The Latest Google Skills for Communicators on Demand

Amplify Reach with SEO, Google Ads and Google Analytics

Big changes are on the horizon for Google in 2020. It all starts with Google’s recent BERT (Bidirectional Encoder Representations from Transformers) algorithm update and pending new features across its Google Ads and Google Analytics platforms. Innovations like these can help you get more traffic and rank higher if you adjust your content strategy accordingly. Gather with your team and join this timely session with Carolyn Shelby (The Walt Disney Company), Caitlin Angeloff (Providence St. Joseph Health, formerly at DocuSign) and Alan Bush (University of California, San Diego) to ensure your Google skills are 2020 ready. You’ll learn how to take advantage of Google’s updates using timeless core Search Engine Optimization (SEO) principles, how to boost your reach with low-cost Google Ads campaigns and how to tap Google Analytics to track and increase your content ROI.

This on-demand recording is designed for communications professionals – not technology wizards. Your ability to master Google, whether it’s through paid search or organic will position you and your team for success as you tell your brand’s story in this noisy and cluttered ecosystem.

Don't miss this unique opportunity!

Session 1: SEO Fundamentals

Let’s E-A-T: How to embrace BERT with a timeless SEO strategy

Pundits are still analyzing the impact of Google’s recent Bidirectional Encoder Representations from Transformers (BERT) update and what it means to content creators. Sidestep all the theory and jump right into timeless SEO tactics using the “E-A-T framework” to help you rise in the rankings regardless of update

You'll learn:

  • How search engines work and what they're looking for (including BERT)
  • The E-A-T framework: How to use Expertise, Authority and Trust to climb the rankings
  • SEO strategy in three steps—a checklist for creating optimized content
  • What's next: How to optimize your content for mobile and voice search
  • Can't-miss online tools to help in your SEO journey

Q&A immediately follows this session.

Alan Bush, Vice President of Strategy, Ignite Visibility
Session 2: Google Ads

Next steps: Harness Google Ads to accelerate results and amplify content

SEO-rich copy doesn't exist in a vacuum. In today's pay-for-play online environment, you also have to integrate Google Ads into your long-tail organic SEO efforts if you want to see results that drive sales more quickly. Join for practical ways to maximize your reach—and minimize your spend.

You'll learn:

  • How SEO and Google Ads work together to generate more leads
  • What to budget—learn how much to invest and when
  • Simple steps to create, launch and adjust an inexpensive Google Ads campaign
  • Anatomy of a successful Google Ad—including display, video and search formats
  • Common Google Ad mistakes that can cost you—and how to fix them

Q&A immediately follows this session.

Amy Wong, Former Director of Digital Acquisition Marketing, DocuSign
Caitlin Angeloff, Social strategy director, Providence St. Joseph Health
Session 3: Google Analytics

Adjust and reassess: Use Google Analytics to prove value and improve results

Now that your content is optimized via the latest organic and paid strategies, it's time to show the value of your hard work with hard data. Join to demystify Google's always-changing web analytics platform so you can continue to expand your online presence—and make your content marketing dollars go further.

You'll learn how to:

  • Select and track the best KPIs to prove your content's value
  • Set up or improve your current Google Analytics dashboard
  • Adjust and concentrate your SEO strategy accordingly
  • Spot—and avoid—common SEO mistakes hurting your content reach
  • Pull reports that spotlight successes and impress execs

Q&A immediately follows.

Carolyn Shelby, Former SEO Manager, ESPN/The Walt Disney Co.

Closing remarks and key takeaways

We'll share the top takeaways from the summit as you prepare to implement these ideas for your organization.

Brian Pittman, Manager of Strategic Programming, Ragan Training and PR Daily



Former SEO Manager
ESPN/The Walt Disney Co.
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Vice President of Strategy
Ignite Visibility
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Social strategy director
Providence St. Joseph Health
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Topreasons to watch this on-demand recording

  • You’ll learn from the nation’s leading Google experts.
  • You’ll receive all presentations and handouts.
  • You’ll get access to an on-demand recording of the event for six months.
  • You’re guaranteed extensive, how-to instruction you can use immediately.
  • You can attend this immersive summit without having to leave your desk.


You Should Watch this if you spend anytime in the following areas:

Brand journalism • Content marketing • Measurement • Public relations • Social media • Storytelling • Writing and editing

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Cancellation Policy: Fees are non-refundable.