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Search Marketing Course


Search Marketing Course Overview


SEO isn’t dead, but it is constantly changing. To get ranked (and stay ranked), site owners need to create websites that focus on putting user experience first. In this course, you’ll learn how to develop a comprehensive organic traffic strategy that will stand the test of time—covering topics such as designing for user experience (UX), 8 ways to earn links from reputable sources, and how to optimize for traffic from a variety of channels, including Google, Bing, Pinterest, YouTube, and more!


What You’ll Learn


  • Review the evolution of search marketing, the 3 big players in the game, and Intent-Based SEO
  • Discover the intent behind your user’s search query so you can provide the assets that solve their problem
  • Learn how to optimize your search traffic on smaller platforms such as YouTube, Amazon, blogs, iTunes, review sites, and Pinterest
  • Conduct a 23-Point Search Marketing Audit that will help you optimize traffic coming to your site from Google and Bing
  • Use 8 strategies to earn mentions on the web from reputable sources through competitive and primary research

Course Outline

Start Here:

  • From the Instructor
  • The Content of this Course
  • The State of Search
  • The 3 Players
  • Discoverability and Availability
  • What Are Search Queries?
  • Search Marketing Goals
  • Introduction To Earned Media and Link Building
  • Introduction To UXO and RXO
  • Intent-Based Search Optimization (ISBO)

The intent, Context, and Assets:

  • Intent, Context and Assets: The Big Picture
  • How We Use Search Engines
  • The Tyranny of Physical Space
  • The Long Tail of Search
  • Intent-Based Keyword Research
  • Finding Intent And Context
  • Building Customer Avatars
  • Intent-Based Avatars
  • Keyword Research Tools
  • Keyword Modifiers
  • Intent-Based Keyword Research: Example 1
  • Intent-Based Keyword Research: Example 2
  • Choosing Assets

Channels, Optimization & Ascension:

  • Channels, Optimization And Ascension: The Big Picture
  • Choosing The Right Channel
  • Ascension As Optimization
  • Channel Optimization: Web Page
  • Channel Optimization: Blog
  • Channel Optimization: Amazon Product Page
  • Channel Optimization: YouTube
  • Channel Optimization: Pinterest
  • Channel Optimization: iTunes
  • Channel Optimization: Review Sites

Experience Optimization (UXO and RXO):

  • Experience Optimization: The Big Picture
  • About Content Management Systems
  • Domain Audit: Site Command
  • Domain Audit: Google Webmaster Tools
  • Domain Audit: Google Analytics
  • Domain Audit: Sitemap
  • Domain Audit: robots.txt
  • Domain Audit: Backlinks
  • Domain Audit: 404 Page
  • Domain Audit: Internal Site Search
  • Domain Audit: Navigation
  • Domain Audit: Accessibility
  • Domain Audit: Mobile
  • Domain Audit: Value
  • Page Audit: Layout & Design
  • Page Audit: Mobile
  • Page Audit: Keyword Targeted
  • Page Audit: Keyword Cannibalization
  • Page Audit: Cross-Linking and Siloing
  • Page Audit: Share-ability
  • Page Audit: Duplicate Content
  • Page Audit: Stranded Page
  • Page Audit: Redirects
  • Page Audit: robots.txt and Meta robots
  • Page Audit: Page Load Speed

Earned Media and Link Building: