Google for Communicators Virtual Summit
PR UNIVERSITY VIRTUAL SUMMIT

Google for Communicators Virtual Summit

Tuesday, March 21, 2017
Noon-3:15 p.m. Central
Price: $495
Member Price: $395

A three-hour virtual workshop featuring Google's Louis Gray and SEO expert Carolyn Shelby.

Uncover the power of Google Analytics and master best practices in modern search engine optimization (SEO) in this one-of-a-kind virtual summit. PR pros are increasingly tasked with showing tangible results for their efforts—and effective PR campaigns start with meaningful data used right from the outset. Learn how to become more strategic, understand relevant metrics, use data to your advantage and master SEO to drive exposure.

Top four reasons you should attend:

  • Access to an on-demand recording after the event!
  • You'll receive all presentations and handouts
  • You're guaranteed hands-on, how-to instruction and techniques you can use right away
  • You'll attend this immersive summit without leaving your desk!

Product Code: Z17VC03
Quantity:
 

AGENDA

Noon to 1:20 p.m.
Powering your campaigns from start to finish
Louis GrayReliable data is vital to showing solid results for communication efforts. How can communicators uncover relevant research, set a measurement foundation and successfully benchmark their work? In this talk, Googler Louis Gray will explain how external communicators can become more strategic, understand relevant metrics and use data effectively.

In this workshop, you will learn how to:

  • Use Google Analytics data to uncover the content that drives traffic
  • Establish effective goals, metrics and targets for your campaigns
  • Find measurement data you can use to improve your brand's reach
  • Generate reports that accurately and powerfully track your progress
  • Craft visually appealing dashboards that will turn executives' heads
Louis Gray is the advocacy team lead for Google Analytics.

1:30-3:15 p.m.
SEO for communicators
Carolyn ShelbyThis virtual class will discuss the fundamentals of search engine optimization in language and examples tailored for communicators'public relations professionals, copywriters, marketers, etc. You will learn to see the message as a search engine "robot" might see it. Then you'll see how to craft your message in a way that will ensure that the machines understand it the same way the human audience will. You'll also look at methods for selecting which words and phrases to target to achieve your desired results, and examine when it's appropriate to use SEO to inform the content vs. letting the business case or the campaign override keyword considerations.

In this workshop, you will learn how to:

  • Understand the fundamentals of SEO
  • Understand the SEO value of press releases and how to write them to comply with search engine guidelines
  • Determine when to use a wire service to distribute press releases vs. when to directly pitch a media outlet
  • Understand how search engines decide what is "duplicate content" and how that can negatively affect SEO efforts
Carolyn Shelby is director of search engine optimization at tronc, Inc.