Can we even teach DIY SEO? Kate Toon clearly expounds how SEO can be learned – start from the fundamentals and slowly learn your way to the more advanced courses. But how efficient can it be? Kate tells all.
Kate Toon is an award-winning SEO copywriter and SEO consultant with almost two decades of experience in all things advertising, digital and writing. Originally from the UK, but now based just outside Sydney, Kate has worked with big brands such as eHarmony, Curash and Kmart. And she’s helped countless small businesses produce great content, and improve their copywriting and SEO. Kate is also the founder of The Clever Copywriting School and The Recipe for SEO Success eCourse, as well as co-host on the Hot Copy Podcast. She presents the Write for Business show for the Dale Beaumont’s Brin.ai app and recently launched The Copywriting Conference – Australia’s first dedicated Copywriting Conference.
THE RECIPE FOR SEO SUCCESS An online course for small business owners to help them master D.I.Y SEO
WHAT YOU DID
After many years of helping large corporate clients with their SEO (Kmart, Curash, Pedigree Chum and more), I wanted to use my skills to help small business owners. However, SEO is a big subject and not something that can be successfully taught in a one-day workshop. Instead, I created an online learning program that initially runs over seven weeks, yet gives the students life-time access to all materials and updates. The course comes with three months of dedicated support and regular weekly coaching calls.
The tools I recommend to my students include: > SEMRush > Google Search Console > Screaming Frog SEO Spider > Ahrefs The course also includes links to over 150 other tools for individual SEO and Content tasks.
A vast range of students join the course, from complete newbies to existing SEO consultants. So, pitching the content at the right level was hard. I started with the absolute basics, but the course now includes some more advanced topics such as site migrations, AMP and Schema. The first round of the course focused very much on the WHAT and the WHY, but I quickly realised the need for detailed HOW instructions. That’s why I incorporated step-by-step guides on how to implement aspects of SEO. The course covers both learning and actions. The actions help students implement what they have learned with the help of over 100 videos and 40 worksheets.
While I held the top spots for over 200 keywords related to copywriting here in Australia, my students are now starting to outrank me. The first page of results for the single word term ‘copywriter’ consists entirely of students from my course. Some students reported tripling their traffic while others moved from position nowhere to the top three spots on the first page. Many have also experienced huge increases in revenue and conversions from their sites.
INSIGHTSMy biggest recommendation for the SEO industry is to focus on the basics Click To Tweet
When I first launched the course four years ago, there weren’t many others here in Australia. As a result, I faced a lot of backlash from some figures in the Australian SEO industry. They said that SEO could not be taught. (Interestingly, several of these critical folk have since launched their own SEO courses. ☺) I think there was also a fear that if businesses learned how to DIY SEO, then there would be less work for agencies. The truth is that many of my students do go on to outsource SEO, but they are much better clients as a result of talking the course. They understand the jargon, the challenges and the time it takes to get results. My biggest recommendation for the SEO industry is to focus on the basics. Yes, we all know that there are some amazing advanced tactics you can employ. But most mom and pop small businesses haven’t even got crawlable websites. They don’t even have title tags or meta descriptions. Their images are uploaded at 3MB and they’ve never heard of Google Search Console. Taking time to explain the basics to your clients, rather than bamboozle them with tech speak, will make them love you and hang around much longer.