Search Marketing School

  • Available Now: On-demand
  • Duration: 6.5 hours
  • Number of classes: 12
  • Cost: $595 | You Pay: $595
  • See our group discounts for 2+
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The way consumers interact with brands and search for products is constantly changing. Consumers are now armed with more knowledge of your brand than ever before and make decisions based on factors you may have never even considered. In fact, with the increased use of mobile (and with every quarterly search engine algorithm change), marketers can no longer afford to scrimp by with little to no knowledge on search marketing—it's become a staple in the marketing toolbox and vital to being found online.

However, most marketers still don't know how to successfully manage and optimize their company's content and marketing efforts for search marketing—and we admit, there's a lot to know!

MarketingProfs University's Search Marketing School is a 12-class course that will help you get up-to-speed on what you need to know in 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 to set a mobile strategy, implement tactics for mastering all aspects of search, and understand the critical components of a competitive analysis. You'll walk away able to: perform an SEO audit (using free tools!), chase down highly valuable (and under-used) long-tail keywords, stay visible in local search results, maximize influencer marketing, improve your search rankings, and much more!

In short, you'll learn to use search to get the results you want from your digital marketing campaigns. Plus, our expert instructors will provide you valuable information as well as answer your questions in our exclusive Search Marketing School Facebook group. Register now to learn how to make search marketing work for your business.

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

All Search Marketing School classes are 30–40 minutes long. All classes are recorded and available for viewing any time, on your computer or mobile device. Watch them at your convenience for 12 months.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), and class notes (PDF).

Search Marketing School includes these 12 classes:

ALGORITHMS

Naked Mole Rats, Fluffy Hamsters, and the Universal Algorithm

Speaker:
Ian Lurie—CEO and Founder, Portent, Inc.

ON-DEMAND: View at your convenience for 12 months

Google, Facebook, Bing, Twitter: All the major social media platforms use algorithms, but they don't tell us how those algorithms work. It's devolved into an increasingly frenetic dance: they change all the time and we continue to chase them, trying to show up in feeds, rank higher, and get shared. This class breaks that cycle and shows you how to target the human algorithm in online marketing—otherwise known as our "distance from perfect."

By the end of this class, you'll be able to:

  • Define "distance from perfect"
  • Understand the difference between more and less perfect
  • Execute specific tactics to help close the distance from perfect
  • Fix common problems that hurt online marketing quality
SEO AUDIT

How to Perform a Thorough SEO Site Audit on Your Own

Speaker:
Julie Joyce—Owner, Link Fish Media

ON-DEMAND: View at your convenience for 12 months

Conducting an SEO audit is one of the best ways to learn more about how optimized your website is. Using various tools, this class addresses the critical areas that need to be evaluated and discusses how to document your findings and significantly improve your site's SEO.

By the end of this class, you'll be able to:

  • Use powerful and simple tools for SEO site auditing
  • List the critical areas that make up an SEO site audit
  • Conduct an SEO site audit and create a list of tasks that are actually doable
PAY-PER-CLICK

Get Started With Search PPC

Speaker:
Kirk Williams—Owner, ZATO

ON-DEMAND: View at your convenience for 12 months

Search marketing can be complicated. Learn what you need to get your search campaigns into Google AdWords and on the road to success. In this class, you'll learn to create the perfect ad, choose which keywords to target, and set up realistic goal conversions. Even if you don't use AdWords on a daily basis, this class familiarizes you with the world of search marketing.

By the end of this class, you'll be able to:

  • Create and test ad text demonstrating actual benefits to the customer
  • Know the differences between the various keyword match types and why they are important
  • Learn how to organize your account into the campaign structure that best suits your needs
MOBILE STRATEGY

Grow and Measure Your Mobile SEO Strategy

Speaker:
George Freitag—Product Evangelist, Moz Local

ON-DEMAND: View at your convenience for 12 months

Mobile is taking over, and you know it. You're familiar with the phrases "mobile first" and "mobile friendly." You know about Google's mobile algorithm update. But how can you apply that knowledge to your business? This class teaches you what you need to know about mobile so you can work with other marketers and developers to not only grow your mobile SEO strategy but also measure your success.

