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MentraLog

SEO Analytics Mastery Program

You probably know SEO matters. But analytics? That's where things get interesting. Most people track rankings and call it a day. We dig deeper.

This isn't about memorising formulas or running automated reports. It's about understanding what the data actually means for real websites with real business goals.

Over six months, you'll work through practical scenarios drawn from Australian market conditions. We focus on search behaviour, conversion patterns, and what makes visitors stick around or bounce.

Classes start July 2026. Applications open in a few months.

Students collaborating on SEO analytics project with data visualisations and research materials

What You'll Actually Learn

Six modules spread across 26 weeks. Each builds on the last, but you'll apply what you learn immediately with real datasets and case studies.

01

Search Data Foundations

Start with how search engines collect and process information. You'll examine query patterns and learn to identify meaningful trends.

  • Query analysis methods
  • Traffic source evaluation
  • User intent mapping
  • Baseline metrics setup
02

Technical Performance

Page speed, crawl efficiency, and indexation. Learn what actually impacts visibility and what's just noise.

  • Core Web Vitals interpretation
  • Crawl budget optimisation
  • Mobile usability factors
  • Structured data implementation
03

Content Analysis

Which pages work and why. You'll analyse existing content performance and identify gaps worth filling.

  • Engagement pattern analysis
  • Topic cluster evaluation
  • Competitor content audits
  • Content decay identification
04

Link Profile Assessment

Quality over quantity. Learn to evaluate backlink health and spot opportunities that matter.

  • Authority measurement
  • Link quality evaluation
  • Anchor text distribution
  • Risk assessment methods
05

Conversion Tracking

Traffic means nothing without outcomes. Connect SEO metrics to actual business results.

  • Goal setup and validation
  • Attribution modelling
  • Funnel analysis techniques
  • Revenue impact calculation
06

Reporting Strategy

Present findings that people understand and act on. Build reports that drive decisions.

  • Stakeholder communication
  • Dashboard design principles
  • Insight prioritisation
  • Recommendation frameworks

How This Actually Works

Forget passive lectures. You'll spend most of your time working with data, solving problems, and getting feedback on your approach.

Weekly Analysis Sessions

Every week brings a new dataset or scenario. You'll analyse, document findings, and present insights. Your cohort provides feedback, and instructors point out what you missed.

Real Datasets Peer Review Expert Feedback

Industry Case Studies

Work through situations that actually happened. E-commerce sites losing traffic, local businesses struggling with visibility, content platforms dealing with algorithm changes.

Australian Focus Multiple Industries Problem-Solving

Tool Fluency Development

Google Analytics, Search Console, and third-party platforms. You'll use professional tools from day one and learn shortcuts that save hours.

Hands-On Practice Efficiency Focus Multiple Platforms

Portfolio Projects

Complete three major audits during the program. These become work samples you can show potential clients or employers.

Portfolio Building Career Ready Practical Output

Who's Teaching This

Three professionals who've spent years in the trenches. They've dealt with algorithm updates, data anomalies, and clients who "just want to rank number one." They know what works and what wastes time.

Darren Kempinski teaching SEO analytics workshop with students

Darren Kempinski

Technical SEO Lead

Spent eight years fixing broken websites. Now helps people understand why their perfectly designed site isn't getting traffic.

Verity Strachan reviewing student analytics reports during feedback session

Verity Strachan

Analytics Specialist

Converts messy data into clear recommendations. Has a talent for spotting patterns everyone else misses.

Lachlan Thornbury discussing content strategy with program participants

Lachlan Thornbury

Content Strategist

Knows what makes content perform. Teaches you to read between the lines of engagement metrics.

Ready to Start?

Program Dates

26 weeks starting July 2026. Classes run Tuesday and Thursday evenings, 6:30-9:00 PM AEST, with occasional Saturday workshops.

Application Period

Applications open March 2026. We're looking for people with basic digital marketing knowledge who want to specialise in analytics.

Time Commitment

Expect 8-12 hours weekly including class time, assignments, and projects. It's manageable with full-time work but you need to stay consistent.

Prerequisites

Familiarity with Google Analytics and basic SEO concepts. You should understand terms like organic traffic, keywords, and bounce rate.

Get Application Info International Students

Questions about the program structure or whether this suits your background? We run monthly information sessions where you can talk to instructors and past participants.

You can also check our student reviews to see what previous cohorts thought, or visit our main page for an overview of all MentraLog courses.