B2B Media SEO Playbook: How Search Engines Work

Original air date: August 5, 2025

Demystify SEO without dumbing it down. This session takes you back to basics on how search engines actually work and how your site structure and content format impacts visibility.

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Webinar Details:

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 watch:

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.

This archived webinar is free for ASBPE members.

Speaker:
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 (Series)

Tired of B2C SEO advice that misses the mark for your B2B publication? It’s time for a tailored approach! Join Erin Hallstrom, EndeavorB2B’s Director of Content Operations and Visibility and ASBPE board member, for an exclusive eight-part SEO webinar series designed specifically for B2B professionals. Dive deep into crucial topics including:

How Search Engines Actually Work
Helpful Content & EEAT
How to Look at Your Analytics
Using AI for Keyword Research
AI & Brand Authority
AI Prompts for SEO
How to Get Leadership Buy-in (the Why, the Benefits, the Results)
SEO for Freelancers