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SEO for Marketers: Strategies, Tactics and Trends

Chicago, IL

Wednesday, April 29

8:00 am - 8:30 am

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 5:00 pm

SEO Foundations

  • Modern Consumer/Searcher Refresher
    • Are you meeting the most current habits, preferences, and desires of your market?
    • How current trends should influence your SEO and digital strategy
  • Review SEO best practices and foundations
    • What foundations are your website and content lacking?
    • How does SEO fits into your integrated marketing mix?

EXERCISE: SEO Performance Scorecard + Documentation

Keyword Strategy and Hands-On Keyword Research

  • Keyword Strategy 201
  • Keyword Research Best Practices and Tools

EXERCISE: Keyword Research Tools and Extensions

SERPS Analysis and Competitive Auditing

  • Learn how to do a simple and quick competitive audit
  • Identify what content formats Google is prioritizing and what opportunities exist for additional visibility on both mobile and desktop

EXERCISE: Perform a Competitive Audit

Thursday, April 30

8:00 am - 8:30 am

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

8:30 am - 4:00 pm

On-Page SEO, On-Site and Off-Site Content Optimization

  • How is Google interpreting and evaluating your page?
  • What is in your direct control? What other factors do you need to be aware of?
  • Review on-page SEO and content creation strategies.
  • Learn and apply best practices and next-level techniques to optimize content on other platforms.
  • Be more findable and own your area of expertise across every channel.

EXERCISE: Apply keywords, internal linking campaign, analyze off-site platforms and social media accounts.

Backlinks and Social SEO

  • Off-page SEO is non-negotiable.
  • Review modern backlink strategies and techniques.
  • Amplification and optimization techniques
    • Improve discovery, backlinks and engagement metrics

EXERCISE: Backlink Analysis

SEO Trends

  • Rich Snippets (what are they and why should you care?)
  • Schema
  • Voice Search
  • Optimizing for Digital Assistants and Home Devices
  • Latest in Technical SEO and Mobile SEO.
  • E-commerce to Local businesses to Enterprise to B2B to B2C

EXERCISE: SEO Calendar and Action Plan, SERPs Analysis Part II, Activity Analysis and Insights

Measurement, Reporting and Data-Driven Insight

  • What are you measuring, why, and where to look
  • Google Analytics
  • Google Search Console
  • Data export and analysis

EXERCISE: Google Analytics, Google Search Console Analytics, Dashboard Creation and Reporting

Review and Wrap-Up

  • Next Steps
    • Short-term
    • Long-term
    • Documentation

EXERCISE: SEO Calendars and Action Plan