0524 - Demystifying Digital Marketing: Search Engine Optimization and Local Marketing

Course Description

Demystifying Digital Marketing is a three-module (course) series that will introduce you, the small business owner, to each of the major digital marketing media and teach you the basics of how to deploy each digital media. Each of the three modules will be ½ practical knowledge building, and ½ hands-on “how to” with a focus upon on-screen demonstrations. Ideally, participants will follow-along on their own laptop. A digital marketing strategy section with persona targeting, and the best media to influence that persona will set-up each module so that participants know which media best fits their objective.

 

Module 1: Google PPC and Display, and Local Marketing

Module 2: Search Engine Optimization (SEO), Content Management

Module 3: E-Mail Marketing Best Practices and Customer Relationship Management (CRM) Systems

Course Outline

•    Purpose of SEO & Benefits: Higher Ranking in Search Engine Results and Click-Throughs
•    Branding: Branding and Consumer Targeting 
•    Funnel Management: The Digital Marketing Funnel and Which Digital Media Is Most Effective 
•    Organic Vs. Paid Search: Search Engine Optimization (SEO) versus Search Engine Management 
•    Three SEO Pillars: On-Site, Off-Site, and Technical
•    Keyword Usage On-Site and the Search Engine Results Page Outputs 
•    EAT On-Site to Rank Higher: Expertise, Authority and Trust
•    Keyword Lengths: Long Tail, Medium Tail and Short Tail, and Their Best Uses
•    Content Management: Rings of Content Focus, Be More Educational, Expert Blogs, Videos
•    Off-Site With Backlinks: Build Linkages to Credible, Relevant Other Sites 
•    Technical and Loading Speed: Small Screen Trends, How Assess, Next Gen File Formats, Broken Links.

Learner Outcomes

• Understand the purpose and benefits of Search Engine Optimization
• Understand the basics of consumer/user targeting for marketing purposes.
• Understand where SEO fits in the digital marketing suite of media (Digital Funnel).
• Understand the Three Pillars of SEO
• Understand EAT for On-Site and the three keyword lengths.
• Aware of Keyword identification tools and take away samples.
• Understand Off-Site and the effective tactics for Backlinks, to include backline checkers.
• Understand Tech aspects such as Loading Speed and How to Measure, plus Next Gen File Formats
• Walk away with a set of on-line tools to assist them if they elect to measure current website performance along with “how to” Tips and Tools for SEO.

• Tools: SEO Website Assessment to identify gaps and fixes, and a no-cost website report from your

  UGA SBDC Consultant after the course to include a no-cost Woo Rank SEO report on your website.

Notes

A Public Service and Outreach Unit of the University of Georgia. Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. All programs of the UGA SBDC are open to the public on a non-discriminatory basis. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance.