Who is this course for?

The course is dedicated to:

• website owners,
• SEO freelancers,
• marketing specialists,
• copywriters,
• people involved in creating online stores,
• content marketing experts.

After completing the course, you will gain the skills to:

• building a link profile that complies with Google guidelines,
• acquiring valuable backlinks,
• competition analysis,
• avoiding filters and algorithmic penalties,
• creating a link building strategy adapted to different types of websites.

Module 1 - Linking Basics

What is link building?

Link building is the process of obtaining links to a website from other websites.

Links are one of the key SEO ranking factors because:

• build domain authority,
• make it easier for search engine robots to index pages,
• increase referral traffic,
• improve visibility on Google.

Types of links

Dofollow links

They convey the power of SEO (link juice).

Nofollow links

They do not directly convey ranking power.

Sponsored links

They denote paid collaborations.

UGC links

Intended for user-generated content.

Anchor text

Anchor is the clickable text of a link.

Examples:

• exact match: "SEO course",
• brand: "CompanyName",
• URL: "https://domena.pl",
• generic: "click here",
• partial match: "best online SEO course."

How Google ranks links

Google analyzes the following aspects:

• domain authority,
• thematic focus of the page,
• naturalness of the link profile,
• content quality,
• location of the link on the page,
• domain history,
• spam score indicator.

Module 2 - The Foundations of Effective Off-Page SEO

What is a natural link profile?

A natural link profile is characterized by:

• variety of anchors,
• links from different domains,
• a mix of dofollow and nofollow links,
• different types of pages,
• gradual increase in links.

The most common mistakes

• Excessive exact match - too many identical anchors can result in filters being applied.
• Linking from link farms - low-quality sites reduce the credibility of a domain.
• Bulk link buying - unnatural link growth rate carries the risk of penalties.
• Comment Spam – Automated blog comments have minimal SEO value.

Module 3 - Competitive Analysis

How to analyze your competitors' backlinks

Tools:

• Ahrefs,
• Semrush,
• Majestic,
• Moz,
• Google Search Console.

Analysis process:

1. SEO competition identification,
2. Analysis of linking domains,
3. Backlink quality assessment,
4. Anchor analysis,
5. Reproducing the best link sources.

Quality metrics:

• DR (Domain Rating) – Ahrefs metric that determines the strength of a domain,
• DA (Domain Authority) — Moz metric estimating domain authority,
• Trust Flow – Majestic's metric for assessing link quality.

Module 4 - Linking Strategy

Building a link building plan

Stage 1 - Site Audit

The analysis includes:

• indexation,
• content quality,
• website structure,
• speed of action,
• current backlinks.

Step 2 - Defining Goals

Example goals:

• increase in organic traffic,
• improving position in search results,
• building domain authority,
• acquiring referral traffic.

Step 3 - Selecting subpages

The most frequently linked are:

• service pages,
• store categories,
• blog articles,
• landing pages.

Linking rate

New sites should build links gradually.

Example:

• month 1: 5–10 links,
• month 2: 10–20 links,
• month 3: 20–40 links.

Module 5 - The Most Effective Link Building Methods

Guest posting

Publishing articles on other sites.

How to do it correctly:

• publish unique content,
• choose thematic websites,
• avoid mass publications,
• take care of the substantive value.

Link bait

Creating content that gains links naturally.

Examples:

• reports,
• tests,
• checklists,
• tools,
• rankings,
• infographics.

Broken link building

The process involves:

• identifying broken links,
• creating alternative content,
• contacting the website owner.

Outreach

Direct contact with website owners.

Elements of effective outreach:

• personalization,
• concise message,
• a specific proposal,
• value for the recipient.

Links from directories

Effective mainly locally.

Choose:

• moderated directories,
• local company databases,
• industry catalogs.

Links from forums

They can support the naturalness of your link profile.

Rules:

• publish substantive answers,
• avoid automation,
• build user reputation.

Module 6 - Content marketing and link building

How to Create Content That Earns Links

Most effective formats:

• expert guides,
• case studies,
• statistical data,
• tutorials,
• rankings,
• online tools.

SEO Article Structure

Introduction

Presents the user's problem.

Development

Provides specific solutions.

Data and examples

They build credibility.

CTA

Encourages you to take action.

Module 7 - Internal Linking

Why internal linking is important

Internal linking:

• conveys the power of SEO,
• improves indexation,
• increases the time spent on the site,
• makes navigation easier for the user.

Types of internal linking:

• menu,
• breadcrumbs,
• contextual links,
• "related articles" sections.

Rules for effective internal linking:

• use logical anchors,
• link to key subpages,
• avoid orphan pages,
• maintain a consistent site structure.

Module 8 - SEO Link Building Tools

Ahrefs

The most popular backlink analysis tool.

Features:

• domain analysis,
• link monitoring,
• anchor analysis,
• detection of lost links.

Semrush

Comprehensive SEO platform.

Majestic

Specializes in link profile analysis.

Screaming Frog

Helps with internal linking analysis.

Google Search Console

Free backlink data source.

Module 9 - Advanced Linking Techniques

Digital PR

Building links through media publications.

HARO and expert platforms

Obtaining citations in the media.

Reclaim links

Recovery:

• lost backlinks,
• unlinked brand mentions,
• incorrect redirects.

Parasite SEO

Publishing content on strong domains.

Layered linking

Building a link structure in layers:

• Tier 1,
• Tier 2,
• Tier 3.

The technique requires caution.

Module 10 - Security and Avoiding Google Penalties

Penguin algorithm

Link profile quality assessment.

Risk signals:

• rapid increase in links,
• spam anchors,
• links from PBN,
• low quality domains.

How to secure your website:

• diversify your link sources,
• take care of the quality of the content,
• monitor backlinks,
• remove toxic links.

Disavow Tool

A tool for reporting harmful backlinks.

Module 11 - Local SEO and Local Link Building

Local links

Key sources:

• local portals,
• company catalogs,
• business partners,
• regional media.

Google Business Card

It should be:

• completely completed,
• current,
• consistent with NAP data.

NAP

Name, Address, Phone – data must be identical in all places.

Module 12 - KPIs and performance measurement

Key indicators:

• number of linking domains,
• organic traffic,
• keyword positions,
• DR/DA,
• CTR,
• conversions.

Link monitoring

Regular checkup:

• lost links,
• new backlinks,
• toxic domains.

SEO Reporting

The monthly report should include:

• completed activities,
• acquired links,
• changes in position,
• increase in traffic,
• recommendations for the future.

Module 13 - Link Building Automation

What can be automated:

• link monitoring,
• outreach,
• domain analysis,
• reporting.

What not to automate:

• mass spam,
• low-quality publications,
• automatic comments.

Module 14 - Case study

An example of a local project

Industry: Law firm.

Activities:

• expert articles,
• local links,
• guest posting,
• internal linking optimization.

Effects after 6 months:

• 180% increase in organic traffic,
• increasing the number of phrases in the TOP10,
• increase in the number of leads.

Module 15 - 90-Day Action Plan

Days 1–30:

• SEO audit,
• competition analysis,
• content preparation,
• obtaining the first links.

Days 31–60:

• outreach,
• sponsored publications,
• blog development.

Days 61–90:

• scaling activities,
• monitoring effects,
• strategy optimization.

Bonus - Checklists

Link building checklist

Before getting the link:

• is the domain thematic?
• does the website generate organic traffic?
• does the link look natural?
• is the content of high quality?
• Is the domain spam-free?

After getting the link:

• check indexation,
• monitor positions,
• save the link to the spreadsheet.

Bonus - Outreach Template

Subject: Content collaboration proposal

Hi,
I read your article on [topic].
I have material that may be a valuable addition to the publication.
Is it possible to add a reference or create a guest post?
Regards,
[Name]

Course Summary

Effective link building is based on:

• quality,
• naturalness,
• valuable content,
• long-term strategy,
• data analysis.

The best results are achieved by websites that:

• publish expert content,
• acquire thematic links,
• care about user experience (UX),
• develop brand authority.

Recommended path for further development:

After completing the course, it is worth expanding your competences in the following areas:

• technical SEO,
• content marketing,
• web analytics,
• CRO,
• digital PR,
• SEO automation.

Who is this course for?

This course is designed for SEO specialists, online store owners, front-end and back-end developers, digital marketers, and those preparing for careers in technical SEO. It will equip you with the practical skills necessary for effective technical website optimization.

Skills after completing the course

After completing the course, you will be able to conduct a comprehensive technical SEO audit, diagnose indexation issues, optimize Core Web Vitals, analyze crawl budget, work with server logs, implement correct structured data, optimize information architecture, and collaborate effectively with the development team.

Module 1: Technical SEO Foundations

Technical SEO encompasses activities related to crawlability (the ability of a website to be crawled by robots), indexability (the ability to index content), technical performance, website structure, rendering, and content accessibility for search engine robots. The primary goal is to ensure that search engines can correctly find, understand, and index a website.

How Google Search Works

Google's process consists of four stages:

• Crawling – robots visit URLs via internal links, sitemap.xml, external links, APIs and feeds.
• Rendering – Google renders the page using the Web Rendering Service. Problems can arise when JavaScript blocks content, resources are blocked, rendering is delayed, or content loads only after user interaction.
• Indexing – Google evaluates content quality, applies canonical, detects duplication, analyzes technical signals and URL quality.
• Ranking – based on indexed data, Google determines the position of the page in search results.

Module 2: Crawling and Indexing

Robots.txt is a file that controls robots' access to parts of the website. The basic syntax is as follows:

 User-agent: *
 Disallow: /admin/
 Allow: /
 Sitemap: https://example.com/sitemap.xml 

Common errors include blocking CSS/JS, accidentally blocking the entire page (Disallow: /), missing a sitemap, and blocking resources essential for rendering. It's recommended to only block low-value sections, test your robots.txt file, and avoid using it to hide sensitive data.

Meta robots

Meta robots directives allow you to control the indexing of individual pages. Noindex is used on filter pages, thin content pages, search results, and duplicate pages.

Canonical

Correct implementation of the canonical tag prevents duplicate content issues. Avoid errors such as canonicalizing a non-existent page, canonical chains, unnecessary cross-domain canonicalization, and conflicts between canonical and noindex.

XML Sitemap

Sitemap types include sitemap.xml, image sitemap, video sitemap, and news sitemap. Best practices include only URLs that return a 200 status, contain indexable pages, automatically update, and split large sitemaps. Example sitemap entry:

 https://example.com/
 2026-05-22 

Module 3: Information Architecture

URL structure should be clear and logical. Good URLs include example.com/category/product, while bad ones include example.com/index.php?id=123&cat=45. URLs should be short, readable, have lowercase letters, avoid unnecessary parameters, and follow a logical hierarchy.

Internal linking

It aims to transfer PageRank, improve crawlability, strengthen topical authority, and shorten the depth level. Good practices include using descriptive anchors, contextual links, breadcrumbs, and limiting orphan pages.

Crawl Depth

Key pages should be accessible within three clicks of the home page. Tools such as Screaming Frog, Sitebulb, Ahrefs, and Semrush are used to analyze crawl depth.

Module 4: HTTP, status codes and redirects

The most important HTTP statuses are:

• 200 – the website is working correctly,
• 301 – permanent redirect,
• 302 – temporary redirect,
• 404 – resource not found,
• 410 – resource deleted,
• 500 – server error.

Good practices for redirects include using 301 for migrations, avoiding redirect chains and redirect loops, and updating internal links. Configuration examples for Apache and NGINX are provided.

Module 5: Core Web Vitals and Performance

Core Web Vitals are key website performance indicators:

• LCP (Largest Contentful Paint) – aim under 2.5 seconds,
• INP (Interaction to Next Paint) – target less than 200 ms,
• CLS (Cumulative Layout Shift) – target below 0.1.

Performance optimization includes lazy loading, image compression (WebP/AVIF), CDN use, code minification, preloading key resources, and JavaScript reduction.

JavaScript rendering

JavaScript-related SEO problems include hidden content, hydration delays, render blocking, and JavaScript errors. Solutions include SSR (Server Side Rendering), SSG (Static Site Generation), dynamic rendering, and progressive hydration. SEO-friendly frameworks include Next.js, Nuxt, Astro, and Remix.

Module 6: Mobile SEO

Google indexes the mobile version of a website (mobile-first indexing). Requirements include responsiveness, identical content on desktop and mobile, correct viewport settings, and fast loading. Mobile SEO issues include fonts that are too small, clickable elements too close together, blocked resources, and heavy scripts.

Module 7: Structured Data

The recommended structured data format is JSON-LD. Schema types include Organization, Product, Article, BreadcrumbList, FAQ, and LocalBusiness. An example Product Schema implementation is provided.

Module 8: Log Analysis

Log analysis allows you to see how Googlebot crawled the site, which URLs are wasting crawl budget, crawl frequency, and server errors. Key data in the logs includes IP, user-agent, URL, status code, and timestamp. Tools such as Screaming Frog Log Analyzer, Splunk, ELK Stack, and BigQuery are used for analysis.

Module 9: International SEO

The hreflang tag is used to indicate language versions of a page. Avoid errors such as missing version backlinks, incorrect language codes, and canonical/hreflang conflicts.

Module 10: SEO for e-commerce

Faceted navigation's problems include duplication, endless URL combinations, and wasted crawl budgets. Solutions include canonicalization, noindexing, parameter blocking, and filter indexing controls. Pagination best practices include cross-page linking, self-canonicalization, and unique titles.

Module 11: SEO Migrations

Migration types include domain migration, CMS migration, URL structure migration, and HTTP to HTTPS transition. The migration checklist includes activities before migration (backup, crawl, URL export, redirect mapping), during migration (staging tests, redirect validation, error monitoring), and after migration (indexation monitoring, log analysis, organic traffic monitoring, sitemap updates).

Module 12: Technical SEO Audit

The audit framework covers areas such as crawling, indexing, rendering, performance, structured data, internal linking, international SEO, security, mobile SEO, and logging. Issues are prioritized into high-impact (e.g., noindexes on key pages, invalid canonical values, rendering issues, 5xx errors), medium-impact (redirect chains, duplicate titles, orphan pages), and low-impact (minor meta errors, isolated 404s).

Module 13: Technical SEO Tools

The most important tools are:

• Crawling: Screaming Frog, Sitebulb, JetOctopus,
• Monitoring: Google Search Console, Google Analytics 4, Ahrefs, Semrush,
• Performance: PageSpeed ​​Insights, Lighthouse, WebPageTest,
• Log analysis: Splunk, ELK, BigQuery.

Module 14: SEO Automation

Python in SEO is used for crawl data analysis, log analysis, report generation, and keyword clustering. Popular libraries include pandas, requests, BeautifulSoup, and Selenium. Popular APIs include Google Search Console API, Ahrefs API, Semrush API, and Screaming Frog API.

Module 15: Final Project

The task is to conduct a full technical SEO audit of the selected website. The report should include analysis of indexation, crawlability, Core Web Vitals, architecture, technical errors, recommendations, and an implementation roadmap.

Final exam

It consists of a theoretical part (50 multiple-choice questions) and a practical part (website analysis, technical recommendations, debugging SEO problems).

Development path after the course

After completing the course, it is worth developing specializations such as Programmatic SEO, Edge SEO, Data SEO, SEO Automation and Enterprise SEO.

Recommended workflow for a Technical SEO specialist

Daily: Search Console, 5xx errors and indexation monitoring.
Weekly: website crawl, Core Web Vitals analysis and log analysis.
Monthly: full technical audit, competitive analysis and optimization roadmap.

Additional materials

Google Search Central, Schema.org, web.dev, and MDN Web Docs are all worth checking out. Recommended experts and blogs include Barry Schwartz, Aleyda Solis, Glenn Gabe, and Patrick Stox.

Summary

Technical SEO combines knowledge in SEO, web architecture, performance, analytics, programming, and infrastructure. Top specialists can combine marketing and development skills, allowing them to effectively optimize websites for search engines.

Who is this course for?

The course is aimed at:

• freelancers and marketing specialists,
• owners of small and medium-sized enterprises,
• internet creators,
• social media specialists,
• people developing a personal brand,
• beginner copywriters.

After completing the course, the participant will be able to:

• develop a content marketing strategy,
• plan and create valuable content,
• optimize content for SEO,
• build content-based sales funnels,
• analyze results and scale marketing activities.

MODULE 1 - Content Marketing Foundations

Lesson 1.1 – What is content marketing?

Definition

• Content marketing is the strategic creation and distribution of valuable content aimed at attracting, engaging, and converting audiences.

  Main goals:

  • building trust,
  • increasing brand recognition,
  • lead generation,
  • customer education,
  • increasing sales,
  • improving customer retention.

  Content types:

  • blog articles,
  • video materials,
  • podcasts,
  • newsletters,
  • ebooks,
  • webinars,
  • social media posts,
  • case studies,
  • guides.

Exercise:

List five brands that you believe effectively implement content marketing by analyzing:

• the type of content published,
• distribution channels,
• communication style.

Lesson 1.2 - Customer Journey

Customer journey stages:

• Awareness — the client becomes aware of the problem,
• Consideration — considers available solutions,
• Decision — makes a decision on the selection of a supplier,
• Retention - makes subsequent purchases,
• Advocacy — recommends the brand to others.

Content tailored to the stage:

Stage	Content type
Awareness	blog, social media, video educational materials
Consideration	case studies, checklists, comparisons
Decision	demo, customer reviews, consultations
Retention	newsletter, onboarding, tutorials
Advocacy	affiliate program, community

Task:

Develop a sample customer journey for your industry.

MODULE 2 - Content Marketing Strategy

Lesson 2.1 - Defining Your Target Audience

Marketing persona

A persona is a detailed profile of your ideal customer, including:

• age,
• position,
• problems,
• goals,
• purchase objections,
• communication channels,
• motivations.

Persona template:

• Name:
• Industry:
• Problem:
• Objective:
• Where I consume content:
• What blocks the purchasing decision:

Exercise:

Create at least two customer personas.

Lesson 2.2 - Content pillars

Definition of content pillars:

These are the key thematic areas of the brand.

Example for a fitness brand:

• Diet,
• Training,
• Motivation,
• Regeneration,
• Supplementation.

Model 70/20/10:

• 70% - educational content,
• 20% - engaging content,
• 10% - sales content.

Exercise:

Identify the five content pillars of your brand.

MODULE 3 - Content Creation

Lesson 3.1 - Copywriting

Rules of effective copywriting:

• use simple and clear language,
• use headings,
• implement storytelling,
• focus on the benefits for the recipient,
• use calls to action (CTAs).

AIDA Framework:

• Attention,
• Interest,
• Desire,
• Action.

PAS Framework:

• Problem,
• Agitation,
• Solution.

Exercise:

Prepare a sales post according to the AIDA model.

Lesson 3.2 - Storytelling

Elements of an effective story:

• character,
• problem,
• conflict,
• solution,
• transformation.

Types of storytelling:

• the founder's story,
• customer history,
• behind the scenes of the brand,
• a story of failure,
• case study.

Exercise:

Write your brand story in 300 words.

MODULE 4 - SEO Content Marketing

Lesson 4.1 - SEO Fundamentals

Basic concepts:

• keywords,
• search intent,
• meta title,
• meta description,
• internal linking,
• backlinks.

Types of intentions:

Intention	Example
Informational	"how content marketing works"
Navigation	"HubSpot blog"
Transactional	"buy a marketing course"

SEO article structure:

• Title H1,
• Entry,
• H2/H3 headings,
• FAQs,
• CTA.

Exercise:

Prepare the structure of the article for the phrase:
"content marketing for small businesses."

Lesson 4.2 - Content SEO Workflow

Article creation process:

• keyword research,
• competition analysis,
• content brief,
• writing,
• SEO optimization,
• publication,
• update.

Tools:

• Google Search Console,
• Ahrefs,
• Semrush,
• Surfer SEO,
• Google Trends,
• AnswerThePublic.

MODULE 5 - Social Media Content

Lesson 5.1 - Content for Social Platforms

Instagram:

• Reels,
• carousels,
• stories,
• UGC.

LinkedIn:

• expert content,
• case studies,
• industry opinions,
• personal branding.

TikTok:

• short films,
• trends,
• education in a quick format.

YouTube:

• tutorials,
• long forms,
• evergreen content.

Exercise:

Develop a 7-day publishing plan.

MODULE 6 - Email Marketing

Lesson 6.1 - Newsletter and Automation

Email marketing goals:

• building relationships,
• education,
• sale,
• remarketing.

Elements of an effective email:

• attractive topic,
• personalization,
• specific content,
• one CTA,
• clear structure.

Automatic sequences:

• Welcome sequence,
• Lead nurturing,
• Sales sequence,
• Re-engagement.

Exercise:

Prepare three onboarding emails.

MODULE 7 - Analytics and KPIs

Lesson 7.1 - Measuring Performance

Most important KPIs:

• organic traffic,
• CTR,
• time spent on the website,
• conversion rate,
• number of leads,
• CAC,
• ROI.

Analytical tools:

• Google Analytics 4,
• Hotjar,
• Looker Studio,
• Search Console.

A content marketing dashboard should include:

• traffic sources,
• the best content,
• conversions,
• keyword ranking,
• customer acquisition cost.

MODULE 8 - AI in Content Marketing

Lesson 8.1 - Using AI

Areas of application:

• tests,
• generating ideas,
• creating outlines,
• SEO optimization,
• publication automation,
• data analysis.

Threats:

• repeatability of content,
• lack of authenticity,
• AI hallucinations,
• duplicate content.

Best practices:

• always edit generated content,
• add your own experiences,
• verify data,
• maintain a unique tone of voice.

MODULE 9 - Content Scaling

Lesson 9.1 - Repurposing

One content – ​​many formats. Example:

• webinar,
• article,
• LinkedIn post,
• reels,
• newsletter,
• merry-go-round.

Content engine:

• tests,
• production,
• distribution,
• analysis,
• optimization.

BONUS - Ready-made Frameworks

Hook Framework:

• "3 mistakes that..."
• "Nobody talks about..."
• "How to achieve X without Y"
• “Most companies are doing it wrong”

CTA Framework:

• Download the checklist,
• Schedule a consultation,
• Watch the demo,
• Read the case study.

Content planning framework:

Day	Content type
Monday	Educational
Tuesday	Storytelling
Wednesday	Case study
Thursday	FAQ
Friday	Sales
Saturday	Behind the scenes
Sunday	Community

Final Exam

Practical task:

Prepare a comprehensive content marketing strategy, including:

• personas,
• content pillars,
• SEO plan,
• publication calendar,
• social media strategy,
• email marketing plan,
• KPIs.

Certificate of Completion

After completing the course, the participant will be able to:

• plan content yourself,
• create effective content,
• analyze the results,
• build a marketing system based on content marketing.

Recommended books:

• "They Ask, You Answer" - Marcus Sheridan,
• "Content Inc." —Joe Pulizzi,
• "Everybody Writes" - Ann Handley
• "Building a StoryBrand" - Donald Miller.

Recommended tools:

• Notion,
• Canva,
• ChatGPT,
• Ahrefs,
• Semrush,
• Surfer SEO,
• MailerLite,
• HubSpot.

This course is designed to provide a practical and comprehensive introduction to web analytics, covering everything from the basics of traffic measurement, through advanced data analysis, attribution, and business reporting.

Course level

• Beginner → Intermediate → Advanced

Number of modules

• 12 modules and a final project

Estimated learning time

• 40–60 hours

Course Objectives

After completing the course, the participant:

• has knowledge of the basics of web analytics,
• can implement analytical tools,
• analyzes user behavior,
• creates dashboards and reports,
• measures the effectiveness of marketing campaigns,
• interprets key business indicators (KPIs),
• works with Google Analytics 4,
• understands the basics of data-driven marketing,
• makes decisions based on data analysis.

Module 1 - Introduction to Web Analytics

Module objectives

• Understanding the essence of web analytics,
• Learning key concepts,
• Understanding the role of data in marketing and business.

Topics

1. Definition of web analytics,
2. Qualitative vs quantitative data,
3. KPIs and metrics,
4. User Path,
5. Customer Journey,
6. The role of data in e-commerce,
7. Privacy-first analytics,
8. Cookies and consent mode.

Exercises

• Analysis of a sample website,
• Identification of KPIs for the online store,
• Customer journey mapping.

Homework

Prepare a list of 10 KPIs for your chosen online business.

---

Module 2 - Google Analytics 4

Module objectives

• Google Analytics 4 Configuration,
• Understanding the event model,
• Analysis of basic reports.

Topics

1. Differences between Universal Analytics and GA4,
2. Account, service, data stream,
3. Event-based model,
4. Event configuration,
5. Enhanced Measurement,
6. Conversions,
7. Audience,
8. Explorations,
9. DebugView,
10. Data retention.

Workshops

• GA4 configuration step by step,
• Creating events,
• Conversion setup.

Mini project

Set up full measurement for an example landing page.

Module 3 - Google Tag Manager

Module objectives

• Self-implementation of tags,
• Tracking management without the need for a programmer.

Topics

1. GTM Architecture,
2. Tags,
3. Triggers,
4. Variables,
5. Data Layer,
6. Custom Events,
7. Debugging,
8. Consent Mode,
9. Server-side tagging.

Practical exercises

• Implementation of scroll tracking,
• Click tracking,
• Form tracking,
• E-commerce event configuration.

Task

Create a GTM container for your service page.

---

Module 4 - E-commerce Analytics

Module objectives

• Online sales analysis,
• Measuring the effectiveness of an online store.

Topics

1. Enhanced Ecommerce,
2. Shopping funnel,
3. Cart abandonment,
4. Average order value,
5. LTV (Lifetime Value),
6. ROAS,
7. CAC,
8. Customer segmentation,
9. Product analysis,
10. Analysis of sales sources.

Exercises

• Online store data analysis,
• Building a purchasing funnel,
• Identifying conversion problems.

Case Study

Analysis of the reasons for the decline in sales in the online store.

Module 5 - SEO Analytics

Module objectives

• Organic traffic analysis,
• Data-driven SEO optimization.

Topics

1. Google Search Console,
2. CTR and positions in search results,
3. Query analysis,
4. Analysis of landing pages,
5. Core Web Vitals,
6. Technical SEO metrics,
7. Crawl budget,
8. Visibility analysis,
9. Keyword clustering.

Workshops

• Search Console data analysis,
• Identification of sites with growth potential,
• Organic traffic audit.

Module 6 - Performance Marketing Analytics

Module objectives

• Measuring the effectiveness of advertising campaigns.

Topics

1. UTM parameters,
2. Attribution models,
3. Meta Ads Analysis,
4. Google Ads Analysis,
5. TikTok Ads Analysis,
6. Display campaigns,
7. Remarketing campaigns,
8. Advertising funnel analysis,
9. Cross-channel analytics.

Advertising KPIs

• CPC,
• CPM,
• CPA,
• CTR,
• Conversion Rate,
• ROAS.

Practical tasks

• Building a campaign dashboard,
• Campaign profitability analysis.

Module 7 - Dashboards and Reporting

Module objectives

• Creating professional business reports.

Topics

1. Data storytelling,
2. dashboard UX,
3. Looker Studio,
4. Connecting data sources,
5. Report automation,
6. Data visualization,
7. Reports for the management board,
8. Operational reports.

Workshops

• Building a marketing dashboard,
• E-commerce dashboard,
• SEO dashboard.

Design

Prepare a dashboard for your SaaS company.

Module 8 - User Behavior Analysis

Module objectives

• Understanding user behavior,
• UX and conversion rate optimization.

Topics

1. Heatmaps,
2. Session recordings,
3. Click tracking,
4. Scroll depth,
5. UX analytics,
6. Analysis of customer behavior,
7. Forms and micro-conversions,
8. User path analysis.

Tools

• Hotjar,
• Microsoft Clarity,
• Crazy Egg.

Exercises

• Analysis of user recordings,
• Identifying UX problems.

Module 9 - A/B Testing and CRO

Module objectives

• Conversion rate optimization (CRO).

Topics

1. Basics of statistics,
2. Formulating test hypotheses,
3. A/B testing,
4. Multivariate testing,
5. Statistical significance,
6. CRO Framework,
7. Analysis of experimental results,
8. Personalization.

Workshops

• A/B test design,
• Analysis of test results.

Task

Prepare a CRO experiment plan.

Module 10 - SQL and Data Analysis

Module objectives

• Working with large data sets,
• Basics of technical analysis.

Topics

1. Introduction to SQL,
2. SELECT,
3. WHERE,
4. GROUP BY,
5. JOIN,
6. CASE WHEN,
7. Aggregations,
8. BigQuery Basics,
9. Data export from GA4,
10. Marketing data analysis.

Exercises

• Creating SQL queries,
• E-commerce data analysis.

Design

Sales data analysis using SQL.

Module 11 - Data Privacy and Compliance

Module objectives

• Understanding legal requirements for data protection,
• Secure data management.

Topics

1. GDPR,
2. Consent management,
3. Privacy-first analytics,
4. First-party data,
5. Server-side tracking,
6. Data anonymization,
7. Consent management,
8. Marketing compliance.

