SEO doesn’t have to be confusing. This workshop teaches you strategies for both the technical and marketing sides of SEO and includes specific tactics to deploy along the way. You will learn what tools to use throughout the SEO process to help you make actionable and strategic decisions to get the best results. In other words, you will discover how to become an SEO rockstar. The focus is on intermediate to advanced information, but the information will be presented in such a way that it encompasses everyone. You will receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises, and personalize the information you learn to your company or brand.

At the end of this Masterclass, you’ll be able to:

• Troubleshoot and fix common technical errors that hurt rankings and traffic
• Prepare for site migrations (including https) and re-designs
• Analyze your audience for SEO purposes · Map keywords to the buyer’s journey
• Find and pursue additional SERP opportunities, such as featured snippets, image and video results
• Audit your existing content to find hidden gems and problem areas
• Reverse engineer the top-ranking pages to better compete in SERPs
• Structure your website to create themes
• Develop a content strategy based upon topical density that drives traffic
• Increase online publicity and brand awareness through SEO techniques
• Create an SEO strategy that can be implemented in prioritized steps

The cost of collecting and using behavioral data has dropped to essentially zero, but the conversion rates of online campaigns has not risen accordingly. How can this be? If we can find out what designs will succeed, why are we still struggling?

The days of “”Launch and See”” marketing are behind us. Marketers, business owners and CMOs aren’t waiting for the results of campaigns. They are building conversion optimization into their design process.

Brian Massey has been a driving force in this process. Based upon thousands of tests on the websites of companies of all types and sizes, he’s developed a proven, repeatable way to build high-performing digital campaigns, from ad click to purchase. And he’s going to teach it to you.

The workshop includes live site reviews to drive home the lessons from the workshop. This half-day workshop covers:

• Why your design is doomed, and what to do about it
• How to think about your audience
• Evaluating ideas – what to throw out and what to test
• Using data to grow your idea list
• How to score your hypotheses
• The two jobs of an experimenter
• The Rules of Data Quality
• Increasing the sample sizes and sample quality
• The two jobs of a landing page
• Creating choice
• AB Testing
• A new way to design

After this Workshop, you’ll be able to:

• Design a website and landing pages with high conversion rates
• Effectively use data to manage design teams
• Determine what to test and what not to test
• Answer design questions before launch
• Learn best practices from live reviews of your websites and landing pages

Who should attend?

This workshop will be very effective for any business that is selling online or generating leads for the business online: Digital marketers, Business owners, CMOs, Designers, UX professionals and Copywriters.

Marketing teams around the globe are tackling the resurgence of the Inbox in their buyer’s journey. The challenge is that many organizations don’t know how to develop their email programs from one-size-fits all campaigns to those that are timely, targeted, and relevant for individual subscribers. You’ll walk away from this half-day session with recommendations and ideas for developing additional personalization and segmentation opportunities, along with advanced email design tactics and metrics that measure the short- and long-term impacts of email programs.

One of our highest-rated speakers, Michael Barber, will guide you through this masterclass designed for intermediate and advanced email marketers, as well as those marketing leaders and business owners looking to broaden their email marketing knowledge. You’ll receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises and personalize the information you learn to your company or brand.

At the end of this Masterclass, you’ll be able to:

• Explain why email still matters
• Understand the difference between simple and robust email programs
• Develop a roadmap for managing inactive subscribers
• Leverage advanced design tactics for your templates
• Make your emails more accessible
• Better understand how the ISPs (internet service providers) score your campaigns
• Move from “”batch and blast”” to segmented and personalized campaigns
• Develop a robust email metrics dashboard
• And, see what the future of email might look like