Original air date: August 26, 2025

Make your reporting not just readable, but rankable. This session helps you meet Google's Helpful Content Standard and demonstrate the E-E-A-T framework in your content to establish and elevate your credibility with both readers and search engines.

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Webinar Details:

B2B Media SEO Playbook: Helpful Content & E-E-A-T

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 watch:

• 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 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.

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