Meet Your Instructor
President, UFO
John Crenshaw
His experience working with nearly 100 clients across a wide range of verticals allows him to cut through the hype and get to the true core of what really works in SEO.
This training is the culmination of those 13 years, in which he brings a simplicity and clarity to the practice of SEO that is sorely needed in the marketing space and that will no doubt drive results for marketing teams.
Reviews
UFO SEO Training
Sarah Wolfe
I am not an SEO or digital marketing professional, but I am interested in learning about both subjects for personal and professional reasons. I found this co...
Read MoreI am not an SEO or digital marketing professional, but I am interested in learning about both subjects for personal and professional reasons. I found this course to be helpful because it cuts through a lot of old ideas about SEO that are still hanging around. John’s professional and practical knowledge is invaluable for giving you a solid foundation of how to think about SEO and content creation. He also clarifies when you need to spend money on SEO vs. when you need to put that money towards other types of marketing. Knowing this alone could save you quite a lot of time, money, and frustration in the long run. His many examples of the concepts he discusses are clear and easy to follow. Since I finished the course, I’ve been paying a lot more attention to which pages rank on the first page of any web search I do, and then asking myself if the results meet the intent of my search or not. I am also grateful to John for making his course free for 30 days during the COVID-19 quarantine. However, the knowledge I gained from the course is well worth paying for!
Read LessSuccinct, no complaints
Kloei Villanueva
Very informative, though my one piece of feedback is to mention which browsers are best to do the course & activities on. I started on Safari & I was...
Read MoreVery informative, though my one piece of feedback is to mention which browsers are best to do the course & activities on. I started on Safari & I was following along with the examples, but I couldn't open the source as shown on the videos, so I had to switch to Chrome. I would also include in the lesson how you get to the source code page. Remember, this is a beginner course. Otherwise, this is great.
Read LessExcellent!
Kenneth Armstrong
Most concise training I have seen so far
gianni handoko
The course is informative. The most concise training I have seen so far. However, I would say it might be good to link to the google ads certification course...
Read MoreThe course is informative. The most concise training I have seen so far. However, I would say it might be good to link to the google ads certification course. In addition to that, maybe link to resources that cover the technical side of SEO (free or paid resources)
Read LessExcellent info and tips.
Linda Tolbert
Course Structure
This course consists of 11 hours of video split across 15 chapters.
The first chapters ease you into the theory behind SEO that you can use to understand why a particular site ranks in search and what levers you can pull to improve SEO performance on your projects.
After that we jump into practical application, where John walks you through the process of planning content for an entire site from scratch and all the SEO implications involved in that. We'll also cover what you can do to improve performance of existing site content.
Course Outline & Objectives
Each chapter contains several lessons all centered around a core topic. Later chapters build on earlier chapters, so it's best to go through them in order. Course is planned to include approximately 11 hours of video (played at normal speed*).
*Note: You can increase video speed up to 2x 🙌
Introduction & Theory
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Chapter 1: Orientation
A quick orientation to the course so you know a little bit about my background and how to navigate the online system. -
Chapter 2: "Tricks" You Can Start Using Today
Learning is a lot more fun if you can start applying what you learn right away. This lesson is to give you a few quick tips to help you start taking action and getting results right away. -
Chapter 3: How Search Engines Work
Understand the basics of Google's technology, how it helped them become the dominant search engine, and how it's changed recently. Don't worry, this chapter's not as scary as it sounds. We keep it simple and only cover the minimum required background info that will really help you understand the concepts we teach in this course. -
Chapter 4: Intro to SEO
What is SEO? What are the major factors that impact SEO? This is a light introduction to some basic SEO concepts that will help you later on. This chapter is a very light intro to some concepts. We won't go deep into this stuff until later. There's a lot of bad info out there, so if you know anything about SEO, this chapter is like a "reset" button to get you thinking about commonly confused topics the right way. -
Chapter 5: Intent
Intent is the most important thing in SEO so this chapter is, well, important. If you understand intent, it'll open your eyes on why certain types of content rank and others don't, how to really quickly analyze the competition, and how to choose keywords for your content. -
Chapter 6: E-A-T
Learn how Google thinks about "authority" and a really simple way to analyze how much authority a site has. -
Chapter 7: Quality Score
In this chapter we cover the concept of quality score, which is crucial to your content's performance in search and one of the reasons you can damage search rankings by publishing low quality content or content you're not an authority on. -
Chapter 8: The Competition
Everything in search is relative to the competition. How good your content has to be, how much authority your site needs to have, whether you can compete with major sites that might be ranking for your keywords.
