Thursday, May 8
Breakout Sessions: Set I
"Amp Up Your SEO: Creating Content to Increase Your Website Referrals"
When institutions deliver relevant and valuable information they are rewarded with loyal, engaged customers or constituents. This presentation will focus on how the principles and best practices of content marketing can be used to improve search engine results for your website. By developing different forms of content around a specific topic, Carestream was able to consistently increase the volume of web site referrals, improve its click-through rate and as boost referral visitors from third-party sites and those coming to the website via social media channels. The presentation will provide public relations professionals with insight into the factors used by Google to improve their site’s SEO and show how to leverage new landing pages and inbound links to raise search engine page rankings. In addition, attendees will learn how to increase search visibility through an integrated program of activities involving social media channels, paid search, and paid social ads.
Rich Pulvino, digital media specialist, Carestream