Session Overview
Objective: to equip senior level communicators with the strategic knowledge to effectively lead SEO in or for an organization.
The practice of SEO has evolved, and the rate of change is ever-increasing. It’s hard enough to keep up, but one of the most significant changes is Google’s move away from simple optimization tactics to a focus on EEAT - the experience, expertise, authority and trustworthiness of web content. While marketers and web teams are scrambling to shift their SEO strategy and determine exactly what that means from a ranking point of view–this shift creates an ideal opportunity for communicators to lead SEO efforts within an organization.
This full-day in-person workshop will equip communications leaders with the strategic and technical know-how to effectively lead SEO efforts within their organization and how to consider SEO and its impact in all communications efforts.
Key Learning Outcomes
A leadership level understanding of SEO and its value to an organization, including key performance indicators and a structure to manage a cross functional team.
An approach to SEO audit and strategy techniques that align with organizational priorities
An overview of the technical knowledge and skills needed to manage staff responsible for implementing SEO
AI’s influence on SEO and how it impacts your decision making
Facilitator: Kelly Rusk
Kelly is founder and president at KRC Digital, a boutique firm specializing in marketing strategy, training and fractional CMO work. Kelly brings a diverse background in marketing and communications as a former agency owner and having worked at various startups and municipal government. With demonstrated expertise in digital, social and communications, Kelly builds adaptable strategic solutions that deliver results. She regularly leads training initiatives in branding, digital and SEO for clients locally, nationally and internationally. Kelly is also a part time professor in Brand Management and the Advertising Program at Algonquin College and Marketing Management – Digital Media Lambton College Ottawa.