SEO Certificate Course for Communicators

Tuesdays, Nov. 8, 15 and 22, 2022 • Virtual
1-3 p.m. ET

Skills to Skyrocket Content Reach and Results

Includes Certificate Upon Completion of Course

Strategy  Skills  Success

Master SEO principles • Harness new SEO tools • Amplify reach •
Improve content • Increase traffic • Boost sales leads

Included in this class:

  • “Office hours” to consult with your instructor
  • Handouts and assessments for your comms program
  • Interactive breakouts and networking with fellow attendees
  • Interactive Q&As with expert guests leading measurement efforts

STRATEGY: Whether you’re an SEO newbie, a veteran content creator or simply want to update your content marketing program, this course will arm you with a customized SEO plan that you can apply to your content — so you amplify reach, results and ROI.

+ SKILLS: You’ll also learn and hone essential SEO skills like keyword research, link optimization and even writing with greater Expertise, Authority and Trust (aka, the E-A-T concept outlined in Google’s Quality Raters’ Guidelines).

= SUCCESS: If you want to get more traffic and rank higher with the latest SEO practices, join this interactive series with SEO expert Rachel Vandernick (The Vander Group) and guests. What you learn over three modules will optimize your copy, content — and career.


  • Step 1: Understanding SEO concepts and search algorithm updates
  • Step 2: Harnessing keyword research tools and tactics
  • Step 3: Applying user journeys to page optimization
  • Step 4: Acquiring backlinks and improving link building
  • Step 5: Planning, penning and posting stellar E-A-T content (including how to write for search engines and people)
  • Step 6: Creating SEO measurement reports and dashboards
  • Step 7: Staying current—plus the latest social search and ads insights

Classroom Materials (Exclusive for Attendees):

  • Google’s SEO Starter Guide
  • Mozlow’s Hierarchy of SEO Needs
  • The Ultimate PR Guide to Search Engine Strategy
  • How to Write Great Content that Ranks for SEO
  • Six Essential SEO Tools to Use and Peruse

If you can’t attend one or more of the sessions live, you will receive the on-demand versions to complete the course.


Join us for the SEO Certificate Course for Communicators virtual workshop series.

Regular Rates
Registration $899
Ragan Insider Registration $799
Nonprofit/Gov/Edu Registration $749

Phone registrations and group pricing: For group orders please contact our customer service team at 800-878-5331 or

SEO Certificate Course for Communicators Certificate

Get Recognized!

Join to increase your reach, ranking and ROI with the latest SEO skills. You’ll receive assignments, a certificate of completion and an SEO plan you can tailor to your team.


The Vander Group
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Carolyn Shelby
Former SEO Manager
ESPN/The Walt Disney Co.
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Head of Marketing
Stacker Studio
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Top 5 reasons to attend this virtual summit:

  • You’ll listen to and interact with the nation’s top SEO experts.
  • You’ll receive an SEO Certificate.
  • You’ll get access to all presentations and an on-demand recording of the course.
  • You’re guaranteed extensive, how-to instruction you can use immediately.
  • You can attend this immersive course in small segments over 3 weeks.
For questions, please contact customer service at or by calling 800-878-5331.

Please visit our FAQ


Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.


Join to beat data overload to successfully track — and improve — your communications results. You’ll receive assignments, a certificate of completion and a measurement plan you can tailor to your organization.

Nov. 8, 1-3 p.m. ET
Week 1: Planning & Principles
What You Must Know: Essential SEO Principles and Core Concepts

Stop chasing the latest Google updates. Instead, let search engines chase you! This session sidesteps guesswork and empty theories — and instead jumps right into timeless, core SEO principles to help you rise in the rankings no matter what changes come along. You’ll learn:

  • The value of SEO and why you should rethink your content creation strategy
  • Core SEO principles: How search engines assess content quality, including an overview of the E-A-T concept, BERT and what qualifies as quality content now
  • The Buyer’s Journey: How SEO and your content fits into the sales funnel
  • Essential keyword research steps and tools — including how to conduct competitive research for your core terms and content plans, and link building basics
  • How to map these keywords to your organization’s content plan
  • The latest SEO algorithm updates: what’s changed and what’s the same

Light Homework:

  • Create a List of Your Top 5 Realistic Keywords
  • Go Secret Shopping as If Buying from Your Company
Head of Marketing
Stacker Studio
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The Vander Group
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Nov. 15, 1-3 p.m. ET
Week 2: Implementation
Let’s EAT: Auditing, Optimizing and Writing Content that Search Engines Love

Now that you have the basics and your keywords down, it’s time to roll up our sleeves and turn the spotlight on your content. Together, we’ll audit and supercharge your content — and dig into how to craft content that woos search engines and wins over customers alike. You’ll learn:

  • Steps to conduct an SEO content audit: How to zero in on your content’s
    Strengths, Weaknesses, Opportunities and Threats (SWOT)
  • Online tools to help gather topics that become valuable content for your audience
  • How to create clear, compelling user journeys for a streamlined path to conversion
  • How to craft content that displays expertise, authority and trustworthiness (EAT)
  • How to write with voice — without feeling like an SEO content mill
  • Breakout: How to implement your new skills using easily accessible tools

Light Homework:

  • Outline an Email or Blog Series for a Buyer’s Journey
Carolyn Shelby
Former SEO Manager
ESPN/The Walt Disney Co.
Read bio
The Vander Group
Read bio
Nov. 22, 1-3 p.m. ET
Week 3: Advanced
Next Steps: Designing Dashboards and Extracting Insights from Data
  • Agile SEO: Ideas to manage content workflows to continually improve results
  • Measurement: Essential data and KPIs to help you understand if your SEO is working
    • How to select and track the best KPIs to prove your content’s value
    • Tips to set up or improve your current Google Analytics dashboard
    • How to pull reports that spotlight successes and impress execs
  • Social media + SEO: How to improve search results for your posts on TikTok, Pinterest and other top social media channels
  • Essential trends reshaping search, including AI and voice search — and how to incorporate them into your SEO program
  • A note about pay-for-play: How to boost your results and reach with paid search
  • Bonus: How to bring your content, SEO and IT teams together for better results


The Vander Group
Read bio

Register for this immersive three-part SEO certificate series to dramatically improve your content reach, results and ROI using new and proven optimization principles. You’ll pay one registration price for the entire series. If you can’t attend one or more of the sessions live, you will receive the on-demand version(s).




For questions related to event registrations, please contact:
Shallon Blackburn
Customer Service & Sales Manager



If you’re interested in sponsoring this event, please contact:
Hannah Lavelle & Andrew Newton



For information on programming and speakers, please contact:
Joyceann Garippa
Director of Content & Programming