Search Marketing School

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As a marketer, getting found in the clutter of the 15+ billion sites on the web is one of the biggest hurdles you struggle to overcome. How can you make your company stand out in the crowd?

MarketingProfs University's Search Marketing School is a 10-class course that answers this very question and will help you get up-to-speed on the new golden rules of search engine marketing.

You'll get an overview of Google's lengthy list of changes—everything from algorithms to graph search—and how your business can make the most from them. You'll learn how to master Google Analytics, for real. Even how to use video and visual content to pull in traffic. You'll learn to use search to get the results you want.

Unlike many other online courses, MarketingProfs University is taught by search specialists like Justin Cutroni from Google, Doug Antkowiak from Cobalt, and Ian Lurie from Portent. Together they'll not only provide invaluable instruction, but will answer your questions and network with you in our exclusive Search Marketing School Course Facebook group. Check out the class descriptions below and register now to put the new golden rules of search to work for your business.

How does it work? Search Marketing School includes 10 classes (each 60 or 90 minutes long). The first class will be broadcast live. The 9 remaining classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months.

Each class can be viewed on demand, so you can watch (and re-watch) at your convenience. You'll have access to the class lecture and Q&A (streaming media), as well as support materials such as the slide deck (PDF), the audio track (MP3) (so you can listen to the lectures on other devices), a transcript (PDF) and a "cheat sheet" (PDF).

Once you view all of the classes, you can download a Certificate of Completion (PDF).

As a Search Marketing School student, you'll also receive these free course materials (over $1,000 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)
  2. Picture Perfect: How to Manage Your Brand's Online ReputationMarketingProfs How-To Guide: Picture Perfect: How to Manage Your Brand's Online Reputation (a $49 value)
  3. PRO Seminar: The Fundamentals of Paid Search (a $129 value)
  4. PRO Seminar: The 10 Most Common SEO Mistakes Marketers Make (a $129 value)
  5. PRO Seminar: The Next Generation of Landing Pages (a $129 value)
  6. Take 10 Video Tutorial: Six Quick Tips for Writing SEO-Friendly Content (a $10 value)
  7. Take 10 Video Tutorial: Five Powerful SEO Tips for Getting Your Mobile Apps Ranked (a $10 value)
  8. Plus, 4 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $516 value)

Search Marketing School includes these 10 classes (most are 60 minutes), plus the live Q&A closing session:

  1. OVERVIEW: SEO in 2013—Current Trends and Future Predictions
  2. ANALYTICS: How to Sharpen Your Digital Measurement Skills
  3. AUTHENTICITY: Author Verification—Validate Your Work on Google and Around the Web
  4. LINKS: Link Building for Keyword Ranking
  5. VIDEO: How to Use Video and Visual Media to Rise Above the Noise
  6. SEO: Onsite and Technical SEO for Marketers
  7. MOBILE: Paid Search and Mobile Targeting for Your Business
  8. LOCAL: Is Your Business Dining at the Local SEO Buffet?
  9. STRATEGY: Pulling Together Your Digital Strategy
  10. PPC: How to Get a Profitable Start in Paid Advertising
  11. Q&A TWEETCHAT: Ask and Ye Shall Receive

Plus, you'll get these 4 bonus classes from previous courses. You can access the recordings as soon as you register.

  1. STRATEGY: Why Your Online Strategy Really Is Your Business Strategy
  2. REFERRALS: How Giving Away Content Will Build Your Business
  3. COPY: The Importance of Good Copy and Continued Testing
  4. CAMPAIGNS: 3 ... 2 ... 1: Liftoff! Launching your PPC Campaign


SEO in 2013: Current Trends and Future Predictions

Jayson DeMers—Founder and CEO, AudienceBloom, LLC

SEO is quickly evolving; in just the past two years we've seen the entire industry shaken to its core, changing the tactics and strategies SEO professionals are using. But what, exactly, has changed? Which strategies are working now? Which ones will be working five years from now? In this class, you'll get a brief history of the SEO industry, followed by a thorough walk-through of the industry's most effective strategies today and going forward.

