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DistilledU Content Status

  • Lesson Rating
  • 4.4 out of 5 from 18,933 reviews
  • Modules
  • 93 hours
  • Video Library
  • 133 hours

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DistilledU SEO 101


This course covers the core skills that every SEO needs to know as part of their skill set. Beginners should start with Search Engine Basics and work down the list of modules. Intermediate and Advanced users can tackle modules in any order.

Course Feedback Beginner and Intermediate users found:
  • The level of content is 'just right'
  • The pace is 'just right'
  • 'A good amount' can be learnt
  • From 1,821 user reviews

  • Search Engine Basics
    Time required: 3h 15m

    To become an effective SEO, you not only need to understand the principles of on-page and off-page factors, but you must also understand users and how the Internet works. This module gives an outline of the World Wide Web; an overview of crawling, indexing and ranking; and a history of search engines and more recent developments.

  • Interactive: Search Operator Basics
    Time required: 50m

    In addition to entering simple keyword-based queries, the major search engines all offer advanced query operators that give you more granular control over the results returned. This module explores a variety of these advanced query types and combine them in useful ways.

  • On-page Optimization
    Time required: 3h 45m

    On-page optimization is the practice of ensuring the content of a page is set up to be relevant for the search queries being targeted. If the phrases you are hoping to rank for don’t appear on the page, it will be much more difficult to achieve your goals - making on-page optimization a crucial part of most SEO campaigns.

  • Technical SEO
    Time required: 7h 50m

    The web is a technical platform, and there are correct and incorrect ways of building websites. This module teaches you about these and how search engines interact with pages in order to help you diagnose problems and improve websites.

  • Interactive: robots.txt
    Time required: 1h 10m

    Robots.txt is a widely-acknowledged standard and allows webmasters to control all kinds of automated consumption of their site - not only by search engines. This module teaches you how to read and write a robots.txt file.

  • Keyword Research
    Time required: 5h 30m

    Keyword research allows you to bridge the gap between what your potential customers are searching for and the content you create for your website. This module teaches you how to choose the right keywords to help drive your desired audience to your site.

  • Information Architecture
    Time required: 3h 20m

    An effective information architecture is critical if you want search engines to be able to find your content and serve it to users. From a human point of view, information architecture is important so that users can easily find what they are looking for. This module teaches the best practices and their associated underlying theory, common pitfalls as well as tools and methodologies for improving sites' architectures.

  • Competitor Research
    Time required: 3h 45m

    Competitor research uses data and insights from the other companies in your market to find opportunities and build a marketing strategy. This module teaches you how to conduct the research and build the resulting strategy.

  • Link Analysis
    Time required: 3h 40m

    Being able to break down what makes a link valuable is essential to creating an effective link building plan. This module teaches the components that make a valuable link, helping you to optimize your best links and avoid wasting time with risky, low value link building strategies.

  • Interactive: Google Analytics Setup Training
    Time required: 1h 30m

    Setting up Google Analytics on a website can be daunting for beginners and Google's Help documentation can be confusing. So, through interactive learning, this module teaches you how to set up and customize the Google Analytics code snippet that you place on your website.

  • Google Webmaster Tools Set Up Guide
    Time required: 35m

    Google Webmaster Tools allows you to see reports and alerts relating to your site’s Google search presence, and to give Google information that can help it to understand your site. This mini-module helps guide you through the ever-changing task of setting the tool up correctly.

Further SEO


This course covers advanced topics including outreach, linkbait, content strategy, video and SEO tools, taking your SEO skillset to the next level.

Course Feedback Intermediate, Advanced and Expert users found:
  • The level of content is 'just right'
  • The pace is 'just right'
  • 'A good amount' can be learnt
  • From 243 user reviews

  • Linkbait That Gets Links
    Time required: 4h 30m

    Building links can be a big part of your job as an SEO because it plays such a big part in the algorithms used by search engines to determine the order of their results. Therefore it is worth investing time in learning how to build links properly and by properly, we mean build the links that will stand the test of time.

  • From Request to Render - A Web Technology Guide
    Time required: 2h 30m

    In order to market online effectively, it’s important to have an understanding of how the web works. While we don’t imagine that every search marketer should be a network engineer or be interested in digging deep into network protocols, we believe it is important to understand some of the magic that happens between hitting enter in your browser bar and a web page appearing.

  • Expert Outreach
    Time required: 5h 15m

    Outreach is part link building, part public relations, and part business development wrapped up into one with an end goal of improving rankings, brand visibility and ultimately conversions.

  • Interactive: Excel Skills
    Time required: 2h 30m

    The goal of this module is to give you a solid grounding in the building blocks of Excel models, covering the most useful core functions as well as basic best practices.

