Technical SEO Basics for Inbound Marketing

  
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If educating potential buyers is your goal, then you must stop viewing your company website as a marketing tool and start seeing it as a sales tool. Buyers will never appreciate a beautiful site if they can’t find what they need. Your site needs to educate potential buyers to help your sales team close deals faster. Join Vin Gaeta, Managing Director at IMPACT, as he teaches about search engine optimization, UX-driven design, self-service tools, data and analytics, sales focus, website management, and all the key elements to making a website a lead generation machine.

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Fact: Modern buyers don’t want to be sold to. They want to take ownership of their buying decision and know they’re making the best choice for themselves. Why do you think so many hide behind their computer screens rather than browsing (or braving) the aisles of their local stores? 

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After a ton of internal collaboration, meetings, and research, you’ve nailed your messaging strategy. You also understand the broad strokes of what you need to write on your website pages to hook your ideal customers in and make them excited about buying from you. 

Still, something isn’t right. For some reason, your website is failing to close the deal by attracting and converting those perfect-fit prospects. 

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Needing a website for your business is a given, but the same website from 2000 or even 2013 isn’t going to cut it. To succeed with inbound marketing and They Ask, You Answer, your business website needs a specific user experience and unique features you may not have considered before. 

Your business website can be your No. 1 salesperson, driving traffic, leads, and sales every single day of the year, after hours, without ever needing to take a day off. Unfortunately, too many businesses are missing out on this opportunity by investing in the wrong areas. 

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  • The role your business website needs to play to see the results you're looking for
  • What makes your business website great to your ideal buyers 
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Lights, camera,....wait, how do you know when you're ready to film? 

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After completing this course, you will be ready to say “lights, camera, action”!
Creating case study videos is an effective way to showcase the success your clients have when using your products or services. They provide proof that you can deliver on your promise while showing the benefits your business provides and allows your audience to build trust for your company.

Lights, camera,....wait, how do you know when you're ready to film? 

Creating case study videos is a great way to integrate multiple marketing strategies into one cohesive campaign, but it can be overwhelming to make happen successfully. There are many things to consider when creating case study videos, and having an industry expert guide you through the process will help set you up for success!

Alex Winter is the Creative Director & Video Manager at IMPACT who has over ten years of industry experience and will be your instructor for this incredibly valuable course. 

In this course, you will learn…
  • The importance of proper planning during the pre-production stage. 
  • Supporting the client throughout the production process. 
  • The importance of understanding The Selling 7 and They Ask, You Answer when creating case studies videos. 
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  • The post-production stage including transferring your footage and editing.

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Organizing your content in a topic cluster and pillar page model will help:
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You'll find the answers to these questions (and much more) in this IMPACT+ Pro course with the mind behind IMPACT’s traffic and lead-generating pillar strategy, Liz Moorehead. 

This course is ideally suited for content managers and digital marketers who are tasked with developing and executing robust content strategies that drive results for their company.

So you hired a content manager, and you’re churning out high-quality, long-form articles on the reg, but still not seeing that killer organic traffic you need. With one of the only constants in life being Google’s algorithm updates, this is an all too common challenge

As much as it pains us, the way we marketers used to “do SEO” no longer cuts it. How search engines map our content today is very different (and much more human) than it was when we all first started creating content marketing strategies or our companies and we need to cater to this. Enter topic clusters and pillar pages.

Organizing your content in a topic cluster and pillar page model will help:
  • Your website be more organized, structured, and easier for users to navigate
  • You spot new content priorities, opportunities, and gaps with ease
  • Search engines like Google map your content more efficiently
  • Your search rankings go up due to better visibility
 
But what is the topic cluster and pillar content model? How does it work and why? What do great pillar pages look like across different industries? How do you select your own topic cluster and pillar content topics? How do you develop an out-of-this-world, revenue-generating strategy for a pillar page? And how do you track the success of your topic clusters and pillar pages?

You'll find the answers to these questions (and much more) in this IMPACT+ Pro course with the mind behind IMPACT’s traffic and lead-generating pillar strategy, Liz Moorehead. 

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  • Discover how to create a live chat playbook to roll out your strategy.
  • 5 Rules for starting your first conversation and advanced techniques to improve the end-user experience. 
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  • Learn about the advanced features that you can do and understand when you are ready to implement them. 
Your inbound business has read They Ask, You Answer, and now you want to level up your online marketing efforts by implementing live chat to your website. Being able to answer your website visitor questions in real-time is powerful! 
Whether you’re implementing live chat for the first time or looking to expand your live chat strategy, the course will guide you through how live chat strategy can help your website visitors at every step of their buyer’s journey. 

