SEO for Everyone (Half Day) | School of Marketing | ANA

SEO for Everyone (Half Day)

Developing a Search Centric Content Strategy
(Half Day Workshop)

Workshop Description
Do all your team members and content developers know how to apply SEO best practices to the work they do every day? Are their efforts ensuring the search engines’ algorithms know what your company and brand are about? Does your team really know the critical terms they need to target in the content they develop and how to utilize those terms across your site and earned media?

In today’s digital age, where visibility is paramount, it is crucial to recognize the importance of SEO and the need to integrate it seamlessly into the content development process. This training is to help the enterprise develop search-centric content strategies and weave SEO best practices into the content their teams produce every day. It puts the “whole village” in the SEO driver’s seat and gets your content noticed, whether on your site, social media, video, or other media properties.

In this session, your team will learn the SEO best practices they need to be successful content strategists, developers, and marketers in the age of instant information. This workshop will be extremely valuable to copywriters, web developers, PR professionals, social media marketers, community and support staff, general marketers, and anyone interested in ensuring their content ranks well in Google, Yahoo!, Bing, and other search engines worldwide.

Who Is This Workshop For?

  • Marketing ops professionals and/or executives who are seeking to unify their organization’s approach to SEO, content development, and digital marketing to improve coordination and ROI.
  • Junior and senior content development professionals, including copywriters, web developers, content strategists and developers, PR professionals, social media managers, video producers – anyone who creates content and wants to make sure it gets found and consumed.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, improving employee alignment and collaboration, and maximizing marketing ROI.

This workshop helps attendees to improve marketing effectiveness by teaching them to:

  • Think digitally about the customer journey and how consumers and companies form and maintain customer relationships.
  • Benchmark and measure your SEO efforts by looking at search rankings against target terms, competitive presence, and results such as traffic and conversions.

This workshop helps attendees increase marketing efficiency and improve employee alignment and collaboration by teaching them to:

  • Choose and agree on a common set of target personas, topics, and terms for a unified SEO approach and content strategy the “whole village” can follow.
  • Develop a unified 3-to-12-month SEO-centric content strategy and tactical development plan that emphasizes an organization’s target topics and terms in content and video titles.
  • Apply specific SEO and conversion rate optimization (CRO) best practices and tactics to develop all forms of content including site copy, blog posts, videos, press releases, and more.

This workshop helps attendees improve marketing ROI by teaching them to:

  • Develop a content strategy and plan that will help their site’s content and links to influence, and appear in, AI driven generative search results.
  • Develop site content that will pop in high search rankings, get incorporated into generative AI search results, get your prospects’ attention, and drive more qualified traffic to your sites.

Download the full agenda here


  • Harry J. Gold

    Harry Gold is the founder and CEO of Overdrive Interactive, an award winning digital marketing firm. He is a member of the ANA Faculty and a lecturer on search engine marketing, social media marketing, and online media. Harry teaches our Digital Marketing and Social Media Workshops.