Search Marketing School

Kickoff class broadcasts August 14, 2014
Access recordings online for 12 months!


Already registered? Sign in to access classes and course materials.

Search engine algorithms are constantly changing and, while it seems like that may be a bad thing, it's never been more of a boon to marketers. By scraping away the scammers, spammers, and snake-oil salesmen, we're left with an Internet that's looking for more of what we have to offer.

The real question is, how can we, as marketers, take advantage of these changes? How can we get found in the clutter of over 15 billion websites? It's one of the biggest hurdles we have to overcome.

MarketingProfs University's Search Marketing School is a 7-class course that answers these very questions and will help you get up-to-speed on the new rules of search engine marketing.

You'll get an overview of how to optimize both your site and your content for search, while keeping the user experience your number one priority. You'll learn how to build legitimate links, what is (and isn't) important when it comes to mobile, to master Google Analytics, to implement remarketing tactics (and watch your ROI skyrocket), and more!

In short, you'll learn to use search to get the results you want.

Unlike many other online courses, MarketingProfs University isn't taught by a single facilitator, but by search specialists who are experts in their own areas. Each class will provide you new insight from an instructor who lives, eats, and breathes the topic, like Shari Thurow from Omni Marketing Interactive, Matt Gratt from Buzzstream, Megan Horn from Far Reach, and Jonathan Weber from LunaMetrics.

Together they'll not only provide invaluable instruction, but will answer your questions and network with you in our exclusive Search Marketing School 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 7 classes (each 30 or 40 minutes long). These classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience for 12 months. Scroll down to see the list of topics and classes.

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:

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. The all-new MarketingProfs How-To Guide, SEO for Content Marketers: How to Push Your Content to the Top (a $49 value)
  3. PRO Seminar: How to Use Google Analytics' Secret Data to Improve Your Search and Social Campaigns (a $129 value)
  4. PRO Seminar: Future-Proof SEO: Immunize Your Business Against Search Engine Updates (a $129 value)
  5. Take 10 Video Tutorial: Six SEO Tips to Make Your Content Shine (a $10 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, four popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $516 value)

*Corporate PRO memberships and group MPU ticket purchasers are not eligible for the complimentary PRO membership or extension.


Search Marketing School includes these 7 class topics:

  1. OPTIMIZATION: Putting the User Back Into the User Experience
  2. LINK BUILDING: Newfangled Link Development: Digital PR and Influencer Outreach
  3. PERFORMANCE: 10 Measurement Tips for SEO Content
  4. REMARKETING: Remarketing Implementation and Strategy
  5. MOBILE: Game Over: The Deadline to Go Mobile Is Now
  6. GOOGLE ANALYTICS: What Marketers Need To Know About Google Analytics
  7. CONTENT: Content Essentials for Search Marketing Success


OPTIMIZATION

Putting the User Back Into the User Experience

Speaker:
Shari Thurow—Founder and SEO Director, Omni Marketing Interactive

LIVE: Thursday, August 14—12:00pm-1:30pm ET

More than ever, it's important to understand not only what people are searching for, but how users are searching, whether it's via a computer, tablet, or mobile device. Website content must make sense to both humans and technology for long-term search visibility. Learn how to organize and label your website content for a greater impact on search engine marketing, and why social media optimization is more than building an audience—it can also help generate natural links and reinforce your brand.

You will learn:

  • The key fundamentals of search optimization, paid search, and social media campaigns
  • How to promote content in social media outlets for long-term results
  • The best ways to implement proven optimization techniques for a positive user experience

back to top



LINK BUILDING

Newfangled Link Development: Digital PR and Influencer Outreach

Speaker:
Matthew Gratt—Sr. Marketing Manager, BuzzStream

ON-DEMAND: View at your convenience, starting August 15, 2014

Google's algorithm is built on links. From the initial PageRank model to the modern, more complex valuation, links have always been, and continue to be, an important part of search engine ranking algorithms. In this class, discover strategies to acquire legitimate links that drive not only search results, but also interested customers and traffic that converts.

You will learn:

  • How to find and qualify link opportunities using various methods, including prospecting queries, citation analysis, and others
  • Best practices for reaching out to bloggers, journalists, curators, and other web publishers
  • How to measure the impact of your link development efforts

back to top



PERFORMANCE

10 Measurement Tips for SEO Content

Speaker:
Derek Edmond—Managing Partner and Director of Internet Marketing Strategy, KoMarketing Associates

ON-DEMAND: View at your convenience, starting August 15, 2014

A 2014 annual B2B content marketing report listed nine key organizational goals for B2B marketers. At the top of the list were brand awareness, lead generation, customer acquisition, and establishing thought leadership. But what was missing was how B2B search engine marketers can demonstrate goal completion. This class shows you how to measure B2B marketing performance in association with many of the top challenges identified in the report.

