Revolutionize Your SEO with New Insights and AI
Special Fall Pricing: Regularly, $1,300 is now 50% off—$650. Enroll here.
In 2024, the digital marketing world was rocked by two transformative events. The first is something everybody is talking about: the rise of AI, and its utility as a tool that marketing professionals can use to save time and work more efficiently. The second has largely passed under the radar, but it’s just as consequential: the testimony of Google VPs and engineers in the 2023 Google antitrust trial revealed a treasure trove of insights into how Google structures its search. And that has revealed unprecedented information about improving SEO for your websites and pages.
This course has been completely rewritten to help you take advantage of these two changes. In this four-module SEO masterclass, you’ll get the knowledge you need to formulate an effective SEO strategy. Instructor Andreas Ramos will lead you on a deep dive that will help you to understand and master Google search. And you’ll learn how to use AI to execute your SEO plan with confidence and results.
You’ll learn:
- Google’s Ranking Secrets: Uncover how Google evaluates and ranks pages. Learn what works, what to avoid, and how to align your pages with Google’s criteria.
- How to leverage AI for SEO: We will also show you how to leverage the new AI tools like ChatGPT and Bing Chat to optimize your keywords, meta-tags, and page content. Learn to craft messages that resonate with your audience while effectively integrating your USP, UVP, and CTA. Our course includes Andreas’s eBook on prompt crafting.
- Keyword Mastery: Discover methods to find the most effective keywords and spoken queries tailor-made for your content and target audience.
- On-Page SEO Excellence: Learn techniques to enhance user experience and engagement on your pages.
- Technical SEO Insights: Identify and fix technical issues that hamper your page rankings.
- Off-Page SEO Strategies: Additional tactics to bolster your page’s position in search results.
- Speed Optimization: Understand how to accelerate your page loading times, a key factor preferred by Google.
- Skills beyond SEO: What you’ll learn here will be applicable beyond web pages, to help you gain more reach and better ROI in digital advertising, social media, and content marketing.
- Bonus 1: Codes, checklists, tips and techniques you can immediately apply in your work.
- Bonus 2: This Masterclass includes a free copy of Andreas Ramos’ eBook, Prompt Crafting for Digital Marketing.
Module 1, Keyword Research and AI for SEO.
Description:
Understanding Google sorting and ranking. We begin by looking at how Google selects which pages will appear in search results. You’ll understand how Google sorts and ranks websites and pages. This is entirely new material, based on what we learned from Google’s internal documents and testimony in the 2023 Google antitrust trial. We interpret what it means and how to adapt your SEO to Google’s systems.
Understanding AI and how to use it in your work. We’ll explore how AI tools, such as ChatGPT, Microsoft Copilot, Google Gemini, Anthropic Claude, Sonnet, and others, can be used for SEO. These AI applications make it easy to find good keywords, write meta-tags, and do many other SEO tasks…if you write good prompts. By understanding how Large-Language Model (LLM) AI works, you can use it better. We will show how to write advanced prompts so the AI can create replies to you that present your company and goals. These replies also match your target audiences and add USPs, UVPs, and CTAs. We include a 28-page PDF on how to write prompts.
Keyword research. Keyword Research is the foundation of SEO. You’ll see how to use Google tools and AI to find your audience’s keywords to search for your company, products, and services on desktop, mobile, and voice search. This includes how to find the keywords that bring visitors to your competitors. Then, use these questions, keywords, and phrases to write your meta-tags (TITLE tags and DESCRIPTION tags), page headings, body text, image captions, links, and more. You also use keywords for pages, ads, social posts, content marketing, and to make videos.
You’ll also see how to convert all keywords to lowercase in one step, sort keywords into categories, make permutations of the best keywords, and quickly translate keywords into other languages.
Key Takeaways:
In this class you’ll learn:
- Learn how Google reviews and selects websites. For any topic, there may be millions of pages. How does Google select ten to twenty thousand of those pages and narrow it down to a few hundred, which ends up as the few dozen pages presented to users? What do Google’s 16,000 Quality Reviewers look for? What are the red flags for Google? We’ll cover this, step by step, based on Google’s internal documents and court testimony in the 2023 Google antitrust trial. You’ll have clear guidelines for improving your pages to match Google’s goals.
- How to use LLM AI (ChatGPT and so on) for SEO: This covers how to write advanced prompts that use your organization, goals, and target audiences so it can write text that matches your visitors’ interests.
- Keyword Research: We examine free tools for finding thousands of keywords, including your competitors’ keywords. You’ll also learn how to find your audience’s questions when they search.
- Competitive Research: You can also use tools to find your competitors’ keywords and understand their pages, which gives you ideas for your pages.
- Checklists: Each section includes a checklist for your work.
- Bonus: We also give you spreadsheet templates for managing your keywords.
Module 2, On-page, Image, UX/UI, and Speed SEO.
