The 2019 Google for Communicators Webcast

New SEO, Google Analytics and Google Ads skills to boost content ROI


Tuesday, Aug. 27, 2019
Noon-3:15 p.m. Central time

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AGENDA

Noon-1 p.m. Central time

Session 1: Google SEO

Align with Google's algorithm: How to create an SEO friendly content strategy

Most of your traffic comes from Google. Google search rewards stellar, user-friendly content. Join to align your content strategy with the search engine's latest updates to achieve greater results for every piece of content you create.

You'll learn to:

  • Understand what Google's algorithm sees when it looks for content
  • Adjust your content strategy to take advantage of Google's updates
  • Use keyword tools like Google Webmaster to create content that performs better
  • Optimize your content for mobile and voice search
  • Measure your content's success—and prove it to execs with killer KPIs
Acting deputy director of digital strategy

U.S. Department of the Interior
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1:15-2:15 p.m. Central time

Session 2: Google Analytics


Next steps: How to integrate Google Analytics into your communications

Now that you have a Google-optimized content strategy in place, it's time to become an overnight data scientist. Join for a deep look inside the Google Analytics platform, and gain the know-how you need to track, adjust and improve your messaging.

You'll learn how to:

  • Set up and deploy Google Analytics with Google tag manager
  • Pick KPIs: Top 10 analytics communicators must track—and how to do it
  • Analyze and translate metrics into action that boosts content performance
  • Spot trouble areas affecting your content reach and results
  • Create a measurement dashboard and reports you can act on
Nicole Moreo
Senior vice president for analytics
Ketchum
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2:30-3:15 p.m. Central time


Session 3: Google Ads


Tying it all together: How to use Google Ads to amplify your content

Wait, you're not done. You can create exemplary, SEO-rich content and track it—only to see you're not getting the traffic you need for effective branding and lead generation. That's where content amplification via Google Ads comes in.

Join to learn how to:

  • Integrate SEO, Google Analytics and Ads to generate more leads
  • Target intent-based audiences and see faster results with Google Ads
  • Test your messages before posting posts and creating ads
  • Apply easy steps to create, launch and adjust an inexpensive Google Ads campaign
  • Combine Google Ads with paid social media to increase conversion rates
Patrick Hodgson
Digital marketing director
Media Dean
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