SEO & Content Specialist
Make your brand easy to find on Google and in AI answers.
- Level
- Intermediate
- Duration
- ~31 hours
- Live
- 41/88
- Free
- 1
No credit card required. No marketing experience needed.
Program map
41
41 of 88 workouts live today
One bar per module, in program order.
- Has free workouts
- Pro
- Coming soon
From the fundamentals to your own work.
Shared foundations, a focused specialty, and projects that bring your practice together.
1The Marketing FunnelStart here1 freeThe journey that turns a stranger into a customer, and a customer into a loyal fan, plus the metrics that measure each stage.6 workouts, 35 min
- 1What is a marketing funnel?5 min5 minFree
- 2Awareness: meeting someone who has never heard of you6 min6 minPro
- 3Consideration: the "why you?" question6 min6 minPro
- 4Conversion: from click to sale6 min6 minPro
- 5Loyalty: the hidden bottom of the funnel5 min5 minPro
- 6A metric for every stage: CPM, CTR, CVR, CPA, ROAS7 min7 minPro
2Target Audience and Value PropositionNo ad works until you know who you are selling to: personas, segmentation and a clear value proposition.5 workouts, 29 min
3Marketing Metrics and KPIsKnowing which numbers really matter: choosing KPIs, unit economics, profitability and setting realistic targets.6 workouts, 37 min
- 1Metric or KPI? Numbers tied to a goal6 min6 minPro
- 2CAC, LTV and payback period7 min7 minPro
- 3ROAS is not enough: profit margin and break-even ROAS7 min7 minPro
- 4The North Star metric and the metric tree6 min6 minPro
- 5Vanity metrics: the likes and followers trap5 min5 minPro
- 6Setting realistic targets: past data, seasonality and budget6 min6 minPro
4The Digital Channel MapSearch, social media, marketplaces, email and messaging: what each channel is good for and where your customers actually spend their time.6 workouts, 34 min
- 1Paid, owned and earned media5 min5 minPro
- 2Search: capturing intent (Google, YouTube, AI assistants)6 min6 minPro
- 3Social media: creating demand6 min6 minPro
- 4Marketplaces: where many shoppers start (Amazon, Etsy, eBay)6 min6 minPro
- 5Email, SMS and WhatsApp: reaching your own audience5 min5 minPro
- 6Choosing channels on a tight budget6 min6 minPro
5Ad Copywriting BasicsCopy that grabs attention in the first line, sells a benefit and gets people to act: hook, body, CTA and formulas that work.6 workouts, 34 min
- 1The hook: stopping people in the first line6 min6 minPro
- 2Sell benefits, not features5 min5 minPro
- 3AIDA and PAS: two formulas that work6 min6 minPro
- 4Writing a call to action (CTA)5 min5 minPro
- 5Same message, different platform: Google, Meta, TikTok, marketplaces6 min6 minPro
- 6Ad policies and truth-in-advertising rules6 min6 minPro
6SEO BasicsComing soonUnderstanding how search engines work, choosing the right keyword and optimizing a page for it.6 workouts, 36 min
- 1Crawling, indexing, ranking6 min6 minComing soon
- 2Keyword research and search intent7 min7 minComing soon
- 3On-page SEO: title, meta description, heading tags6 min6 minComing soon
- 4Content quality and E-E-A-T6 min6 minComing soon
- 5Internal linking and site structure5 min5 minComing soon
- 6A first look at Google Search Console6 min6 minComing soon
Portfolio project: SEO for a category page. A keyword map, an optimized page draft and a before/after comparison table.
