DMAnc.org Online Certification Workshop

Winter Discount: 25% Off
Free Lifetime Workshop Updates

Individual live online workshops $300 each, Now $225 each

Special Series Pricing: 35% discount for all three SEO live online workshops  $900 $585. Enroll here.

Special Series Pricing: All three SEO live online workshops + Mobile-first Design for $1,200 $675. Enroll here.

How to Use SEO for Digital Marketing

The Goal of this Course

These workshops consist of a 3-part series on how to use Search Engine Optimization (SEO) to get your web pages to the top of search engines, which will eventually get you more website visits, leads and sales.  You can take the workshops individually or we highly recommend taking the whole series to learn all aspects of the search algorithms.

The course covers the major parts of SEO: keyword research, on-page SEO, technical SEO, and off-page SEO. You’ll see dozens of tactics to apply, including examples of code for you to copy, paste, and use. You can also apply many ideas in SEO to your digital ads, social media, video, and content marketing.

New Tactics for Winter 2022

This DMAnc.org SEO course series has been completely updated for Winter 2022. You’ll see how to test keywords, meta-tags, pages, and more so you know that you have the best results. We’ve added many new tactics and methods for 2022 SEO and beyond. You’ll also see a unique section on how to understand the data for statistical confidence (using grade-school arithmetic). No other course or book offers this.

Your Instructor

This three-part workshop series on SEO led by Andreas Ramos. He is the author of 18+ books on SEO and digital marketing, including a book on SEO that was published in three languages by McGraw-Hill. He was the head of Global SEO at Cisco, where he worked with 44 languages in 85 countries. You’ll learn hands-on SEO from one of the leading experts in Silicon Valley.

Fundamentals: SEO Keyword Research & Testing to Drive the Right Visitors to Your Website

Individual live online workshops $300 each, Now $225 each.

SEO Fundamentals LIVE Workshop Dates:

Special Series Pricing: 35% discount for all three SEO live online workshops  $900 $585. Enroll here.

Special Series Pricing: All three SEO live online workshops + Mobile-first Design for $1,200 $675. Enroll here.

The first session starts with Keyword Research, the basic first step of SEO. You’ll see how to use eight advanced tools to find the keywords that your audience uses to search for your company, products, and services. You’ll also see how to find the keywords that bring traffic to your competitors. You use these keywords and keyword phrases to write your meta-tags (TITLE tags and DESCRIPTION tags), page headings, body text, image captions, links, and more.

Like keyword research, you’ll also see how to find the questions that your audience uses about your company, products, and services. You can use these questions to write pages, ads, social posts, content marketing, and make videos.

The secret to keyword research is testing. Which keyword works best? You test the words to collect data. There is an easy way to quickly test thousands of keywords to find the ones that work for you. You’ll also see how to convert all keywords to lower case in one step, sort keywords into categories, make permutations of the best keywords, and quickly translate keywords into other languages.

Key Takeaways:

  • Keyword Research: We look at free tools to find thousands of keywords, including your competitors’ keywords.
  • Types of keywords include primary and secondary keywords.
  • Find keywords in two places in Google Ads, two places in Google Analytics 3.0, in Google Search Console, and in Microsoft keyword tool.
  • Nine ways to find the questions that your audience uses when they search.
  • After you create a list of thousands of keywords, you test to find the best ones. A table of categories helps you to sort the keywords. Additional slides show you how to quickly create permutations of your top keywords to get yet more keywords and how to translate your keywords into other languages.
  • Finally, we look at how Google reviews and selects websites. What are their selection criteria? What do Google’s 8,000 Quality Reviewers look for? This gives you ideas for improving your pages and avoiding red flags.
  • Sections include checklists for your work.

Intermediate: Optimizing On-Page and Technical SEO to Get Your Site Ranked #1

Individual live online workshops $300 each, Now $225 each.

SEO Intermediate LIVE Workshop Dates:

Special Series Pricing: 35% discount for all three SEO live online workshops  $900 $585. Enroll here.

Special Series Pricing: All three SEO live online workshops + Mobile-first Design for $1,200 $675. Enroll here.

In the Fundamentals course, we learned how find keywords. In part two, we apply them.

We start this workshop with on-page SEO. This is what people see when they look at your web page. There are many things to improve on the page, so your pages are indexed better, such as site architecture, page design, site search, and video. This also improves the page for your visitors.

We continue with technical SEO. This includes changes to the HTML code so search engines can put your page in the right category and improve your ranking in Google search results. You will see how to find meta-tags in your HTML code. We will cover how to edit the meta-tags, the page heading, the body text, ALT tags, and the text in links. We give you a Microsoft Excel spreadsheet that lets you make sure your meta-tags stay within Google’s character limits. You’ll also see a quick way to test meta-tags to get the best ones. We also discuss which pages to choose for SEO work. You’ll also see how to do SEO for images, including how to make changes to the hidden text in images.

