How to Develop an Effective SEO & Digital Marketing Strategy

If your digital marketing plan feels like you’re throwing pasta at the wall to see what sticks, it’s time to pause and take this class. In How to Develop an Effective Digital Marketing Strategy, we use a competitive SEO analysis to explore what our site’s strengths and weaknesses are in contrast to our search competitors. By auditing a manageable sample set of our domain’s pages, we can gain a comprehensive understanding of what may be preventing us from better rankings in Google, Bing, and other search engines (hint: it’s not all about keywords or links).

Who is the class for?

Anyone who works with a website, but may be of particular interest to marketers, developers, writers, and people who make decisions about how company dollars are spent. Comfort with Google Sheets or Excel is required. Some prior experience with Chrome Dev Tools/Firefox Inspector, BuzzSumo, and Moz/AHREFs/SEMRush is helpful, but not required.

Materials / Resources

SEMRush, or Moz, or AHREFs (Addendum: each of these tools is sufficient for this class, as they all have overlapping features.)

BuzzSumo (They offer a 7-day free trial.)

• Introduction
• The Balanced Digital Scorecard
• Selecting Sample Pages
• Class Project
• Audience and Conversion
• Who Are Your Search Competitors?
• Evaluating Your Search Competitors
• How Does Your Site Measure Up?
• Conclusion