Search Engine Optimisation (SEO)

Benefits to you and your employer:

Benefits to your employer:

Apply the learnings from this course and your website ranking and position will be boosted within the organic or natural search results pages of all the major UK and global search engines.

By the end of this one-day training course you will know how to:

• Maximise your return on investment (ROI)
• Increase the quantity and quality of visitors to your website via search engine optimisation (SEO)
• Improve the performance of your website
• Maximise your marketing return on investment (ROI) to meet your short-term online marketing objectives
• Ensure that growth in targeted traffic is sustained over the longer term

Benefits to you:

By demystifying search engine marketing and avoiding unnecessary jargon, this training course will show you how to get the most out of your search campaigns and budgets.

You will cover key search topics including:

• Keyword phrases
• Submitting to search engines and directories
• Importance of onsite and third party links
• How to measure your success

Who should attend:

The Search Engine Optimisation (SEO) course is designed for marketers involved in online marketing wanting to get the very best results for their search engine marketing budget.

This will include:

• Sales managers
• Marketing managers
• Online marketers
• Consultants

If you're looking for something more advanced, why not take a look at our Advanced Search Engine Optimisation (SEO) workshop?

Previous delegates include:

• Experience Control Manager (Red Letter Days Ltd)
• Marketing Membership Executive (The Caravan Club)
• Digital Project Manager (Digital Prophets Limited)
• Marketing Manager (SPS EU)

Outline programme

The Search Engine Optimisation (SEO) course is a one-day training course on best practice search engine marketing.

Two-day training course
Search Engine Optimisation (SEO) can be teamed up with our Pay Per Click Advertising course to form a two-day training course: Search Engine Marketing: SEO & PPC Integration.

Here is the programme outline for this course:

Why search engine optimisation is so important

• Introduction to search engines and how they work
• Overview of all major search ranking factors that boost rankings
• Latest developments of all major global and UK search engines

Identifying and using keyword phrases for SEO

• Why choosing the right keyword phrases is critical
• Understand the psychology of search behaviour and user journeys to identify target keywords
• Tools and techniques to identify high demand, profitable keywords
• Methods for uncovering your competitors’ keyword phrases

Getting your site indexed in search engines

• The importance of indexing content optimally in search engines
• How to help the search engines index your most important and most up-to-date content
• Understand what search engines need to fully index content in your website
• Overview of tools such as Google Webmaster Tools to help diagnose indexing problems
• Tactics to ensure all of your website assets (such as images, videos etc.) are indexed
• How technology such as iFrames, JavaScript and AJAX may impact indexing and what to do
• How to implement redirects correctly to ensure that your rankings do not suffer
• Case studies showing you poor indexing in search engines

Boosting your rankings in search engines

• Tactics to utilise high value, high demand target keyword phrases throughout your site
• How best practice website design/architecture and coding will help boost your SEO efforts
• Methods to avoid to ensure your website does not get penalised or banned
• Case studies showing you examples of good and bad on-page optimisation

Link building

• Overview of the importance of building high quality links to your website
• Understand the myths and misconceptions of Google PageRank
• Tools and best practice link building techniques
• How to use blogs and other social media as effective tools in your SEO arsenal

Other important issues

• The importance of a correctly configured web analytics solution such as Google Analytics
• Benchmarking of your competitors with an overview of available tools and techniques
• Overview of the pros and cons of outsourcing your SEO campaigns or keeping them inhouse
• Checklist to help you define a comprehensive SEO brief for your agency partners
• Checklist of all key considerations when launching a new website

Training course tutor

Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.

Mike is also one of the speakers for the IDM's Certificate in Digital Marketing and a training course tutor for the following courses:

• Complete Digital Marketing
• Google Analytics: Measurement and Insight
• Pay Per Click (PPC)
• Search Engine Marketing: SEO & PPC Integration

Delegate testimonials

"An excellent all-round grounding in the key to search engine marketing today."

Donald Pow, General Manager - Marketing, Allied Vehicles

"A thorough overview from the ground up - ideal for those wanting an idea of how SES/SEO works or for those with some experience wanting to expand their knowledge."

Nikki Burt, Web Analyst, Future Publishing

"Recommended to get started on the holy grail of SEO."

Gurpreet Singh, Director, Purple Orchard Limited

"I have always found IDM courses very well taught and highly relevant."

Stephanie Coleman, Corporate Marketing Manager, Canadean Ltd