All You Need To Know About Search Engine Optimization (SEO) | Andrew Miller | Skillshare

All You Need To Know About Search Engine Optimization (SEO)

Andrew Miller, Startup Marketing Expert & Lecturer

All You Need To Know About Search Engine Optimization (SEO)

Andrew Miller, Startup Marketing Expert & Lecturer

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5 Lessons (19m)
    • 1. Introduction

    • 2. How to Audit Your SEO

    • 3. Killer Keyword Research

    • 4. Common SEO Mistakes to Avoid (Create a checklist pdf)

    • 5. Off-Page SEO and Linkbuilding

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About This Class

Search Engine Optimization (SEO) is so vital to your business’ success. Put yourself in the shoes of a potential customer of your business. When they’re looking for the service, product, or solution to the problem that you solve, what's the first thing you think they’ll do? Go to Google and search for it right? Then, with that logic, one of the most important  locations for your businesses to have visibility isGoogle search rankings, right? That’s what Search Engine Optimization (SEO) is all about. With that, I will teach you A-Z how to do your own SEO, without paying an agency or outsourcing it!

My name is AndrewStartups and I've driven 3 startups to multimillion-dollar exits, and dozens others to raising funding using these exact DIY Search Engine Optimization strategies. I’ve been building growth for startups for 15+ years including running successful SEO campaigns. I teach unique bootstrapped growth and marketing strategies that you cannot learn anywhere else that are all about execution, not just theory and ideas. I’ve lectured in over 15 countries and taught over 5000 total students in person and online.

This course includes HD SEO video lessons as well as an interactive workbook that includes homework, exclusive templates and cheatsheets from my career, strategy documents, money and time-saving tool recommendations and more that I've used to grow brands like Tinder, LivingSocial, Hitlist, RoadTrippers and dozens of other less-famous startups.

Who this course is for:

  • Business Owners
  • Startup Founders
  • Entrepreneurs
  • Marketing Managers
  • Marketing Students
  • SMBs
  • Startups
  • SEO Marketers

What you'll learn

  • What Is SEO in Layman's terms and what are the components.
  • On-Page vs. Off-Page SEO
  • What Tools To Use For SEO
  • How To Run an SEO Audit Yourself
  • How to Do Keyword Research On Your Own
  • How to Increase Your Site’s Keyword Density
  • What SEO KPIs are and how to track them
  • Common SEO Mistakes To Avoid
  • And much much more...

Learn more about andrew at or connect on social: 

