In this session, you’ll get an overview of the fundamentals of any SEO plan for communicators, including how to perform an SEO audit with technical and content creation in mind; how to audit competitors and build links to enhance SEO; and reputational management tactics that lead to owning first-page results.

Are you caught up with Google algorithms? In this session, you’ll learn about the newest updates from Google, tips on tracking algorithmic shifts, and what it all means for public relations practitioners. You’ll learn how Google’s AI policies factor into it all, as well as the latest update on SGE, its Search Generative Experience initiative.

The proliferation of AI-generated content, originating from LLMs and beyond, is transforming the way consumers search for and receive information. Learn how to navigate this new frontier by better understanding the state of AI search and the factors that may lead to success. You’ll come away with knowing the differences between generative AI chatbots, AI search and search-engines; EEAT, MEEEAT, and overlapping factors between SEO and GEO; and more.

This session will outline and feature the most up-to-date SEO tactics and tools for PR professionals. Plus, our speaker will address how to measure success from a PR perspective; outline key metrics associated with PR-driven SEO activities; provide examples of measurement reports and SEO-driven campaigns; and demonstrate its value to leadership.

As consumers migrate to online and social communities, PR pros must tap into new opportunities to reach target audiences—many of whom are searching for information outside of search engines. This session will cover the search optimization tactics inspired by key areas of SEO disruption, including social media communities—such as Reddit—that are increasingly instrumental in shaping the narrative.