More than (key)Words
Audience research for brilliant business-building content
Create content for the future of digital discovery.
Learn leading-edge methods to build quality, findable content for contemporary digital audiences.
Take the courseThe ultimate keyword research masterclass
Keyword research, especially when supported with other audience insights, makes digital content more relevant to your audience and more discoverable by algorithms. But if you only learned from what's already out there online, it's likely only scratching the surface of the process.
That's because most information about keyword research currently at the top of search results was developed to market SEO software. And the most successful researchers don't often share how they transform search data into great content.
The research methodologies you'll learn here are in line with advanced practices at top agencies and consulting firms. This course focuses on thinking outside the box with keyword research and using results creatively and holistically.
More than (key)Words is designed for all professionals strategizing to build a lasting presence with online content, whether you're a content marketer, brand expert, independent creator, audience editor, journalist, SEO specialist, or any other content professional publishing online.
Learn how to wield this powerful methodology to create discoverable, quality digital content in the AI era.
Course overview
In More than (key)Words, you'll learn the theory behind why keyword data provides unparalleled insight into what the entire world—not just a select few commenters or interviewees—wants to find online.
You'll also get hands-on experience using keyword research tools to mine and understand search queries.
And, finally, you'll be set up to a template to replicate the research process and get practical suggestions for how to activate your results.
Course outline
I. An introduction to keyword research
Learn the history of keywords, get familiar with your toolkit, and forget everything you've learned about keyword research before.
II. Starting the research process
Hear real-life keyword research experiences, get examples of research gone wrong, and begin the data-mining process.
III. Gathering your owned keyword data
Understand and analyze the data on your existing website authority that you can find in Google Search Console (GSC). If you've never examined your website's owned GSC performance data, this chapter alone is worth the price of admission.
IV. Organizing the keyword dataset
Using methods new and old—including a touch of AI-powered insight—you'll start making sense of your keyword research and discovering the map it's creating for your brand and content.
V. Analyzing keyword research data and developing realistic outcomes
Now that you've practiced keyword research and learned how to use a new toolkit, you'll explore the compass of your research — and be on your way to choose your path toward content strategy success.
Power up your content strategy today
Master human-centered research techniques to improve your digital content, messaging, and information architecture. Become an expert in creating content to meet your audience's needs.
About your instructor
Hi, I'm Deborah Carver, and I'm an independent consultant based in Minneapolis, Minnesota.
In The Content Technologist newsletter, I've been writing about keyword research since 2019. As a consultant, I've completed SEO strategy projects since 2013, when Google introduced natural language processing (NLP) to its organic algorithms.
This course is original content I've never published in detail before. I'm demonstrating processes developed and iterated as search engines and device behavior have evolved.
I've executed successful research for clients in more than 40 industries — leading art museums, hyperniche B2B software products, Fortune 500s, environmental organizations, and more.
And to answer any questions you may have about the process, each course attendee will receive a complimentary one-to-one 15-minute consulting session with me.
Questions and answers
Do I need to have prior experience with SEO or keyword research?
Do I need to have subscriptions for keyword research tools to complete the course?
Do I need access to a website to complete the course?
Do I need to have prior experience with SEO or keyword research?
How long does More than (key)Words take to complete?
Will I receive a certification from completing the course?
Is there discounted pricing for freelancers or independent consultants?
I want my whole team to learn advanced keyword research. Do you offer group discounts or live/real-time virtual options?
Best pricing available
In the first six weeks after release, we're still ironing out wrinkles in the course experience, so pricing's discounted. Get this 30% off rate before June 15.
Not ready for the course yet?
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