Meet Your Teacher

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Andrew Miller

Startup Marketing Expert & Lecturer


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1. Introduction: Are you an entrepreneur or small business owner that's trying to grow your business without a ton of money. Well, you're in the right place because I've taken three startups from nothing to multimillion dollar exits. And I have 12 years experience growing businesses without budgets. Now for the first time ever I'm sharing all my strategies with you. Click the button to learn more. 2. How to Audit Your SEO: All right. We're still here on hypergrowth. You're in the homestretch. This is one of my favorite strategies because honestly, search engine optimization will forever pay off for your business. So what you do over the next few weeks with the SEO of your website will pay dividends for five to ten years. Seo is incredible. Think about it. Put yourself in the shoes of potential customer when you're looking for a service or business or something problem to solve, what's the first thing you do? I'll wait. You go to Google and you search for it. So you need to come up, we want that person who's searching for your solution to find you. So I don't want you to pay an agency upwards of $200 thousand to do the SCO for your website. We're going to hack it all for free right now, hope you're ready. So the first thing I want to say is it's a little bit related to what we just talked about with Appstore optimization. The only difference is the search engine is a web search engine. So there's a bunch of different nuances versus an App Store, but a lot of the same principles apply its keyword density, its relation to the keyword topic. And there's a couple other tips, but the first thing is running an audit of where you're at currently. This is a service that marketing experts like me provide and I'm about to tell you how to do it for free. So there's a tool called SEO I'll include it and along with this lesson, SEO, PTM, I am ER, as the, is a great free SEO audit, you quickly enter in the URL of your website and it's going to spit out a beautiful 30-point audit of your site of things that you can literally just hand to your developer to fix. So what are some things that you need to fix on your site? It could be technical elements. Maybe your page size is too heavy. You have iframes, do you have some JS files that are too huge? Your images are not tagged properly. All of these things can quickly be fixed up by a developer and you'll start to rank higher right away. Now, the first thing is run that test. Look at go through those elements and decide what are low hanging fruit. What can you quickly go through? Maybe you have technical skills yourself and you can quickly update them. I recently worked on a huge SEO project for a big travel company called And the on-page SEO, the stuff that we fixed on the site was enough to triple their organic traffic in less than three months from 15 thousand daily uniques to over 50 thousand daily unique. So do not write this off for a second. The on-page stuff that you've fixed on your site is worth investing in if it costs you a couple of 100 bucks to work with a freelance developer, do it, check out that audit. That's your homework right now. Go through audit your site, figure out the ten to 15 things that I see Optum or says or below a C level and your grade and fix all those and then come right back. And we're going to talk about the keyword research and keyword density for your site. I'll see you in the next lesson. 3. Killer Keyword Research : All right, Now you've run that technical audit of your site. Hopefully you've gone and pause this lesson and had a conversation with your developer. Or if you're lucky enough to be the developer yourself, you've gone and implemented some of those quick fixes on reducing your page size or tightening up the technical aspects of your files and making your site run better according to that audit that we just ran. The next step is to develop a keyword strategy and get the content of your site to be really keyword dense. So the next strategy is to move into keyword research. So like we talked about with Appstore optimization, I want you to create a key word cloud of the five to ten terms that you want to focus on for your website. You're not just going to be picking them out of thin air. Maybe you create a list of ten to 20 and then you're going to use the tools I'm about to go over to research them and develop a keyword strategy based on, if you listened to the ASO module, was the mix, low competition, high traffic, you want some kind of blend of that. You know, the, the, the Holy Grail is a keyword that no one's thought of, but everyone's searching for not going to happen. But somewhere in between is your ideal mix, right? So low competition, high traffic. So you're going to go back to keyword dot IO, the tool I mentioned earlier, and you're gonna run a search. It can be the same terms, honestly, if you're an app and you have a website, it can be the same. But if you're an app, you don't really need SEO. This is for web first businesses, so service businesses, B2B businesses, people solving problems, you need to come up for the search term, but also e-commerce businesses. You're going to have SEO on each individual page of your website. So your homepage, your category page, or subcategory, your product page, you're going to have SEO for each of those pages and a different keyword strategy for each one. So go to that keyword tool, go to the Google Keyword Planner that we talked about as well. And that will give you that competition breakdown, the estimated traffic searches. And you're going to be able to find a nice blend of keywords. Then once you've got your keyword Cloud, you're gonna do exactly what I said in the ISO module again. And you're just going to continue to rewrite all that content of your website to make it keyword dense. Open up a Google Doc, control, a copy it, copy all that text on your homepage. Start with the homepage, so write out home and that Google Doc pasted all there. And then copy it again and paste it in SEO book and print out that keyword density, like we said. So you're going to see the keyword density that you're running. And trust me, you're going to be appalled at what you currently have on there. This is huge, huge, huge value for you. So you're going to continue to rewrite it with that new keyword focus. So you're going to run a search of terms over to words or phrases over two words on SEO book change that part. And