These things are all totally dependent on the competition. And so understanding how to evaluate what the competition is doing is crucial to getting great results. In this chapter we provide a really simple, but really powerful framework for understanding the competition. -
Chapter 9: Keyword Selection
Choosing the right keywords for your content will make or break your SEO results. It's the foundation for everything else you do, but it's also where we see most people go wrong. Now that you've learned the foundational stuff in the previous chapters, in this first practical application chapter, you'll learn how to actually apply that knowledge to choose the right keywords. -
Chapter 10: Creating Content for Search
This chapter covers some key points that we haven't covered yet that we'll need to know for the next practical application chapters.
These topics are common ones that you'll see covered online (probably more so than any other topic we cover in this course). So we want to ensure you know what's important here and what's not.
Practical Application
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Chapter 11: Planning Content
This is the practical application chapter on planning new content. This is the first of the 2 use cases for SEO. In this chapter, you'll learn what to do if you're coming up with new content for a site.
We'll take a real-life example project, and I'll walk you through each step of planning new content for the website. This chapter ties together everything we've learned so far. -
Chapter 12: Optimizing Existing Content
Improving existing content is the 2nd use case for SEO. In this chapter you'll learn what to do if you have content that's already been planned (meaning you can't influence the topic) or it's already been created, and you want to optimize it for search.
Selling & Proving Value
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Chapter 13: Getting Started
To most people, SEO is a black box. Because of that, sometimes the hardest parts of SEO are convincing internal stakeholders it's worth pursuing and explaining it to people who haven't taken this course 😜.
This chapter teaches you how to talk about SEO, set expectations, and answer questions. It also includes a FAQ you can use to help you answer stakeholder questions clearly and concisely. -
Chapter 14: Reporting & Proving Value
Even the most successful project won't be viewed successfully if our stakeholders (clients, bosses, etc) have the wrong expectations. These lessons cover setting expectations with stakeholders and reporting on performance of the work you're doing. We close out with some Google Analytics report templates you can use in your projects.
Appendix
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Chapter 15: Further Resources
These lessons cover some final items such as how to know if you need backlinks or have technical issues and other miscellaneous items.
Frequently Asked Questions
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How long is the course?
11 hours of video plus quizzes. You can play the videos up to double speed so some people get through a lot faster. There are 15 chapters. Some organizations do a chapter a week, others might charge through as quickly as possible. Some people go through quickly the first time and then come back to it if they have questions on specific topics.
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How fast can I complete the course?
Great question! We're all busy and some people like to charge through as quickly as possible and address any sticking points on the calls. If you want to run through quickly you can watch lessons on double speed. You'll always have access and be able to reference lessons later. If you go double speed, that's 5.5 hrs plus time for quizzes.
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Do you offer anything else?
Yes. If you're a company and you're looking for more hands-on training, we offer a paid version of the course that includes consulting time. We're also a digital agency. To speak with someone about that, contact us through our main site at https://www.uforocks.com.
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Who will get the most out of this course?
We designed this course to be actionable for roles OTHER than SEO. So that means in-house and agency marketing teams, content & PR teams, designers, developers, and even marketing managers. That said, this is required training for our SEO team and it will help you reset your understanding of how to think about SEO the right way so we think SEO pros can get a lot out of it