Learn something new in five minutes or less. Check out our free marketing education videos for technology professionals. We’ve leveled up our video production since these were produced, but good marketing advice never goes out of style!
Learn something new in five minutes or less. Check out our free marketing education videos for technology professionals. We’ve leveled up our video production since these were produced, but good marketing advice never goes out of style!
SEO Education Series #7: Off-Site SEO: Focus on One of Google's Top Ranking Factors
Learning Objectives:
- Understand the Role of Domain Authority in SEO.
- Learn How Backlinks Influence Your Website's Search Engine Ranking.
- Discover Strategies for Building High-Quality Backlinks.
Homework:
- Analyze your current backlink profile using tools like Moz or Ahrefs. Identify opportunities to gain high-quality backlinks from reputable sites in your industry. Discuss with your marketing team how to engage these potential partners effectively.
SEO Education Series #6: On-Site SEO, Part 2: Optimizing Your Content for the Buyer's Journey
Learning Objectives:
- Understand the Integration of the Buyer’s Journey in On-Site SEO.
- Learn About Key On-Site Elements Influenced by the Buyer’s Journey.
- Discover Best Practices for Content Creation and Internal Linking.
Homework:
- Engage with your sales and marketing teams to conduct a thorough review of your website’s content. Map out how well your current content aligns with the awareness, consideration, and decision stages of the Buyer’s Journey.
SEO Education Series #5: On-Site SEO, Part 1: Optimizing Your Website for Google
Learning Objectives:
- Learn how to craft compelling page titles that capture attention and drive clicks.
- Gain insights into writing effective meta descriptions that provide clear, concise summaries of webpage content, enticing users to click through.
- Understand the importance of structuring content with proper headings to enhance readability and keyword relevance.
Homework:
- Use Screaming Frog to analyze your website’s page titles, meta descriptions, and headings for free. This will help you identify and improve key SEO elements efficiently.
SEO Education Series #4: Local Search: The Impact of Your Google Business Profile
Learning Objectives:
- Learn what your Google Business Profile is and why you should claim yours.
- Understand why GBP is a key element of gaining visibility in local search results on Google.
- Learn what kind of business information you should include in your profile.
Homework:
- Generate a free Digital Health Check to find out if you’ve claimed your GBP and if it’s fully optimized with your business information.
SEO Education Series - Video #3: Local SEO: The Impact of Directory Listings
Learning Objectives:
- Define what directory listings are and where they’re found online.
- Understand why directory listings are an important part of gaining visibility in local search results on Google.
- Learn what NAPW consistency is, and why it’s a best-practice SEO tactic.
Homework:
- Generate a free Digital Health Check to see where your business has directory listings online and how consistent they are.
SEO Education Series - Video #2: Online Search: The New Normal
Learning Objectives:
- Understand how the landscape of page 1 search results have changed over the last year.
- Define “zero-click search” and explore examples of zero-click search results.
- Learn what you need to work on online to show up in zero-click search results.
Homework:
- Experiment with zero-click search results — does your business show up in zero-click results when you search for the queries your customers are asking?
SEO Education Series - Video #1: The Digital Landscape Has Forever Changed
Learning Objectives:
- Understand the big picture of how AI is impacting SEO and online search.
- Explore why your online presence still matters, and who is looking at you online.
- Learn what criteria matters to Google now: Demonstrating EEAT (Experience, Expertise, Authority, Trust) in all your online content.