then you're going to get to see all my gosh, this is what my business has been focusing on. According to the search engine spider, it's pretty bad. Trust me, every startup I work with, they didn't think about this when they are developing their site. And if you can time this with the relaunch. So before you relaunch your website, get the keywords and the density in the text that you want. What did I say earlier? Between 1, 5% keyword density is ideal, so continue to rewrite that text, dump it back into SEO book, hit Enter and see if you get that one to 5% density for the one word phrase, the two-word phrase, and the three-word phrases related to your target demographic and what the searches you want to come up for. So an example again, if you're a travel booking app, you're looking for maybe cheap flights, cheap travel deals, things like that. You're going to come up with out of the box ideas and test them to see what the competition is and what the low or highest traffic is. So don't be discouraged. This takes a lot of work to get right? But once you get it, you're going to leave it for months and then you're going to focus on off-page SEO, which is what we're about to get into. So the difference is once you've done all this stuff on page, on your website, then you move off page and it's about building links and bringing quality traffic into your site. So Google knows you're legit. I'll see you in the next lesson and that's what we're going to talk about. 4. Common SEO Mistakes to Avoid (Create a checklist pdf) : All right, welcome back. Right now we're talking about search engine optimization. And at this juncture, I wanted to take a second to talk about a couple really common patterns I see with SEO mistakes that startup founders make. Now, the whole point of this course is to not only save you money, but also save your time. So I don't want you to make some strategies for SEO thinking you're in a beat, the Google algorithm or the Google Spider because you know what, you're not, Google's been doing this for a long time. So there was a couple of things I want you to check on your site and make sure that you're not trying to do this. So the first is duplicate content. Now this might not even be on purpose, but if you have a really large site with a bunch of pages, the pages might actually be competing for the same rank on Google. So I want you to go to Google search duplicate content checker. There's a bunch of them out there. They're all pretty much the same. You enter the URL of your website, different pages that you think. So if you have product pages and category pages, you need to make sure that they don't have more than 30 percent of the same content. If you're something like a Yelp type site with business listings or different product pages, they might actually really be quite the same. So the way to fix this is to write unique content for each page. So it's gonna take a little bit of time. But immediately google is going to be able to recognize which page is more important and which one has more keyword density and start ranking you. So think about duplicate content. The second thing I want you to think about is broken links on your site. So that might not have come up on the earlier analytics tool that made you use. But I want you to go and search for a broken link checker. Broken link is actually the one that I use, but use anyone that comes up on Google, again, enter the homepage URL of your site, and that'll give you all the broken links. It could be an old blog URL that doesn't work anymore, or a 404 air from the Contact Us page, whatever it is, you need to fix those right away because not only do they hurt SEO, hurt user experience, that's what's causing your bounce rate to go up. So make sure that there's no broken links on your site. The third thing is site speed. Now we talked about it a little bit before on running your diagnostic check and figuring out the things you need to fix. But site speed is so important that it's really paramount to anything. If you have a really low site speed and it's really slow and a heavy website. I want you to pause this course, call up your developer right now and get on that. You need to fix that because like I said, it's not just bad for SEO, that's terrible for user experience. I read a recent study that 30 percent of people bounce if a website takes over three seconds, their mobile phone to load, so check your mobile site speed as well. They are different things. So if the site isn't loading quickly, then you need to work on that right away. The third thing I want you to check is keyword stuffing. Now this is a deliberate thing that many people think they're the first person to think of. You're not, you don't want to put tons of keywords at the bottom in text or do it the same background color as the text color. Don't even try and do that. You don't want to do anything that impairs the user experience. So you're not going to just write keyword dense text. It doesn't make sense. Like I mentioned earlier when we were talking about creating that keyword dense content. Read it out loud to yourself. If it doesn't make sense, it shouldn't be on the site. So avoid that you can do SEO the proper way and still win so you don't need to try and game it at all. No one really knows what goes into a proper SEO strategy. Even experts like myself, it's all here, say based on experience, things that have worked over and over again, Google doesn't outwardly say, and obviously there are other search engines, but Google is the one you should focus on. Google doesn't outwardly say what goes into a strong SEO strategy, what they do say is that you should focus on user experience, focused on making your site fast and giving information that people are looking for from landing to conversion, optimal user experience means optimal SEO. So along with that, the last tip I wanna give you is your URL structure. Url structure might not even sound very common sense to you, but you want a URL structure that makes sense to the user from beginning to end. So from homepage to enter page, the category page to subcategory page to product page to check out. You want to almost be easily understandable for the user if they weren't on the computer and they had to guess what the URL of your website would be, probably company slash category slash product. It needs to be keyword dense. There's another opportunity to add keywords in for you. So It's a travel booking, it's slash travel booking. That keyword in the URL is actually boosting your SEO juice for that. So you wanna make it common sense and you don't want a bunch of numbers and dashes and symbols, that hurts your SEO. So fix your URL structure from the very beginning of your SEO campaign, and that'll help you out a lot. That's pretty much all of the most common SEO mistakes. But again, if you have any other issues that you're running into or questions, jump on that forum. I'm happy to answer any of those questions. I'll be there waiting for you after this and I'll see you in the next lesson. 