Description:
In the second module, we dive into on-page SEO, image SEO, UX/UI SEO, and Speed SEO.
On-page SEO is all about enhancing what your visitors see on your website and pages. By improving site architecture, page design, grammar, text, and visuals, you can directly boost your search rankings, you can directly boost your search rankings by improving site architecture, page design, grammar, text, and visuals. We’ll guide you in utilizing AI tools to elevate your content and image quality, making your site more appealing to users and search engines.
Image SEO looks at issues around image formats (JPG, PNG, WebP, and so on), the kilobyte size of images and how to compress them while keeping high quality, methods to get images to load faster, and other items.
UX/UI SEO (UX = User Experience) and UI (User Interface) look at improving the visitor’s experience. The better the website works for visitors, the higher your engagement rate and conversion rate, which are part of Google’s metrics for scoring pages.
Finally, we look at Speed SEO. Studies show visitors prefer faster pages, so this section shows you how to measure the speed of pages and steps to improve page speed.
Our approach is straightforward and user-friendly. We provide clear, step-by-step instructions with practical examples that you can easily replicate and adapt. This workshop will empower you with knowledge and tools.
Key Takeaways:
In this class you’ll learn:
- You’ll see how to use AI to sort keywords into categories quickly, use that to create additional pages, find more keywords, sort keywords by the target audience, interests, intent, and seasonality, generate word clouds, create mind maps, translate your keywords into sixty-six languages, and more. This lets you write better pages that align with Google’s criteria quickly.
- We’ll look at how images work in SEO. How to reduce the kilobyte weight of images on your site. The impact of image formats. Which images to compress? Comparison of results when compressing images. New image formats. Size of webP format, GIFs, SVG, carousels, and video. How do you use different sizes of the same image? Examples of code that you can add to your web pages to accelerate images.
- On-page SEO covers changes that you can make to the webpage for visitors.
- UX/UI SEO looks at how to improve the visitor’s experience. The better the website works for visitors, the better your engagement and conversion rates. Examples of good and bad web design: placement of buttons, tracking tags, content, and more.
- Speed SEO shows how to measure the speed of pages and steps to improve that page speed. Google’s new CWV speed metrics include FCP, LCP, CLS, and FID. What does this mean, and how do you see the scores? How to use your Google Analytics to see page speed and decide which pages to optimize first. How to reduce the amount of text on your site.
- Optimizing for mobile vs. desktop: See traffic results and share them with your team to guide design changes.
- Dozens of practical tips and ideas to improve the speed of your pages.
Module 3, Technical SEO.
Description:
Module three dives into technical SEO. This involves tweaking your site’s HTML code to ensure search engines categorize your pages correctly. We cover the essentials of editing HTML meta-tags, page headings, body text, ALT tags, and link texts. To simplify this process, you’ll receive a handy spreadsheet that helps keep your meta-tags within Google’s character limits. Plus, we’ll demonstrate effective methods to test and optimize your meta-tags.
You’ll also learn to use analytics to strategically select pages for SEO enhancement and discover advanced techniques for optimizing images, including editing hidden text. The workshop doesn’t stop there; we’ll explore other technical areas such as canonical tags and HRefLang tags, handling 404-error pages, implementing 301 redirects, repairing broken internal links, and creating XML sitemaps for pages and images.
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Many SEO steps in this module can be enhanced with good AI use. We’ll show you examples, prompts, and results so you can copy them and use them in your work.
Key Takeaways:
In this class you’ll learn:
- What does Google consider a good page? You’ll see how you can use AI to compare your pages with Google’s ideas.
- How do you use AI to write better meta-tags and headings, tools to suggest and optimize all the meta-tags on your site, and a spreadsheet to manage meta-tags?
- Tools to see the meta-tags on your site (and your competitors’ sites).
- SEO includes the text on your page, such as headings, sub-headings, body text, and links. You can also use AI to write these.
- Technical issues include canonical tags and HRefLang tags, 404-error pages, 301-Redirects, how to find and fix broken internal links, and XML sitemaps for pages and images.
- How can you quickly create structured data for your pages that Google can use to index your pages?
- Bonus: Code examples to copy, edit, paste, and use
Module 4, Off-Page SEO and SEO ROI Analysis.
Description:
Our fourth module looks at off-page SEO. For many years, Google said you can’t improve ranking by making changes outside of your web pages, but it turns out you can. This module focuses on strategies to enhance your online presence and visibility beyond your website. Off-page SEO is crucial in attracting more visitors and boosting your site’s visibility, credibility, and authority. We’ll navigate through various techniques, including effective link building, social media engagement, securing links on news sites, link directory registrations, optimizing your Google My Business profile, and more. These tactics are vital to expanding your digital footprint and driving increased traffic to your site.