7SEO Tools and Keyword Research in DepthComing soonDoing real keyword research with the tools the job asks for: Search Console, Ahrefs, Semrush and free alternatives, from a seed list to a prioritized keyword map.6 workouts, 36 min
- 1The SEO toolset: what each tool is for5 min5 minComing soon
- 2Search Console: the free tool you'll use every week6 min6 minComing soon
- 3Building a seed list and expanding it6 min6 minComing soon
- 4Volume, difficulty and intent: reading the numbers correctly7 min7 minComing soon
- 5Finding competitor keyword gaps6 min6 minComing soon
- 6Prioritizing into a keyword map6 min6 minComing soon
Portfolio project: A keyword map for an online store. A keyword research sheet, a competitor gap analysis and a prioritized keyword-to-page map.
8Technical SEOComing soonMaking sure a site is crawlable, fast and easy to understand: sitemaps, robots.txt, Core Web Vitals, structured data and JavaScript SEO.6 workouts, 37 min
- 1Crawlability: robots.txt, sitemaps, crawl budget6 min6 minComing soon
- 2Indexing issues and canonical tags7 min7 minComing soon
- 3Core Web Vitals: LCP, INP, CLS6 min6 minComing soon
- 4Structured data (schema) and rich results6 min6 minComing soon
- 5JavaScript sites and rendering problems6 min6 minComing soon
- 6Site migrations and a 301 redirect plan6 min6 minComing soon
Portfolio project: A technical SEO audit. A prioritized technical SEO audit report and task cards written for developers.
9Content Strategy and Topic ClustersComing soonContent that brings in business instead of random blog posts: topic clusters, content for each funnel stage, writing briefs and refreshing old content.6 workouts, 35 min
- 1Topic clusters and pillar pages6 min6 minComing soon
- 2Mapping content to funnel stages6 min6 minComing soon
- 3Giving writers a good brief6 min6 minComing soon
- 4The content calendar and production process5 min5 minComing soon
- 5Refreshing old content: the fastest SEO win6 min6 minComing soon
- 6Measuring content performance6 min6 minComing soon
Portfolio project: A 6-month content plan. A topic cluster map, a 6-month content calendar and one complete content brief.
10Off-Page SEO and Digital PRComing soonEarning authority: your backlink profile, digital PR, brand mentions, and staying away from link tactics that get you penalized.5 workouts, 30 min
- 1Why do backlinks still matter?5 min5 minComing soon
- 2Backlink profile analysis and competitor comparison6 min6 minComing soon
- 3Digital PR: creating news with data7 min7 minComing soon
- 4Brand mentions: Reddit, Quora and review sites6 min6 minComing soon
- 5Paid links and spam penalties6 min6 minComing soon
Portfolio project: Design a digital PR campaign. A campaign concept, a draft press release, a list of 20 target publications and success metrics.
11AEO and GEO: Visibility in AI SearchComing soonContent, authority and technical strategy to get your brand into the answers of ChatGPT, Gemini, Perplexity and Google AI Overviews.6 workouts, 35 min
- 1How do AI search engines build an answer?6 min6 minComing soon
- 2Content for answer engines: a clear question-and-answer structure6 min6 minComing soon
- 3GEO: building the authority that makes models know your brand6 min6 minComing soon
- 4Showing up in Google AI Overviews and AI Mode6 min6 minComing soon
- 5AI crawlers, robots.txt and technical access5 min5 minComing soon
- 6Measuring AI visibility6 min6 minComing soon
Portfolio project: An AI visibility audit. A 20-question AI visibility table, a competitor comparison and a 90-day AEO/GEO action plan.
12Local Business Marketing and Google Business ProfileComing soonReaching customers in your neighborhood: Google Business Profile, map rankings, review management and local ads.6 workouts, 34 min
- 1Setting up a complete Google Business Profile6 min6 minComing soon
- 2Ranking higher on maps: proximity, relevance, prominence6 min6 minComing soon
- 3Getting reviews and replying to negative ones6 min6 minComing soon
- 4Location and service area pages5 min5 minComing soon
- 5Local ads: campaigns built around calls and directions6 min6 minComing soon
- 6Apple Maps, Bing Places and local directories5 min5 minComing soon
Portfolio project: A local visibility plan for a brunch spot. A Business Profile audit checklist, a review collection flow, sample review replies and local visibility goals for the next 3 months.
