Tired of B2C SEO advice that misses the mark for your B2B publication? It’s time for a tailored approach! Join Erin Hallstrom, Endeavor’s Director of Content Operations and Visibility and an ASBPE board member, for an exclusive eight-part webinar series designed specifically for B2B professionals. Dive deep into crucial topics including:
- Aug. 5, 2-3 pm ET: How Search Engines Actually Work
- Aug. 26, 2-3 pm ET: Helpful Content & EEAT
- Sep. 2, 2-3 pm ET: How to Look at Your Analytics
- Oct. 7, 2-3 pm ET: Using AI for Keyword Research
- Nov. 18, 2-3 pm ET: AI & Brand Authority
- Dec. 2, 2-3 pm ET: AI Prompts for SEO
- Jan. 13, 2-3 pm ET: How to Get Leadership Buy-in
- Feb. 3, 2-3 pm ET: SEO for Freelancers
We’ll leave plenty of time for questions during each webinar and will share resources throughout the series.
Erin Hallstrom is the director of content operations and visibility for Endeavor Business Media, where she works with more than 150 journalists across 90 brands to implement SEO best practices. She is also responsible for Endeavor’s metrics reporting, where she uses her expertise in website analytics to help teams understand their data to make informed SEO decisions. Hallstrom holds multiple technical certifications in Google Analytics and regularly trains audience and marketing groups how best to utilize SEO for enhanced content performance.
B2B Media SEO Playbook Webinar Series
Registration & Pricing
ASBPE members enjoy FREE access to this entire series and all accompanying resources. Non-members can register for individual webinars at $25 each or unlock the full series for just $150. Maximize your learning and savings by becoming an ASBPE member today. Staff Editorial members pay only $75 in annual dues, granting you significant discounts on all ASBPE programming!
How Search Engines Work – Aug. 5, 2025, 2-3 pm ET
If you’ve ever wondered how your articles surface (or don’t) in Google search results, this session is for you. Designed specifically for B2B journalists and freelance writers, this webinar offers a practical introduction to how search engines process and rank online content — and what that means for your work.
What you’ll learn in this session:
- How traditional search engines like Google crawl, index and rank content
- What happens behind the scenes when search bots encounter your article
- How your site structure, headlines and content format impact visibility
- Why some B2B content ranks higher — and how to improve your chances
- The role of algorithms in producing search engine results (in plain English)
- Common SEO misconceptions and what actually matters to search engines
Who should attend:
- B2B journalists who want to better understand how their work appears in search
- Freelance writers looking to make their pitches and stories more discoverable
- Editors and content leads interested in strengthening their brand’s organic reach
This session is focused on the foundational search engine systems that still drive the bulk of organic traffic today. We will briefly discuss Google’s AI Overviews, but we will not be covering Google’s AI Mode.
Whether you’re new to SEO or just want a clearer understanding of how your content interacts with Google behind the scenes, this webinar will give you the essential knowledge you need to report smarter, pitch better and write with search visibility in mind.
Join us to demystify SEO — without dumbing it down.
Helpful Content & E-E-A-T – Aug. 26, 2025, 2-3 pm ET
Search visibility isn’t just about keywords — it’s about credibility. Google’s algorithms are increasingly prioritizing content that meets its “Helpful Content” standards, a set of quality guidelines that assess whether content is created for people, not just search engines.
What you’ll learn in this session:
- What Google’s Helpful Content guidance is — and why it matters for B2B journalism
- How to evaluate whether your content meets Google’s “people-first” standard
- A clear breakdown of the E-E-A-T framework:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
- Practical ways B2B writers and editors can demonstrate E-E-A-T in their content
- How editorial best practices like sourcing, bylines and structure impact credibility
- Common content pitfalls that may trigger Google’s quality filters
- How to create content that serves both niche audiences and search engines
Who should attend:
- B2B journalists looking to align their reporting with Google’s quality expectations
- Freelancers writing across multiple brands or verticals
- Editors and digital content leads responsible for organic search performance
We’ll explore how B2B media brands can demonstrate these qualities effectively and consistently, even within niche industry verticals. From author bios to sourcing, from editorial tone to content structure, you’ll learn what signals help establish credibility with both readers and search engines.