By the end of this class, you'll be able to:

  • Define how search engines interpret mobile friendliness
  • Identify opportunities to improve mobile strategies
  • Use analytics to measure and report on mobile initiatives
MOBILE SEARCH

No Longer Optional: Get Started With Mobile Paid Search and Display Ads

Speaker:
Ginny Marvin—Paid Media Reporter, Third Door Media

ON-DEMAND: View at your convenience for 12 months

Mobile has transformed the way we access and engage with content and advertising. In fact, the majority of paid search clicks now come from mobile devices. Mobile is also driving a surge in display ad spend, spurred by growth in video and native ad formats. In short, businesses that don't have solid mobile advertising strategies are going to lose out. This class covers trends and tactics you need to know to lay the groundwork for successful mobile advertising campaigns.

By the end of this class, you'll be able to:

  • Make the case for investing in mobile advertising
  • Use mobile targeting to reach your perfect prospects
  • Implement mobile advertising best practices using search, display, native, and video
LOCAL

How to Stay Visible in Local Search Results

Speaker:
George Freitag—Product Evangelist, Moz Local

ON-DEMAND: View at your convenience for 12 months

Search engines pull information from search history, IP (or Internet Protocol) addresses, mobile devices, and other data, which makes local search results unavoidable for users and vital for businesses. This class covers the components of local search and teaches you which areas you should focus on to stay in front of your constantly moving customers.

By the end of this class, you'll be able to:

  • Understand how local search works and how it differs from other search strategies
  • Incorporate directories, landing pages, and business profiles into your strategy
  • Manage multiple lists across different neighborhoods, cities, and/or regions
KEYWORDS

Let Go of Keyword Volume: Create Content That Drives Revenue, Not Traffic

Speaker:
Amanda McGowan—Senior SEO Manager, Seer Interactive

ON-DEMAND: View at your convenience for 12 months

The search marketing industry's heavy focus on creating content based on keyword volume has resulted in strategies that bring in a high amount of traffic, most of which is unqualified and does not convert prospects or drive revenue. This class shows you how to use analytics and search data to identify and create content around untapped long-tail keyword opportunities (with little to no search volume) that drive a small amount of highly-qualified visitors who are likely to convert and drive revenue!

By the end of this class, you'll be able to:

  • Identify and create valuable content topics based on long-tail keyword data
  • Identify target audiences based on common themes among keyword data
  • Drive more qualified traffic that is likely to convert via less competitive, low-volume terms
INFLUENCERS

Maximize Influencer Marketing Success Through Intelligent Targeting

Speaker:
Stephen Panico—Product Manager, BuzzStream

ON-DEMAND: View at your convenience for 12 months

Influencer marketing gives businesses the ability to dramatically magnify their efforts in a given market. That said, when executed carelessly, it can result in a lot of wasted time and damaged reputations. This class shows you how to structure your influencer marketing research to build targeted audience lists that will be eager to engage with you.

By the end of this class, you'll be able to:

  • Time influencer outreach to your content creation process
  • Set thresholds that allow you to quickly discover qualified prospects
  • Use content across the web to vet influencers and conduct research
REMARKETING

Remarketing: The (Not So) Hidden Gem of PPC

Speaker:
Matt Snodgrass—Marketing Manager, MarketingProfs

ON-DEMAND: View at your convenience for 12 months

It can be tough to keep up with the ever-changing landscape of PPC. Unless you're immersed in it day in and day out, it's easy to lose your way. The good news is that remarketing is the (not so) hidden gem of online advertising. It's an easy and efficient way to stay top of mind and get your message in front of an audience that's expressed interest in your company or product. This class will teach you the basics of remarketing so you can quickly begin to reap the rewards.