Workshops

• Analytical compliance audit,
• Consent mode configuration.

Module 12 - Advanced Analytics and AI

Module objectives

• Familiarization with modern data analysis methods.

Topics

1. Predictive analytics,
2. Machine learning in marketing,
3. Customer segmentation using AI,
4. Churn prediction,
5. Purchase prediction,
6. AI dashboards,
7. Reporting automation,
8. Generative AI in analytics,
9. Data pipelines,
10. CDP and warehouse analytics.

Exercises

• Building a simple predictive model,
• Customer segmentation.

Final project

Project goal

The participant develops a comprehensive analytical system for a selected online business.

Project scope

1. KPI definition,
2. Measurement architecture,
3. GA4 configuration,
4. GTM implementation,
5. Reporting dashboard,
6. Traffic analysis,
7. Conversion analysis,
8. Business recommendations.

Form of devotion

• Dashboard,
• PDF document,
• Presentation of results.

Certification

Completion Conditions

• Completion of all modules,
• Passing quizzes,
• Submission of the final project,
• Obtaining at least 70% correct answers.

Certificate

The participant receives a certificate confirming completion of the web analytics course.

Additional materials

Recommended tools

• Google Analytics 4,
• Google Tag Manager,
• Looker Studio,
• BigQuery,
• Search Console,
• Hotjar,
• Microsoft Clarity,
• Ahrefs,
• Semrush.

Recommended additional competencies

• Excel,
• SQL,
• Python,
• Statistics,
• UX Research,
• Marketing Automation.

Course delivery model

Online variant

• Video recordings,
• Quizzes,
• Practical tasks,
• Live Q&A sessions,
• Discord/Slack community.

Sample 8-Week Schedule

Week	Range
1	Basics of Analytics and GA4
2	GTM and tracking implementation
3	E-commerce analytics
4	SEO and performance analytics
5	Dashboards and reporting
6	UX analytics and CRO
7	SQL and BigQuery
8	Final Project and Presentations

Final Quiz Sample Questions

1. What is the difference between event and pageview?
2. What does conversion rate mean?
3. How does the attribution model work?
4. What is Data Layer?
5. What are the differences between a session and a user?
6. What does ROAS mean?
7. How to interpret the purchasing funnel?
8. What is Looker Studio used for?
9. What does statistical significance mean?
10. What data does Google Analytics 4 store?

Course Extensions

Possible specialization paths

E-commerce path

• Marketplace analytics,
• Dynamic pricing,
• Product analytics.

SEO Path

• Technical SEO analytics,
• Crawl analysis,
• Content performance.

Data Analyst Path

• Python,
• BigQuery,
• Tableau,
• Power BI.

Growth Marketing Path

• Growth loops,
• Experimentation,
• Advanced attribution.

Summary

The web analytics course aims to develop both technical and business skills. We place particular emphasis on:

• practical skills,
• data interpretation,
• making business decisions,
• correct implementation of the measurement,
• reporting skills,
• critical analytical thinking.

A modern web analyst should understand not only tools, but also marketing, UX, sales, and business strategy.

Course Information

Level: beginner – intermediate
Form: theoretical lectures, practical workshops, checklists and practical tasks
Course objective: acquiring skills in designing, analyzing and implementing optimizations that increase conversion rates in e-commerce, SaaS and landing pages.

Module 1 - CRO Foundations

What is CRO?

CRO (Conversion Rate Optimization) is the process of increasing the percentage of users who perform a desired action.

Example conversions:

• purchase of the product,
• sending the form,
• newsletter subscription,
• starting the trial,
• click CTA,
• arranging a conversation.

Conversion rate

Example

If:

• the website was visited by 10,000 users,
• 250 people made a purchase,

this:

CR = 2.5%

Why is CRO important?

Benefits:

• increasing revenue without having to increase traffic,
• reducing customer acquisition cost (CAC),
• more effective use of the marketing budget,
• improving user experience (UX),
• higher return on investment (ROI) from advertising campaigns.

Key concepts

Deadline	Meaning
Conversion	Performing the desired action
Funnel	User Path
CTA (Call To Action)	Call to Action
Bounce Rate	Bounce rate
AOV	Average order value
LTV	Customer Lifetime Value
UX	User Experience
Hypothesis	Test hypothesis

Practical task

Choose any website and:

• identify the main conversion,
• describe potential user barriers,
• identify three areas of possible optimization.

Module 2 - User Psychology

How do users make decisions?

Key mechanisms:

• heuristics,
• emotions,
• social proof,
• risk reduction,
• urgency effect,
• anchoring effect.

Cialdini's Principles of Influence

• social proof,
• authority,
• inaccessibility,
• reciprocity,
• consequence,
• liking.

The most important elements that influence conversion

Above the fold
The most important area visible without having to scroll the page.

CTA
A good CTA should be:

• specific,
• communicate the benefit,
• reducing user uncertainty.

Examples:

• "Start your free trial",
• "Download checklist",
• "Book a demo."

Social Proof
Forms:

• customer reviews,
• case studies,
• number of customers,
• brand logos,
• video reviews.

Practical task

Analyze three landing pages for:

• trust-building elements,
• presence of the urgency effect,
• the most effective CTAs.

Module 3 - Analytics in CRO

Quantitative vs. qualitative data

Quantitative:

• Google Analytics,
• Mixpanel,
• Amplitude,
• BI dashboards.

Qualitative:

• Hotjar,
• session recordings,
• heatmaps,
• surveys,
• interviews.

Most important metrics

Metrics	Meaning
CR	Conversion rate
CTR	Click Through Rate
Bounce Rate	Bounce rate
Exit Rate	Output indicator
CAC	Customer acquisition cost
CPA	Cost Per Acquisition
AOV	Average basket value

Funnel analysis

Example e-commerce funnel:

• Entering the product page,
• Adding a product to the cart,
• Checkout process,
• Payment,
• Purchase.

How to identify problems?

Search:

• high drop-off rates,
• slow-loading pages,
• problems on mobile devices,
• weak CTAs,
• illegible forms.

Practical task

Draw a funnel for:

• online store,
• SaaS product,
• webinar landing page.

Module 4 - UX and Conversion Architecture

UX Principles Supporting CRO

Visual hierarchy
The user should immediately recognize:

• where to direct your attention,
• which items to click,
• what is most important.

Minimizing friction
Eliminate:

• unnecessary form fields,
• excess text,
• unclear messages,
• complicated forms.

Mobile-first
Most traffic comes from mobile devices, so optimize:

• loading speed,
• readability,
• CTA size,
• checkout process.

Good practices regarding forms

• minimum number of fields,
• autocomplete,
• clear error messages,
• logical order of fields,
• progress bar.

Practical task

Redesign your contact form by reducing the number of fields, improving UX, and adding trust-building elements.

Module 5 - A/B Testing

What are A/B tests?

Comparing two versions of a page or its element to determine which one is more effective.

Version A – control version.

Version B – new hypothesis.

Testable items

• headlines,
• CTA,
• colors,
• page layout,
• prices,
• forms,
• photos,
• social proof.

Testing process

1. Data analysis,
2. Identification of the problem,
3. Formulating a hypothesis,
4. Test design,
5. Implementation,
6. Statistical validation,
7. Implementation.

CRO Hypothesis

Diagram:

“Changing X for user Y will improve Z because…”

Example:

“Adding customer reviews to your CTA will increase signups by 10% because it reduces user uncertainty.”

A/B Testing Errors

• too small a sample,
• too short test time,
• testing multiple changes simultaneously,
• no user segmentation,
• ignoring seasonality.

Practical task

Prepare:

• 5 CRO hypotheses,
• A/B test plan,
• key performance indicators (KPIs).

Module 6 - CRO for e-commerce

The most common problems of online stores

• abandoned baskets,
• high delivery costs,
• lack of customer trust,
• low-quality product photos,
• complicated checkout process.

Product card optimization

Checklist:

• clear headline,
• high-quality photos,
• video presenting the product,
• social proof,
• unique value propositions (USP),
• FAQ section,
• delivery and returns information,
• visible CTA.

Optimization of the checkout process

The most important rules:

• possibility of purchasing without registration (guest checkout),
• minimum number of steps,
• fast payment methods,
• Apple Pay / Google Pay,
• transparent costs.

Recovering abandoned carts (Email recovery)

Typical sequences:

• abandoned cart reminder,
• reminder,
• limited time offer,
• social proof.

Practical task

Audit the checkout process at your chosen online store.

Module 7 - CRO for SaaS

Key KPIs in SaaS

• activation rate,
• conversion from trial to paid user (trial-to-paid),
• retention,
• churn rate,
• expansion revenue.

Optimizing the onboarding process

Elements:

• quick wins,
• checklists,
• monitoring user progress,
• email onboarding,
• tooltips.

Landing pages for SaaS

Key sections:

• description of the problem,
• proposed solution,
• product demo,
• social proof,
• price-list,
• FAQs,
• CTA.

Practical task

Create a landing page structure for your SaaS product.

Module 8 - CRO Tools

Analytical tools

• 'Google Analytics'
• "Mixpanel"
• "Amplitude"

Heatmaps and session recordings

• "Hotjar"
• "Microsoft Clarity"
• "FullStory"

A/B testing

• "VWO"
• "Optimizely"
• "AB Tasty"

UX and research

• "Figma"
• "Maze"
• "Miro"

Module 9 - CRO Audit

Audit Framework

1. Business analysis: goals, KPIs, user segmentation.
2. UX analysis: usability, mobile optimization, accessibility.
3. Analytical analysis: funnel, drop-offs, traffic sources.
4. Qualitative research: heatmaps, session recordings, surveys.
5. Prioritization: ICE Model:

Factor	Description
Impact	Influence
Confidence	Confidence
Ease	Ease of implementation

Practical task

Prepare a comprehensive mini-audit of any website.

