Improve Search Optimization: Digital Experiences That Drive Results, Part 2

Course Overview

Improve Search Optimization: Digital Experiences That Drive Results, Part 2
Originally Broadcast On:
August 29, 2018
Time Estimate:
One hour for the main presentation and questions. Sometimes presenters stay longer to answer additional questions from participants.

You can enroll in one of these five seminars at $29.95 each or buy the whole training package of five webinars at $120. (This is a $30 discount or one webinar for free!)

About Webinars

In this virtual classroom, participants can join in a seminar led by Poynter faculty and visiting faculty. This screencast includes live audio and a slideshow presentation in which participants can post questions and respond to poll questions posed by the host.

This Webinar was originally broadcast on:
August 29, 2018 Enroll Now
Watch and listen to the original one-hour Webinar in its entirety. This Webinar recording features the full presentation led by Poynter faculty and visiting faculty including Q&A from the audience and resources from the presenter.

Audiences encounter digital content organically (i.e., not through paid placement) through:

  • Search
  • Targeted direct outreach
  • Social media

This segment, part 2 of the "Digital Experiences That Drive Results" series, discusses strategies for maximizing results through search optimization.

Part 1 of the series introduces content development using voice and depth to target and engage audience segments. Part 3 teaches participants to target audiences using direct outreach via newsletters and mobile. Part 4 takes a deep dive into engaging audiences via social media. The series concludes with an introduction to methods and tools that help drive measurable results.

Enroll in Training Package and Save

These five webinars are available individually, at $29.95 each or as a series. Buy the complete training package of five webinars at $120; the $30 discount essentially means one webinar is free.

In This Series:

What Will I Learn:
  • An understanding of the user experience of discovering content through search engines
  • A high level explanation of how search engines operate and deliver results
  • Which key performance indicators (KPIs) are associated with search-generated engagement
  • Strategies for improving overall site optimization that can help boost all content
  • Strategies for optimizing individual pieces of content
  • Which tools to use to strategically optimize content for search
Who Should Take this Course:
  • Professional journalists across platforms, at all career stages
  • Academic journalists (professors and students)
  • Brand journalists (e.g., public relations leaders, self-publishing organizations, etc.)
  • Freelance journalists, bloggers and marketing professionals who are looking to develop content marketing skills
Course Instructor:

Crystal L. Lauderdale

Crystal L. Lauderdale is a multimedia journalist turned digital marketing and communications leader who likes to stay at the cutting edge. She is passionate about helping innovative organizations grow and succeed and has built multiple creative teams and strategies to achieve measurable results, reaching audiences that range from tech-native Gen Z-ers to parents, legislators, business leaders, investors, media and the general public. Crystal has spent most of her career in entrepreneurial and tech environments like the New York Times Regional Group, AOL’s and Florida Polytechnic University, a brand-new state school dedicated to emerging fields in science, technology, engineering and math. Presently, Crystal is Director of Content Strategy at Alvarez & Marsal, a global professional services firm providing leadership, problem solving and value creation for companies across industries and around the world.

Technical Requirements:

1.4GHz Intel® Pentium® 4 or faster processor (or equivalent) for Windows 7, Windows 8 or Windows 8.1 or later
512MB of RAM (1GB recommended) for Windows 7 or Windows 8
Microsoft Internet Explorer 8, 9, 10, 11; Mozilla Firefox; Google Chrome
Adobe® Flash® Player 11.2+

1.83GHz Intel Core™ Duo or faster processor
512MB of RAM (1GB recommended)
Mac OS X 10.7.4, 10.8, 10.9
Mozilla Firefox; Apple Safari; Google Chrome
Adobe Flash Player 11.2+

1.5 Mbits/sec up and down. We strongly suggest viewing our webinars with a wired connection.

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This webinar contains audio. Please adjust your headphones or speakers.

Questions? Read our Webinar FAQ or contact us at

You can watch our Live Webinars on your iPad with a free Adobe Connect app. To watch webinar replays, your iPad must be able to view Flash media players. The Live Webinar experience on your iPad is very similar to watching it from your computer. You can watch the video, follow the presentation, respond to polling questions, ask the presenter questions and participate in any discussion forums.

Download the free Adobe Connect app from iTunes here. To access the live event, click on the "Join Live Event Now" button on the Webinar landing page. The virtual room will automatically load. Viewing recorded webinars on iOS devices is not currently supported.