By the end of this class, you'll be able to:

  • Explain what remarketing is and make a case for why you need to be using it
  • Implement remarketing for any business type
  • Use real-life examples and results of remarketing to strengthen your own offerings
NURTURING

Lead Nurturing Strategies to Fill Your Pipeline

Speaker:
Doug Davidoff—Founder and CEO, Imagine Business Development

ON-DEMAND: View at your convenience for 12 months

According to DemandGen, nurtured leads produce, on average, a 20% increase in sales opportunities. Nurturing effectively is a challenge for all marketers. This class highlights the keys to building effective nurturing programs that drive results.

By the end of this class, you'll be able to:

  • Design lead nurturing campaigns
  • Tie lead nurturing campaigns to sales outcomes
  • Generate more sales opportunities
TESTING

Five Steps for Wildly Winning A/B Tests

Speaker:
Theresa Baiocco-Farr—Conversion Strategist, Conversion Max

ON-DEMAND: View at your convenience for 12 months

If your A/B and multivariate tests are not producing the results you'd like, it's because you're not testing the right things. This class shares a five-step process that shows you how to uncover problems on your site so you get outrageous wins. See case studies of how the process works, and get the top tools no optimizer can live without. You'll walk away with a step-by-step process that you can follow today for bigger wins—and more revenue.

By the end of this class, you'll be able to:

  • Identify and prioritize the biggest conversion problems on your site
  • Know how to use the most effective (but still affordable) tools for gathering quantitative and qualitative data
  • Follow a step-by-step process to ensure you're testing the elements on your site that offer the biggest impact
GOOGLE ANALYTICS

How to Use Google Analytics to Measure Customer Acquisition

Speaker:
Jeff Sauer—Founder, Jeffalytic

ON-DEMAND: View at your convenience for 12 months

Once you've acquired new customers, it's time to measure those efforts. This class walks you through the methods you can use to measure your acquisition strategies, where to look in Google Analytics to find answers, and how to configure your analytics for maximum impact. Learn what Google Analytics provides you out of the box, and what requires additional configuration to provide the metrics you need.

By the end of this class, you'll be able to:

  • Understand where to navigate in Google Analytics to learn about your customer acquisition strategies
  • Configure Google Analytics to unlock AdWords, SEO, and campaign reports
  • Apply tips that will take your customer acquisition analysis to the next level

With your registration to Search Marketing School, you'll also receive these three Best of MPU classes:

CUSTOMER EXPERIENCE

SEO: How Customer Experience Impacts Search

Speaker:
Casie Gillette—Director, Online Marketing, KoMarketing Associates

ON-DEMAND: Access today!

Over the past few years, the way customers interact with brands and search for information has drastically changed. In order to remain successful in search, you must understand those changes and adapt your overall search strategy. This class covers the most important elements and key changes in customer search behavior as well as how to drive conversations through SEO, content, and social media.

At the end of this class, you'll be able to:

  • Identify the key changes in customer search behavior
  • Integrate customer feedback into your keyword strategy
  • Create content your customers are actually searching for
COMPETITIVE ANALYSIS

Five Critical Components of Competitive Analysis

Speaker:
Derek Edmond—Managing Partner, KoMarketing Associates

ON-DEMAND: Access today!

If you aren't monitoring what competitors are doing online, you could be missing opportunities and overlooking weaknesses in your SEO program. However, even with a multitude of information to review and constantly changing factors to consider, it's important to maintain focus on the most important aspects of SEO. This class reviews five critical components of competitive analysis that online marketers should use to execute a comprehensive SEO program.

At the end of this class, you'll be able to:

  • Identify the five critical components of competitive analysis and why they are important
  • Utilize tools, resources, and organizational methods to optimize the evaluation process of your competitive analysis
OPTIMIZATION

Optimize Content Throughout the Customer Life Cycle

Speaker:
Dave Lloyd—Senior Manager, Global Search Marketing, Adobe Systems, Inc.

ON-DEMAND: Access today!

SEO is critical to customer interaction with your brand, but with the constantly growing volume of content from competitors, it can be hard to keep up! However, there are tools, techniques, and workflows you can use to stay competitive within this dynamic landscape and improve your brand's value and search relevance. This class provides tips on successfully implementing SEO strategies with a special focus on social, mobile, and the use of analytics for reporting.

At the end of this class, you'll be able to:

  • Improve your brand's visibility in search results through an easily repeatable and scalable process
  • Use SEO, social, and mobile strategies to identify missed market opportunities and drive bottom-line results
  • Collaborate better with colleagues and take advantage of the latest trends using free and paid tools

As a Search Marketing School student, you'll also receive these free course materials (over $800 value):

  1. A 3-month MarketingProfs PRO membership or a 3-month extension if you are already PRO (a $99 value)*
  2. An all-new MarketingProfs How-To Guide—coming soon! (a $49 value)
  3. PRO Seminar: Social Media and SEO: Tips for Successful Integration (a $129 value)
  4. PRO Seminar: Words That Stick: How to Make Your Brand Googleable (a $129 value)
  5. Take 10 Video Tutorial: What Does SEO Look Like Today? (a $10 value)
  6. Take 10 Video Tutorial: Get the Most Out of Your Mobile SEO Strategy (a $10 value)
  7. Take 10 Video Tutorial: How to Use Your CRM Data to Boost Advertising ROI (a $10 value)
  8. Plus, 3 popular bonus classes hand-picked from previous courses. You can access the recordings as soon as you register (a $387 value)

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

Amanda McGowan

Amanda McGowan is a senior SEO manager at Seer Interactive in Philadelphia. With an analytical approach to SEO, Amanda has successfully leveraged extensive use of Google Analytics ...

Doug Davidoff

Doug Davidoff is the founder and CEO of Imagine Business Development. Having worked firsthand with more than 1,500 small and midmarket companies on demand generation, he's learned the ...

George Freitag

George Freitag is a thought leader in the local search space with 8 years of experience consulting to businesses of all sizes. He is a former SEO ...

Ginny Marvin

Ginny Marvin writes about paid digital marketing for Search Engine Land and Marketing Land. She is a regular moderator at the Search Marketing Expo and SocialPro conferences. Ginny ...

Ian Lurie

Ian Lurie is the CEO and founder of Portent, a full-service digital agency he started in 1995. Ian's professional specialties and favorite topics are marketing strategy, history, search, ...

Jeff Sauer

Jeff Sauer is the founder of the popular digital marketing blog Jeffalytics. As a digital nomad, Jeff resides in hotels and other places around the world via Airbnb. ...

Julie Joyce

As the owner of Link Fish Media, a link development company based in North Carolina, Julie Joyce specializes in working on online marketing strategies with clients in ...

Kirk Williams

Kirk Williams is the owner (and minion!) of ZATO, a pay-per-click (PPC) agency. He has published articles on Search Engine Land, Moz, PPC Hero, and Bing Ads. ...

Matt Snodgrass

Matt Snodgrass is the senior e-commerce marketing manager for MarketingProfs and has developed both B2B and B2C projects of all sizes. After working in highly-regulated industries for the ...

Stephen Panico

Stephen Panico has a background in digital marketing and writing. A self-avowed history buff, when he's not working on new product features, he's reading up on World ...

Theresa Baiocco-Farr

Specializing in conversion optimization for midsized businesses, Theresa Baiocco-Farr has spoken at Pubcon, Conversion Conference, and other marketing conferences. You can find her articles on Unbounce, UserTesting, 3Q ...

TESTIMONIALS

Great course that encompasses marketing on various platforms, SEO growth, website development, and more. Easy to learn on my own time!

Jason Ward

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