You will learn:

  • The three essential pillars of SEO
  • Tactics and strategies that work right now
  • Tactics and strategies that you'll be using five years from now
  • How Google has changed its algorithm, and what we can predict based on those changes

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How to Sharpen Your Digital Measurement Skills

Justin Cutroni—Consultant; Writer; and Analytics Advocate, Google

In the fast paced digital world, our ability to measure and optimize online marketing changes as quickly as the digital landscape and measurement tools do. From Google's Enhanced Campaigns to innovation in Google Analytics, we continue to gain new ways to market and measure our business. Are you staying current and getting the most insight out of readily available data?

You will learn:

  • The latest measurement advances in the digital analytics world
  • The mechanics to fully understand the performance of your SEO and PPC campaigns
  • How to create a toolbox of custom reports, dashboards, and advanced segmentation techniques

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Author Verification—Validate Your Work on Google and Around the Web

Doug Antkowiak—SEO Specialist II, The Cobalt Group

You author content, but are you a verified author? Google and other web services now offer author verification programs for content creators to authenticate their written work. In this class, we'll show you which author verification services you should use (and why) and how these programs will help you gain a larger audience.

You will learn:

  • What authorship verification means for bloggers and content creators
  • How to confirm authorship verification for Google and other services
  • How to use authorship analytics tools to optimize future content

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Link Building for Keyword Ranking

Julie Joyce—Owner and Director of Operations, Link Fish Media, Inc.

Google's algorithm was built on the importance of links. Although many other factors have come into play over the last few years, links are still considered to be one of the most critical parts of any online marketing campaign. But how, exactly, do links factor into helping you rank? What are the different types of links, and why do they matter?

You will learn:

  • Ways to choose keywords for your anchor text
  • How to coordinate link building with the rest of your SEO efforts
  • Tips to analyze your links and formulate the best strategy for your site

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How to Use Video and Visual Media to Rise Above the Noise

Ezra Fishman—Director of Marketing, Wistia

When Google moved to a universal search model that included mixed-media results, we assumed that video was going to magically propel us to the top. The reality, however, is that it takes a smart approach to get a measurable SEO benefit from visual media. In this class, you'll learn best practices for using visual media to influence SEO, as well as some specific tactics that work particularly well.

You will learn:

  • Why search engines love rich media—and when they don't
  • How to get your media to show up as rich snippets
  • How visual media helps improve your domain ranking

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Onsite and Technical SEO for Marketers

Geoff Kenyon—Lead Consultant, Distilled

A technically sound site is critical to the success of your SEO efforts, as it is the foundation on which all other digital activities rest. Although "onsite SEO" and "technical SEO" may sound like dirty words for a marketer, a basic understanding of these terms will help you identify pain points for your site and can yield significant SEO improvements. This class will empower you to work with your developers to ensure your site is technically sound for SEO.

You will learn:

  • Onsite and technical SEO best practices
  • How to identify technical and onsite optimization problems
  • How to improve your site's SEO architecture

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Paid Search and Mobile Targeting for Your Business

Nick Weidman—Senior Paid Search Acquisition Manager, WordStream

As mobile devices increasingly become a part of everyday life, business owners are struggling to understand how to best reach their customers and meet business goals using mobile. Google has begun a dramatic shift to help people understand how to advertise through this rapidly changing channel. For those wondering how mobile can fit into your business, this class is for you.

You will learn:

  • How to set up and manage paid advertising on mobile devices through Google AdWords
  • How to measure mobile results in relation to business goals
  • How to interpret results and ensure future profitability

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Is Your Business Dining at the Local SEO Buffet?

