B2B Media SEO Playbook Series – American Society of Business Publication Editors

ASBPE's B2B Media SEO Playbook

Tired of B2C SEO advice that misses the mark for your B2B publication? It’s time for a tailored approach! Join Erin Hallstrom, Endeavor Associate Director of SEO Strategy and 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 associate director of SEO strategy 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.