  • Analytics and Measurement
    Time required: 3h 30m

    To understand what activities improve the visibility and effectiveness of our websites, it’s important to gather and analyze data about how our users reach, interact with, navigate and convert on our website.

  • SEO Toolkit
    Time required: 4h 2m

    Many tools exist to help SEOs at their jobs. We often get asked how to wade through the plethora of tools to find the ones that do the job best. We’ve put together a collection of tools that our consultants use, as well as advice about how select your own set of tools.

  • Interactive: Introduction to HTML
    Time required: 2h 30m

    You don't need to be a web developer to be an effective web marketer but you'll find that having a basic understanding of HTML is a skill you'll use daily. This module focuses on learning to read and understand the core elements of HTML.

  • International SEO
    Time required: 2h 45m

    Search engines have users all around the world and to serve these users the most relevant results, they must distinguish between multi-lingual websites and multi-regional websites and deal with the challenges that lie around this. This module explains the challenges of international SEO and how to overcome them.

  • Interactive: meta information
    Time required: 1h 45m

    Meta information is background information about a page rather than information displayed to a user on a page. This module walks through interactive examples for things like declaring the canonical version of a page, controlling a page's indexation and controlling what text and images are shown when a page is shared on Facebook and Twitter.

  • Other Ranking Factors
    Time required: 5h 10m

    Google uses over 200 factors when determining where a web page should rank for a certain keyword. The main signals are often talked about. This module explores a number of other ranking factors that are a bit more subtle and may not have been discussed as much.

  • Consulting Skills
    Time required: 2h 35m

    This module shares the lessons we have learned building a consulting business which will help you get things done whether you're a consultant or in-house. The main topics covered are personal productivity, team productivity, and managing clients and effecting change

  • Building a Mobile-Friendly Website
    Time required: 5h 10m

    To help you determine the best approach to handling mobile traffic on your site, we’ve put together an outline of some considerations you’ll need to bear in mind, along with our best practice guidelines and other tips and tricks for every stage of the process.

  • Penalties, Updates and Reinclusion
    Time required: 3h 20m

    This module covers penalities and algorithm updates - their implications and how to identify whether a drop in site traffic could be the result of one of them. It also teaches you how to efficiently clean up a site’s backlinks to minimize the chance of a manual action or to overcome existing manual action, as well as how to submit reconsideration requests with the greatest chance of success.

Video Library

Paid DistilledU accounts now include access to all our conference videos including our most recent. Each one is 45 minutes to an hour of full HD streaming video. They contain top tips, tricks and tactics from leading online marketers from around the world. Check out this trailer to see what kind of thing to expect.

SearchLove London 2014 Videos

Ade Lewis - Becoming a Digital Superhero

All Speakers - Let’s Get Real

Annie Cushing- Are Your Google Analytics Reports Liars?

David Mihm - Bulletproofing Your Local Search Presence

David Sottimano - Data Driven SEO

Hannah Smith - Existential Crisis Management

Iain Haywood - Running Promotional Campaigns

Jo Kerr - Virtual Campfire: Girlguiding Social Strategies

Jono Alderson - Turbocharging your WordPress Website

Kelvin Newman- Flash Crash & Black Boxes

Mackenzie Fogelson-Behind Your Integrated Marketing Strategy

Matt Beswick - Get More from your Content

Molly Flatt - Putting the X into Content

Oli Gardner - The Landing Page Manifesto

Phil Nottingham - Building a Brand with Online Video

Rand Fishkin - Cracking the SEO Code for 2015

Wil Reynolds - Marketing in Your Sleep

Will Critchlow - The Threat of Mobile

SearchLove San Diego 2014 Conference Videos

Searchlove Boston Videos 2014 Conference Videos

SearchLove San Diego 2013 Conference Videos

Adria Saracino - Why Content Marketing Initiatives Fail

All Speakers - Let’s Get Real

Brian Clark - Creative Content Marketing ...

Chris Savage - Pulling Back the Curtain on Video SEO

Darren Shaw - Audit and Fix Citations for Local Search Gain

Geoff Kenyon - Optimizing Your Brand

Ian Lurie — Weird, Useful, Significant: Super Tippy Version

Joanna Lord - Build Brand Evangelists ...

Kate Morris - Lost in Translation: Expanding Internationally

Lauren Vaccarello - From Search to Digital to Marketing

Mackenzie Fogelson - A trip from Nowhere to Somewhere

Mark Suster - The Impact of Big Web Trends

Mel Carson - Celebrating the People Behind the Pixels

Paul May - Advanced Content Promotion and Outreach

Rand Fishkin - Leveraging Co-Occurrence for SEO ...

