Digital marketing training from the Will Marlow Agency. We will continue releasing these digital marketing training episodes for at least as long as the initial COVID-19 lockdown lasts.

1. SEO AND SEM 101 DURING COVID-19
The Will Marlow Agency

2. Audit your website
“Reverse engineer” your competitors
Analyze your audience
How DoYou Improve SEO Results?
1
2
3

3. Audit your website
How DoYou Improve SEO Results?
1
a Check your SEO tags - Screaming Frog
b Get a “Google My Business” Listing

4. Find out who is LINKING to competitors

5. Find out who is LINKING to competitors

6. Find out who is LINKING to competitors

7. Find out who is LINKING to competitors

8. Find out who is LINKING to competitors

9. “Reverse engineer” your competitors
How DoYou Improve SEO Results?
2
a Check ad spend
b
c
d
Check inbound links
Check tags
Check Facebook Ads

10. Why DoWe Care About SEO?

11. Why DoWe Care About SEO?

12. Why DoWe Care About SEO?

13. Why DoWe Care About SEO?

14. Why DoWe Care About SEO?

15. Why DoWe Care About SEO?

16. “Reverse engineer” your competitors
How DoYou Improve SEO Results?
2
a Check ad spend
b
c
d
Check inbound links
Check tags
Check Facebook Ads

17. Find out who is LINKING to competitors

18. Find out who is LINKING to competitors

19. Find out who is LINKING to competitors

20. Find out who is LINKING to competitors

21. Find out who is LINKING to competitors

22. Find out who is LINKING to competitors

23. Find out who is LINKING to competitors

24. “Reverse engineer” your competitors
How DoYou Improve SEO Results?
2
a Check ad spend
b
c
d
Check inbound links
Check tags
Check Facebook Ads

25. Find out who is LINKING to competitors

26. Find out who is LINKING to competitors

27. Find out who is LINKING to competitors

28. Find out who is LINKING to competitors

29. Find out who is LINKING to competitors

30. Find out who is LINKING to competitors

31. “Reverse engineer” your competitors
How DoYou Improve SEO Results?
2
a Check ad spend
b
c
d
Check inbound links
Check tags
Check Facebook Ads

32. Find out who is LINKING to competitors

33. Find out who is LINKING to competitors

34. Find out who is LINKING to competitors

35. Find out who is LINKING to competitors

36. Find out who is LINKING to competitors

37. Find out who is LINKING to competitors

38. Analyze your audience
How DoYou Improve SEO Results?
3
a Use the “Google Keyword Planner”
b Find “high volume” phrases you care about

39. What does your audience care about?

40. What does your audience care about?

41. What does your audience care about?

42. Get ideas for what isTRENDING

43. Get ideas for what isTRENDING

44. Get ideas for what isTRENDING

45. Analyze your audience
How DoYou Improve SEO Results?
3
c Make sure you don’t rank for the keywords already
b Buy or target

46. Analyze your audience
How DoYou Improve SEO Results?
3
c Make sure you don’t rank for the keywords already
b Buy or target

47. How DoYou Improve SEO Results?
c
b

48. How DoYou Improve SEO Results?
c
b

49. How DoYou Improve SEO Results?
c
b

50. How DoYou Improve SEO Results?
c
b

51. How DoYou Improve SEO Results?
c
b

52. How to Spend Less Money and Get more
Leads Using Google Ads and SEO
Tools to use:
1. Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/
2. SEM Rush: http://semrush.com/
3. Google Analytics: https://analytics.google.com/analytics/web/
4. Google Search Console: https://search.google.com/search-console/about
5. Google Keyword Planner: https://ads.google.com/home/tools/keyword-planner/
6. Google My Business: https://www.google.com/business/

53. The Anatomy of A Search Engine Results Page

54. The Anatomy of A Search Engine Results Page

55. The Anatomy of A Search Engine Results Page

56. Note: Google sometimes
chooses to not display the
page title tag and meta
description in a Google
Search Result.
The Anatomy of A Search Engine Results Page

57. Dual-Purpose Content

58. Dual-Purpose Content
Dual-purpose content: (1) keyword optimized AND (2) solves a separate problem.
Examples of Dual-Purpose Content Includes:
Keyword Optimized AND an FAQ
Keyword Optimized AND describes a program
Keyword Optimized AND useful for staff
Keyword Optimized AND supports a parent
Keyword Optimized AND becomes an email/FB post

59. 5 Headline Formulas
1. Uneven numbered lists. (TheTop 7 Ways to ‘____’ etc.)
2. Promise useful information. “the secret to ____”. (This tactic gives the promise of valuable
knowledge.)
3. Stick to superlatives - either positive or negative. Positive: best, always, fastest, easiest, most,
greatest, largest, funniest, hottest, biggest, strongest, ever, perfect top. And negative: never,
worst, nothing, no one, by no means, none, stop, avoid, don’t.
4. FOMO: “What Everyone Should Know About ____”This plays into FOMO — Fear of Missing Out.)
5. “HowTo ___” – probably my personal favorite. As in “HowToWrite a Great Headline.” (This
formula has the wonderful benefit of being simple, non-salesy, and applicable more often than
not.)

60. Publish once a week if possible (or more)
Link back to your key pages on your website
(classes, camps, etc.)
Make sure your blog posts have at least two
purposes
Describe your classes and programs in as unique and
specific ways as possible
Do’s & Don’ts
Do’s Don’tsⓍ
Duplicate content – be original
Stuff keywords into your posts
Worry too much about wordcount
(stick to 300 words minimum, no
maximum)