Foundations of Search for Communications Professionals
Covers how indexing and ranking work at a conceptual level, why press releases sometimes fail to appear in search results, and where writing quality and technical structure intersect.
6 lessons
For Communications & PR Teams
SEO Literacy for People Who Write for a Living
Siciha Suyuwa teaches communications and PR professionals how search engines evaluate press releases, executive bylines, and thought leadership content. The curriculum stays in writer's language: structure, framing, and audience intent, not crawl budgets or schema markup.
Structuring a release for both editors and search
Keyword Thinking, Not Keyword Stuffing
Translate audience language into search terms without opening a technical dashboard.
Content That Surfaces Over Time
Structure thought leadership so it stays discoverable well after the publish date.
Curriculum Overview
What the Program Covers
Six areas of focus. Each one is written for people whose primary skill is writing, and each one connects back to work you already do.
Search Fundamentals for Narrative Writers
How search engines parse language, identify topics, and connect related content. This section reframes technical concepts like relevance and intent in terms a writer already understands: audience, angle, and structure.
Press Release Architecture
Headline construction, subhead placement, and quote positioning that keep a release readable for journalists while remaining legible to search systems.
Thought Leadership & Topical Authority
Building a body of executive content that search engines come to associate with a subject area, developed one article at a time rather than in a single push.
Executive Bio & Byline Optimization
Small structural choices in author pages and bios that affect how executive content gets attributed and found.
Reading Reports Without a Dashboard Habit
What to check, how often, and which numbers are worth a comms team's attention.
Working Alongside Technical SEO Teams
Shared vocabulary and handoff points so communications staff can brief developers and SEO specialists clearly, ask better questions in review meetings, and recognize when a request falls outside their own scope.
Program Structure
How the Curriculum Is Organized
Five modules, each building on the last. Scroll to preview the sequence.
Keyword Thinking for Storytellers
Introduces a non-technical method for identifying the language your audience actually searches, using interview notes, past coverage, and executive talking points as raw material.
5 lessonsOn-Page Structure for Press Materials
Headlines, subheadings, boilerplate placement, and internal links, examined through the lens of a working PR writer rather than a developer.
7 lessonsThought Leadership and Topical Authority
How to plan a sequence of executive articles that reinforce one another, and why publishing consistently on related topics matters more than any single piece.
6 lessonsMeasurement and Reporting for Comms Teams
A practical walkthrough of the handful of metrics worth including in a monthly report, and how to describe them accurately to executives.
4 lessons
Who Enrolls
Built for Specific Roles
The program was drafted with particular job functions in mind. If your work resembles one of these, the material was written with you as the reader.
Corporate Communications Directors
Oversee executive visibility programs and need enough technical grounding to evaluate agency recommendations, brief writers accurately, and set realistic expectations with leadership about what search visibility actually requires.
PR Account Leads at Agencies
Manage client press coverage and increasingly get asked whether a release will "help SEO." This module gives a grounded answer instead of a guess.
Executive Ghostwriters
Write in an executive's voice for bylined articles and LinkedIn posts. Learn how structural choices affect whether that writing gets found by the audience it was intended for, without changing the voice or the argument being made.
Content Strategists in Comms Teams
Plan editorial calendars and need a framework for deciding which topics are worth revisiting and expanding.
Internal Thought Leadership Writers
Draft bylined content for founders and executives across departments. This role sits between journalism and marketing, and the curriculum addresses that middle ground directly, including how to negotiate structural edits with subject matter experts who are not writers themselves.
Consider Whether This Fits Your Work
Review the curriculum, read a few of our written pieces, or send a question directly. There is no obligation attached to looking.
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