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What do PR professionals need to know about SEO?

Location: Hill+Knowlton Strategies, 20 Soho Square, London, W1A 1PR
Organiser: PRmoment Conferences
Price: £300 + VAT for a full day's training

Course Trainer: Nick Garner, Head of Search, Unibet
Capacity: 15 people
Location: Hill & Knowlton, 20 Soho Square, London, W1A 1PR
Course requirements: You will need to bring your own laptop for this training, Wi Fi will be provided

Course objectives

  • Understand the basics of SEO and how it helps your PR activities
  • Understand how to plan PR content and strategy with SEO in mind
  • Learn to execute the SEO part of your PR plan
  • The outcome: Execute more effective PR projects by leveraging SEO properly.


Introduction: SEO basics (with PR in mind)
Planning: Where to put your content and how to link it
Action: Activation of your PR / SEO campaign and how to keep momentum
Refinement: How to build bigger, better campaigns and make SEO a process

This is a foundation course on using SEO in your PR campaigns. From here, you will be able to structure your PR projects so they are integrated with the search engine optimization.

The full program is shown beneath the booking form below.

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9.15am  SEO basics: The core concepts:
  • How search engines work
  • What signals do search engines use to rank you
  • How PR activity affects search engine rankings
  • How social media activity affects search engine rankings
  • How to find your keywords: tricks, tips and free tools
  • On site optimisation (SEO housekeeping for your site): Meta tags, Index-ability, Keyword density, Content themes
  • Why incoming links are the single most important part of ranking

Planning: Content, keywords, sites to target, placement of links

  • Content themes for your PR campaigns
  • The keywords that matter to you
  • Deciding which sites you should target: Press release distribution sites, Blogger outreach, Twitter and or Facebook or the established online media
  • What are the best quality sites possible in both PR and SEO terms?
  • Why the type of content you produce is vital for your SEO performance
 11.30am Coffee Break  
 11.45am Action: Activation of your PR / SEO campaign and how to keep momentum
  • How to co-ordinate the building of the different elements of your SEO campaign
  • Understanding how much time and resource your SEO campaign will need
  • Maintaining momentum and keeping your activities on track
  • What are the indicators that tell if your SEO campaing is working?
  • Why you should always have a ‘plan B’
 12.30pm Lunch (light lunch supplied)   

Refinement: How to create bigger SEO campaigns and how to make your SEO campaign into a process

  • How can you to scale up your SEO campaigns?
  • How to organise your SEO outreach campaign efficiently
  • What tools are available for free and what do you need to pay for?
  • How to monitor your activity
  • What are the signals that tell you something isn't right?
 2.15pm Competitor analysis: Learn from your competitors and reuse what works
  • How to use the the footprint of a competitors successful campaign
  • How to understand what ideas you can re-use
  • Understand which sites you can pitch for content and link placement
 3.00pm Coffee break  
 3.15pm Exercise: Putting it all together with a small campaign
  • Identifying the right keywords
  • What level of resource will be required
  • Identifying the right mix of SEO activities
  • Setting the objective The expected result
  • Measuring and reporting on the SEO objective
 4.15pm Tools & Resources

At the end of the day you get:

  • Suite of free SEO tools with advice on how they are useful to you
  • Blogs and reference sites to read up on
  • All the teaching notes
  • SEO cheat sheets
  • Ongoing email support for a month after the course if you have any questions or need advice on SEO/PR campaigns
 4.30pm Home time!  

Thanks to Hill and Knowlton for hosting this seminar