Search Marketing School

  • Available Now: On-demand
  • Duration: 4 hours
  • Number of classes: 7
  • Cost: $595
Register now

See our group discounts for orders of 2+.

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).

Search Marketing School includes these seven classes:


Putting the User Back Into the User Experience

Shari Thurow—Founder and SEO Director, Omni Marketing Interactive

ON-DEMAND: View at your convenience for 12 months

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

Newfangled Link Development: Digital PR and Influencer Outreach

Matthew Gratt—Sr. Marketing Manager, BuzzStream

ON-DEMAND: View at your convenience for 12 months

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

10 Measurement Tips for SEO Content

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

ON-DEMAND: View at your convenience for 12 months

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

Remarketing Implementation and Strategy

Stephen Kapusta—Paid Search Manager, LunaMetrics

ON-DEMAND: View at your convenience for 12 months

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

Game Over: The Deadline to Go Mobile Is Now

Megan Horn—Digital Marketing Specialist, Far Reach

ON-DEMAND: View at your convenience for 12 months

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

What Marketers Need To Know About Google Analytics

Jonathan Weber—Data Evangelist, LunaMetrics

ON-DEMAND: View at your convenience for 12 months

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

Content Essentials for Search Marketing Success

Kane Jamison—Founder, Content Harmony

ON-DEMAND: View at your convenience for 12 months

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

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)

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

This is the most comprehensive overview of SEO and social media marketing you can view.

Jordan Sionnan

Helps you to get a handle on your company's needs for SEO and SEM.

Monica Henne

This ranked as one of the best courses I've participated in from MP. Not to say others did not bring great value; they did. This one was exceptional. Thank you.

Charlotte Imke