Advanced Search Engine Optimisation (SEO) workshop

The number of websites and the volume of content available online is growing at an astonishing rate. So too are the new types of data, indexes and links that search engines use to generate results and rankings.

In this one-day workshop-style training course, you’ll learn how to apply advanced data design principles to build high-performance websites and SEO solutions that will boost your natural search rankings and visits. This highly practical and applied workshop will show you how to use link building techniques to exploit the way search engines now work and how to avoid technical pitfalls, such as content level roadblocks, that can send your rankings down and your customers elsewhere.

Who should attend Advanced Search Engine Optimisation?

Experienced search marketers and those with a good comprehension of the principles and practice of search marketing who want to fine tune techniques and make significant improvements to their website rankings.

How will I benefit from this workshop?

This advanced one-day workshop-style training course will help you develop superior search engine marketing strategies.

Outline programme for Advanced Search Engine Optimisation

SEO website design

Understand key SEO considerations when designing, building, or altering a website, including how to ensure rapid and complete search engine indexation, through to landing page design and template construction.

• How to use advanced data design principles to architect SEO solutions that maximise the breadth and magnitude of natural search rankings
• How to identify, avoid and alleviate common technical impediments to search engine access, including domain, page, and content level roadblocks.

Workshop session 1

A practical group-based session whereby you will apply your newly acquired knowledge to define an optimised website architecture for a sample site, including determining how the site should capture generic and long-tail search traffic and achieve rapid and full search engine indexation.

SEO for non-standard listings

Understand how to optimise your website and content for the new types of data that the search engines are now pulling into their standard search results, such as news, maps, images, and video listings. You will learn how to exploit:

• Image search
• Video search
• Google and Yahoo News
• Local search
• Shopping vertical search
• Google Base

Link building strategies

Understand the value of link building and the advanced options available to you, including how to plan and budget for link building campaigns.

• The 6 Laws of Link Building
• How to define and deploy a link building strategy that gets results
• Understand the benefits and drawbacks of all the link building options available to you
• How to use creative thinking to design and deploy scalable link building campaigns

Workshop session 2

A practical, group-based session to define a link building plan for an existing website

Workshop leader

Adam Bunn, Head of SEO, Greenlight
As a search professional with a total of 6 years SEO experience behind him, Adam is Greenlight’s Head of SEO, overseeing natural search strategies for a number of key clients, such as Vodafone UK and British Gas. Since joining Greenlight in 2006 as an SEO consultant, Adam has built and now leads the agency’s growing consultancy team, as well as pushing the strategic development of Greenlight services.

A rising star within the search arena with unrivalled strategic expertise in SEO research; Adam regularly provides innovative thought leadership pieces, white papers and opinion pieces for trade publications including Econsultancy, UTalkMarketing and Tech Weekly.

Thanks to his industry experience and broad knowledge as an SEO practitioner, Adam also coordinates the in-house training programme for Greenlight’s SEO staff, and has run bespoke external training programmes for the likes of First Conferences and lastminute.com.

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