Key Takeaways:

  • On-page SEO covers the architecture of the website.
  • How to make visual sitemaps so you get an overview of your website.
  • How to make heat maps to see what people click on your pages.
  • How to optimize your pages.
  • How to use internal site search.
  • SEO for the text on your page, including headings, body text, and links.
  • Checklist for on-page SEO.
  • How to write meta-tags, along with a spreadsheet to manage meta-tags.
  • Tools to see the meta-tags on your site (and your competitors’ sites).
  • Checklist for writing meta-tags.
  • How to use Schema and Featured to get your page to be featured in Google. OpenGraph tags are used by social media such as Facebook and Twitter.
  • How to do SEO for images, including ALT tags, and how to edit the hidden meta-data in images.
  • More technical issues including canonical tags and HRefLang tags, 404-error pages, 301-Redirects, and how to find and fix broken internal links. These include examples of code for you to copy, paste, and use.
  • Make XML sitemaps for pages, images, and video.
  • How mobile-first indexing matters for mobile users and how to see your site’s speed.
  • Checklist for technical SEO.
  • Example of using technical SEO to get a page to the top of Google.

Advanced: Optimizing SEO Off-page Tactics, Link Building and Reporting

Individual live online workshops $300 each, Now $225 each.

SEO Advanced LIVE Workshop Dates:

Special Series Pricing: 35% discount on all three SEO live online workshops  $900 $585. Enroll here.

Special Series Pricing: All three SEO live online workshops + Mobile-first Design for $1,200 $675. Enroll here.

Search Engine Optimization (SEO) Advanced

In this final session, we look at off-page SEO. This covers changes that you can make outside of your website to improve your visibility, including link building, placing links in news sites, register in link directories, add your page to Google My Business, Wikipedia, and more. By making these changes, you’ll get more visitors to your web pages.

We’ll also talk about the Google updates (Panda, Penguin, Hummingbird, HTTPS, and Mobile First) and how they affect the changes you should prioritize on your website. You’ll get a list of banned topics at Google so you can avoid problems. Finally, if Google bans your page, you’ll see how to get Google to add your page again.

In closing, we look at what to put in SEO reports, how to see data for visitors, pages, ranking, keywords, how to justify the cost of SEO work, a list of the most common topics and metrics in SEO, how to set up an SEO helpdesk for your organization, and a list of SEO tools. We add a list of resources to keep up with SEO and digital marketing.  And end with a discussion with perspective on the future of SEO?

Key Takeaways:

  • How to optimize off-page SEO (i.e. the changes that you can make outside of your website)
  • How to build quality inbound links, a key factor in SEO.
  • How to find good sites to ask for links.
  • How to check if there are links from your site to bad sites.
  • How to block bad (toxic) incoming links.
  • How to place your press releases on 100+ media sites.
  • How to place your articles in magazines and newspapers.
  • What to do if your organization has dozens (or hundreds) of locations
  • How to get your organization in the Knowledge Box at the top of Google.
  • New Google ad services for offices.
  • Checklist for off-page SEO.
  • Google updates, what is blocked, and how to recover if you’ve been blocked.
  • How to use web analytics to get data and create reports for SEO.
  • How to justify the cost of SEO.
  • List of tools for SEO.
  • The future of SEO.
  • A long-term strategy for SEO.
  • Resources for information and help in SEO.

Mobile-first SEO

Individual live online workshops $300 each, Now $225 each.

Mobile-first SEO LIVE Workshop Dates:

Special Series Pricing: All three SEO live online workshops + Mobile-first Design for $1,200 $675. Enroll here.

How to SEO Optimize Your Website for Mobile-first

Update: In September 2021, Google announced the speed of webpages will also apply to desktop search in February 2022. When people search at Google in either desktop or mobile, the page’s speed is part of the ranking. If there are two pages and everything is equal, the faster page will rank higher. The Mobile-first course has been expanded to cover both desktop and mobile.

This workshop is led by Andreas Ramos, author of 18+ books on digital marketing. He was the Head of Global SEO at Cisco, where he worked with 44 languages in 85 countries. He also founded three digital agencies (one with 170 staff) and was the head of the digital agency at Acxiom, which did digital marketing for Fortune 200 companies. Andreas has trained dozens of interns and staffers and he brings that knowledge to you this two-hour workshop where you’ll learn about updating your website for Google’s Mobile-first indexing.

Our Goal

In this workshop, you will learn how to improve your website for Google’s switch to Mobile-first indexing. You will get clear examples of what this means and step-by-step actionable tactics that you can apply to your organization’s website, so that you do not experience a radical drop off in traffic. You’ll also see how to measure your website to see if it will be compliant with Google’s standards. Examples, links, and code will be included in the workshop that you can copy, edit, and paste.