5. Off-Page SEO and Linkbuilding: All right, How do you feel? You just learned how to master your on-page SEO. This is something that agencies charged tens of thousands of dollars. I worked with a client that had a proposal for 200 grand to do what I just taught you how to do for yourself. I know it seems like a lot of work, but think about your competitors. They're probably not going to do this. And instead they're going to pay a dollar a click for the life of their business. And you can invest this time to get your on-page SEO to a position where you're start getting organic traffic for ever free leads. And I'm going to tell you right now, the highest quality traffic is the people that click on your organic links. The thing, only 30 percent of people click on the paid links. The, you know, the paid links on Google, you don't need to be there. You only need to be there if you can't get those organic links, so get that ranking. And the second part of SEO, the way you're really going to move up there now is the off-page SEO. So I tell my clients that 75 percent of SEO is the on-page work that you do. So make sure that that foundation is there before you carry forwards on this. Work with your developer to get that site up to the position where you need it or that all those checks are checked off, all those boxes are ready. And the off-page SEO, what you need to do is actually everything we've talked about in this course. So off-page SEO is an ongoing and strategy to where you're building links. You're building social clout. You're telling Google that you're a legitimate business, but it never stops. So the fun part about this is it's just about being active on social media, creating content via content marketing, building links through your blog and through other means to other businesses. So I'm going to go over a couple quick link building strategies and how to check where you're at. But really it's all about just being an active, legitimate business. The more people that are sharing your content on social media, the more Google's algorithms recognizes that you are legitimate, but there are some ways to hack it legitimately, not illegitimately. You know, we, the whole time we'd been talking against anything illegitimate for SEO, it'll hurt you. So the first thing I want you to do is go to Google and search backlink checkers. I want you to see where you're at compared to your competitors. So you can compare a few, maybe two or three different competitors that you have and see who's got backlinks more. And then what you can do is actually go to their site and run a check just for their URL and you can see exactly where they've built some backlinks. There's nothing wrong with going and making sure that you have a presence there also. So maybe it's a forum, maybe it's a different blogging side. A question, answer sites, social media, if there's anywhere where your competitors are that you aren't, this is a great place to start building a market share from them and going there. So the second thing is to make sure that you're beating them. So if don't just look at what they're doing, also continue with your SEO link building through social media. So remember we talked about in the social media marketing section about doing the off-page social media marketing. Taking that time to continue seeding links to people that are already talking about everything that is huge for off-page SEO, the more people that like when you share or retweet when you share a link to your business builds credibility to Google they're seeing now that you must be a legitimate business because this person with a 100 thousand followers liked you. That person wouldn't like something spammy or wouldn't share something spammy. So that's telling Google that you're more and more legitimate than your competitors. So you're going to move up over time with that off-page SEO. So social media is really the biggest thing. Now, links from different sites actually have more value. So if you can get a link, it's more value. So a hack I did once for a company that I worked with in the Middle East. A classified site was, we were already pretty famous in the region, but I got us added to the media section for the city of Dubai. In Wikipedia, wikipedia has huge SEO link juice because it's enough for a non-profit. It's Google knows that this is not a spammy site. So if someone, if you're linked from Wikipedia to your business, google thinks you're super legit and starts to raise you up. We were on the site for over a year before songs like you know what, That's not a media company and let's remove it. It's not spammy. We are we were the biggest tech company, internet company, media company in the region. So that made sense for me to put it on there. Maybe you can get from forum. Students are talking about your product if you're related to college students, or maybe you're throwing an event on a college campus and you can get added to the events section. Those links will really help build your SEO presence and so continue with off-page SEO. Like most of the strategies that I talk about, content marketing and blogging and social media. It takes a long time to really see the effect. So let's imagine from today, all of your on-page SEO is done. It's still going to take a couple months of off-page SEO to start seeing it. So track your organic traffic and in your analytics, which we're going to go over some basic analytics, how to set that up, track, see the growth in your organic traffic and don't give up. Don't be discouraged if you haven't seen anything for a month. This is going to save you tons of money going forwards. And honestly, it could take up to six months to really start to notice it. So do it passively, make sure that you're continuing to build those links. You're looking out for link building opportunities with other businesses that you're partnering with. And that will pay off dividends going forwards. And like I said, always, you can join our forum. You can ask me questions, I can help you audit your SEO and we can win together. So I'll see you on the forum and I'll see you in the next module.