RUSS HENNEBERRY – SEARCH MARKETING MASTERY

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RUSS HENNEBERRY – SEARCH MARKETING MASTERY

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Modern search marketing has an entirely new set of rules than older, outdated forms of SEO:

STEP 1: Identify the INTENT and context of the prospect. (This is easier than you think once you have the tools and know how it’s done.)

STEP 2: Create an asset (i.e. blog post, podcast, sales page, product detail page, tool, pricing page, etc.) that satisfies that intent.

STEP 3: Determine where those assets should “live.” (IMPORTANT: SEO is no longer about Google, exclusively. Modern Search Marketers understand that search marketing now includes channels such as YouTube, Amazon, Pinterest, your own website/blog, iTunes, and even local search sites such as Yelp.)

STEP 4: Anticipate the next logical step the searcher will take, and build your user experience around that “ascension target.” (For example, if I’m Googling a term like ‘freshbooks pricing’, a FREE 14-Day Trial offer is a proper ascension path for that intent.)

If all this seems complicated, it’s really not.

BUT the rules have changed, and if you want to compete in the search channels today, you need to understand these new rules and the step-by-step process for implementing them.
And fortunately, that’s exactly what you’re about to learn.
FACT: Today, More Than Ever Before, Businesses Need MODERN Search Marketers Who Understand the Difference Between What Used To Work.and What Actually Works Today

What You’ll Learn In This Course

Search Marketing Site Audit

Evaluate the search marketing health of your entire domain, and then get specific with your most popular pages. Once you follow the 23-step domain and page audits, you will be able to identify and remove crippling search issues that must be fixed first (keyword research, content and link building are useless until you remove these problems).

Traffic by Channel

Learn how to measure how much of your traffic is coming from each channel – whether it’s social media, Google search, paid traffic or organic search channels. When you know what’s working and what isn’t, you can focus on boosting certain channels that work best and finding new ways to make your weaker channels shine.

Revamp Your Blog

Update your blogs to leverage Google’s “QDF algorithm” and breathe new life into the content you’ve already spent time and energy creating. Once you find a way to repurpose your content, you can spend less time coming up with brand new concepts, and spend more time driving traffic to your pages.

Earn Media Mentions

Gain credibility through media mentions on and off line. There are eight tried-and-true ways to get your copy in the hands of reputable sources who will give you valuable mentions on the web – driving organic, completely free, traffic!

Search Marketing Mastery Course Details
In this 8-hour course you’ll learn everything you need to know about how to drive more qualified search traffic to grow your business.

Module 1:

• From the Instructor
• The Content of this Course
• The Certification Exam
• The State of Search
• The 3 players
• Discoverability & Availability
• What are Search Queries?
• Search Marketing Goals
• Introduction to Earned Media & Link Building
• Introduction to UXO & RXO
• Intent Based Search Optimization (IBSO)

Module 2:

• The Big Picture
• How We Use Search Engines
• The Tyranny of Physical Space
• The Long Tail of Search
• Intent Based Keyword Research
• Finding Intent & Context
• Building Customer Avatars
• Intent Based Avatars
• Keyword Research Tools
• Keyword Modifiers
• Intent Based Keyword Research: Example 1
• Intent Based Keyword Research: Example 2
• Choosing Assets

Module 3:

• The Big Picture
• Choosing the Right Channel
• Ascension as Optimization

Channel Optimization:

1. Web Page
2. Blog
3. Amazon Product Page
4. YouTube
5. Pinterest
6. iTunes
7. Review Sites

Module 4:

• The Big Picture
• About Content Management Systems

Domain Audit:

1. Site Command:
2.  Google Webmaster Tools
3.  Google Analytics
4.  Sitemap
5.  robots.txt
6.  Backlinks
7.  404 Page
8.  Internal Site Search
9.  Navigation
10.  Accessibility
11.  Mobile

Page Audit:

1. Value
2. Layout & Design
3. Mobile
4. Keyword Targeted
5.  Keyword Cannibalization
6. Cross-Linking and Siloing
7. Shareability
8. Duplicate Content
9. Stranded Page
10. Redirects
11. robots.txt and Meta robots
12. Page Load Speed
13. Module 5:

• The Big Picture
• Paid and Owned Media
• Link Building Today
•  Earning Links: Cross Linking
• Earning Links: Competitive Research
• Earning Links: Content that is Generous
• Earning Links: Build Link Bait
• Earning Links: Create Primary ResearchEar
• ning Links: Getting Out More
• Earning Links: Newsjacking
• The Last Word

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