SEO Boot Camp Agenda

If you’re a communications professional, it’s your responsibility to get your great content found, shared and used. Join PR News on August 11 at the Westin Francisco for a one-day boot camp that will immerse you in the latest best practices in search engine optimization. You’ll walk away with action items you can immediately put to use to make your content—and your brand—competitive in the crowded digital ecosystem.

SEO isn’t magic, but adhering to the fundamentals will put your content in the position to succeed over time. At PR News’ SEO Boot Camp, you’ll get the fundamentals you need—and the inside tips that optimization experts depend on every day.

And join us the next day (August 12) in San Francisco for PR News’ Social Media 20/20 Summit.

Detailed Schedule

8:00 a.m. 8:35 a.m.

Registration & Networking Breakfast

8:35 a.m. 8:45 a.m.

Opening Remarks

8:45 a.m. 9:45 a.m.

How to Identify Keywords Your Audience Is Searching for and Employ Them Effectively

Changes to search engine algorithms have altered the SEO landscape. We have entered the era of “contextual search”—it’s not just about keywords, it’s also about the words around those keywords. This session will take you beyond “packing keywords” and show you how to use keywords that are aligned with the way Google evaluates the content and relevance.

You’ll learn how to:

  • Choose a few words that are central to a piece of content to use as keywords
  • Be faithful to the intent of your content when choosing keywords
  • Determine how often people are searching for your keywords
  • Test relevant keywords
  • Choose among a variety of keyword research tools
  • Track keyword performance
  • Research your competitors to determine which keywords they’re using effectively
  • Make sure your website is technically sound

BONUS CHECKLIST: 7 SEO Basics Every Communications Pro Should Know


Evan Prokop
Digital Marketing Manager
TopRank Online Marketing
9:45 a.m. 10:00 a.m.

Networking Break

10:00 a.m. 11:00 a.m.

How to Optimize Your News Releases

From Penguin to Panda to the Hummingbird algorithmic changes, Google’s publicly stated objective is focused on classifying and elevating “quality” content. Learn how to make sure your news releases—which remain a key tactic for communications professionals—match Google’s definition of quality content.

You’ll learn how to:

  • Craft headlines for news releases that result in greater pickup
  • Leverage your lede so it organically appears in your meta description
  • Use the essential elements of storytelling in your news releases to improve search rankings
  • Craft a “nut graph” that reinforces keywords and content themes
  • Adapt your news releases to the content preferences of Google’s Hummingbird algorithm update
  • Link from important keyword phrases and develop an effective linking strategy that builds credibility for your content with Google’s search algorithm

BONUS TIP SHEET: How to Manage Internal Feedback About Your News Releases


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Joe Serwach
Managing Director
11:00 a.m. 11:45 a.m.

How to Apply SEO Tactics to Social Media Content

To optimize your brand’s social media presence, you need to learn how to reinforce the credibility of your content and understand how all content is interconnected in the digital ecosystem. In this session, you’ll learn how Google’s increased emphasis on “authorship” affects the prominence of your social media content, and more.

You’ll learn how to:

  • Establish “authorship” on Google to maximize social media optimization
  • Make sure all of your digital presences are linked and work off one another
  • Use third-party tools to understand and reinforce your online presence
  • Use Google+ to boost your search rankings
  • Engage in the kind of social sharing that correlates to inbound links to your site


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Sahana Jayaraman
VP of Digital and Social
11:45 a.m. 12:00 p.m.

Networking Break

12:00 p.m. 1:00 p.m.

Luncheon Keynote: Finding SEO Success Through a Network of Influencers

Philippe Guelton has helped guide SheKnows to success in a crowded media environment through an SEO-based content strategy that has made it the largest online community for women 25-54. In his keynote address, the SheKnows CEO will share takeaways from the company’s revamped website and SEO approach, which will focus on a new network of influencers. You’ll learn how you can build a network of influencers, and how these influencers can create amazing SEO opportunities through their trusted content and networks of followers.


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Philippe Guelton
Chief Executive Officer
1:00 p.m. 1:15 p.m.

Networking Break

2:15 p.m. 2:30 p.m.

Networking Break

3:00 p.m. 3:30 p.m.

Putting It All Together: How to Execute a Successful Social Strategy That Connects Your Content to Your Audience

There are many moving pieces in between your brand and your audience. Occasionally you stumble into your audience; even rarer is they happen across you. Navigating the terrain between them and you, back and forth, requires strategy, communications, execution, luck and—more than just tolerance—enthusiasm from your executive team. This session will review some of the key points from SEO Boot Camp, and also address:

  • How to develop a great social strategy that optimizes your organization’s profile—even if you lack time, money and resources
  • Steps toward audience-centricity
  • Ideas on real-time marketing: let the Internet work for you
  • Moving executives from ROI skepticism about social media to business driver enthusiasm


Todd Wilms
Digital Marketing and Strategy Executive
3:30 p.m. 3:40 p.m.

Key Takeaways From the SEO Boot Camp

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