP and your next qualified high-intent visitor. Andy's comprehensive SEO content strategy makes that bridge a fast-flowing highway of continuous demand.

Session 4

SEO in the AI Era: Content Discovery and Google's SGE

July 31

12:00pm ET | 9:00am PT

Search and AI are colliding, in more ways than one. But your audience hasn't changed. Their information needs haven't changed. And their quality requirements haven't changed. So let's look at how AI can help.

During session 4, you will:

  • Use AI to improve your chances of getting discovered, connecting through content, and staying top of mind with the people who matter most
  • Use AI frameworks and prompts to get better results from SEO fundamentals
  • Get specific ideas for getting today's AI tools to recommend your brand and content to users

In reality, the most important things haven't changed. AI or not, SEO helps your audience find your brand. In this session, Andy reveals how AI can help you expand your footprint in the new digital landscape.

Headshot of Andy Crestodina

Meet Andy

Co-founder and CMO | Orbit Media

Andy Crestodina is the co-founder and chief marketing officer of Orbit Media, an award-winning, 50-person digital agency in Chicago. Over the past 20 years, Andy has provided digital marketing advice to over 1,000 businesses. He's also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

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