Your competitors are moving. Their pricing is shifting, their messaging is evolving, and their content is climbing the search rankings. The marketers who respond fastest and most strategically are the ones who win. This program gives you the skills to be one of them.
Competitive Intelligence & SEO Strategy is an intermediate program designed for product marketers, SEO strategists, competitive intelligence analysts, digital marketing professionals, and growth marketers who want to build a complete, data-driven competitive and search strategy skill set. Across ten focused courses, you will master the full competitive intelligence and SEO workflow: monitoring competitor changes and building GTM-ready competitive briefs, assessing competitive pricing models, crafting defensible positioning statements, analyzing SEO performance data and building organic growth roadmaps, using AI prompts to generate optimized content, conducting social listening and competitor analysis, auditing technical site health, segmenting and validating live marketing data, and running audience surveys that inform targeting and campaign strategy.
You will work with tools including Crayon, Google Analytics, Google Search Console, ChatGPT, and Excel throughout.
By the end of the program, you will be equipped to track, interpret, and act on competitive and search signals faster, with the analytical rigor and strategic clarity modern marketing roles demand.
Applied Learning Project
Throughout this program, you will complete hands-on projects that reflect real competitive intelligence and SEO workflows. You will configure competitor monitoring alerts in Crayon and create audience-specific competitive briefs with GTM implications and recommended actions. You will build pricing comparison matrices and model demand responses to pricing changes. You will draft positioning statements evaluated against defensibility and competitive benchmarks. You will analyze SEO performance metrics and build an organic growth roadmap using an impact vs. effort framework. You will write AI-powered prompt templates to generate optimized meta descriptions, conduct competitor analysis to design SEO counter-strategies, and execute a site audit to prioritize technical fixes. You will run an audience survey, segment response data by demographics in Excel, and create insight presentations with strategic recommendations. Each project produces a portfolio-ready artifact.