You will learn:

  • Important reports to use in documenting content marketing performance
  • How to develop benchmarks and performance criteria
  • Third-party tools and resources, both free and for use with commercial license

back to top



REMARKETING

Remarketing Implementation and Strategy

Speaker:
Stephen Kapusta—Paid Search Manager, LunaMetrics

ON-DEMAND: View at your convenience, starting August 15, 2014

Just about every business has toyed with the idea of remarketing, but most don't know where to start and have lots of questions. What is it? How do I set it up? Can it work for any business? The good news is that remarketing is relatively simple to set up, and, with a little strategic thinking, can significantly boost your online advertising returns. This class teaches you basic implementation, provides strategic tips to complement your pay-per-click campaigns, and delves into a few advanced options.

You will learn:

  • Google AdWords and Google Analytics implementation
  • Conversion-based audience research and message development
  • How to effectively target your campaigns to build a relevant advertising experience for your users

back to top



MOBILE

Game Over: The Deadline to Go Mobile Is Now

Speaker:
Megan Horn—Digital Marketing Specialist, Far Reach

ON-DEMAND: View at your convenience, starting August 15, 2014

You've been told that your marketing needs to go mobile, but do you know why? Or even how to get started? Consumers are using mobile devices for everything, so if your marketing isn't optimized for on-the-go access, you're likely losing visitors. This class looks at the various ways to utilize mobile platforms and how to begin analyzing which strategies make sense for you. When you think about mobile, it's not when or if; it's how.

You will learn:

  • How the mobile landscape is changing marketing
  • The pros and cons of responsive design vs. forked mobile sites
  • When to build a mobile app vs. a mobile website

back to top



GOOGLE ANALYTICS

What Marketers Need To Know About Google Analytics

Speaker:
Jonathan Weber—Data Evangelist, LunaMetrics

ON-DEMAND: View at your convenience, starting August 15, 2014

You've got your marketing campaigns up and running, and you'll get various metrics on how many people saw and clicked on your links and ads. But what happened after that? How much did they interact with your website? Did they request more information or purchase something? This class uses Google Analytics to show you how to measure the effectiveness of your campaigns in detail so you can determine what is and isn't working to get the most out of your marketing budget and efforts.

You will learn:

  • Basic and advanced reports and metrics for measuring marketing in Google Analytics, along with some tips and tricks to get the most from them
  • How to use campaign tracking in Google Analytics to track users from paid search, social media, and other marketing campaigns
  • About importing campaign cost data and creating goal conversions in Google Analytics to ascertain marketing effectiveness

back to top



CONTENT

Content Essentials for Search Marketing Success

Speaker:
Kane Jamison—Founder, Content Harmony

ON-DEMAND: View at your convenience, starting August 15, 2014

You're working on improving visibility in search engines but failing to gain traction. You know you need content focused on different keywords, to be producing "great content," and to earn links that make your website more authoritative. But knowing what to do and how to do it are two different things. This class focuses on best practices for website content that will allow you to reach your organic search goals.

You will learn:

  • How to prioritize content creation to maximize your search marketing efforts
  • The difference between "decent content" and "great content," and how to bridge that gap
  • What type of content earns links and visibility for your brand

back to top



Register Today

Register for 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

Derek Edmond

As a managing partner and director of Internet marketing strategy at KoMarketing Associates—a B2B agency specializing in search, social media, and content marketing—Derek Edmond leads strategy, direction, and growth of the company, and directs SEO and social media strategies for KoMarketing clients. With nearly 10 years of experience, Derek has worked with organizations ranging from ... more »

Jonathan Weber

Jonathan Weber is the data evangelist at LunaMetrics. He spreads the principles of analytics through training seminars all over the country. Before he caught the analytics bug, he worked in information architecture. He holds a master's degree from the University of Pittsburgh School of Information Sciences. more »

Kane Jamison

Kane Jamison first learned HTML in 1996 and started managing websites and content creation in 2005. He began to focus on organic search and content promotion not long after. Since 2012, Kane and the Content Harmony team have concentrated on helping clients become better digital marketers by specializing on data-based content strategies. more »

Matthew Gratt

Matthew Gratt is the senior marketing manager at BuzzStream, a CRM system for influencer outreach. He is also the co-author of the ebooks Linking Outside the Box and The Advanced Guide to Content Promotion. Previously, Matthew worked at Portent, developing search strategies for venture-backed start-ups and large companies, and was the first marketer at ... more »

Megan Horn

Megan Horn is digital marketing specialist at Far Reach, an interactive technology solutions company. She develops and implements results-driven integrated marketing strategies for Far Reach and its clients. Megan is a word nerd with a ferocious curiosity about how marketing drives a business's bottom line. more »

Shari Thurow

Shari Thurow has been designing and promoting websites since 1995. As a pioneer in search engine-friendly website design, she is the author of Search Engine Visibility (New Riders Publishing, second edition, 2007) and co-author of When Search Meets Web Usability (New Riders Publishing, 2009). She served on the board of directors of the Information ... more »

Stephen Kapusta

Stephen Kapusta lives and breathes Google AdWords. Through his work as paid search manager at LunaMetrics, he consults with clients on pay-per-click and overall marketing strategy, as well as account management and optimization. He also travels nationwide, training all types of marketers about the ins and outs of the Google AdWords platform. more »