In this course, you will learn:
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  • How to shift the organizational mindset to embrace live chat.
  • Discover how to create a live chat playbook to roll out your strategy.
  • 5 Rules for starting your first conversation and advanced techniques to improve the end-user experience. 
  • The importance of measuring and the key metrics to monitor with your live chat.
  • Learn about the advanced features that you can do and understand when you are ready to implement them. 
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Level: Beginner
So you’re investing in inbound marketing, but aren’t seeing the results you expected. You’re writing content, but your traffic, leads, and sales growth has been slow or non-existent. You’re not alone. Inbound marketing works, but the fact is, too many people are doing it wrong. 

This course will change all that.

They Ask, You Answer is a revolutionary approach to inbound marketing that has empowered thousands of companies around the world to reach their most aggressive traffic, sales, and leads goals, and in this inspiring, high-energy course, the mind behind the framework, Marcus Sheridan, dives into what it is and how it works.  

By the end of this two-hour course, you will:
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  • Know the right content to create to drive traffic, leads, and sales and how to get started
  • Learn how to use this content to speed up your sales process
  • Learn the elements of the perfect inbound marketing website 
  • Understand the importance of trust in all of your inbound marketing efforts

This course is for anyone who wants to stop wasting time and money on inbound marketing tactics and agencies that don’t work. Use the proven They Ask, You Answer to elevate your brand authority and make customers want to buy from you!

Note: When originally published, this course was titled “Digital Sales & Marketing Framework for Today's Modern Buyer.” This is still reflected in the graphics for this course.

So you’re investing in inbound marketing, but aren’t seeing the results you expected. You’re writing content, but your traffic, leads, and sales growth has been slow or non-existent. You’re not alone. Inbound marketing works, but the fact is, too many people are doing it wrong. 

This course will change all that.

They Ask, You Answer is a revolutionary approach to inbound marketing that has empowered thousands of companies around the world to reach their most aggressive traffic, sales, and leads goals, and in this inspiring, high-energy course, the mind behind the framework, Marcus Sheridan, dives into what it is and how it works.  

By the end of this two-hour course, you will:
  • Understand how modern buyers and the buying process have changed and what that means for your business 
  • Know the right content to create to drive traffic, leads, and sales and how to get started
  • Learn how to use this content to speed up your sales process
  • Learn the elements of the perfect inbound marketing website 
  • Understand the importance of trust in all of your inbound marketing efforts

This course is for anyone who wants to stop wasting time and money on inbound marketing tactics and agencies that don’t work. Use the proven They Ask, You Answer to elevate your brand authority and make customers want to buy from you!

Note: When originally published, this course was titled “Digital Sales & Marketing Framework for Today's Modern Buyer.” This is still reflected in the graphics for this course.

Lesson length 1h 30m
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How to Optimize Your Google My Business Listing
Level: Beginner
How important is it to you that your business shows up on Google for relevant search queries?

Extremely important, right? That question is a no-brainer.

And to make it happen, you dedicate a lot of your time optimizing your website’s SEO, improving your social media and email campaigns, and even paying for Google Ads to appear at the tippy-top of search results.

But there’s a tool, a FREE tool, that can help prospects find your business more frequently in Google Search and Google Maps (especially if you’re a local business).

Many organizations are familiar with Google My Business. They know they have to create an account, enter their physical address, and maybe upload their logo. And by doing so, prospects wanting to visit their location can get there using Google Maps.

But that is not all this tool is useful for. Far from it. Google is continuously rolling out new tools and features with Google My Business making it an extremely valuable tool in any business’s marketing arsenal.

In fact, by optimizing your Google My Business listing, you’ll increase your visibility in search, give prospects a better shopping experience, and drive more traffic to your website and social channels in addition to your front door.

And that’s what this course is all about.

In this course, you’ll learn:
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  • Why Google My Business is important
  • How to optimize your listing
  • How to review and add images
  • How to audit and respond to reviews
  • How to create google posts
  • How to add videos
  • How to measure success using insights

By the end of this course, you’ll know how to optimize and maintain your Google My Business listing to appear more frequently in relevant search queries, provide amazing experiences for your visitors, and turn more prospects into customers.

How important is it to you that your business shows up on Google for relevant search queries?

Extremely important, right? That question is a no-brainer.

And to make it happen, you dedicate a lot of your time optimizing your website’s SEO, improving your social media and email campaigns, and even paying for Google Ads to appear at the tippy-top of search results.

But there’s a tool, a FREE tool, that can help prospects find your business more frequently in Google Search and Google Maps (especially if you’re a local business).

