In order for your digital marketing efforts to be as effective as possible, SEO needs to be at the foundation; however, SEO can be complex and difficult to understand. It can be hard to determine what tools to use, what information to look for, what the data even means, and what to do next.

In this comprehensive workshop, Hannah will walk you through the SEO principles that you need to know to improve your site’s online visibility – but she’s getting rid of the technical jargon. She will provide a clear, step-by-step process for you to follow and a down-to-earth explanation of what the technical terms really mean.

Hannah will pull back the curtain on how her agency approaches SEO projects with each of their clients – from startups for Fortune 100 companies – and teach you how to:

• Evaluate your site’s SEO health
• Identify, troubleshoot, and correct common technical errors
• Utilize the most effective SEO tools
• Perform keyword research and develop a data-driven content strategy
• Audit your existing content to find hidden gems and problem areas
• Analyze and deconstruct competitor’s sites
• Reverse engineer the top-ranking pages to better compete in SERPs
• Structure your website to enhance crawlability
• Optimize on-site elements
• Prepare for and execute site migrations and redesigns
• Manage redirects
• Find and pursue additional SERP opportunities, such as featured snippets and FAQs
• Create and implement a prioritized SEO strategy

If we cannot measure it accurately, we cannot improve it adequately. Measurement is a critical element for any successful and long-sustaining organization. With an endless supply of data from an abundant variety of sources, the analyst’s challenge is no longer how to gather data, but how best to tame it. When properly planned and executed, a strategic analytics process can help us arrive at smarter business decisions with velocity. If you are seeking ways to use measurement to improve your association or non-profit organization, join this day long workshop to learn advanced digital analytics strategies and tactics. You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises and customize the information and insights you learn to your company or brand. It has been designed to take it back to the office and begin implementing immediately.

We’ll cover topics including:

• Analytics Audit: Learn the criteria required to efficiently evaluate an existing analytics program and diagnose issues affecting data accuracy and measurement efficiency.
• Configuration: Get a blueprint for activating all the features necessary to produce a representative and rich data set.
• Reporting: Discover how to deliver clarity, accountability and vision with reporting structure, and learn how to automate your report generation process.
• Data Mining and Insights: Learn the tricks of the analytics trade pertaining to efficient data mining, finding exciting correlations and extracting insights to “wow” your team.
• Measurement Process: Find out the best ways to build, maintain and advocate for a solid analytics process that saves time, improves accuracy and fosters growth for your organization.

At the end of this Masterclass, you’ll be able to:

• Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
• Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
• Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship

As marketers, you know content is critical when it comes to driving awareness, consideration, and qualified leads, but when competition is high, how do you make sure your message is the message that not only stands out – but is built to last? How do you make sure it’s *also* flexible enough to appeal to your varied audiences? The good news is the answer lies in a content-building structure that can be easily duplicated time and time again. If you’re looking for answers to these questions, join this highly interactive workshop to learn not just the “how” of creating, but the “why,” as well. As we work together through a content-building workbook, you’ll learn a step-by-step process for finding and using the building blocks of content that rocks for *your *company or brand.

We’ll cover four key areas to test your content against, including:

• Relevance: How to identify the question your audience wants an answer to
• Resilience: How to make sure your message builds the best case for your idea
• Remarkableness: How to determine one aspect of your message that is unique to you
• Repeatability: How to summarize your message in a simple sentence so it’s strong enough to stick in the mind of your audience

At the end of this Masterclass, you’ll be able to:

• Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
• Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
• Develop outlines for content anywhere from 100 to 10,000+ words
• Explore and adopt the four Message Mindsets to add variety and interest to your content

This session is for marketers and content creators:

• Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
• Fluent in the company’s overall brand, vision, values, and mission
• Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients