SEO Mastery Workshop

SEO Course Outline

Day 1 – SEO Essentials

By the end of Day 1, you will have a good grasp on how to perform Keyword Research and how to work with your content in the correct sequence of operations for maximum impact. You will have a good understanding of current on-site influences, as well as step-by-step methodology.

The day’s lessons will include:

  • Types of search: organic vs. paid
  • The anatomy of a search results page
  • The benefits of SEO
  • Our basic 6-step process for achieving results
  • Keyword research
  • The neglected free keyword (and marketing) research tool from Google (hint: it’s not the Google Keyword Planner)
  • Why content creation should be done first for humans
  • Tips for writing content, and making writing easy and fun
  • Eye tracking studies and what they tell us about writing and optimizing content
  • How Google’s Hummingbird and Panda initiatives impact content creation
  • What Google is looking for in quality content and why it affects your visibility
  • How to optimize your pages, which elements of the page are important
  • The role of meta tags, and which ones you can safely ignore
  • How on page optimization impacts the success of your search results
  • Getting your new pages indexed (and by the way, what “indexing” is)
  • Monitoring your progress (if you can’t measure it you can’t improve it)

At the end of the day we will review some student websites for live examples of areas for improvement.

Day 2 – SEO Essentials

By the end of Day 2, you will thoroughly understand how to optimize your pages manually by using our 6-step system. You will know how to create authority and relevancy, the twin pillars of success in SEO, along with an awareness of all the ways to avoid being penalized accidentally.  You’ll also learn how to get the most out of your own creative powerhouse: you!

The day’s lessons will include:

  • Working in “ranges of pages” – a non-SEO practice that can do wonders for your SEO results
  • Types of links, including do-follow vs. no-follow, branded vs. naked urls vs. keyword rich links
  • How improper use of some links can hurt you with Google
  • Internal linking strategies
  • External lining strategies
  • The key concepts of Authority and Relevancy
  • PageRank, how it changed the search engine game and made Google a multi-billion-dollar powerhouse; and why it’s less important now
  • Link acquisition, link attraction, link popularity and link bait
  • What link diversity is, and why you won’t succeed without it
  • Link discovery tools
  • The enormous impact of Google’s Penguin
  • The different kinds of site maps and how to create them
  • Search engine spam: if you aren’t a spammer, make sure you don’t accidentally look like one (if you are a spammer, here’s why you should quit)
  • Common Anti-spam guidelines
  • The benefits of blogging
  • Getting the most out of your blog
  • Tools for optimizing your blog for search
  • Why some blogs succeed, and why most fail
  • Blogging resources
  • A different kind of SEO: Local search
  • Navigating the tangled world of Google’s local search
  • The importance and pitfalls of reviews in local search
  • The crucial role of creativity in SEO and how to jump start your own creative juices
  • A group project (project depends on number of students in class and available time)

At the end of the day we will review some student websites for live examples of areas for improvement.

Go to Course Catalog for Locations, Dates and Online Registration

Day 3 – Advanced SEO Skills and Knowledge

By the end of Day 3, you will have a grasp of many more techniques that you can apply in highly competitive markets, as you learn Advanced Keyword Forensics and how to tap into search engine trends that 90% of other Webmasters miss.  You will also get have a firm understanding of local, video, and mobile SEO principles.

The day’s lessons will include:

  • Advanced keyword research: keyword “forensics”
  • Natural language processing: the crucial concept most SEOs have never heard of
  • How to think in terms of “themes,” just like Google does
  • Information architecture, what it is, and why it’s not just for website developers
  • A deeper dive into local search and local SEO
  • The local search ecosystem
  • Citations: The role of directories and data aggregators.  Ignore them and you will fail in local search.
  • More about review sites
  • How to claim and verify listings
  • Which local search factors are really important
  • More local search resources
  • Wildcards that can make or break your SEO “hand”: personalization and localization of search results
  • Concept networks and user intent.  How Google took a patented Yahoo concept and made it work.
  • Video SEO
  • Mobile search and SEO

At the end of the day we will review some student websites for live examples of areas for improvement.

Day 4 – Advanced SEO Skills and Knowledge

By the end of Day 4, you will have a powerful understanding of Google’s practices and tools, including AdWords, Webmaster Tools, Analytics, and Google+.

The day’s lessons will include:

  • An overview of Google AdWords (PPC, or pay per click): how to set up accounts, campaigns, ad groups, ads, and target keywords
  • The Google display network and where it fits in a paid search strategy
  • How to plan a successful PPC campaign
  • Understanding Quality Score
  • Landing page principles and practices
  • Dynamic Keyword Insertion
  • Google’s almost invisible social network, Google+, and why you’d better pay attention to it
  • How to get around and get things done in Google+
  • Google Authorship: it’s about more than pictures in search results
  • How to set up Google Authorship
  • Advanced Google Analytics: KPIs, tracking conversions through goals and events, filters and custom segments.  Understand how they can make it easier for even non-analytical people to get the information they need to make the right decisions
  • Google Webmaster Tools.  We’d tell you to pay for it if it wasn’t free already.

At the end of the day we will review some student websites for live examples of areas for improvement.

Go to Course Catalog for Locations, Dates and Online Registration

Day 5 - Advanced SEO Skills and Knowledge

By the end of Day 5, the entire workshop comes together and you will understand both the theoretical and practical ways of optimizing a web page with the least possible amount of steps. You will then be prepared to compete in a highly competitive market.

The day’s lessons include:

  • Are you on someone”s black list?: how to diagnose and recover from Penguin and Panda penalties
  • When and how to use the link disavow process
  • Steps for identifying duplicate content issues
  • Structured data, schema, rich snippets, and how to put them into action on your site
  • Crawling and indexing issues: the technical SEO that really does matter
  • URL canonicalization and 301 redirects
  • Source code validation and best practices for handling Javascript and CSS (Don’t worry, you don’t need to be a developer to understand what we’re going to teach you)
  • Discover how to distinguish your specific industry search landscape
  • Advanced competitive intelligence: grasping the theory and insights you need to know
  • Persuasive copywriting for the Web
  • Writing to sell
  • Effective headlines
  • Press releases and SEO
  • Social media and SEO
  • Tips for the professional SEO consultant
  • Certification EXAM

Once you complete this intensive, 5-day SEO Workshop and you have earned your official SEO Certification, you’ll be equipped with all of the exceptional skills and knowledge you need to immediately begin increasing business.

But don’t forget, even after it’s over there is still more for you yet for ongoing support including our exclusive 6-month mentoring program!

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