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

Marketing teams around the globe are tackling the resurgence of the Inbox in their buyer’s journey. The challenge is that many organizations don’t know how to develop their email programs from one-size-fits all campaigns to those that are timely, targeted, and relevant for individual subscribers. You’ll walk away from this half-day session with recommendations and ideas for developing additional personalization and segmentation opportunities, along with advanced email design tactics and metrics that measure the short- and long-term impacts of email programs.

One of our highest-rated speakers, Michael Barber, will guide you through this masterclass designed for intermediate and advanced email marketers, as well as those marketing leaders and business owners looking to broaden their email marketing knowledge. You’ll receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises and personalize the information you learn to your company or brand.

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

• Explain why email still matters
• Understand the difference between simple and robust email programs
• Develop a roadmap for managing inactive subscribers
• Leverage advanced design tactics for your templates
• Make your emails more accessible
• Better understand how the ISPs (internet service providers) score your campaigns
• Move from “”batch and blast”” to segmented and personalized campaigns
• Develop a robust email metrics dashboard
• And, see what the future of email might look like