But that’s not all. This session also looks at the essentials of SEO reporting. Learn how to create insightful SEO reports and analyze visitor data, page performance, rankings, and keywords. We’ll guide you through justifying the ROI of your SEO efforts, equipping you with the knowledge to demonstrate the value of your work.
Additionally, we provide an overview of the most common SEO topics and metrics essential for anyone in the field. We’ll discuss establishing an effective SEO helpdesk to further support your organization’s SEO initiatives and ensure ongoing support and optimization.
We add a list of comprehensive SEO tools and resources list. This curated collection will help you stay updated with the latest trends and best practices in SEO and digital marketing, ensuring you remain at the forefront of the industry.”
We provide clear, real-world examples and a series of practical, step-by-step tactics tailored to your organization’s website.
Additionally, the workshop includes a wealth of resources: examples, links, and customizable code snippets. These materials are designed for easy application, allowing you to immediately implement changes and see tangible improvements in your website’s loading speed.
We close this module and the course with a brief look at the future of search engines, SEO, and AI
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Key Takeaways:
In this class you’ll learn:
- Off-page SEO covers the changes you can make outside your website that affect your ranking.
- How to build quality inbound links.
- How do you check for links from your site to bad sites?
- How to block bad (toxic) incoming links.
- You need to explain why you need to include experts on your site, how to find them, and how to cite them on your pages.
- How to place your press releases on 100+ media sites, magazines, and newspapers.
- If your organization has dozens (or hundreds) of locations, there’s a way to list all of them on Google.
- Off-page SEO includes social media. You’ll see how to use ChatGPT to write hundreds of audience-specific social media posts in minutes, complete with the tone, emoji, and CTAs.
- How do you get your organization in the Knowledge Box at the top of Google?
- How to use web analytics to get data and create reports for SEO.
- How do you justify the cost of SEO work?
- List of resources for information and help in SEO.
- The future of search engines, SEO, and AI.
How to Convince Your Boss Why You Should Take this Class:
Completely updated for 2024, this course offers fresh insights into Google Search’s workings, especially in light of testimony and documents from the 2023 Google antitrust trial. We emphasize using AI tools to better understand your audience and create web pages that resonate with their interests. This course is for every company size, from SMB to enterprise-level SEO, aimed at boosting traffic, enhancing brand awareness, and increasing sales and conversions.
SEO isn’t just about visibility in search engines; its concepts can also be applied to digital advertising across platforms like Google Ads, Facebook, and LinkedIn, as well as social media posts, content marketing, and videos to attract more visits, leads, and sales.
Our course is particularly valuable for internal teams who possess an intimate understanding of your organization’s goals, products, and services. Unlike external agencies or consultants, internal teams can communicate these aspects more effectively. This course empowers your internal team to:
- Implement advanced SEO strategies tailored to your business’s unique needs.
- Use AI and data analytics to create content that aligns with your audience’s preferences.
- Integrate SEO techniques across digital marketing channels for a cohesive online presence.
- Measure and analyze the effectiveness of your SEO efforts to continually refine your approach.
Equipping your team with these skills enhances online visibility and ensures a consistent and effective digital marketing strategy across all platforms.”
The Presentations: Live or On-Demand
- The presentation is both live and on-demand (recorded).
- The live presentations let you ask your questions and get answers immediately.
- Take the recorded presentations if the schedule doesn’t fit your calendar.
- Step-by-step instructions in numbered lists complete with links to do this yourself.
- The course includes illustrations and examples you can copy, edit, and use in your work.
- You’re welcome to ask follow-up questions by email.
Download Material:
- Recorded video of the presentation with slides and audio.
- All PowerPoint presentations as PDFs.
- Step-by-step instructions in numbered lists with links and checklists.
- Supplementary materials, including spreadsheets for managing keywords, sorting keywords, and translating keywords, and eBooks.
- The Google Quality Rater Manual, Google’s internal training manual for their 15,000 reviewers.
- LinkedIn Profile Optimization eBook by Andreas Ramos.
- Prompt Crafting for Digital Marketing eBook by Andreas Ramos.
Who is the Course for?
Marketing managers, digital marketing managers, search marketing managers, webmasters, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits.
The Presenter:
Andreas Ramos
Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.
- Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
- Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
- Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
- Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
- Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
- In Palo Alto since 1992.
- Master’s degree from Universität Heidelberg, Germany.
- Website is https://andreas.com (online since 1994).
- Social media: LinkedIn https://linkedin.com/in/andreasramos/ and X (formerly Twitter) https://twitter.com/Andreas_Ramos.
- Contact Andreas at [email protected].
Workshop dates and times:
FALL
Module 1: Keyword Research and AI for SEO.
Prerecorded online.
Module 2: On-page, Image, UX/UI, and Speed SEO.
Prerecorded online.
Module 3: Technical SEO.
Prerecorded online.
Module 4: Off-Page SEO and SEO ROI Analysis.
Friday, Oct 18, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