13Google Analytics 4 BasicsComing soonUnderstanding GA4's event-based model, reading its reports, and tagging and interpreting traffic sources correctly with UTMs.6 workouts, 37 min
- 1The event-based model: everything is an event6 min6 minComing soon
- 2GA4 property, data stream and core settings6 min6 minComing soon
- 3Traffic sources, UTMs and channel groups7 min7 minComing soon
- 4Standard reports and Explorations6 min6 minComing soon
- 5Key events and e-commerce events6 min6 minComing soon
- 6Interpreting the numbers: why is "direct" so high?6 min6 minComing soon
Portfolio project: A UTM standard and a GA4 channel analysis. A UTM naming standard, a UTM builder sheet and a channel performance report.
14AI in MarketingMake AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.6 workouts, 35 min
- 1Writing good prompts: role, context, examples, format6 min6 minPro
- 2Creating content with AI: speed, brand voice and control6 min6 minPro
- 3AI for ad images and video creative6 min6 minPro
- 4AI for data analysis: from spreadsheet to insight6 min6 minPro
- 5AI search: how ChatGPT, Gemini and AI Overviews are changing traffic6 min6 minPro
- 6Risks: hallucinations, copyright, privacy and brand safety5 min5 minPro
15Portfolio, Resume and InterviewsProve what you have learned to a recruiter: a project portfolio, an ATS-friendly resume, a LinkedIn profile and case interview practice.6 workouts, 35 min
- 1Portfolio: turning your projects into case studies6 min6 minPro
- 2A marketing resume: write results, not duties6 min6 minPro
- 3Setting up your LinkedIn profile for recruiters5 min5 minPro
- 4The case interview: "How would you spend this budget?"7 min7 minPro
- 5Take-home assignments: structure and presentation6 min6 minPro
- 6Job offers: salary research and negotiation5 min5 minPro
41 of 88 workouts in this program are live today, across 15 modules. Workouts take 5 to 7 minutes; projects need a longer, focused session.
What you'll be able to practice
You learn every layer of organic growth, from keyword research to technical SEO audits and from topic clusters to digital PR. In line with how search works in 2026, you also practice getting visibility in AI answers like ChatGPT, Gemini and Google AI Overviews (AEO/GEO), plus local SEO.
Roles it prepares you for
Job titles you'll see in listings for this work. Titles differ from company to company, so read the duties in the listing, not just the title.
- SEO Specialist
- SEO Coordinator
- Content Marketing Specialist
- SEO Content Specialist
- Technical SEO Specialist
- Content Editor
What the work looks like day to day, pay by level and country, and how the role grows: SEO Specialist, Content Marketing Specialist
- Build a keyword map for a category page and rewrite the page to match search intent.
- Find crawling, indexing and Core Web Vitals problems and give developers a prioritized task list.
- Prepare a 6-month content calendar built on two topic clusters, plus a writer brief.
- Design a digital PR campaign around original data and build a list of target publications.
- Measure a brand's visibility in ChatGPT, Gemini and Perplexity answers and write a 90-day AEO/GEO plan.
Work you can explain.
A portfolio project at the end of every module.
Example portfolio direction
Map a brand's funnel
Using the ad and sales data of a fictional brand, map every stage of its funnel, pick one metric for each stage and find the stage where the most customers drop off.
What you hand in: A one-page funnel map: stages, metrics, the weakest stage and two improvement ideas.
How the project is judged
- Accuracy
- Diagnosis
- Ideas
- Clarity
A clear place to begin.
Built for complete beginners and career switchers. You don't need a client account or your own ad budget: you work with realistic, fictional-brand scenarios.
Start with one decision.
Your first workout is ready when you are.
No credit card required. No marketing experience needed.
