Welcome to the Lukinski Masterclass – Content Marketing, Search Engine Optimization, Photoshop and much more. Get to know our agency strategies and use the knowledge to create the best content ever on the internet.

Content Marketing Online Course ~ 6:30 hours
Photoshop for SEO Online Course ~ 4 hours

  1. SEO spirit: keywords, system and storytelling
  2. Set up WordPress: FTP, domain and MySQL
  3. Creating SEO texts #1: Tools & methods
  4. Creating SEO texts #2: HTML, links, tool & more
  5. WordPress post image: Photoshop and stock photos
  6. Embed content: social media, statistics, maps & co.
  7. Best practice: Methodology and examples
  8. Link building: Internal, external and backlinks
  9. Training: Keywords, concepts and strategies
  10. Analysis: Visitors and rankings
  11. Learn Photoshop: tools, GIF and infographics
  12. Editorial plan: Keyword & Team Planning
  13. Affiliate: Passive source of money
  14. Interviews: Know-how up to date

SEO Spirit: Keywords, system and storytelling – Part 1

Insights for employees, now for everyone – The most important thing for me is that this course was not created to be sold. I wanted to train my employees better and therefore started to record individual explanations on video. This way, new employees can watch the tools, methods and strategies over and over again. Instead of a one-off explanation, they can refer back to the content at any time.

Who is the course for?

Basically, this course is for all my employees. They learn content marketing on a multilingual level.

This course is particularly exciting for all those who want to build up know-how in their own company. Advertising agencies can provide a lot of service, but this does not have to be the case. It often pays off in the long term to build up know-how in your own company. This course is an extremely intensive further training course for employees. Over 100 explanatory videos are waiting for you.

Online marketing methods, strategies and tricks!

Search engine optimization is an extremely efficient tool for generating reach, especially in the long term.

The majority of companies attract visitors via paid advertising on search engines. You pay money for every single visitor.

The average CPC (costs per click) is 0.82 euros. At this price, however, we are not yet talking about big money keywords, e.g. from the real estate, insurance or travel sectors. Here the average click prices are between 3.68 and 14.10 euros. Ergo:

  • 100,000 clicks / visitors per month
  • Equivalent value: 82,000 euros

If you then calculate your traffic for an entire year, you have a total saving of 948,000 euros.

  • 1,200,000 clicks / visitors per year
  • Equivalent value: 984,000 euros

This is where the magic of search engine optimization lies! That’s why the big players rely on this online marketing tool.

Your first course: keywords, system and storytelling

In the first video series SEO spirit you will learn the basic mindset as a content marketing manager. The most important questions about search engine optimization on Google, yandex and Co. are answered here.

What do you do with SEO? What is SEO optimization? What is SEO marketing? What is SEO and SEA?

Search engine optimization is about more than just keywords. Systematics and structure in particular are crucial for success. But storytelling should not be neglected either. After all, it’s not just about reach, but also about conversion (sales, vitamins, etc.).

You need to internalize these basics of the content marketing mindset in order to understand and apply the following video series. I’ll give you the basic tools you need to conquer the search engines.

With this knowledge, you can do it yourself and reach over 100,000 visitors a month within five years, more than a million people a year!

The individual videos in the SEO Spirit series:

  1. Why SEO
    1. Internalize the first 3 episodes: Why SEO Part 1-3
    2. Calculation example Adsense
    3. Added value
    4. More than just SEO
    5. Park bench – who do I talk to about what?
    6. Business – What is the customer’s claim?
  2. Training and structure
    1. Layouts for efficient results
    2. Same structure for fast work
    3. Training for new SEO knowledge
    4. Routine for safety and independence
    5. Expansion through own experiments
    6. Link building with an increasing number of pages
  3. Search engine and algorithms
    1. Don’t copy!
    2. Keywords
    3. Text quantity – quality before quantity
    4. Added value
    5. Collection of knowledge and new knowledge
  4. Top 10 SEO questions
    1. Questions and answers

Setting up WordPress: FTP, domain and MySQL – Part 2

Course duration ~ 45 minutes

For webmasters only

This video series is for content marketing managers who need to set up their own WordPress installations. What is really important and what can you do without? In this video series you will learn how to install WordPress. You will also get to know the individual tools, e.g. FTP tools, MySQL databases, domain setup and of course the expansion options, for example with WordPress themes.