Rebecca Bridge - Fail Big at Content, It’s Okay

Rick Backus - The Changing World of Google Search Results

Rob Ousbey - Live Site Reviews

Stephen Pavlovich - Conversion Optimization for Mobile

Will Critchlow - Trends in Technical Optimization

SearchLove London 2013 Conference Videos

Abby Covert — Lessons From An Ontology Nerd

Aleyda Solis — From unknown foreigner to local star

Amelia Showalter — What Drives Action Online?

Bridget Randolph — So, You Have A Mobile Friendly Website

Chris Bennett — How To Win Fans And Influence Users

Craig Bradford - You Don't Need More Traffic

Danny Scheinmann — Telling Stories

Kelvin Newman — Graph Theory

Let's Get Real - Tips from all the Speakers

Marco Montemagno — How to Launch Something New at No Budget

Nathalie Nahai — Culturability

Paul Madden — Goodbye Spam, Hello Data!

Peep Laja — 5 Steps To Persuasive Web Design

Simon Penson — The New Rules of Big Content Promotion

Stacey Cavanagh — 36 Tips For Baiting Brand Signals

Tom Anthony & Will Critchlow — The Future for Search

Wil Reynolds — Google Approved Paid Links?

Will Critchlow — Making Your Mark Online

SearchLove Boston 2013 Conference Videos

Abby Covert - Search is the Front Door to UX

All speakers - Let's Get Real

Annie Cushing - Take Credit Where Credit's Due

Bill Slawski - Future Search

John Doherty - Creating Executive Support for Marketing I...

Kate Morris - Languages and Countries: Growing Internatio...

Mackenzie Fogelson - Think Differently: How to use Conten...

Mike Blumenthal - The Anatomy of Local Search Results: Th...

Neil Patel - Consulting Lessons from the Frontline

Panel of Experts - Talk Show

Pete Meyers - Do-It-Yourself Data-Driven Content

Phil Nottingham - Leveraging Video for Link Building

Rand Fishkin - Behavioural Psychology & Inbound Marketing...

Rebecca Churt - Why Personas Should be Central to Your SE...

Ross Hudgens - Actionable Content Marketing Tactics

Wil Reynolds - How we get Unstuck!