Module 10 - Final Project

Project goal

Development of a complete CRO strategy for:

• online store,
• SaaS product,
• landing page,
• lead generation service.

Project scope

Analysis: data, problem identification, UX analysis.

Hypotheses: minimum 10 hypotheses.

Roadmap: prioritize quick wins, medium-term and high-impact actions.

Testing: experiment plan, KPIs and measurement methodology.

Bonus - Advanced CRO Techniques

Personalization: dynamic content, segmentation, behavioral targeting.

AI in CRO: Applications include behavior analysis, churn prediction, dynamic recommendations, and automated experiments.

CRO + SEO + Paid Ads integration: improved Quality Score, higher ROAS, increased LTV and lowered CAC.

Final certification

To complete the course you must:

• complete the final project,
• prepare an audit presentation,
• present the CRO roadmap,
• describe the results of hypothetical tests.

CRO Checklists

Landing page:

• clear headline,
• one main CTA,
• social proof,
• unique value proposition (USP),
• fast page loading,
• mobile optimization,
• FAQ section,
• trust-building elements.

E-commerce:

• high-quality photos,
• simple checkout process,
• transparent costs,
• customer reviews,
• fast payment methods,
• recovering abandoned carts via email.

SaaS:

• onboarding process,
• product demo,
• case studies,
• clear price list,
• activation flow,
• retention metrics.

Recommended books

• "Don't Make Me Think" - "Steve Krug"
• "Influence" - "Robert Cialdini"
• "Hooked" — "Nir Eyal"
• "The Mom Test" - "Rob Fitzpatrick"

Effects after completing the course

After completing the course, the participant will be able to:

• analyze conversion funnels,
• conduct CRO audits,
• formulate experimental hypotheses,
• implement A/B tests,
• interpret data,
• increase conversions in e-commerce and SaaS,
• create optimization roadmaps.

Course description

A comprehensive digital PR training program designed for marketing professionals, business owners, freelancers, startups, and those developing personal brands. This course integrates traditional public relations with SEO, content marketing, social media, data analysis, and strategies for building online authority.

Module 1. Digital PR Foundations Module Objective

Familiarization with the definition of Digital PR, differences from classic PR and its role in modern marketing.

Lessons1.1 What is Digital PR

Definition of Digital PR

Differences between traditional and digital PR

The importance of online reputation

Digital PR as an element of growth marketing

1.2 Digital PR Ecosystem

Internet media

Industry portals

Influencers

Podcasts

Newsletters

Social media

Social media platforms

1.3 Digital PR Campaign Objectives

Building brand awareness

Link building

Thought leadership

Lead generation

Employer branding

Reputation management

1.4 KPIs and performance measurement

Share of voice

Domain Rating/Domain Authority

Number of publications

Sentiment analysis

Organic traffic

Referral traffic

The value of earned media

Practical task

Prepare an analysis of the selected brand's online presence and an evaluation of its Digital PR activities.

Module 2. Digital PR Strategy Module Objective

Developing an effective online communication strategy.

Lessons 2.1 Brand Audit

Competition analysis

Google Visibility Rating

Media monitoring

Reputation analysis

Content Rating

2.2 Defining communication personas

Buyer persona

Media persona

Influencer persona

Interests of recipients

Mapping communication channels

2.3 Brand positioning

Unique Value Proposition

Narrative Framework

Tone of voice

Hierarchy of communication

2.4 Communication plan

Choice of communication channels

Frequency planning

Always-on campaigns

Seasonal campaigns

Reactive PR activities

Practical task

Develop a Digital PR strategy for a SaaS startup.

Module 3. Media Relations in the Digital Environment Module Objective

Acquiring the skills to effectively collaborate with online media.

Lessons 3.1 Online editorial office operation

Editorial structure

Publication cycle

Newsjacking

Evergreen Topics

3.2 Creating a media database

Segmentation of journalists

Contact search

CRM for PR

Database update

3.3 Pitching to the media

Building an effective pitch

Email topics

Follow-up

Personalization of communication

3.4 Press release in Digital PR

Structure of a press release

SEO in the press release

Use of multimedia

Quotes from experts

Call to action

3.5 Relations with journalists

Building long-term relationships

Expertise

Speed ​​of reaction

Crisis communication

Practical task

Prepare a pitch for the technology editorial team and a press release.

Module 4. SEO and Link Building in Digital PRCel of the module

Integration of PR activities with SEO and building domain authority.

Lessons4.1 SEO Basics for PR

Crawlability

Indexing

EEAT

Search intent

Topical authority

4.2 Link building through PR

Earned links

Editorial links

Digital PR campaigns

Data-driven PR

Reactive PR activities

4.3 Viral campaigns

Data-driven research

Insight-based storytelling

Interactive reports

Maps, rankings, research

4.4 Outreach SEO PR

Prospecting

Media segmentation

Outreach automation

Scaling activities

4.5 Backlink analysis

Ahrefs

Semrush

Majestic

Google Search Console

Practical task

Design a link-generating Digital PR campaign for an e-commerce brand.

Module 5. Content Marketing and StorytellingThe purpose of the module

Creating content that supports brand recognition and authority.

Lessons 5.1 Storytelling in PR

Hero story

Founder story

Customer story

Data storytelling

5.2 Content formats

Expert articles

Reports

White papers

Case studies

Expert opinions

Podcasts

Video PR

5.3 Thought leadership

Building your expert position

Authority on LinkedIn

Participation in conferences

Guest posting

Expert comments

5.4 Content Distribution

Owned media

Earned media

Shared media

Paid amplification

Practical task

Develop a content plan for the CEO of a tech brand.

Module 6. Social Media PRThe purpose of the module

Using social platforms in PR communications.

Lessons 6.1 Social PR Strategy

LinkedIn PR

X/Twitter PR

TikTok PR

Instagram PR

Reddit and Niche Communities

6.2 Personal branding

Building Online Expertise

Executive branding

Building a community

Employee advocacy

6.3 Viral mechanisms

Trend hijacking

Meme marketing

Short-form video

UGC

6.4 Crisis management in social media

Hate and crises

Fake news

Comment moderation

Response matrix

Practical task

Prepare a crisis communications plan for your brand.

Module 7: Influencer PR and Creator Economy Module Objective

Effective collaboration with internet creators.

Lessons 7.1 Influencer Typology

Nano influencers

Micro influencers

Macro influencers

Industry experts

7.2 Selection of creators

Adapting to your audience

Quality of engagement

Brand safety

Fake Follower Analysis

7.3 Collaboration models

Paid collaborations

Affiliate programs

Ambassadorship

Product seeding

Event collaborations

7.4 Measuring effectiveness

Reach

Engagement

EMV

Referral traffic

Brand lift

Practical task

Create a shortlist of influencers for a beauty brand.

Module 8. Media Monitoring and Analytics Module Objective

Measuring the effectiveness of PR activities and reporting results.

Lessons 8.1 Monitoring Tools

Brand24

Mention

Meltwater

Google Alerts

Talkwalker

8.2 PR Dashboards

KPI dashboard

Data visualization

Reporting to the management board

Attribution

8.3 Sentiment Analysis

Positive

Neutral

Negative

Reputation analysis

8.4 Reporting to clients and management

Monthly reports

Quarterly business review

ROI Presentation

Strategic Conclusions

Practical task

Prepare a KPI dashboard for your PR campaign.

Module 9: AI and Automation in Digital PRCel Module

Using artificial intelligence to scale PR activities.

Lessons9.1 AI Tools for PR

Generating pitches

Media analysis

Reputation monitoring

Generating content ideas

9.2 Workflow automation

CRM automation

Outreach automation

Content workflows

No-code integrations

9.3 Prompt engineering for PR

Prompts for press releases

Prompts for research

Competition analysis prompts

9.4 AI Risks in Communication

Hallucinations of models

Deepfake

Reputational risks

AI governance

Practical task

Design an AI workflow for a PR agency.

Module 10. Digital PR for various industries. Module objective

Adapting the strategy to the specifics of individual sectors.

Lessons 10.1 SaaS and Startups

Product launches

Financing Announcements

Building the Founder's Brand

10.2 E-commerce

Viral campaigns

Seasonal PR

Trend reports

10.3 Fintech

Compliance with regulations

Building trust

Data Security Communication

10.4 Healthcare

Market education

Medical experts

Regulations

10.5 B2B enterprise

ABM + PR

White papers

Industry conferences

Practical task

Develop a strategy for your chosen sector.

Module 11. Image and reputation crises. Module objective

Crisis management in an online environment.

Lessons 11.1 Typology of Crises

Crisis in social media

Product crisis

Labor crisis

Legal crisis

11.2 Crisis Response Framework

Monitoring

Escalation Matrix

Holding Statement

Crisis FAQ

11.3 Dark PR and disinformation

Fake reviews

Astroturfing

Bots

Narrative manipulation

11.4 Rebuilding Reputation

Transparency

Content recovery

Rebuilding the community

Practical task

Run a brand crisis simulation.

Module 12. Final Workshop and Certification Module Objective

Development of a comprehensive Digital PR strategy.

