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IoD Young Directors' Forum (YDF) Webinar - 'Search Engine Optimisation, the secret of successful Digital PR'

29 Jun 2021
IoD Yorkshire & North East Online, Online
Around 3 years ago Digital PR started to become known in the Search Engine Optimisation (SEO) industry. It started out being regarded as the correct or most effective way to approach link building, by getting national and regional publication to run a story based on some form of content you have created and have them link back to your website which contained the original content. This is what we call a “Backlink”. Digital PR is now a marketing arm in itself, it can do the following: 

Drive Ranking - This directly increases traffic to your website 
Increase in rankings means an increase in sales
Build your brand - Digital PR is unique due to its ability to hit a larger audience and get your name known by a wider audience 
You can also target a very niche market with Digital PR, both niche and wider audience targeting is recommended.
Builds trust in the brand - When you are featuring in mainstream niche and wider spread media publications, this build authority and trust. This is how you become the go-to brand in your space. 

Kostas Petrou, co-founder of Story & Search, is going to take you through five quick SEO wins to give your website a boost in search. 

Key details

Date & time: 29 Jun 2021 16:00 - 17:30
Location: IoD Yorkshire & North East Online, Online
CPD Hours:

Prices from

No Charge.

Event manager:
Ms Helena Drake
Contact phone:
0113 539 8781
Contact email:

Top 3 takeaways

1. SEO gives people what they want - digital PR gets people wanting it. They work hand in hand.

2. Digital PR is the art of taking a piece of information, be it data or any other form of content, and presenting it in a story format that journalists want to run with. The aim is for that publication to link back to your site which will drive traffic, brand awareness, sales and even more so, it will help rank your website high up on Google as Google will regard your brand as an authority in your sector.

3. SEO is a continuous process of creating quality content and ensuring the technical aspects of SEO are constantly being worked on, fixed and bettered. It takes an average of 6 months for a website to see the results of SEO but when the results do start coming in, they will be worth the wait. 


Kostas Petrou MIoD 

Kostas Petrou, the son of a former British champion boxer, was the victim of brutal bullying through high school and was homeless at 17 years old living in an abandoned building. Through sheer persistence and a will to be better he managed to find a way out of the nightmare he was living in. He started his own business at 18, hustling businesses to allow him to pressure wash their block paving. He went on to work in a variety of sales roles and then eventually crossed over into marketing. 

When he first heard about SEO, which was around 6 years ago, he heard talk about rankings which appealed to his inner competitiveness. He discovered that someone could do a continuation of steps to take a business from ranking page eight to page one, albeit within a certain length of time, he studied everything SEO. He ended up leading SEO teams up until the day he left to start his own agency.



Prices from

No Charge.


  • IoD Yorkshire & North East Online
  • IoD Yorkshire & North East
  • Online
  • Yorkshire North East

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