Many organizations are familiar with Google My Business. They know they have to create an account, enter their physical address, and maybe upload their logo. And by doing so, prospects wanting to visit their location can get there using Google Maps.

But that is not all this tool is useful for. Far from it. Google is continuously rolling out new tools and features with Google My Business making it an extremely valuable tool in any business’s marketing arsenal.

In fact, by optimizing your Google My Business listing, you’ll increase your visibility in search, give prospects a better shopping experience, and drive more traffic to your website and social channels in addition to your front door.

And that’s what this course is all about.

In this course, you’ll learn:
  • What Google My Business is
  • Why Google My Business is important
  • How to optimize your listing
  • How to review and add images
  • How to audit and respond to reviews
  • How to create google posts
  • How to add videos
  • How to measure success using insights

By the end of this course, you’ll know how to optimize and maintain your Google My Business listing to appear more frequently in relevant search queries, provide amazing experiences for your visitors, and turn more prospects into customers.

Lesson length 20m
FREE
Course Course
Elements of a Great They Ask, You Answer Website
Level: Beginner
In this course, you’ll learn how to transform your website into a true buying tool for your prospects and customers. By looking at the ways that digital consumers have changed, we’ll pull out some basic principles that you can apply to your website to make it perform better in search results, convert more visitors and sales, and ultimately get ever-closer to creating an online experience fit to be regarded as the WebMD of your industry.

This course is a great fit for leaders passionate about how they communicate online, sales and marketing managers and teams, and of course anyone who is responsible for making updates to any part of your website.

By the end, you’ll know how to look at any page of your website and find gaps and missed opportunities, how to gradually make improvements or redesign entire elements of the website, and ultimately ensure that any experience buyers have with you online transitions perfectly into actually doing business with you.

Before we get started, I want to clarify that this is not a course about visual web design or development. In fact, you might find after taking this course, that changing the visual layout of your site is the least of your concerns. Instead, we’re focusing exclusively on user experience as it relates to the information and functionality of your website.

If you’re down with that, let’s get started.
In this course, you’ll learn how to transform your website into a true buying tool for your prospects and customers. By looking at the ways that digital consumers have changed, we’ll pull out some basic principles that you can apply to your website to make it perform better in search results, convert more visitors and sales, and ultimately get ever-closer to creating an online experience fit to be regarded as the WebMD of your industry.

This course is a great fit for leaders passionate about how they communicate online, sales and marketing managers and teams, and of course anyone who is responsible for making updates to any part of your website.

By the end, you’ll know how to look at any page of your website and find gaps and missed opportunities, how to gradually make improvements or redesign entire elements of the website, and ultimately ensure that any experience buyers have with you online transitions perfectly into actually doing business with you.

Before we get started, I want to clarify that this is not a course about visual web design or development. In fact, you might find after taking this course, that changing the visual layout of your site is the least of your concerns. Instead, we’re focusing exclusively on user experience as it relates to the information and functionality of your website.

If you’re down with that, let’s get started.
Lesson length 1h 22m
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How to Optimize a Blog Post for SEO
Level: Advanced
You can’t just create blog articles and not do any SEO to target your audience. As a content manager, you feel lost, confused, and you might be thinking…

“I’m not an SEO person. How am I supposed to learn everything I need to optimize my content?”

“How do my articles get found by the right people?”

You ARE the right person. You CAN get your content to perform better by doing proven SEO steps to increase the quantity and quality of your traffic. 

By the end of this course, you will have a step-by-step guide to fully understanding and executing what it takes for written content to be found by the right audience, including:

  • Knowing the right keywords to target
  • Structuring and writing copy to make both humans and robots (search engines) happy
  • Creating URLs, tags, and other mildly technical stuff content folks never thought they’d have to touch
  • Using SEO to beat the competition


This course is essential for content managers and digital marketers who publish content and wants their content seen by search engines. It’s time to rank higher to reach your audience!
You can’t just create blog articles and not do any SEO to target your audience. As a content manager, you feel lost, confused, and you might be thinking…

“I’m not an SEO person. How am I supposed to learn everything I need to optimize my content?”

“How do my articles get found by the right people?”

You ARE the right person. You CAN get your content to perform better by doing proven SEO steps to increase the quantity and quality of your traffic. 

By the end of this course, you will have a step-by-step guide to fully understanding and executing what it takes for written content to be found by the right audience, including:

  • Knowing the right keywords to target
  • Structuring and writing copy to make both humans and robots (search engines) happy
  • Creating URLs, tags, and other mildly technical stuff content folks never thought they’d have to touch
  • Using SEO to beat the competition


This course is essential for content managers and digital marketers who publish content and wants their content seen by search engines. It’s time to rank higher to reach your audience!