Dan Garfield—Senior Brand Manager, OrangeSoda; Site Architect; and Online Marketer

In the 'good old days' of SEO, every query resulted in national competition. Now, with 43% of searches on Google having local intent, search engines heavily segment results and focus on delivering relevant local results. Consumers are starving for more geo-specific results; the problem is most businesses don't know how to effectively feed their appetites.

You will learn:

  • How to optimize your website for local SEO
  • The important local profiles you need to keep for your business
  • How to address the complexities of multiple bricks-and-mortar locations

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Pulling Together Your Digital Strategy

Ian Lurie—CEO and Founder, Portent

Internet marketing can often involve a number of channels, locations, and tactics. Somehow, you need to pull them all together into a cogent digital strategy; otherwise, you'll face siloing, poor campaign performance, and the inevitable, "I thought you were handling it ..."

You will learn:

  • How to place and prioritize different channels into a unified strategy
  • How to select key performance indicators that work across all channels and tactics
  • A way of thinking about marketing that's future-proof and focused

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How to Get a Profitable Start in Paid Advertising

Elizabeth Marsten—Senior Director of Search Marketing, Portent, Inc.

In a nutshell, pay-per-click (PPC) is quite simple: You determine some keywords, write an ad, and if someone clicks your ad, you pay for that click. It's still that way—sort of. The PPC platforms of Google AdWords and Bing Ads have a lot to offer beyond that nutshell, though it's no longer as simple as just "buying" keywords for clicks. Get your PPC set up right from the start; avoid the common pitfalls and harness some of the free tools offered by the platforms, and see your PPC soar instead of falling flat.

You will learn:

  • Best practices for getting started on Google AdWords and Bing Ads
  • How to structure your account, select keywords, and write ads
  • How to set up Product Listing Ads on Google for e-commerce
  • How to use time-saving features such as conversion optimization and automated rules, and the difference between bidding tools available on each platform

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Why Your Online Strategy Really Is Your Business Strategy

Vanessa Fox—Founder and CEO, Nine By Blue

Americans typed queries into a search box 17.5 billion times in May 2012. We use search as the primary navigation for the Web and, increasingly, our lives. No matter your business—a local retailer, a large ecommerce site, a nonprofit, a media publisher—your audience is online. Understanding SEO enables you to better engage with your audience as well as understand their needs. SEO should be built into every aspect of the organization: from site infrastructure to product strategy.

You will learn:

  • Why SEO is so important in today's climate
  • How to break through departmental silos and integrate SEO into all aspects of the organization
  • How to use searcher personas to evaluate the customer workflow from query to conversion and improve traffic, usability, and revenue

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Link Branding: How Giving Away Content Will Build Your Business

John Doherty—SEO Consultant, Distilled

In this class, we'll talk about ways to provide as much value as possible to other websites—yes, sites you don't actually own!—with the goal of building backlinks and generating referral traffic to your site. The results of these efforts will be an increase in search engine authority and a perpetually full marketing funnel. The approach we will explore is called "link branding."

You will learn:

  • How to find relevant places (websites, blogs, social sites, and so on) to earn valuable backlinks
  • How to earn links and funnel traffic to your site and your content based on thoughtful online engagement
  • About leveraging and measuring social media for leads and conversions

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Making Sure Your Ads Deliver: The Importance of Good Copy and Continued Testing

Janet Driscoll Miller—CEO, Search Mojo

Good ad copy and effective landing-page design are critical to the performance of any paid search campaign. Compelling copy entices clicks, and consistent messages—from ad to landing page—leads to higher conversions. Ongoing testing of the design and message will help you find new ways to tweak and enhance landing pages. In this class, we will review how to make the pieces of pay-per-click flow together seamlessly and how methodical testing continually improves conversion.

You will learn:

  • Elements of good ad copy
  • How to "keep the promise" from ad copy to landing page
  • Tips on designing landing pages for the best conversion rates

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3 ... 2 ... 1: Liftoff! Launching your PPC Campaign

Cate Dunn—Client Services Director, iProspect

You've signed up for AdWords, you've got the fundamentals, you've set your goals, and you've written your copy: Now what? In this class, we'll walk you through everything you need to get your campaign shipshape and ready to launch. In addition, we'll provide you with worksheets to help you get started on the right foot.

