Co-Optimization in the Age of Convergence


Online registration for this event is now closed.  If you would like to be added, please email [email protected].



Date: Thursday, April 29
Time: 9:00-10:00 a.m. CST
Location: Virtual
Cost: FREE for Members; $10 for non-Members

In an effort to fuel a new level of representation and inclusion at our events, we would like to extend a special invitation to our BIPOC community to attend as our complimentary guest. If you are or know a BIPOC professional who would like to attend, please contact us at [email protected]


The paid and organic search algorithms are increasingly drifting closer. Over the past few years marketers have been doing the same, inching their way to co-optimization strategies. But in 2021 it’s no longer a choice. Join the April keynote for real-world examples of teams working across expertise in paid search, SEO, and social media areas of expertise working together to drive success.

Specifically, attendees will learn:

  • How organic optimizations not only improve your rankings, but ALL site traffic.
  • Why Google’s featured campaign types will only work if you have a sound SEO strategy.
  • How to leverage paid data for organic optimizations.
  • Why search term data is becoming increasingly limited and what this means for marketers.
  • The importance of reporting across channels, not just in SEO and paid silos.

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SKU: April-2021-Keynote Category:

Our Guests

Lauren Beerling
Lauren Beerling, Associate Director, Performance Media – Paid Search at Collective MeasuresLauren Beerling leads the agency’s paid search practice and is a direct response expert in channels like Google, Bing, Facebook, and Instagram. Each day she reaches beyond simply optimizing campaigns to consider the bigger picture and its effects. The end result: she drives exceptional outcomes that positively impact her clients’ businesses and ensure they win in search.

Katie Tweedy
Katie Tweedy, Content Marketing Supervisor at Collective MeasuresKatie Tweedy firmly believes that when it comes to content, everything is rooted in data. With experience on diverse brands, she creates content strategies that maximize search visibility and engage audiences throughout their consumer journey. As a content marketing and strategy supervisor at Collective Measures, Katie brings a strategic and genuinely enthusiastic approach to all things content marketing.