The video series is designed to help you build a lean and fast system. Less is more! After all, search engine optimization is not just about keywords but also about page speed. The faster your site loads (compared to the competition), the better it will be rated by the search engine algorithm.

Here you can see how to set up and install all WordPress content:

  1. Installation
    1. Course ~ 11 minutes
    2. Download archive
    3. Set up FTP users
    4. FTP tool and WP transfer
    5. Create MySQL database
    6. Installation
    7. Connect database and WP
  2. Furnishings
    1. Course ~ 9 minutes
    2. Set permalinks
    3. Assign page title
    4. Homepage and blog
    5. Logo of your site
    6. Create main menu
  3. Theme
    1. Course ~ 7 minutes
    2. Install theme
    3. Download (Example: Themeforest.net)
    4. FTP transfer
    5. Activation in WordPress
    6. First settings
  4. Expansion
    1. Course ~ 8 minutes
    2. Blog
    3. Corporate Website
    4. Online store
    5. Landing page
    6. Multilingual
    7. …
  5. System
    1. Course ~ 9 minutes
    2. Page
    3. Post
    4. Home page
    5. Blogroll
    6. Category
    7. URL (permalinks)

Creating SEO texts #1: Tools & methods – Part 3

Course duration ~ 1:40 hour

To create good SEO texts, for the algorithm and for the readers, it is important to have a fundamentally good structure, consisting of headings and body text. You also use keywords, which you find out through analysis, but also by thinking. Finally comes storytelling, because as always in advertising, only good stories sell!

In this video series, you will learn how to plan and organize good SEO texts. You will also learn about the overarching structure, I need a blog on?

After the course, you will know how to tackle such projects. Practice will be important afterwards! So be sure to take a look at best practice projects, where you can gather inspiration. With a little thought and modification, you can also create great traffic magnets for your online project. To get fit in keyword planning, be sure to take a look at the individual training courses on specific topics. For example, you can learn how to plan SEO structures for taxes, tourism and much more. The more training videos you watch, the more confident, better and faster you will become in the keyword planning of SEO texts.

Tip in advance! In the next part (4), you’ll also learn the basics you need to know about HTML in WordPress.

  • Shortcuts
    1. All important shortcuts
    2. Text editor – Work quickly
    3. Clean HTML – avoid code snippets
    4. Browser – Copy correctly
    5. Tables – rows, columns and copying

Learn the following content about the SEO texts workflow:

  1. Basic
    1. Course ~ 19 minutes
    2. Create contribution
    3. Headlines
    4. Heel length
    5. Text length
    6. Key points
    7. Introduction
    8. Category
    9. Keywords
    10. Media library
  2. Excursus: Text length
    1. Course ~ 12 minutes
    2. Competitor analysis
    3. Comparison
    4. Assessment
  3. Basic via Google
    1. Course ~ 18 minutes
    2. Structure and keyword optimization
    3. Search box from Google.com
    4. Use frequent search queries
    5. Integration in SEO text structure
  4. Basic via XOVI ( Sistrix, etc )
    1. Course ~ 11 minutes
    2. Structure and keyword optimization
    3. Keyword analysis by search volume
    4. Integration in SEO text structure
    5. Keyword relevance (frequent upwards)
  5. Spider web
    1. Course ~ 15 minutes
    2. Spider web
    3. Create main page
    4. Internal linking
    5. Level 1: Start page
    6. Level 2: Keywords
    7. Level 3: Longtail
    8. Level 4: Ultra Longtail; useful for online stores and individual products
  6. Satellite pages
    1. Course ~ 19 minutes
    2. Level 1 – Fashion brands (main page)
    3. Level 2 – Individual brands – Louis Vuitton (contribution)
    4. Level 3 – Single brand detail – Louis Vuitton videos (Support entry)

Creating SEO texts #2: HTML, links, tools & more – Part 4

Course duration ~ 90 minutes

The second part of the video series Learning SEO texts is about the daily workflow as a content marketing manager.

