B2B Media SEO Playbook: AI & Brand Authority

Original air date: November 18, 2025

Learn why brand awareness is pivotal in modern search, how authoritativeness is evaluated in an AI-driven landscape, and how to use AI tools to help amplify visibility, grow recognition and position your brand as a trusted authority.

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Webinar Details:

As AI-powered search and chatbots reshape how information is delivered, brand authority has never been more critical. Search engines and AI engines alike now weigh not only the quality of your content, but also how recognizable and trusted your brand is across the web.

For consumer-facing publishers and large media brands, authority often comes naturally—thanks to bigger audiences, stronger backlink profiles, and greater name recognition. But B2B media brands don’t have to be left behind. In fact, they can strategically compete by leveraging the very same AI tools and Google signals that influence authority.

In this session, Erin Hallstrom breaks down why brand awareness plays such a pivotal role in modern search, how authoritativeness is evaluated in an AI-driven landscape, and what practical steps B2B publishers can take to strengthen their presence. Learn how AI tools can be used to amplify visibility, grow recognition, and position your brand as a trusted industry leader—even in niche markets.

What you’ll learn in this session:

Why brand authority matters more than ever in AI-powered search
How AI engines and search platforms assess authoritativeness
The advantages consumer brands have—and how B2B media can compete
How to use AI tools and Google to strengthen authority signals

Who should watch:

B2B editors and journalists looking to boost brand visibility
Freelancers and contributors writing for niche industries
Content and digital leads responsible for SEO and brand strategy

What this session doesn’t cover:

Technical SEO deep dives unrelated to authority signals
Black-hat or shortcut tactics to “game” authority

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