Final project

Each participant prepares:

Brand audit

PR strategy

Content plan

Media outreach plan

KPI dashboard

Crisis strategy

90-day action plan

Project presentation

Pitch deck

Defense of the strategy

Expert feedback

Course bonusesAdditional materials

Press release template

Media List Template

Outreach Email Template

KPI dashboard template

PR campaign checklists

Digital PR Tool List

AI Prompt Library

Recommended tools

Ahrefs

Semrush

BuzzSumo

Brand24

Notion

Airtable

Google Trends

Google Search Console

ChatGPT

Course Delivery ModelOption 1. Self-paced online course

Video materials

Quizzes

Practical tasks

Certificate of Completion

Option 2. Bootcamp live

Online workshops

Mentoring

Q&A sessions

Case study analysis

Option 3. Corporate training

Workshops dedicated to companies

Individual strategies

Consultations

Audits

Sample 12-week schedule Week Topic 1 Digital PR Foundations 2 Communication Strategy 3 Media Relations 4 SEO PR 5 Storytelling 6 Social PR 7 Influencer PR 8 Monitoring and Analytics 9 AI and Automation 10 Industries and Specializations 11 Crisis Management 12 Final Project Competencies after completing the course

The participant will be able to:

Create Digital PR strategies

Carry out media outreach

SEO and PR integration

Build brand authority on the internet

Managing crisis situations

Analyze campaign effectiveness

Using AI in PR activities

Design viral campaigns

Build relationships with media and influencers

Certification

After completing the course, the participant receives:

Certificate of Completion

Design portfolio

Strategic frameworks

Access to the alumni community

Possible course extensionsSpecialized paths

Advanced SEO PR

Corporate Communications

Employer Branding PR

Political Digital PR

Startup PR

AI Reputation Management

International PR

Additional workshops

Live pitching to the media

Case study analysis

Reverse engineering of viral campaigns

Building an online newsroom

Creating data reports

Course description

This course is designed for SEO specialists, marketers, business owners, and AI operators who want to implement automated SEO processes using modern tools, artificial intelligence, APIs, and workflow automation.

After completing the course, the participant will have skills in:

keyword research automation,

creating content pipelines,

AI integration with SEO,

generating automatic SEO audits,

monitoring position and competition,

building programmatic SEO systems,

Google Search Console, Ahrefs, Semrush and Screaming Frog integration,

designing your own AI-based SEO agents.

Module 1 - SEO Automation Foundations

Module Objective: Understand the architecture of a modern SEO automation stack.

Lessons:

1.1 What is SEO automation

Operational vs. strategic automation,

SEO workflows,

Human-in-the-loop,

The role of AI in SEO,

Return on investment (ROI) of automation.

1.2 SEO System Architecture

Overview of data sources, ETL, APIs, schedules, AI agents, and dashboards.

1.3 Tools used in the course

SEO: Google Search Console, Google Analytics 4, Ahrefs, Semrush, Screaming Frog, Sitebulb.

Automation: Make, Zapier, n8n, Airflow.

AI: ChatGPT, Claude, Gemini, OpenRouter, LangChain.

Data: Google Sheets, BigQuery, Airtable, PostgreSQL.

Programming: Python, JavaScript, REST API.

Module 2 - Keyword Research Automation

Module objective: Building an automatic keyword research system.

Lessons:

2.1 Keyword data sources

Google Autocomplete, People Also Ask, Ahrefs API, Semrush API, Search Console API, Reddit, YouTube Suggest.

2.2 Automatic keyword clustering

Techniques: embeddings, cosine similarity, NLP clustering, intent classification.

2.3 Pipeline keyword automation

Workflow: downloading phrases, data cleaning, grouping, intent classification, prioritization, export to CMS.

2.4 Practical project

Building a system with input: competitor domain; output: content clusters and topical authority map.

Module 3 - SEO Content Automation

Module goal: Creating scalable content pipelines.

Lessons:

3.1 AI-assisted content workflows

Prompt engineering for SEO, structured prompting, context injection, retrieval augmented generation, SEO content templates.

3.2 Automatic content briefs

The system generates: H1, H2, entities, FAQ, NLP terms, internal linking, search intent.

3.3 Programmatic SEO

Large-scale website development: city pages, product pages, comparison pages, glossary pages, SEO directory.

3.4 AI content quality control

Automatic detection: duplicate content, hallucinations, EEAT, readability, semantic coverage, SERP compliance.

3.5 Practical project

Building an automated content factory: research → brief → draft → QA → publication.

Module 4 - Technical SEO Automation

Module objective: Automation of technical audits.

Lessons:

4.1 Crawling automation

Screaming Frog API, headless browsers, rendered HTML, JavaScript SEO.

4.2 Automatic problem detection

The system identifies: 404 errors, redirect chains, canonical URL problems, orphaned pages, duplicate titles, slow pages, indexation problems.

4.3 Automating log analysis

Crawl budget analysis, bot analysis, elimination of inefficient crawl, crawl prioritization.

4.4 Monitoring Core Web Vitals

Lighthouse CI, PageSpeed ​​API, automatic alerts.

4.5 Practical project

Building an automatic technical SEO monitoring system.

Module 5 - Link Building Automation

Module objective: Creating outreach automation and link analysis systems.

Lessons:

5.1 Prospecting automation

SERP scraping, competition analysis, domain scoring, quality filtering.

5.2 Outreach automation

AI personalization, email sequences, workflow CRM, follow-up automation.

5.3 Link monitoring

Detection of lost links, new links, toxic links, anchor monitoring.

5.4 Practical project

System construction: prospecting → outreach → monitoring.

Module 6 - SEO dashboards and data engineering

Module objective: Building central SEO data systems.

Lessons:

6.1 SEO Data Warehouse

BigQuery, ETL, scheduling, data normalization.

6.2 Dashboarding

Looker Studio, Power BI, Grafana.

6.3 Integration of data sources

Integrations with GSC, GA4, Ahrefs, CRM, CMS, SERP tracking.

6.4 Alert systems

Automatic notifications about traffic drops, loss of indexation, position drops and increased errors.

6.5 Practical project

Building an SEO command center.

Module 7 - Python for SEO automation

Module objective: Practical application of Python in SEO.

Lessons:

7.1 Python Basics for SEO

requests, pandas, BeautifulSoup, regex, asyncio.

7.2 SEO scraping

SERP scraping, scraping competitor pages, HTML parsing.

7.3 API Integrations

GSC API, OpenAI API, Ahrefs API, Semrush API.

7.4 Publishing automation

WordPress API, Webflow API, Shopify API.

7.5 Practical project

Building your own SEO AI agent.

Module 8 - AI agents for SEO

Module objective: Building multi-agent SEO systems.

Lessons:

8.1 AI Agent Architecture

Planner agents, researcher agents, writer agents, QA agents, publishing agents.

8.2 Memory Systems

Vector databases, embeddings, retrieval systems.

8.3 Autonomous SEO systems

Self-improving prompts, feedback loops, ranking optimization.

8.4 Multi-agent workflows

Orchestration, task routing, agent communication.

8.5 Practical project

Building a complete AI SEO operator.

Module 9 - Enterprise SEO automation

Module goal: Scaling SEO automation in large organizations.

Lessons:

9.1 Governance and workflow management

Roles, approval systems, versioning, audit logs.

9.2 Enterprise crawling

Millions of URLs, distributed crawling, crawl prioritization.

9.3 Programmatic SEO at Scale

Templating, data enrichment, auto-refresh systems.

9.4 Security and Compliance

API security, GDPR, access management.

9.5 Practical Project

Building an SEO operations system for enterprises.

Module 10 - Case studies and implementations

Case Study 1: SEO Automation for E-Commerce.

Case Study 2: Programmatic SEO for marketplace.

Case Study 3: AI content factory for SaaS.

Case Study 4: Enterprise SEO monitoring.

Bonuses

Bonus 1 - Ready-made n8n workflows

Automatic briefs, position monitoring, content pipelines, automatic reporting.

Bonus 2 - Prompt Library

Prompts for briefs, audits, clustering, topical authority maps.

Bonus 3 - SEO Automation Templates

Dashboards, automation, checklists, SOPs.

Certification

To complete the course, the participant must:

Build your own SEO workflow,

Integrate at least two APIs,

Create an SEO dashboard,

Implement content automation,

Present the final project.

Proposed course format

Basic version: 10 modules, 40 lessons, 15 hours of material.

Premium version: live workshops, code review, community, ready-made automations, mentoring.

Target audience

SEO specialists, growth marketers, agency owners, content teams, AI operators, technical SEO specialists, SaaS founders, e-commerce managers.

Recommended stack for implementation

Low-code stack: n8n, Airtable, OpenAI, Google Sheets, Looker Studio.

Mid-level stack: Python, PostgreSQL, LangChain, Docker, FastAPI.

Enterprise stack: Airflow, Kubernetes, BigQuery, vector databases, multi-agent orchestration.

The final effect of the course

After completing the course, the participant will be able to:

build autonomous SEO systems,

scale content production,

automate technical SEO,

create AI agents for SEO,

implement programmatic SEO,

manage SEO operations at the enterprise level,

integrating AI with SEO processes.

Who is this course for?

The course is dedicated to:

• freelancers,
• small businesses,
• startups,
• internet creators,
• local businesses,
• people building a personal brand.

No advertising budget required – you'll use free tools, organic marketing, and automation.

Module 1 - Marketing Campaign Foundation

What is a marketing campaign?

A marketing campaign is a planned set of activities aimed at achieving a specific goal, such as:

• product sales,
• acquiring customers,
• increasing brand recognition,
• building community,
• lead generation.

The most common beginner mistake

Many start with:

• logo design,
• creating advertisements,
• graphic designer,
• social media activities.

This is an incorrect approach.

First, you must determine:

• objective,
• target group,
• offer,
• announcement.

Module 2 - Defining the Campaign Goal

How to set an effective goal?

The goal must be measurable.

Examples of imprecise goals:

• "I want to be popular"
• "I want more customers"

Examples of precision targets:

• gaining 100 new followers within 30 days,
• obtaining 20 inquiries per month,
• 10 product sales,
• 500 website visits.

Exercise

Answer the questions:

• What do you sell?
• To whom?
• What result do you want to achieve?
• At what time?

Goal template:

“I want to get ______ in ______.”

Module 3 - Getting to know your target group

Why is this a key element?

Marketing is not about communicating to everyone.

The most effective campaigns are precisely targeted.

Ideal Customer Model – Define:

• age,
• occupation,
• problems,
• goals,
• worries,
• places to spend time online.

Example

Too general a description:

“My clients are women.”

Precise description:

“Women aged 25–35, working remotely, wanting to lose weight without having to go to the gym.”

