Search Engine Optimisation (SEO) training course

Designed primarily (but not exclusively) for online marketers this one-day training course will cover everything you need to know about 'natural' or 'organic' search engine optimisation (SEO) - whether the work is carried out in-house or through an agency. By demystifying SEO and avoiding unnecessary jargon, this training course will show you how to maximise your ROI to meet your short-term online marketing objectives while continuing to ensure that growth in targeted traffic is sustained over the longer term.

Two-day training course
Search Engine Optimisation can be teamed up with our Pay Per Click Advertising course to form a two-day training course Best Practice Search Engine Marketing.

Who should attend the Search Engine Optimisation training course?

Anyone involved in online marketing wanting to get the very best results for their search engine marketing budget including sales and marketing managers, online marketers and consultants. If you're looking for something more advanced, why not take a look at our Advanced Search Engine Optimisation (SEO) workshop.

How will I benefit from this training course?

Apply the learning from this training course and your website ranking and position will be boosted within the results pages of all the major UK and global search engines such as Google, Yahoo! and MSN, maximising the marketing return on your website investment.

Outline programme for Search Engine Optimisation

Why search engine optimisation is so important

• Explaining search engines and directories and how they work
• The key differences between SEO and Pay per Click (PPC) search advertising
• The latest developments with all major global and UK search engines and directories

Identifying and using keyword phrases for SEO

• Why choosing the right keyword phrases for your SEO campaign is critical to success
• Where and where not to use keywords within your website
• How to write for both search engines and humans
• How to avoid spamming the search engines and being penalised or banned
• Demonstration and hands-on use of keyword research tools using both free and professional services
• How to uncover keyword phrases that your competitors are targeting

Submitting to search engines and directories

• The difference between ‘free’ and paid submissions – covering Paid Submission and Trusted Feed services
• How to prepare your submissions for indexing
• Pros and cons of manual vs automated search engine submissions
• How to avoid being penalised or blacklisted by the search engines
• When and how to pay to be indexed
• Understanding the impact of website design and structure on search engine rankings
• Uncovering the myths of resubmissions to search engines
• Practical exercise on how to submit to search engines and directories

The importance of onsite and third party links

• How to improve your link popularity – critical for success for SEO
• The pros and cons of link exchanges and the dangers of link farms
• How to identify prospective link partners
• How to uncover websites linking to your competitors.

Measuring your success and ROI

• Importance of identifying SEO objectives and goals – and defining actionable metrics
• Tracking conversions and measuring ROI
• Configuring web analytics software to obtain critical intelligence

Training course tutor

Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing agency which provides independent search engine marketing services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click search advertising, web and search analytics, conversion optimisation and other SEM related services. Clients include the BBC, Dyson, Kodak, Monster.co.uk, Nationwide, Parcelforce, the Royal Mail, Toshiba, Yell.com and many other small and medium sized businesses.

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