Why Update to Mobile-first

Whenever Google rolls out a major core update such as Mobile-first indexing, hundreds of thousands of websites suddenly find their traffic takes a nosedive — and they will be scrambling to triage the problem. Many marketing people may lose sleep and their jobs over their lack of preparation for this core update.

What You’ll Learn

  • What is Mobile-first? Why websites must update their sites for Google’s Mobile-first core update. What happens if they don’t?
  • How to see the trend in mobile traffic at your site.
  • The difference between responsive design and Mobile-first design.
  • Why most visitors actually have a much slower connection than expected.
  • Google’s CWV metrics for Mobile-first: FCP, LCP, CLS, FID: what these mean and how to see the scores.
  • Examples of good and bad Mobile-first design: placement of buttons, tracking tags, and content.
  • Should you rebuild your website for Mobile-first?
  • How to look at your analytics, ranking, and competitors
  • How to reduce the text on your site.
  • The impact of images and speed. Which images to compress. Comparison of results when compressing images. New image formats. Size of webP, GIFs, SVG, carousels, and video. How to use different sizes of the same image.
  • How to use segmentation in Google Analytics to see your mobile traffic and Google Search Console and Google CWV metrics to measure your site’s speed and improvement.

This is a live online webinar with lots of opportunity for your questions.

Key Takeaways

  • What are Google’s requirements for Mobile-first?
  • What happens if websites don’t design for Mobile-first?
  • Do you need to do this? How to use your web analytics and other tools to decide.
  • How to reduce the KB size of text on your site.
  • How to reduce the KB size of images on your site with image formats, image compression, offer multiple sizes, and sample lines of code.
  • How to Use Google Analytics’ device segmentation and other Google tools.

The Presentations

  • The workshops are hands-on and practical.
  • The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
  • Step-by-step instructions in numbered lists with the links so you can do this yourself.
  • Included are lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.
  • The presentations feature two fictional companies in B2C and B2B. You can apply these examples to your company, non-profits, and other organizations.
  • List of selected items for additional reading.

Download Material

  • Recorded video of the presentation with slides and audio.
  • PDF of the complete presentation.
  • Spreadsheet for managing meta-tags.
  • Spreadsheet for managing keywords.
  • List of additional reading.
  • Google’s internal training manual for their page quality review team.

Who is the course for?

  • Organizations, including B2C and B2B companies, government, and non-profits
  • Organizations that want to improve their SEO presence in search engines.
  • You will be able to understand how to use SEO so you can manage projects, staffers, agencies, or contractors.
  • Agencies to improve their SEO services.
  • Anyone who wants to work in SEO.

(Can’t attend the live workshop? No problem. All workshops are recorded and we’ll send you the recording, workbook and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Instructor: Andreas Ramos

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

What’s Next:

You can continue DMA-NC workshops with Andreas Ramos for Google Ads, social media, analytics, and more. You’ll see how to install and configure these. You’ll also see how to use them separately or together in a combined digital marketing strategy.

Testimonials

The session provided an excellent overview of SEO, and the basics for analyzing and optimizing our sites.

Beth MakoseyPrincipal at Makosey Communications

Overall content of the class was very detailed. Instructor was concise and direct in his explanations, and had a clear sense of direction in his presentation.

Isaac MuckWebsite Data Analyst

This was great, answered 99% of my Google questions in an efficient 2 hour format.

Steve NewmanPresident, Founder and CEO at Rock.com

Very relevant and timely, presented in easy to understand fashion.

Steve McConnellVP Marketing at Vanguard Cleaning Systems, Inc.

Slides were very detailed and informative.

Rolando RodriguezMarketing Manager - Fremont Bank

Lots of excellent data. Great actionable information tools and guidelines.

Robert CallaghanEnterprise and Cloud Solutions Marketing - Sandisk

Great technical info – very usable! Thanks!

Rachel ArtzVine Connections, now at Global Business Marketing (Facebook)

This workshop was perfect for me – just the right amount of information at the right level. I will take it back to the company and find out how we analyze and make some suggestions where necessary.

Lynn OrlandoSenior Manager, Marketing - Western Digital Corporation

Discussed strategy and practical tips.

Diana LaPointVP/Marketing Manager - First Northern Bank

Smart use of language that lined up with the presentation.

Thomas KeadyMarketing Associate at RSM US LLP

Great preso!

Maeve NaughtonPartner (VAR, ISV) Marketing - Intacct

This workshop is a great idea and great job pulling together.

Gina VarelaSenior Global Campaign Manager, Enterprise Marketing - Veritas Technologies LLC

Comprehensive coverage of available tools. Examples and best practices of different tactics.