You will learn:

  • How to organize a campaign by breaking down its structure and settings
  • The ins and outs of budgets: daily, monthly, and day-parting
  • To guarantee you're paying the right amount per click
  • How to check your work—why quality assurance is a necessary evil

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Get Started Today

Start taking this course right now for just $595.00

Price includes all online learning materials and classes needed for the course. You’ll receive a downloadable Certificate of Completion at course end.

See our group discounts for orders of 2+.


Course Instructors

Dan Garfield

From the world of start-ups, Dan Garfield is the senior brand manager at OrangeSoda and author of The 5 Stages of Online Marketing ebook. Beyond helping OrangeSoda grow from $2 million a year to approximately $40 million a year, he's driven marketing campaigns for companies such as Google, Scholastic, Re\Max, and Deluxe. He started his ... more »

Doug Antkowiak

Doug Antkowiak's background includes search engine optimization, copywriting, and social media strategic planning for local businesses, as well as the fashion and wedding industries. Notable clients include Lucky Brand Jeans, Kate Spade, and David's Bridal. Doug earned a bachelor's degree in organizational communications from Washington State University. more »

Elizabeth Marsten

Elizabeth Marsten joined the Portent team in 2006, thinking she was going to do "pay-per-clip" marketing. She is the co-author of Web Marketing All-in-One for Dummies, first and second editions, (2009 and 2012, John Wiley & Sons, Inc.), and has authored numerous e-books on PPC. Elizabeth speaks often at events such as SMX East/West/Advanced, ... more »

Ezra Fishman

Ezra Fishman heads up the marketing team at Wistia, an Internet video hosting and analytics company that helps companies get more from online video. Ezra is passionate about video marketing done right and loves learning how others are succeeding with digital media.Ezra holds a master's degree in business from Stanford University. more »

Geoff Kenyon

Geoff Kenyon is a lead online marketing consultant at Distilled Seattle. He has been in search marketing for more than five years, which have been spent both agency side and in-house. He has worked with many clients, from start-ups to international brands in almost every vertical. His expertise lies in technical SEO, large sites, ... more »

Ian Lurie

When Ian Lurie started his Internet marketing career 17 years ago, the entire Internet fit on a thumb drive. Ian recently co-authored the second edition of the Web Marketing All-In-One for Dummies (2012, John Wiley & Sons, Inc.). He also wrote Conversation Marketing: Internet Marketing Strategies (Trafford Publishing, 2006). He writes regularly for Portent's blog ... more »

Jayson DeMers

After graduating from the University of Washington in 2008 with a degree in business administration (marketing), Jayson DeMers immediately entered the professional online marketing world. He founded AudienceBloom in April 2010 and has since become a columnist for Search Engine Journal, Search Engine Watch, the Huffington Post, and He's a guest lecturer on marketing at ... more »

Julie Joyce

Julie Joyce has been working in the field of search engine marketing for more than a decade, moving from programming to become the head of search for a local marketing firm. After leaving to work in-house for a London-based client, she and her husband founded Link Fish Media, Inc., an agency devoted to helping ... more »

Justin Cutroni

A consultant, writer, and the analytics advocate for Google, Justin Cutroni has worked with a wide range of clients including Toyota, Sony Music, Universal Music, the National Hockey League, and Wells Fargo. He has authored or co-authored three books: Google Analytics (O'Reilly, 2007), Performance Marketing with Google Analytics (Wiley, 2010) ... more »

Nick Weidman

Nick Weidman is a search engine marketing veteran at WordStream, managing a portfolio of e-commerce and service-based clients spanning a wide variety of industries. He works as a senior member on the Managed Services team. He is a graduate of Providence College and received his MBA from Providence College School of Business. more »