SEO for Marketers: Strategies, Tactics and Trends

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

SEO Foundations

• Modern Consumer/Searcher Refresher
  • Are you meeting the most current habits, preferences, and desires of your market?
  • How current trends should influence your SEO and digital strategy
• Review SEO best practices and foundations
  • What foundations are your website and content lacking?
  • How does SEO fits into your integrated marketing mix?

EXERCISE: SEO Performance Scorecard + Documentation

Keyword Strategy and Hands-On Keyword Research

• Keyword Strategy 201
• Keyword Research Best Practices and Tools

EXERCISE: Keyword Research Tools and Extensions

SERPS Analysis and Competitive Auditing

• Learn how to do a simple and quick competitive audit
• Identify what content formats Google is prioritizing and what opportunities exist for additional visibility on both mobile and desktop

EXERCISE: Perform a Competitive Audit

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

On-Page SEO, On-Site and Off-Site Content Optimization

• How is Google interpreting and evaluating your page?
• What is in your direct control? What other factors do you need to be aware of?
• Review on-page SEO and content creation strategies.
• Learn and apply best practices and next-level techniques to optimize content on other platforms.
• Be more findable and own your area of expertise across every channel.

EXERCISE: Apply keywords, internal linking campaign, analyze off-site platforms and social media accounts.

Backlinks and Social SEO

• Off-page SEO is non-negotiable.
• Review modern backlink strategies and techniques.
• Amplification and optimization techniques
  • Improve discovery, backlinks and engagement metrics

EXERCISE: Backlink Analysis

SEO Trends

• Rich Snippets (what are they and why should you care?)
• Schema
• Voice Search
• Optimizing for Digital Assistants and Home Devices
• Latest in Technical SEO and Mobile SEO.
• E-commerce to Local businesses to Enterprise to B2B to B2C

EXERCISE: SEO Calendar and Action Plan, SERPs Analysis Part II, Activity Analysis and Insights

Measurement, Reporting and Data-Driven Insight

• What are you measuring, why, and where to look
• Google Analytics
• Google Search Console
• Data export and analysis

EXERCISE: Google Analytics, Google Search Console Analytics, Dashboard Creation and Reporting

Review and Wrap-Up

• Next Steps
  • Short-term
  • Long-term
  • Documentation

EXERCISE: SEO Calendars and Action Plan