Will Critchlow - The Future for Search Marketers

Will Critchlow - The Importance of Technical SEO

LinkLove 2013 Conference Videos

SearchLove 2012 Conference Videos

Annie Cushing - Establishing a Framework for SEO Audits

Ben Wills - Practices of Efficiency, Scale and Value

Breaking News Panel

Cindy Krum - How to Win at Mobile SEO

Dan Shapiro - Creating Serendipity

Dave Peiris - The Unexpected Value of Creating Things

David Mihm - The Need to Know of Local SEO

Eytan Seidman - Content Strategies that Work

Guy Levine - The Future of Small Business SEO

Head to Head - Will Critchlow vs Rand Fishkin

Heather Healy - Social Signals and Search Ranking

Ian Lurie - Making your Pitch

Jen Lopez - Utilizing Social Media for Customer Acquisition

Justin Briggs - The Life of An In-House SEO

Lauren Vaccarello - Conversion Tracking and Attribution

Let's Get Real - Boston

Lexi Mills - Leveraging PR to get Big Links

Lisa Myers - International SEO – One Size doesn’t Fit All

Live Site Reviews - Boston

Live Site Reviews - London

London - Let's Get Real

Mark Johnstone - Beyond Linkbait

Mat Clayton - Growth Hacks

Mike King - Reinclusion Afterlife

Mike Pantoliano - CRO & SEO – Better Together

Patrick McKenzie - Eating CRO: Real World Case Studies

Paul Madden - Build an Outsourced & Automated Infrastructure

Phil Nottingham - The Building Blocks of Great Video

Richard Baxter - How we Build Links at SEOgadget

Rob Ousbey - Characteristics of Successful Outreach

Stephen Pavlovich - How to get Attention for a Start-Up

Todd Friesen - Penguin Penalties – Diagnosis and Recovery

Trends in Search

Wil Reynolds - Chasing Algorithms

LinkLove 2012 Conference Videos

Best in show: Tools for building links - John Doherty

Building a link development calendar - Rhea Drysdale

Building targets, relationships & links - Wil Reynolds

Content strategy vs. link building (Boston) - Rand Fishkin

Content strategy vs. link building (London) - Rand Fishkin

Getting golden links - Jane Copland

Give it up - Boston

Give it up - London

Going viral on Pinterest - Colby Almond

How to build links to product pages - Adam Audette

How to measure and report on link building - Justin Briggs

Link building by imitation - Ross Hudgens

Mediocre to Good - Tom Critchlow

Mediocre to Great - Will Critchlow

Putting the Love back into Links - Tom Anthony

Quantifying Outreach - Michael King

Tips, tricks & secrets from the trenches - Martin MacDonald

Which social sharers actually get links - Branko Rihtman

SearchLove 2011 Conference Videos

Big Business SEO - Tom Critchlow

Discussion - Rich Baxter, Rand Fishkin, Tom & Will Critchlow

Everything's easier with fans - Rand Fishkin

Gamification: getting everyone else to do your work for you

Give it up - London

Give it up - New York

How should brands do SEO - Martin Macdonald

Live site reviews - Will Critchlow vs Rand Fishkin - Round 1

Live site reviews - Will Critchlow vs Rand Fishkin - Round 2

Making competitor analysis useful - Wiep Knol

Mining Social Data for SEO and Profit - Laura Lippay

Outreach: is it all about hustle? - Rob Ousbey

Personalisation, profiles and privacy - Ciaran Norris

Real world link building case studies - Patrick Altoft

Reputation management in an instant world - Rhea Drysdale

Social Media: Are you keeping up with the Joneses - J. Lord

Targeting Humans - Michael King

The modern SEO's Toolkit - Will Critchlow

The next level of social integration - Mat Clayton

The past, present and future of link bait - Hannah Smith

The past, present and future of link bait - Rob Millard

What does a CRO expert bookmark? - Stephen Pavlovich

Why I'm a white hat now - Bob Rains

Winning at Local SEO with boatloads of data - David Minchala

Wordpress SEO - Joost de Valk

Wordpress SEO - Michael Gray

Your content strategy is part of your link building strategy

Boston ProSEO 2011 video bundle

Link Love 2011: Link Building Seminars Video Bundle


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  • Only $40 $36.00 per month (10% off with 'NedPoulter' discount) or $29.70 per month with annual plan
  • 93 hours of lesson and tests spread over 26 modules
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  • Video Library with over 133 hours of advanced content
  • Constantly growing resource - new modules and features added regularly

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Frequently asked questions

How does training with DistilledU work?
You are in charge of your own training - you can work through each module lesson by lesson and mark them as complete once you’ve finished each one. There are also interactive modules and multiple choice tests to prove your knowledge. What's more, we have a massive video library that you get access to, filled with recordings of presentations from industry thought-leaders, filmed at our SearchLove conferences. In short, you get a lot training for a small monthly payment!
Is DistilledU suitable for me?
Anyone that wants to become an SEO practitioner or refresh their knowledge should sign up for DistilledU. Our courses are suitable for beginners, intermediate and advanced users. Beginners should start with SEO101 and work through it in order. More experienced users can refresh their knowledge on these modules as they like, then move on to the Advanced SEO course which covers more in depth material. Our video library is also a great resource for all users (it is recommended that beginners complete SEO101 before moving onto this).
How do I access all modules?
To access all DistilledU modules you'll need to upgrade to a paid account. To do this click on the Upgrade button in the DistilledU sidebar.
What payment methods do you accept?
We accept all major card payments (from around the world: Visa, MasterCard, Discover, American Express, Diners Club and JCB), PayPal and payment by invoice.
Can I pay by invoice / bank transfer?
Yes you can select this as an option at checkout. This process takes longer than paying by card or PayPal since we need to wait for funds to clear and then set up your access manually.
How do I change the payment method I use for my subscription ?
You can change to a new payment method or just change cards at any time using the change payment method page. If you’re part of the way through the month, you can still change payment method and your next payment will only be taken later when it’s due.
Do you offer any discounts?
Yes, when you sign up for the Annual Plan you save 17% on your bill annually. Our annual plan will cost you $396 per year, which works out at $33 per month – a boat-load less than the regular price of $40 per month / $480 per year. If you’re new to DistilledU select the Annual Plan at checkout. Existing customers can switch to the Annual Plan go to the Billing & Users page.
Do you offer corporate or group rates?
We sure do. When you add more than one user to your DistilledU account you get 10% off your bill. You also unlock our the Employee Progress Table feature so you can see your colleague’s progress through DistilledU. To add your colleagues go to the Billing & Users page. You can get a further 17% off if you switch to the Annual Plan (see the Annual Plan FAQ).
How do I cancel my account / subscription? How does it work?
Simply go to the Billing & Users page and click ‘Cancel Account’. If you are part of the way through a billing period, once you Cancel you will continue to have access until the end of your billing period. Your account history is saved for future use - see the next FAQ.
If I cancel my subscription am I able to signup again and resume where I left off?
Yes - your progress through modules, your scores and your badges are saved to your account so you can always resume learning later if you upgrade to a full account again.
Does DistilledU offer any certification?
When you complete modules you are awarded badges. These can be seen on your DistilledU Profile (example profile). When you take Module Tests, your score will be shown on the module badge. A PDF Certificate feature will soon be released too. If you do not want others to see your badges and scores, you can set your profile private on the Edit Profile page.