Don’t you love the interaction that comes from judging each other’s sites? In this interactive workshop, Michiel and the Yoast team bring their years of experience reviewing websites and dive into yours to come up with practical tips and direct improvements you can use. Exploring SEO, UX and site structure, and the basis of all website optimisation: What is the goal of your website? How does that align with what your customers are looking for? Interaction is key. Everyone has an opinion, but which ones work? Give them 90 minutes, and they’ll tell you everything.
Required skill set
None needed.
Technical requirements
Bring a laptop or a tablet with Internet access.
Whether people are browsing your website, reading your content, or using your product, you have one vital and universal requirement to fulfil as a creator: Anything you present to your audience should be clear and understandable. Surprisingly and often, this proves to be a tough challenge. Users are overwhelmed by design, shy away from difficult copy, and become frustrated with features that aren’t intuitive. Marieke and Jesse explore learning and information processing theory and practices, so you can bridge the gap between you and your users. You’ll get lots of practical tips you can apply immediately.
Viola will cover how to build a holistic content strategy in this advanced workshop. You are catering to different objectives when creating content: What you want to communicate, what people are looking for, and what Google favours. Through technical analysis, market research and data-driven decisions, you need to create a content strategy that hits the sweet spot between those three objectives. Learn how to achieve sustainable ranking success and increase content ROI when applying the right SEO techniques, and get a practical step-by-step guide to implement an effective SEO strategy on your website.
Required skill set
None needed.
Technical requirement
Bring a laptop that has a free installation of Screaming Frog SEO Spider. Attendees also have the option to trial a premium account on the day of the workshop.
Creating content that helps people know, like, and trust our business can be incredibly time-consuming. Millions of pieces of fresh content are published each day. How will you support visitors, prospects, and clients in their buyer and user journeys? Yvette will share two strategies and seven techniques that do exactly that. You’ll discover how you can take customer feedback and content with proven value and repurpose it again and again, without sounding like a broken record, because you’re offering the right content in the right format at the right time.
There is no perfect text to attract everyone, but writing techniques, neurolinguistics, and legibility can be used to get the maximum result from content on our website or blog. Fernando will teach you how to write for SEO, readability and mobile devices, optimising for sharing and virality across social networks and content curation services. Starting with imperfect text, he will improve it step by step until it transforms into a practically perfect piece of content for conversion and call to action (CTA).
From discovering potential mobile queries to target and optimising your mobile website configuration to tracking mobile search results, learn the SEO steps, criteria and tools to ensure that your site is optimised for Google’s mobile-first index and evolve your SEO process to connect with a mobile-first search audience,
Measuring your marketing efforts and knowing how they perform is essential if you want to optimise your marketing even further. You can customise how Google Analytics tracks your traffic data by using UTM tags and, with these parameters, determine exactly how visitors end up on your site. To achieve this, you need to create a sustainable UTM protocol to use to properly analyse your data. So how do you do this? Annelieke will walk you through the process of developing a good UTM protocol for your business.
Technical requirement
For this workshop you need to have a Google Analytics account. Creating UTM tags is only useful for you if you do some form of marketing, like email, social media, promotion in PDFs. Or if you have a plugin that contains links to your site. Bring your laptop.
Required skill set
Basic understanding of Google Analytics is recommended but not necessary for this workshop. Motivation to work with Google Analytics comes in handy 😉
Want people to read your content? It all starts with well-written and engaging copy and, of course, it helps if your text is optimised for search engines. In this workshop, the Yoast Academy team will help you write text that’s irresistible to visitors and search engines alike. Jesse takes you through the process of writing a blog post, from brainstorming an idea and a focus keyword to the first draft of your text. You’ll get tons of useful and practical tips you can start using on your website right away. Bring your pen or your laptop and start writing!
Required skill set
Learning materials will be available for different skill levels, whether attendees are beginners trying to get to grips with how to set up an article or more experienced writers trying to refine tone of voice or SEO aspects of writing.
Technical requirements
None.