Whether you’re writing for a well-established brand or pitching across publications, this session will give you the tools to assess — and elevate — the perceived value of your content in Google’s eyes.
Join us to make your reporting not just readable, but rankable.
How to Look at Your Analytics – Sep. 2, 2025, 2-3 pm ET
Stop guessing about your SEO work’s impact. During this session, B2B editors will learn how to turn website analytics into actionable SEO insights.
We’ll cover the fundamentals of using platforms like Google Analytics and other tools to understand how your content is performing — who’s finding your work, how they’re engaging, and where opportunities for improvement exist. You’ll learn how to interpret key traffic and engagement metrics with an editorial lens and use that data to identify which pieces are succeeding, which need refreshing, and which might benefit from targeted optimization.
What you’ll learn in this session:
- How to use website analytics to evaluate content performance
- What key metrics editors should monitor regularly (and why)
- Tips for spotting underperforming content and opportunities for improvement
- How to connect analytics insights to editorial and SEO decision-making
Who should attend:
- B2B editors managing digital content and editorial strategy
- Writers interested in understanding how their work performs post-publish
- Content leads looking to align SEO strategy with editorial goals
What this session won’t cover:
- Deep technical SEO or advanced analytics setups
- AI-related traffic tracking or tools outside traditional platforms
This session is designed specifically for B2B media professionals working across niche topics and specialized audiences. You don’t need to be a data expert — we’ll keep the focus on practical takeaways to support your editorial strategy and increase search visibility.
Whether you’re managing a large editorial calendar or just want to make better use of what’s already in your archives, join us to connect the dots between analytics and SEO success.
Using AI for Keyword Research – Oct. 7, 2025, 2-3 pm ET
Keywords are to SEO what nouns and verbs are to sentences: you won’t rank without them. In this webinar, we’ll demystify the role keywords play in content performance and give B2B journalists and editors the tools to approach keyword research with confidence and clarity.
You’ll learn how to identify which keywords are worth targeting based on your audience, topic and competitive landscape, and how keyword intent affects search visibility. We’ll walk through the basics of keyword research, including how to spot search trends, evaluate volume and competition and uncover new opportunities.
We’ll also explore how to responsibly incorporate Generative AI tools like ChatGPT and Google’s AI Mode to support (not replace) your keyword strategy to save you time without sacrificing editorial integrity.
What you’ll learn in this session:
- Why keywords are foundational to SEO, and how they influence visibility
- How to perform effective keyword research using free and paid tools
- How to choose the right keywords for your B2B niche or audience
- How to assess keyword volume, difficulty and intent
- Tips for using AI tools like ChatGPT and Google’s AI Mode to support research
Who should attend:
- B2B journalists and freelancers looking to strengthen SEO skills
- Editors responsible for content strategy and topic planning
- Writers who want to write smarter, search-savvy content
What this session won’t cover:
- Black-hat keyword stuffing tactics or outdated SEO tricks
- Deep-dive technical SEO topics beyond keyword strategy
Whether you’re new to SEO or just looking for a more strategic approach to keyword selection, join us for practical, repeatable methods to make your content more findable by the right audience.
AI & Brand Authority – Nov. 18, 2025, 2-3 pm ET
More details and registration coming soon.
AI Prompts for SEO – Dec. 2, 2025, 2-3 pm ET
More details and registration coming soon.
How to Get Leadership Buy-in – Jan. 13, 2025, 2-3 pm ET
More details and registration coming soon.
SEO for Freelancers – Feb. 3, 2025, 2-3 pm ET
More details and registration coming soon.
B2B Media SEO Playbook Resources
Stay tuned for resources shared with our B2B Media SEO Playbook series.