Building Better Traffic: Content Marketing + SEO to Drive Impact | George Weiner | Skillshare

Building Better Traffic: Content Marketing + SEO to Drive Impact

George Weiner, Whole Whale University

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15 Videos (2h 38m)
    • Intro: Who are we and what is this about

    • Part 1 Module 1: How it works

    • Part 1 Module 2: Need to know

    • Part 1 Module 3: SEO Factors

    • Part 2 Module 1: Content Marketing Process and Keyword Research Framework

    • Part 2 Module 2: Keyword Research Tools

    • Part 2 Module 3: What to write

    • Part 2 Module 4: First Impressions Matter

    • Part 2 Module 5: Editorial Process

    • Part 2 Module 6: Driving conversions

    • Part 2 Module 7: Building Backlinks

    • Part 2 Module 8: A/B Testing

    • Part 2 Module 9: Analytics

    • Part 2 Module 10: Operationalize it!

    • Conclusion: What now?


About This Class


You have your website, but how do you get people to get through the front door? The answer: strategic content marketing. If you can get your site to the first page of Google, you gain incredible opportunities. Want your site to be authoritative and relevant? Of course you do. That's why writing for the web to attract both humans and search robots is so important. In our course, you will learn more than just the theory behind content marketing and SEO. Discover how to decide what to write and how to write it in order to increase engaged, organic traffic to your site. You'll walk away with clear steps to immediately implement, track, and measure this strategy at your organization.

When you understand the basics of SEO and build strategic content, you will

  • Get your organization in front of new audiences
  • Boost your reputation
  • Drive more leads
  • Increase awareness about your cause

We want to help you grow organic traffic by 20% year over year and drive greater digital impact.

Course Goals

  • Master the basics of SEO and content marketing
  • Find new keyword opportunities through strategic research using our favorite tools
  • Write content that will rank in search and drive more engaged site traffic
  • Develop and implement an editorial process at your organization
  • Optimize content to drive conversions with A/B testing
  • Measure and track success with Google Analytics and Google Search Console

This course is meant for

  • Marketing associates and copywriters who want to build skills to take their work to the next level
  • Marketing and communications managers looking for ways to implement content marketing into their current strategy
  • Marketing directors and executive-level staff interested in boosting website traffic

Before starting the course you’ll need

  • Google analytics access for your organization
  • Website access for your nonprofit so you can implement these strategies
  • Creativity!


George Weiner, Founder and CEO of Whole Whale

George is the Founder and CEO of Whole Whale, and the co-founder of Prior to Whole Whale, George was the CTO of Under his leadership, the organization became an innovator in social media, mobile technologies and social cause. During his 7 years at, he oversaw the complete overhaul of the site twice (winning a Webby Award and nominations), helping to build a community of over 1.5 million young people taking action.

George founded Whole Whale in 2010 with the goal of helping more nonprofits benefit from the digital strategies he was using at DoSomething. Since then, George has worked with over 50 nonprofits to increase cause awareness, multiply meaningful online engagement, and train teams to implement strategic use of data and technology. He is also a speaker at conferences and workshops around nonprofit technology.

Olivia Marlowe-Giovetti, Account Strategist Whaler

Olivia Marlowe-Giovetti is a digital Swiss Army knife whose work with Whole Whale combines client account management with digital strategy analysis and reporting. She comes to the team from 21C Media Group, where she handled online imaging, branding, and marketing for a roster of top-level classical musicians and performing artists (favorite projects: launching a new website for Pl?cido Domingo and coordinating a fundraiser to benefit the UNHCR on behalf of Rolando Villaz?n). Prior to 21C, Olivia spent a season freelancing with the New York Philharmonic, coordinating logistics for the orchestra's Spring 2013 tour of Europe while also managing its social media platforms -- increasing Facebook engagement by 385% over a six-month period. As a journalist, she served on Time Out New York's editorial staff and was a blogger/host for WQXR/Q2 Music. Her writings have also appeared in the Washington Post, Paper, Playbill and Gramophone.

Outside of the arts, Olivia is passionate about refugee rights, LGBTQ advocacy, mental health awareness, and freedom of speech and expression. A forever student, she is certified in UX from the Interaction Design Foundation and as a sound practitioner from MNDFL. Her studies have taken her to Moscow, Rome, and New York and she's currently pursuing psychology through the Open Master's community. Offline she's still an occasional writer, a table host with The Dinner Party, lover of all things design, and connoisseur of red panda gifs.





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George Weiner

Whole Whale University

Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofits. In the same way the Inuits used every part of whale, WW leverages data and tech to increase organizational impact and reduce waste. By using data analysis, digital strategy, web development, and training, WW builds a Data Culture within every nonprofit they work with.


George Weiner, Founder and CEO of Whole Whale

George is the Founder and CEO of Whole Whal...

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