This Master Class covers:
- How SEO can support your content marketing efforts
- How to identify key phrases that are important to your audience, and estimate the competition for each
- The tools and resources you can use to identify topics relevant to your audiences' needs
- How to measure the Domain Authority (DA) of your site and the Page Authority (PA) of your content
- Techniques for boosting your DA through collaboration, outreach, and PR
- When and how to measure what matters, with metrics like rankings, click-through rate, organic traffic, engagement, dwell time, conversion rates, and more
- How to analyze data from google analytics and other tools to pinpoint the best opportunities for better results from search
You know that Search Engine Optimization (SEO) drives traffic, increases awareness, and builds demand, authority, and trust. But, to reap these rewards, you must understand how SEO works. Don't worry, it's less complicated than you think!
You'll walk away with the confidence to guide the SEO efforts in your organization: setting the strategy, creating the content, and measuring the business impact. And, you'll be able to bask in the knowledge that you're making every piece of content count.
MASTER CLASS LESSONS
Complete each of the following lessons to earn your certificate of completion.
The Power of SEO: Attracting Customers... Organically!
Organic or paid? Or to put it another way: content marketing or advertising? In this lesson, you'll learn the difference between the two and how you can use the power of search to drive customers to you (and save a buck or two).
How Search Engines Work: Breaking It Down (And Acronyms Too)
In this lesson you'll learn the foundation of SEO: How search engine algorithms work and the anatomy of a search results page. You'll also get a breakdown of acronyms so you don't have to keep googling SERP, SEM, or CTR.
How To Rank: An Overview of Search Ranking Factors
There are two super important factors (essential, really!) when it comes to ranking. In this lesson, you'll learn what those two factors are, and their key components that will help your rankings go up.
Why We Search: Intent, Keyphrases, and Pages (Oh, My!)
Why do we search (this isn't a trick question)? In this lesson we'll look at three reasons people search so you can understand their intent—and direct them to where they want to go.
Identifying Topics and Keywords: Using Online Tools
Knowing what people are searching for is not as difficult as it once was! In this lesson, you'll learn the various research tools you can use to find the topics and keywords you should be weaving into your content marketing.
Identifying Topics and Keywords: Using Your Audience
Simply listening to your audience can uncover a gold mine of keywords. In this lesson, you'll learn how to tap into the minds of your audience (and collect the data they provide), whether it's in meetings, via email, or from phone conversations.
Estimating Competition: How Do You Measure Up?
Fighting for a search term is only okay if the fight is fair. In this lesson, you'll learn what tools you can use to help you analyze your authority and weight over your competition.
From Search to Site: Incorporating Keyphrases FTW!
We're familiar with the phrase, "put pen to paper," but when it comes to SEO it's all about where to put keyphrases on your site. In this lesson, we'll review the best places for you to incorporate keyphrases to help you create relevant webpages.
In the Eye of the Beholder: How Google Evaluates Quality Webpages
Want to know what exactly Google is looking for? In this lesson, you'll learn what Google values in a webpage and the key things you can do to ensure your webpage is Google quality.
Links and Authority: Understanding the Value of Links
There's more than meets the eye when it comes to links. In this lesson, we'll learn about the different types of links (natural vs. unnatural) and what your links must have to ensure they're good to go.
How to Increase Your Domain Authority by Building Links
Need to bulk up? Building links takes time. But in this lesson you'll learn some quick ways to build more links (the good kind!), helping you to increase your domain authority.
How to Increase Your Domain Authority by Attracting Links
Creating new links is one way to increase domain authority, another is attracting links. In this lesson, you'll learn how content and influencers combined can help drive authority. You'll even get a step-by-step approach to do it.
Secrets to a Successful Content Strategy to Boost SEO
Your overall content strategy can have a major impact on your SEO. In this lesson, you'll learn how successful content strategists develop an overall content plan—from mission statement to topic research—that positively impacts SEO... and how you can too.
Just Enough Tech: What Non-Techies Need to Know
We're not going to get all techie, but we do need to understand the implications of some non-techie, technical factors. In this lesson, we'll review these factors are and eliminate any issues that might impact your ranking.
Ongoing Optimization: Updating Content and Defending Pages
There is always room for improvement. (Not you, you're perfect—your site.) In this lesson, you'll learn two ways you can optimize your site for search (and save time).
Analyzing Traffic: Monitoring KPIs for SEO Success
KPIs are only effective if you plan to measure... so let's measure! In this lesson, you'll learn the different KPIs you can set, and what tools you can use to gather the data needed to measure success.
Tracking Success in Google: Links and Authority
In this final lesson, you'll learn how to track your links and domain authority, including tools you can use, so that your site is credible in the eyes of the almighty Google. We'll also look at how often the traffic from your links results in a lead.
YOUR INSTRUCTOR: Andy Crestodina
Andy Crestodina is a co-founder and the CMO of Orbit Media, an award-winning digital agency. Over the past 20 years he has provided digital marketing advice to 1,000+ businesses. He is the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
Program Advisor: Nadya Khoja
Nadya Khoja is the chief growth officer at Venngage, increasing their revenues from 6 figures to $10M. Her passion for content marketing, SEO, and growth strategies has inspired her to speak at multiple conferences.
Program Advisor: Greg Jarboe
Greg Jarboe is president and co-founder of SEO-PR, which has generated award-winning results for companies such as Harlequin Romance, Parents magazine, and Southwest Airlines, among others. He's the author of YouTube and Video Marketing and one of 25 successful gurus profiled in Online Marketing Heroes.
Instructional Designer: Felicia Bonavita-Isoldi
Felicia Bonavita-Isoldi, senior program manager, oversees instructional design for MarketingProfs training program and develops content to help marketers bridge the skills gap. Previously, she worked at United Business Media, one of the world's leading tradeshow organizers.