Free sources for research

Social media - analyze:

• comments,
• questions,
• popular posts.

Forums and groups:

• Reddit,
• Facebook Groups,
• Quora.

Google - Search for phrases like:

• "How…",
• "problem with...",
• "the best way to..."

Module 4 - Creating an Offer

People don't buy a product - they buy:

• result,
• saving time,
• convenience,
• status,
• sense of security.

A diagram of an effective offer

Problem:

"Don't you have any customers?"

Solution:

"I'll show you how to get your first customers without having to invest in advertising."

Effect:

"In 30 days you will create an effective lead generation system."

Simple message template:

“I help [someone] achieve [result] without [problem].”

Example:
“I help trainers acquire clients without paid advertising.”

Module 5 - Selecting Marketing Channels

Don't use all channels at once.

The most common error is trying to operate on:

• TikTok,
• Instagram,
• YouTube,
• LinkedIn,
• Facebook,
• newsletter,
• blog.

To start, select a maximum of two channels.

Organic channels available for free

Instagram - effective for:

• lifestyle,
• beauty industry,
• fitness,
• local services.

TikTok - perfect for:

• rapid expansion of ranges,
• education,
• storytelling.

LinkedIn - Best for:

• B2B sector,
• freelancers,
• consultants,
• software houses.

YouTube – most effective in the long run, perfect for:

• education,
• tutorials,
• reviews,
• SEO.

Blog + SEO - allows you to get traffic from Google without having to invest in advertising.

Module 6 - Content Marketing Strategy

What is content marketing?

It's creating content that:

• attract attention,
• build trust,
• they educate,
• lead to sales.

4 types of content:

1. Educational — guides, tutorials, checklists.
2. Entertainment - memes, stories, trends.
3. Social proof – case studies, customer reviews, results.
4. Sales - offer, promotion, CTA.

Free Publishing Plan - Minimal System:

• 3 posts per week,
• 1 longer piece per week,
• daily short activities.

Sample schedule:

Day	Contents
Monday	Advice
Wednesday	History or case study
Friday	Offer or CTA
Weekend	Relationships / behind the scenes

Module 7 - Creating Viral Content

Hook - first 3 seconds

You need to immediately grab the recipient's attention.

Hook examples:

• "Nobody will tell you that..."
• "3 Mistakes That Are Losing You Customers"
• "How I got my first 100 clients for free"
• “Most companies are doing it wrong”

Post structure:

1. Hook - attracts attention.
2. Development - provides value.
3. CTA - Indicates next actions.

CTA examples:

• "Write a comment"
• "Save post"
• "Send a message"
• "Click on the link"

Module 8 - Free Marketing Tools

Graphics:

• Canva,
• Figma.

Content planning:

• Notion,
• Trello.

SEO:

• Google Trends,
• Google Keyword Planner,
• AnswerThePublic.

Video:

• CapCut,
• DaVinci Resolve.

Automation:

• Zapier,
• Make.

Email marketing:

• MailerLite,
• Brevo.

Module 9 - Building a Marketing Funnel

What is a funnel?

This is a user journey that includes:

• getting to know the brand,
• building trust,
• establishing contact,
• finalizing the purchase.

The simplest free funnel:

1. Content - you publish valuable content.
2. Lead magnet – you offer something for free, e.g. PDF, checklist, mini-course, webinar.
3. Collecting contacts – via form, newsletter or DM.
4. Sales – you offer a service or product.

Module 10 - Campaign Step by Step

Sample 30-day campaign:

• Week 1 – Research: competitor analysis, target group definition, message creation.
• Week 2 – Content: preparing 10 posts, creating a lead magnet, developing a CTA.
• Week 3 – Publishing: Posting regularly, responding to comments, networking.
• Week 4 – Optimization: Analyze results, improve content, increase frequency of effective formats.

Module 11 - Results Analysis

What is worth measuring?

Social media:

• views,
• save,
• comments,
• sharing.

Website:

• entrances,
• time spent on the website,
• conversions.

Sale:

• number of leads,
• number of customers,
• customer acquisition cost.

Free analytical tools:

• Google Analytics,
• Meta Insights,
• TikTok Analytics,
• LinkedIn Analytics.

Module 12 - Scaling Without a Budget

What brings the best results?

Content Recycling - You can transform one piece of content into:

• fasting,
• reels,
• newsletter,
• short video,
• carousel.

Networking – being active and commenting on profiles with a wide reach increases your visibility.

Partnerships – Collaborations with other creators or companies.

Community – Building a group, newsletter, Discord, or community.

Bonus - Ready-made campaign template

Objective:

Gaining 20 customers in 30 days.

Target group:

Freelancers and small businesses.

Offer:

“I help small businesses acquire customers through content marketing.”

Channels:

LinkedIn, Instagram.

Content Plan:

• 3 educational posts per week,
• 2 short videos,
• 1 case study.

CTA:

“Text “START” to receive a free consultation.”

The most important rules

Regularity is more important than perfection.

One good platform is better than five weak ones.

Marketing is a testing process.

Analysis of the results is essential.

The most important thing is the message, not the graphics.

Final task

Create your own campaign:

• Define your goal.
• Select your target group.
• Create a message.
• Select 1-2 channels.
• Prepare 10 pieces of content.
• Publish for 30 days.
• Analyze results.

Marketing Campaign Checklist

Strategy:

• I have a specific goal
• I know the target group
• I have a clear offer

Content:

• I prepared the content
• I have a CTA
• I publish regularly

Analysis:

• I monitor the statistics
• I'm testing different formats
• I'm optimizing the campaign

Summary

You can create an effective marketing campaign without a budget if:

• you understand your target audience,
• you publish regularly,
• you create valuable content,
• you analyze data,
• you optimize your activities.

The most valuable capital at the beginning is not money, but consistency and the ability to communicate effectively.

Who is this course for?

This course is dedicated to:

owners of small and medium-sized enterprises,

freelancers,

marketing specialists,

people developing a personal brand,

owners of online stores,

local entrepreneurs.

After completing the course, the participant will be able to:

build a professional company presence on Facebook,

create an engaged community,

develop effective sales content,

run advertising campaigns,

analyze the effects of marketing activities,

increase sales and brand recognition.

Module 1: Facebook Marketing FundamentalsLesson 1.1 - Why Does Facebook Still Work?Key Advantages of Facebook

extensive user base,

advanced advertising targeting capabilities,

the opportunity to build community,

integration with Instagram and Messenger,

effective sales tools.

What companies are successful on Facebook?

catering establishments,

beauty salons,

trainers and consultants,

online stores,

service companies,

personal brands.

The most common beginner mistakes

lack of strategy,

publishing only sales offers,

irregularity,

ignoring comments and messages,

no analysis of results.

Practical task

Rate your company's presence on Facebook:

Does the profile look professional?

Do you publish regularly?

Is communication consistent?

Do users engage with published content?

Module 2. Creating a professional company websiteLesson 2.1 - Creating a company websiteElements of a professional fan page

profile photo,

background photo,

company description,

contact details,

CTA button,

link to website.

How to write an effective company description?

The description should:

clearly communicate the benefits,

contain keywords,

be concise and specific,

encourage action.

Example

“We help small businesses increase their online sales through effective advertising campaigns and social media strategies.”

Lesson 2.2 - Branding and Visual Consistency Visual Identity Elements

brand colors,

typography,

graphic style,

tone of communication,

logo.

Principle of consistency

Each publication should be clearly recognizable as part of your brand.

Supporting tools

Canva,

Adobe Express,

Meta Business Suite,

CapCut.

Practical task

Prepare:

new cover photo,

company description,

3 post templates.

Module 3: Facebook Content Strategy Lesson 3.1 - What content to publish? Types of content

educational,

sales,

entertainment,

social,

behind the scenes of the company,

customer reviews,

case studies.

The golden ratio of content

70% of substantive value,

20% building relationships,

10% of sales.

Lesson 3.2 - The Facebook AlgorithmWhat does the algorithm promote?

comments,

longer interactions,

sharing,

video materials,

community activity.

What reduces range?

clickbait,

duplicate content,

hashtag spam,

publishing without strategy.

Lesson 3.3 - Scheduling Your Posts How to create a content calendar?

Sample weekly plan:

DayContent TypeMondayExpert AdviceTuesdayBehind the ScenesWednesdayCase StudyThursdayEducational VideoFridayOffer or PromotionSaturdayLighter ContentSundayRelationships and CommunityScheduling Tools

Meta Business Suite,

Buffer,

Hootsuite,

Notion,

Trello.

Practical task

Develop a 30-day publishing schedule.

Module 4. Effective Sales PostsLesson 4.1 - The Structure of an Effective PostAIDA Model

Attention - attract attention,

Interest - arouse interest,

Desire - show the benefits,

Action — call to action.

Lesson 4.2 - Sales Copywriting How to write effectively?

use simple language,

focus on the benefits,

present the effects,

add emotions,

use CTA.

Sample CTA

"Write a message",

"Check the offer",

"Book an appointment",

"Take advantage of the promotion."

Lesson 4.3 - Video and ReelsWhy is video effective?

increases engagement,

builds trust,

keeps attention,

improves range.

Types of effective videos

guides,

short tips,

behind the scenes work,

customer reviews,

product presentations.

Practical task

Record:

1 educational film,

1 short Reels,

1 sales post.

Module 5. Facebook Advertising (Facebook Ads)Lesson 5.1 - How does the Meta advertising system work?Campaign Objectives

building recognition,

generating traffic,

increasing activity,

lead acquisition,

sale,

communication through messages.

Lesson 5.2 - Ads ManagerKey Campaign Elements

campaign,

ad set,

advertisement.

Most important settings

target group,

budget,

schedule,

placements,

optimization.

Lesson 5.3 - Ad TargetingTargeting Options

age,

location,

interests,

behavior,

remarketing,

similar recipients.