For your daily work in content marketing, you will learn practical tools as well as the absolute basics, the five most important HTML tags. With this knowledge, you can create even stronger content. But you will also save a lot of time, e.g. through processes that you can automate or at least simplify. With these tools, you will also be able to understand and apply the upcoming video purely even faster, e.g. embedding content and adapting it to your blog.

The individual learnings of the video series:

  1. Notepad++
    Course duration ~ 35 minutes

    1. Notepad (1/3): Search and replace text
      1. Course ~ 10 minutes
      2. Notepad ++
      3. Search with Ctrl+F
      4. Example: Space before colon and parenthesis
      5. Example: Wrong word
    2. Notepad (2/3): Replace HTML
      1. Course ~ 14 minutes
      2. Unique position
      3. Example: h1> to h2>
      4. Example:
      5. Example:
          to
      6. Example: width=”600″ to width=”100%”
    3. Notepad (3/3): Macros for automation [Masterclass]
      1. Course ~ 8 minutes
      2. Macros explained
      3. Example: “You” declension
      4. Create and save macro
      5. Apply macro
  2. HTML for WordPress
    Course duration ~ 55 minutes

      1. Shortcuts for efficient work, clean HTML (1/5)
        1. Course ~ 8 minutes
        2. All important WordPress shortcuts
        3. Text editor – Work quickly
        4. Clean HTML – avoid code snippets
        5. Browser – Copy correctly
      2. Embedding media, standard URL and IDs [Masterclass] (2/5)
        1. Course ~ 12 minutes
        2. Understanding / learning to read URLs
        3. Know standards (YouTube, Instagram, etc.)
      3. Learning the basics for content managers [Masterclass] (3/5)
        1. Course ~ 19 minutes
        2. Headings
        3. Links (internal and external)
        4. Lists (ordered and unordered)
        5. Pictures
        6. Customize IFrame (width), example Google Maps
      4. Tables [Masterclass] (4/5)
        1. Course ~ 8 minutes
        2. HTML structure
        3. Example table
      5. CSS IDs and classes [Masterclass] (5/5)
        1. Course ~ 9 minutes
        2. IDs and classes explained
        3. Practical example: Table
  3. Listen [Masterclass]
    1. Top 10
    2. Top 27
  4. Questions and answers
    1. Most frequently asked questions
    2. Preparation (quality and duplication)
    3. Supplement
  5. Links
    1. Internal links
    2. External links
    3. Backlinks

WordPress post image: Photoshop and stock photos – part 5

Course duration ~ 9 minutes

The cover picture! In fact, it’s so important that it gets its own video series. The cover, whether it’s a book, a magazine or a blog post, is sometimes one of the most powerful tools at your disposal.

Compare your post image with any collection of media. Newspapers in the newsstand, record covers on Spotify, visual stimuli block users and readers.

At the same time, you will learn how to prepare your media perfectly for search engine optimization. This is particularly about compressing photos so that they load quickly, but also about file naming, keyword image SEO.

Your step-by-step guide to WordPress post images:

  1. Stock photos and selection (1/3)
    1. Course ~
    2. Stock photos: Free image sources
    3. Image selection and criteria
    4. Download process
  2. Create cover image with Photoshop (2/3)
    1. Course ~
    2. Pixabay
    3. Alternatives
    4. Photoshop
    5. Shortcuts
    6. Compress (Pagespeed)
    7. File name
    8. Automation
  3. Mirror graphics and automation (3/3)
    1. Course ~ 9 minutes
    2. Increase uniqueness (SEO)
    3. Image mirroring
    4. Automation (batch processing)

Embedding content: social media, statistics, maps & co. – Part 6

Course duration ~ 90 minutes

You can use media content from social networks as well as statistics to enhance the quality of your blog posts. This has several aspects that have a positive effect on your positioning in the search results.

Social Media – Video content from YouTube makes your pages more lively and informative. Please include new Facebook photos or videos, e.g. for new releases. Use instagram photos and videos from popular channels or influencers.

Statistics – You can use statistics to incorporate relevant data into your texts, for example, or even generate completely new data, e.g. by comparing two years and calculating the percentage deviation.

Maps and weather data – Google Maps in particular offers you excellent options to bring your usage even deeper into the action. From simple sketches for directions to complex embedding of routes. Show your users, if necessary, e.g. in the tourism industry, what the current weather data is or for real estate and property developers the current data on frost, rain, temperatures and wind.

Learn to embed content:

  1. Social media – Instagram, Facebook & Twitter (1/8)
    1. Course ~ 7 minutes
    2. Instagram
    3. Facebook
    4. Twitter
    5. Pinterest
  2. Social Media – Interaction: Embed YouTube & Giphy (2/8)
    1. Course ~ 7 minutes
    2. YouTube
    3. Giphy
  3. Maps, routes (3/8)
    1. Course ~ 7 minutes
    2. Google Maps
  4. Weather data, temperatures and winds (4/8)
    1. Course ~ 9 minutes
    2. Weather maps
  5. Statistics and infographics [Masterclass] (5/8)
    1. Course ~ 22 minutes
    2. HTML embed
    3. Infographics and image SEO
  6. Stock Charts and Analysis [Masterclass] (6/8)
    1. Course ~ 7 minutes
    2. Statistics
    3. Shares
  7. Copy tables without HTML dump [Masterclass] (7/8)
    1. Course ~ 16 minutes
    2. Recognize HTML dump
    3. Software for “converting”
    4. Copying tables
    5. Paste unformatted
  8. Free calculators [Masterclass] (8/8)
    1. Course ~ 11 minutes
    2. HTML Embed – Motor vehicles for insurers
    3. WordPress plugin – Mortgage for brokers

Best practice: Methodology and examples – Part 7

Course duration ~ 35 minutes

Training will make you better. But before you start training yourself, it is worth learning from the experience of projects at other levels. Because search engine optimization is not a unique structure, but is individual for each topic and for each subject area.

In this video series, I show you best practice examples that can inspire you for your own topic environment. For example, how you can get to know a computer that simply serves as a traffic magnet. It’s particularly worth thinking outside the box here: what content can you create that no one has ever done before? Or at least very few.

You will also learn how I build SEO projects using the content you have already learned about in the videos Spider web structure and Satellite pages.

However, this principle applies not only to such special traffic pages, but to every single one of your and my texts. I always try to provide the visitor with the highest added value that he or she can have! To do this, I build comprehensive pages that answer all questions and provide an extra “aha” effect in every single paragraph. And all this is not dryly packaged, keyboard to keyboard, basking in storytelling. For tax texts less for tourism more.

It is precisely this seo spirit that you must internalize.

  1. Best Practice Longtail (1/3): Capital investment
    1. Course ~ 12 minutes
    2. Strategy: XXL guide in the spider’s web
    3. Analysis; Google Search
    4. Structure Understanding
  2. Best Practice Longtail (2/3): Luxury broker
    1. Course ~ 12 minutes
    2. Strategy: Cities and YouTube video as a content source
    3. Analysis; Google Search
    4. Structure Understanding
  3. Best Practice Longtail (3/3): Traffic Magnet Price Calculator
    1. Course ~ 12 minutes
    2. Strategy: Free calculator
    3. 192,000 visitors / year free of charge
    4. Analysis; Google Search

Link building is very important in search engine optimization, initially it is mainly about the internal retention time.

Internal links – If you have good articles on a topic, link them to new posts. Visitors can then quickly and easily find out about further content. For example, I could now link the topic of dwell time and thus make further information quickly accessible. This would keep visitors on the page for longer and thus increase the page value.

External links – In addition to internal links, there are also external links. This is about further information that you make available to your readers, but which is not on your site but on another one. These links should be selected accordingly and be of high quality. Also important, external links should always open in a new tab so that your visitor does not leave your site, keyword dwell time.

Backlinks – if other sites link to your online project, you have collected a backlink. The higher the quality of the online projects that link to yours, the better. Simply explained, if you walk into a bar, here it’s the search engine, nobody talks about you, nobody would notice you. But if a few important people talk about you directly, many people will start whispering about you, will point to you. Backlinks are the same, the higher the quality of the people or online projects that link to you, the better.

You get backlinks by creating good content. So that other online projects refer to your site in external links. Creating good content is your goal! For the algorithm, for visitors and for backlinks.

