Use AI to Improve Your SEO Work
Special Fall Pricing: Regularly, $1,300 is now 50% off—$650. Enroll here.
Marketers tend to fall into four categories when thinking about the process of SEO.
- It’s a mysterious black box where you try your best with what you know.
- It’s a process you do at your site launch and never think about again.
- It’s too complicated to fully understand.
- It’s an expensive effort so difficult and time-consuming that you have to outsource it.
And what about the value of SEO? Most marketers know it’s important, but where does it fall in the spectrum? Are you merely invisible without it, is it the answer to all your search ranking prayers, or does SEO’s value lie somewhere in between?
In this four-module SEO masterclass, you’ll get the knowledge to take away the confusion, the information you need to forge an effective SEO strategy, and the skills to execute on SEO with confidence and results.
Instructor Andreas Ramos will cover the key aspects of SEO that you need to know in 2024 and beyond:
- How SEO works, how search engine algorithms read it, and how Google and other search engines rank pages.
- Keywords, keyword research, and how AI tools can help you automate and speed the process of building your keyword list.
- On-page SEO. This includes everything that your visitors can see (keywords, captions, optimized images and video, etc.). It also includes the way visitors interact with your site (UX/UI SEO), an often-overlooked opportunity to improve SEO, and Speed SEO, which improves the speed of your pages.
- Technical SEO. You’ll learn about the SEO opportunities that live under the hood of your web pages: meta-tags, site structure, metrics such as CWV and LCP, Google Search Console (GSC), canonical tags, HRefLang, redirects, loops, XML site maps, and more,.
- Off-page SEO. We’ll tell you about the kinds of site links to cultivate and the kind to avoid, how to find all outbound links from your site to other sites, and all inbound links from other sites to your site which you can use for link building, how to add your site to other sites, and more.
- Proven methods in AI, based on how LLM AI actually works, that you can apply to get better results. You’ll see the prompts, examples, and results that you can copy, edit, and paste for your work.
- We also cover the deep changes in search engines and SEO that are being caused by AI. Google is evolving from Old Google into New Google. We’ll close with a few slides on the future of search engines, AI, websites, and SEO.
Whether you’re managing landing pages, a small website, a busy ecommerce site, or multinational enterprise sites, what you’ll learn here you can put to work immediately.
Bonus: This Masterclass includes a free copy of Andreas Ramos’ eBook, Prompt Crafting for Digital Marketing.
Module 1, Keyword Research and AI for SEO.
Description:
The first session starts 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 by Google CEO and VPs in the US Department of Justice vs. Google antitrust trial held from October to November 2023 in Washington, D.C., which Google lost in August 2024. We add what it means and how to adapt your SEO work to Google’s systems.
LLM AI, such as ChatGPT, Microsoft Copilot, Google Gemini, Anthropic Claude, Sonnet, and others, can be used for SEO. These AI make it easy to find good keywords, write meta-tags, and do many other SEO tasks… if you write good prompts. By understanding how 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 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. 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.
- You can also use tools to find your competitors’ keywords and understand their pages, which gives you ideas for your pages.
- Each section includes a checklist for your work.
- We also give you spreadsheets 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. 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 how to improve 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.
Next, we delve into the intricacies of 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, HRefLang tags, handling 404-error pages, implementing 301-Redirects, repairing broken internal links, and creating XML sitemaps for pages and images.
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.
- Most of your visitors have a slower connection than they expect. Shared WIFI connections and VPNs impact the page speed. You can throttle your browser to experience how your pages open for your visitors.
- Should your website be designed for desktop or mobile? See traffic results and share them with your team to mobilize design changes.
- Dozens of practical tips and ideas to improve the speed of your pages.
Module 3, Technical SEO.
Description:
Our third workshop looks at off-page SEO, focusing 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 credibility. 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, Wikipedia contributions, and more. These tactics are key to expanding your digital footprint and driving increased traffic to your site.
But that’s not all. This session also delves into 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 support your organization’s SEO initiatives further, ensuring ongoing support and optimization.
We wrap up the session with a 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.
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.
Many SEO steps in this module can be enhanced with good AI use. We’ll show you examples, along with the 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?
- Lots of code examples to copy, edit, paste, and use.
Off-page SEO covers the changes you can make outside your website that affect your ranking.
- How to build quality inbound links.
- How to check for links from your site to bad sites.
- How to block bad (toxic) incoming links.
- Why you need to show 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 to 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 to justify the cost of SEO work.
- List of resources for information and help in SEO.
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 webpages, 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 help desk 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. A key part of the workshop is learning to effectively measure your website’s performance against Google’s speed standards. We’ll guide you through the tools and techniques for this assessment, ensuring you have a clear picture of your site’s speed profile.
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.
Key Takeaways:
In this class you’ll learn:
- Should your website be designed for desktop or mobile? See traffic results and share them with your team to mobilize design changes.
- Most of your visitors have a slower connection than they expect. Shared WIFI connections and VPNs impact the page speed. You can throttle your browser to experience how your pages open for your visitors.
- Google’s new CWV speed metrics include FCP, LCP, CLS, and FID. What do these mean, and how to see the scores?
- Examples of good and bad web design: placement of buttons, tracking tags, content, and more.
- 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.
- 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 to use different sizes of the same image.
- Examples of code that you can add to your web pages to accelerate images.
- How to use segmentation in Google Analytics to see your traffic and page speed.
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 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 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.
Friday, Sep 20, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
Module 2: On-page, Image, UX/UI, and Speed SEO.
Friday, Sep 27, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
Module 3: Technical SEO.
Friday, Oct 4, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
Module 4: Off-Page SEO and SEO ROI Analysis.
Friday, Oct 18, 2024
from 12:00 p.m. to 2:00 p.m. PDT.