Remarketing

Reaching people who:

visited the website,

watched movies,

added the product to the cart,

sent messages.

Lesson 5.4 - Advertising Budget How to get started?

Recommended test budget:

20–50 PLN per day for small businesses.

Key indicators

CTR,

CPC,

CPM,

ROAS,

CPA.

Practical task

Set up your first campaign, including:

campaign goal,

target group,

advertising,

budget.

Module 6. Community Building and Customer ServiceLesson 6.1 - How to Increase EngagementCommunity Building Methods

asking questions,

surveys,

live broadcasts,

competitions,

responding to comments,

publishing customer stories.

Lesson 6.2 - Messenger as a Sales ToolGood Practices

quick responses,

automatic messages,

FAQs,

personalization of conversations.

Automation

You can use:

ManyChat,

Chatfuel,

Meta Inbox.

Lesson 6.3 - Facebook GroupsWhy create a group?

greater ranges,

customer loyalty,

educational opportunities,

building an expert image.

Practical task

Prepare:

5 engaging questions,

live broadcast scenario,

automatic reply in Messenger.

Module 7: Performance Analysis and OptimizationLesson 7.1 - Facebook InsightsWhat to analyze?

ranges,

engagement,

clicks,

conversions,

video viewing time.

Lesson 7.2 - How to optimize activities? Optimization process

data analysis,

identification of weak points,

testing new solutions,

scaling effective activities.

A/B testing

Test:

headlines,

graphics,

target groups,

CTA,

content length.

Lesson 7.3 - Marketing KPIsThe most important KPIs

cost of acquiring a lead,

cost of sales,

number of messages,

conversion rate,

return on advertising investment.

Practical task

Analyze your results from the last 30 days and prepare a list:

what works best,

what needs improvement,

what tests you will implement.

Module 8. Advanced Promotion StrategiesLesson 8.1 - Facebook Sales FunnelFunnel Stages

awareness,

interest,

decision,

purchase,

retention.

Sample funnel

video advertising,

remarketing,

special offer,

contact via Messenger,

sale.

Lesson 8.2 - Influencer Marketing How to choose influencers?

compatibility with the target group,

authenticity,

engagement,

quality of content.

Lesson 8.3 - Marketing AutomationWhat can you automate?

publications,

answers,

remarketing,

message sequences,

reporting.

Automation tools

Zapier,

Make,

Meta Business Suite,

HubSpot.

Bonus: 30 ideas for company posts

brand history,

the most common customer problems,

tip of the day,

behind the scenes work,

client metamorphosis,

case study,

FAQs,

product ranking,

industry myth,

customer errors,

industry trends,

competition,

quiz,

customer reviews,

tutorial,

report from the event,

expert video,

checklist,

industry quote,

before and after,

tool commands,

frequently asked questions,

questionnaire,

behind the scenes of the company,

a day in the life of a company,

limited time promotion,

customer results,

product comparison,

video case study,

inspirational post.

Final checklists Professional fanpage checklist

complete information,

professional graphics,

CTA,

regular publications,

consistent visual identification.

Effective Advertising Checklist

clearly defined goal,

appropriate target group,

strong headline,

attractive graphics or videos,

clear CTA,

analysis of results.

Course Summary

Facebook remains one of the most effective channels for promoting a company, provided that the activities are:

strategic,

regular,

measurable,

focused on the recipient.

The best results are achieved by brands that:

build relationships,

create valuable content,

analyze data,

systematically optimize campaigns.

Proposal for further development

After completing the course, it is worth expanding your competences to include:

Instagram Ads,

marketing automation,

sales funnels,

sales copywriting,

marketing analytics,

video content,

AI in marketing.

Who is this course for?

The course is dedicated to:

• small business owners,
• freelancers,
• local businesses,
• startups,
• people starting a business on the Internet.

Its goal is to present methods of promoting a company online without the need for a large marketing budget, using free or freemium tools.

Module 1. Can you promote your company for free?

1.1 The Reality of Free Marketing

Yes, there are many free tools for promoting your business online. However, it's important to remember that "free marketing" usually means an investment of time rather than money.

The most effective actions require:

• systematicity,
• creating valuable content,
• analysis of effects,
• patience.

1.2 What can be achieved without a budget?

Thanks to free tools it is possible to:

• acquiring local customers,
• building brand recognition,
• developing social media profiles,
• generating traffic from Google,
• creating mailing lists,
• automation of some marketing activities.

Module 2: Free Google Tools

2.1 Google Business Profile

A key free tool for local businesses.

Benefits:

• visibility on Google Maps,
• customer reviews,
• publication of news,
• presentation of working hours,
• telephone contact and driving directions.

Recommendations:

• complete data completion,
• adding photos,
• posting regularly,
• encouraging customers to leave reviews,
• responding to reviews.

2.2 Google Search Console

A free tool for monitoring website visibility on Google.

Features:

• keyword analysis,
• identification of SEO errors,
• managing page indexing,
• organic traffic monitoring.

2.3 Google Analytics

Allows analysis of:

• website traffic,
• traffic sources,
• user behavior,
• effectiveness of marketing campaigns.

Module 3. Free social media tools

3.1 Canva

Creation tool:

• graphic designer,
• posts,
• rollers,
• presentation,
• advertising

Free features:

• ready-made templates,
• photo editing,
• graphics dedicated to social media,
• planning publications.

Practical application:

• creating Facebook posts,
• YouTube thumbnails,
• stories,
• advertising banners.

3.2 Meta Business Suite

Free management tool:

• Facebook,
• Instagram,
• news,
• publication schedule.

Features:

• post planning,
• access to statistics,
• automatic responses,
• comment management.

3.3 CapCut

Free video editing tool, perfect for:

• TikTok,
• Instagram Reels,
• YouTube Shorts.

Features:

• automatic subtitles,
• special effects,
• music,
• video templates.

Module 4. Free SEO Tools

4.1 Ubersuggest

Helps with:

• keyword search,
• generating content ideas,
• competition analysis.

4.2 AnswerThePublic

It presents questions entered by users into Google, allowing you to create:

• blog articles,
• FAQ section,
• SEO-optimized content,
• educational posts.

4.3 Google Trends

Allows analysis of:

• search trends,
• seasonality,
• popularity of topics.

Module 5. Free email marketing

5.1 MailerLite

A free account allows you to:

• creating newsletters,
• automation,
• registration forms,
• landing pages.

5.2 Brevo

Free email sending and simple CRM.

Application:

• newsletters,
• customer recovery,
• promotions,
• automatic messages.

Module 6. Free websites and landing pages

6.1 WordPress

The most popular system for creating websites.

Free options:

• company blog,
• SEO optimization,
• contact forms,
• marketing integrations.

6.2 Carr

A simple landing page, perfect for:

• freelancers,
• presentation of simple offers,
• newsletter subscriptions.

6.3 Notion

It can function as:

• mini pages,
• portfolio,
• knowledge base,
• service offers.

Module 7: Free AI for Marketing

7.1 ChatGPT

Support in:

• creating posts,
• product descriptions,
• generating ideas,
• campaign planning,
• editing newsletters.

7.2 Gemini

Helps with:

• data analysis,
• research,
• generating content.

7.3 Perplexity

Useful for:

• quick research,
• identifying trends,
• competitive analysis.

Module 8. Promotion Strategies Without a Budget

8.1 Content marketing

Regular posting:

• guides,
• case studies,
• films,
• checklist,
• educational posts.

8.2 Local SEO

For local companies, the following are key:

• customer reviews,
• Google business card,
• local keywords,
• company photos.

8.3 Short video marketing

Short videos currently generate the greatest reach.

Best platforms:

• TikTok,
• Instagram Reels,
• YouTube Shorts.

8.4 Social Marketing

It is worth building community by:

• Facebook groups,
• LinkedIn,
• comments,
• cooperation,
• live broadcasts.

Module 9: Marketing Automation for Free

9.1 Zapier

Automates processes between applications.

Examples of applications:

• form save → Google sheet,
• new lead → email,
• post → publication on social media.

9.2 Make

An alternative to Zapier, allowing you to create more advanced automations.

Module 10. How to build a free promotion system?

Basic model

Stage 1 - Visibility

• Google Business Profiles,
• Instagram,
• Facebook,
• TikTok.

Stage 2 - Content

• Canva,
• ChatGPT,
• CapCut.

Stage 3 - Movement

• SEO,
• Reels,
• YouTube Shorts,
• blog.

Step 4 - Conversion

• landing page,
• newsletter,
• forms,
• automation.

Sample Promotion Plan for a Small Business

Week 1

• creating a Google business card,
• setting up social media profiles,
• development of visual identification.

Week 2

• publication of 5 posts,
• preparing the first rolls,
• website launch.

Week 3

• SEO optimization,
• obtaining customer feedback,
• publication of a blog entry.

Week 4

• analysis of results,
• automation of activities,
• newsletter development.

The most common mistakes

Mistake 1 - Lack of regularity

Internet marketing requires systematic approach.

Mistake 2 - Too many platforms at once

It is worth focusing on the effective development of 1–2 channels.

Mistake 3 - No data analysis

Without monitoring results, it is difficult to assess the effectiveness of actions.

Mistake 4 - Copying the competition

It is worth building a unique communication style.

Summary

There are effective free tools for promoting your business online. The most important of them are:

• Google Business Profiles,
• Canva,
• ChatGPT,
• Meta Business Suite,
• Google Analytics,
• WordPress,
• CapCut,
• MailerLite.

The biggest cost of free marketing is:

• time,
• regularity,
• creating valuable content.

Companies that consistently publish and analyze results can achieve excellent results even without a large advertising budget.

Final task

Please prepare:

• Google business cards,
• company profile on a selected social media platform,
• 10 content ideas,
• a simple landing page,
• first newsletter.

Then, for 30 days, you should publish content regularly and analyze its effects.