Thea CopelandDirector of Marketing at Buckles-Smith Electric

Love all the case studies shared from the panelists.

Nancy OzawaSenior Vice President, Marketing at PCBB (Pacific Coast Bankers’ Bank)

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraMPH - Senior Manager, Strategic Development at Practice Fusion

Insightful & timely actionable information I can take to the bank – great use case examples and fresh perspective on ABM.

Rocco SantoroGrowth Architect, Business Catalys, Ecosystem Developer, Advisor - GISTICS Incorporated

Provided a great start to the presentation that was though out and beneficial.

Thomas KeadyMarketing Associate at RSM US LLP

The content and information of the presentation was awesome and the instructor clearly and effectively communicated the teaching, It would be great if the actual presentations slides had less words and were a bit more designed and polished to help visually assist the concepts and learnings.

Heather SuburuSr. Marketing & Communications Manager - Contiki Holidays

DMA always provides great speakers on timely topics.

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

John clearly knows his area of expertise. A very broad topic with many layers is hard to convey in a brief timeframe, and he was quite effective in doing so.

Ken BerryPresident - Pro Horizons

Excellent subject matter and panel. Keep them coming.

Patty ColemanSenior Graphic Designer, ReMark Group

Excellent overview , this made my time worthwhile today!

Diane RamesLaw Office Administrator, Gwilliam Ivary Chiosso Cavalli & Brewer

Important updates and discussion on critical B2B lead generating efforts.

Ernest KhirallahVice President Marketing & Corporate Communications, Cooperative of American Physicians, Inc.

A great collection of information that I [will] begin to implement immediately into my direct marketing strategies.

Elizabeth InpynFounder, INPYN Nutrition & Consulting

Well prepared presentations w/real world examples and speakers.

Steve BorgDirect Marketing Specialist, BorgDirect Marketing

I found the material relevant, timely & current. This is info that you can’t get anywhere else. Audience participation makes the day.

Karla HaleyMarketo & Salesforce.com Consultant

Great presentation informing about a marketing strategy tactic that I wasn’t very familiar with. Will be considering in our mix for the future.

Judy FriedmanVice President, Strategic Client Communications and Engagement Consultant, WellsTrade Online Brokerage

Yes! Every time I attend a DMA luncheon, I walk away pleased w/the investment of my time. It is always worthwhile for me to carve out the time.

Carrie BeamOwner and Principal, Carrie Beam Consulting

Very valuable info that can apply across verticles.

Kate CoghlanMarketing Professional and Health & Wellness Enthusiast, Transiris Corporation

Really liked the forum – panel discussion. Great, knowledgable speakers, work well together.

Kathy SchmidtStrategic Initiatives, SAP SuccessFactors

Just a bunch of great insights & tips.

Whit MagorBusiness Solutions Representative, KP LLC

Really liked the various backgrounds of the speakers & different perspectives they brought!

Kim JohnsonEVP, Managing Director, HERO Marketing & Advertising

Very well run, comfortable setting to ask questions in & I appreciate the different perspectives of the panelists.

Lindsey O’BrienAccount Manager, Gunderson Direct, Inc.

Incredible presentation! Engaging and insightful until the very end!

Adelaide HillAssociate Product Marketing Manager at Infoblox

What a wonderful way to spend an afternoon – eating a delicious lunch and learning about valuable marketing topics.

Chris OtchyCopy Writer, Content Strategist and Internet Marketing Professional, Willis Towers Watson’s OneExchange

Marketing changes so quickly with new technologies & approaches. DMA helps me keep up!

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

Detailed, in-depth information across social platforms that you can’t find elsewhere.

Jeannine VaughanMarketing Leadership, Vaughan & Company

The depth of information was quite good and I particularly found helpful the focus on applicable marketing use cases.

Jeff HorningAccount Executive at Business Wire

Real-world true-life tales from the frontline of B2B marketing.

Rajesh KrishnanB2B Marketer Building Engines for Growth, Synack, Inc.

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraSenior Manager, Strategic Development, Practice Fusion

A lot of info, mostly new to me but very educational. Will look for ways to implement what we learned into practice.

Kyoko RamirezMarketing, Hitachi High Technologies America

Very informative & entertaining. Learned a lot in two hours.

Karen OlsonVice President of Marketing, CalChamber

Excellent presentation about a very interesting business topic.

Michelle WaltersDigital Marketing Strategist & Customer Success Manager, Marvel Marketers

DMAnc continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.

Alicia GaravagliaHead of Marketing

This workshop gave a great overview of the insight that Google Analytics can provide. Though I have been using Google Analytics for years this course still provided new ways of thinking and reporting that I will be applying when analyzing my company’s website.

Barret GuildDigital Marketing Specialist
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