Homework:
- Experiment with generative search through your personal Google account
Topic #16: Integrator Marketing Must-Haves Part 2
Learning Objectives:
- Ensure your business is registered and has a Google business listing
- Have professional, attractive presentation folders
- Make sure all of your documentation (including quotes, invoices, schematics) are professionally branded
- Have all of your staff wearing uniforms/branded clothing
- Have a brochure or professional piece of literature to leave prospects
Homework:
- Select a topic above and take action
Topic #15: Integrator Marketing Must-Haves Part 1
Learning Objectives:
- Utilize marketing to “share your passion”
- You need to have a logo
- Ensure you have a beautiful website
- Have professional business cards readily available
- Vehicle wraps can be an excellent way to brand your company
- Make sure your email address domain matches your website
Homework:
- Select one of the topics above and define steps to improve
Topic #14: Integrator Branding 101
Learning Objectives:
- You should love your logo and be proud to show it to the world
- Learn about the 3 types of logos (Font-Based, Logos that illustrate focus, Abstract)
- Know the importance of your brand and why it matters
- Don’t use clip art
- Know what types of file formats you should have
Homework:
- Determine if your logo accurately represents who you are today
Topic #13: Social Media 201 for Integrators
Learning Objectives:
- LinkedIn is a great place to target architects, designers, and builders
- Focus on publishing relevant content (case studies, industry articles etc) vs “selling”
- Consider advertising on LinkedIn
- Publish photos and video on Instagram (focus on publishing content from completed projects)
- Be sure and utilize hashtags on Instagram
Homework:
- Develop your strategy for LinkedIn
Topic #12: Social Media 101 for Integrators
Learning Objectives:
- Be great at Facebook, LinkedIn and Instagram first
- Secondary priorities can be Twitter, Youtube and Pinterest
- Regularly update your Facebook page
- Implement advertising on Facebook
- Learn about audience targeting
Homework:
- Define 3 activities that will improve your effectiveness on Facebook
Topic #11: 5 Website Must-Haves: Part 4 (#16 - #20)
Learning Objectives:
- Enable live chat on your website
- Ensure you have an SSL certificate
- Use an open source CMS
- Update your CMS
- Make sure your site has an XML sitemap
Homework:
- Determine if your website was built on a CMS and when it was last patched
Topic #10: 5 Website Must-Haves: Part 3 (#11 - #15)
Learning Objectives:
- Showcase your credentials
- Embed positive reviews on your website
- Publish client testimonials
- Feature your showroom (if you have one)
- Have a blog that features great content
Homework:
- Type your company name into Google and see what reviews show up
Topic #9: 5 Website Must-Haves: Part 2 (#6 - #10)
Learning Objectives:
- Ensure your website makes it easy for visitors to contact you
- Have custom imagery on your website
- Put up an image gallery to organize your imagery in an attractive way
- Dedicate a page as a ‘Project Gallery’
- Have videos & video galleries on your site
Homework:
- Photograph every major project you work on
Topic #8: 5 Website Must-Haves: Part 1 (#1 - #5)
Learning Objectives:
- Learn what makes a website mobile-responsive
- Know the basics of delivering a great first impression
- Ensure your local address is included in the header of the site
- Know the importance of social media
- Validate the footer information included on your website
Homework:
- Download ’30 Website Must-Haves’ checklist below...
Topic #7: SEO Performance Metrics
Learning Objectives:
- Ensure you have Google Analytics loaded on your website
- Look at the number of organic sessions your website has month over month
- Check out your average session duration & bounce rate
Homework:
- Download Google Analytics for your mobile phone
Topic #6: How to Develop SEO Phrases
Learning Objectives:
- Know what digital real estate you own
- Determine how you want to grow
- Learn about long-tail keyphrases (including topic + geo-tag)
- Research on trends.google.com
Homework:
- Create your list of topics and geo-tags and combine to create your SEO target phrases
Topic #5: The top 3 SEO Ranking Factors
Learning Objectives:
- Learn the Top 3 Rankings Factors and what influences them
- Define how you want to show up in search
- Know how to measure your current SEO performance
Homework:
- Start tracking your SEO target phrases
Topic #4: Google Algorithm Updates
Learning Objectives:
- Understand how and why Google’s search algorithm changes
- Learn how you can stay relevant in Google search
- “White Hat” SEO vs. “Black Hat” SEO
Homework:
- Audit your activity and updates made to your website in the last 2 years
Topic #3: SEO vs SEM for Integrators
Learning Objectives:
- Understand the difference between SEO & SEM
- Learn which strategy is best for your business
- Know the benefits of each strategy
Homework:
- Type in a search query and identify organic results vs. paid ads
Topic #2: SEO Defined
Learning Objectives:
- Understand what SEO is
- Know which factors influence SEO performance
- Learn about the 3 types of search queries
Homework:
- Define ways you want to be found online. Go to Google & start searching!
Topic #1: Online Presence
Learning Objectives:
- Know your customer’s online journey
- Understand the various touchpoints a referral may have when searching for your company
Homework:
- Take inventory of your current online presence