  1. Backlinks (passive)
    1. Content with added value
    2. Infographics
  2. Backlinks (active)
    1. Article
    2. Studies
  3. Backlinks (hook)
    1. Interviews

Training: Keywords, concepts and strategies – Part 9

Course duration ~ 35 minutes

As you learned in the video series SEO texts one, there are several levels when building online projects. The individual satellite pages are very individual. Simply explained, this would be, for example, the “History of the luxury watch brand Patek Philippe”, which is of course structured differently to “The best 10 advertising videos”.

Every SEO text has similar structures but an individual structure, a structured text layout and keywords are your basis. The structure is your storytelling, so to speak, where do you want to lead them to? Should they look at other pages, should they buy a product, should they sign up for the newsletter or should they become our follower on YouTube?

The more advanced your online project is, the more diverse your topics will be. As a real estate agent, you’ll be writing about taxes at some point, and perhaps always about vacation homes.

Take a look at the individual training contents and get to know different topics, structures and design options. The more extensive your knowledge becomes, the better you will be at building individual keywords. Use your knowledge to build SEO texts in ever more diverse ways.

  1. Vehicle tax
    1. Scheme
      1. Course ~ 20 minutes
      2. Scheme for tax texts > Vehicle tax
      3. Keyboard analysis (search volume according to xovi)
      4. Keyword analysis (relevance according to google.de)
      5. Questions and answers
    2. Questions and answers
      1. Course ~ 9 minutes
      2. Frequently asked questions from Google.de
      3. Sensible compilation
    3. Satellite
      1. Course ~ 14 minutes
      2. Scheme for satellite > KFZ Steur
      3. Link list with recommendations
      4. Computer as traffic magnet
      5. HTML embedding
      6. Internal linking
  2. Travelogue
    1. Schema for travel texts > Camping
    2. Card integration
    3. Route integration
    4. City / Region Ranking
    5. Video embedding
    6. Storytelling
  3. Job advertisement: Internship
    1. XXL Research
    2. XOVI
    3. Google Search Consule
    4. Google Search
    5. Questions & Answers

Analysis: Visitors and rankings – Part 10

There are basically two forms of analysis. The first is on-page and off-page analysis.

Onpage analysis – This deals with the users on your site. You usually use Google Analytics for this. This is particularly about:

  • Target group
  • Average visit time
  • Average number of pages

Here you can find out, for example, which pages were visited most frequently, how long users stayed on the site on average, how many pages they visited and what the target group looks like, e.g. in terms of age. Here you mainly look at the average time spent on the site and the number of pages visited. The longer visitors stay on your site, the more they like it, the better.

Off page analysis – This gives you valuable information about your positioning in the search results. You usually use Google Search Console for this. The keywords for which your page ranks are listed here. This gives you an understanding of the traffic from the search engine.

This is primarily about 3 key figures:

  • Clicks
  • Impression
  • Average positioning

The analysis shows you how your measures affect your placement in the search results.

As a content marketing manager, these are your two standard tools, Google Analytics and Google Search Console. With Google Analytics, you look at the target group on your online project and with Google Search Console, you look at your rankings for individual keywords in the search engine (Google). Get to know your two standard tools and other interesting on- and off-page analysis options in this video series.

The video course at a glance:

  1. Google Analytics
  2. Google Search
  3. Xovi

Learn Photoshop: Tools, GIF and Infographics – Part 11

Course duration ~ 4 hours

Photoshop is one of the most important tools for visually designing online projects.

Adobe software has been used in advertising agencies for a long time. Adobe Photoshop can be used to create everything from simple contribution images to more complex infographics with Photoshop, but also to layout magazines such as Vogue (InDesign). In this video series you will get the first important tools for Photoshop to develop your own great graphics. This is not about ultra-realistic editing of photos, but about creating icons, GIF files and infographics. Practical knowledge with which you can make your content even more interesting for your visitors.

Tip! You can also find all the sample files from the video as a free download in the individual video courses.

  1. Basics
    1. Tools and shortcuts / PRESENT
      1. All important shortcuts
      2. Tools
      3. Transform
      4. Image size and drawing area
      5. Groups
    2. Formats, saving and compressing / PREVIOUS
      1. PSD
      2. Save compressed
      3. Quality
      4. JPG
      5. PNG
      6. GIF
      7. File name after keyword analysis
      8. File name Quickfix: Post URL
    3. Recognize image sizes
      1. Recognize pixels independently
      2. HD as basic format (1920x1080px)
    4. Featured image / VORHANDEN
      1. Free stock photos
      2. Visual appeal
      3. Size and work surface
      4. Trimming
      5. Positioning
    5. Cut out logos
      1. White background
      2. Mixed background
      3. Transparent background
      4. Image size
      5. Save compressed (PNG)
  2. Create infographics
    Course duration ~ 150 minutes

    1. Graphics and icons
      1. Course ~ 41 minutes
      2. Get to know tools
      3. Duplicating elements
      4. Working in groups.
      5. Embed graphics
      6. Embed icons
      7. Save for web and as a template
    2. Text top list
      1. Course ~ 25 minutes
      2. Get to know tools
      3. Text and paragraph settings
      4. Save for web and as a template
    3. Self-drawn graphics
      1. Course ~ 12 minutes
      2. Get to know tools
      3. Photographing and importing
      4. Magic wand explained
      5. Cutting out with a magic wand
      6. Save transparently for web / video
    4. Fullsize graphics
      1. Course ~ 42 minutes
      2. Get to know tools
      3. Working in groups
      4. Polygon tool
      5. Embed icons
      6. Save for web and as a template
    5. Extra! Hasselhoff Dollar
      1. Course ~ 24 minutes
      2. Create banknote
      3. Insert individual portrait
      4. For Instagram & surprise
  3. Create GIF
    Course duration ~ 80 minutes

    1. Picture change vacation pictures
      1. Course ~ 14 minutes
      2. Animation basics
      3. Planning and construction
      4. Animating in frames
      5. Save as GIF
    2. SEO and Instagram video post
      1. Course ~ 16 minutes
      2. Set image size
      3. Cross-media posting (blog and Instagram)
      4. Planning and construction
      5. Font animation
    3. Advertising banner
      1. Course ~ 37 minutes
      2. Set image size
      3. Planning and construction
      4. Working in groups
      5. Writings
      6. Press logos
      7. Icons
      8. Photos

Editorial plan: Keyword & Team Planning – Part 12

You use the editorial plan for your keyword planning.

Editorial plans are important for coordinating employees and freelancers. They contain all the important keywords and thoughts that you as a content marketing manager have made for the online project or subject area.

In this video series, you will get to know our editorial plan. It has evolved over the years and offers a very minimalist structure. This means that everyone can find their way around quickly and easily. As soon as articles are written, they can be planned in advance. The fact that the entire team works in one list ensures that all keywords are done and that there are no days with duplicate publications. Initially, your big goal must be to publish a new article every day!

Get to know the editorial plan in this video series:

  1. Content Plan
    1. Synonyms and misspelled
    2. Compare search volume
    3. Priority A – immediate
    4. Priority B – extended
  2. Editorial plan, table
    1. Plan keywords
    2. Wiki
    3. Priority A
    4. Priority B
    5. Ideas
  3. Excursus / MC – HTML lists from editorial plan
    1. Convert links in the editorial plan
    2. HTML attachments
    3. Sort alphabetically
    4. Publication

Affiliate: Passive source of income – Part 13

Affiliate marketing can generate passive income for the company.

The principle of affiliate marketing is relatively simple. You link to an online store, users click on the links and if they buy something, you receive a share of the success. If you are active in search engine optimization, you can tap into additional sources of income with little time investment.

In this video series you will learn about affiliate marketing.

  1. Affiliate explained
    1. Affiliate explained
    2. Amazon
    3. Evaluation and commission
    4. Ebay, Digistore (short)
    5. Awin
  2. Affiliate example: Amazon
    1. Youtube
      1. Support page
      2. Know How Structure
      3. Layout structure
      4. Topics (headlines and keywords)
    2. Amazon book list
      1. Layout structure
      2. Know How Transfers (Keywords)
      3. Images (Affiliate Link)
      4. Buy link (affiliate link)

Interviews: Know-how up to date – Part 14

Get to know SEO best practice methods here. In interesting interviews:

  1. 3 SEO Topics +