Search Engine Optimisation Essentials Sydney:
$595
SEO Course Description
Is your web site compatible with search engines? Or are aspects of the design and content sabotaging its ability to be found by your target audience? Come along to our Search Engine Optimisation (SEO) workshop and learn how you can implement techniques to boost your site’s ranking in Google, Yahoo and other global search engines.
This course is not a lecture, but a hands-on class, where you get the opportunity to optimise elements of your own website, while learning best practises.
Who Should Attend
- — Marketing executives entrusted with the responsibility of promoting their company’s or clients’ web sites.
- — Webmasters wanting to increase traffic to their web sites via search engines.
- — Small business owners wanting to learn how to promote their web sites on the search engines.
- — Owners of e-commerce sites that want to increase their site’s visitor to customer conversion ratios.
- — Web site designers wanting to offer search engine marketing services to their clients.
Prerequisite
Participants should have good computer skills, and preferably experience or understanding of how web browsers work. Students receive a pdf prior to the course which gives a brief background to basic HTML and fundamental Search Engine Optimisation terminology.
Course Topics
During the introductory 1 day SEO course, the following topics are covered:
- — Analyse your existing site for Search Engine compatibility
- — Create effective page Title Tags
- — Create an effective and optimised META Description Tag
- — Research and select appropriate keywords to target
- — Integrate search keywords within your web site copy
- — Optimise each page of your web site step by step
- — Overview of important search engines and directories
- — Submit your site to important crawler-based search engines and directories
- — Overview of what search engines consider to be “spam”
- — Design elements to avoid to ensure your site is search engine compatible
- — How to use the most powerful tools on the net to help with the optimisation process
- — Understanding SEO terminology, such as: SERP's, spiders, keywords, spamdexing / keyword stuffing, robots
SEO Course Outline
Introduction to SEO
- The Definition of Search Engine Compatibility
- The Value of Search Engine Optimisation
- The ROI from Search Engine Optimisation
- Why aren’t More Companies Using SEO?
- Web Site Elements Impacting Search Compatibility
- The TITLE Element
- The META Description Tag
- The Alt IMG Attribute
- Text Links
Search Engine Fundamentals
- Search Engines and Directories
- Robots & Spiders
- Important Directories: Yahoo, DMOZ, about.com, aol.com, looksmart.com
- Important Search Engines: google.com, www.live.com, alltheweb.com, hotbot.com
- What is a meta-engine?
- Regional optimisation
- Paid Submission and Pay For Performance Search Engines
- Who Owns Who?
- How Search Engines Index Pages
- How Search Engines Rank Pages
- Google Page Rank
- Web Site Relevancy Factors
SEO - Positive Factors
- Relevant Tags
- Page & Image Filenames
- Keyword Rich Body Text
- Incoming Text Links
- Age of Site/ Domain
- Dedicated IP Address
- Domain History
- W3C Validated Code
- Amount of Traffic
- Repeat Visitors
- Time Visitors Spend on Page
- Word Stemming
SEO Negative Factors
- Over Optimising
- Use of Spam Techniques
- Very Long URLs
- Falsified Domain Info
- Overly Hyphenated Domains
- Query Strings with URL
- Invalid HTML Code
- Broken Links
- Frames & Framesets
- Graphical Navigation Menus
- Pages with Low Traffic
- Content Buried Too Deep
- Excessive Keyword Repetition
- Stop Characters
SEO Requirements Gathering
- How Search Engine-Compatible is the Site Currently?
- Analyse HTML Design, Tags, Page Load Time etc
- Technology used to Build the Site, Page - Extensions, Database Driven?, HTML Sitemap
- Current Link Popularity and PageRank
SEO Requirements Gathering (cont)
- Geographical Target Markets
- Demographic Target Markets
- Major Online Competitors
- Is the Site Accessible?
Keyword Research
- What is Keyword Research?
- The Seed List
- Qualifying Terms
- Why is Keyword Research so Important?
- Keyword Research Tools eg Wordtracker. Keyword Discovery, Google Adwords Keyword Tool
- Keyword Popularity
- Landing Pages
SEO Copywriting
- Text Heavy Home Page
- Keyword Rich Text
- Build Your Copy around Your Keywords
- Keyword Integration
- Language & Concepts
- Include Calls to Action
- Consider Your Visitors
- Text Links vs Graphics Links
SEO Integration
- Target Keyword Phrases CORRECTLY
- Optimised TITLE Tag
- Optimised META Description Tag
- Optimised META Keywords Tag
- Optimising a non optimised Page
- Integrating Optimised Title and META Tags
- Integrating Optimised ALT IMG Attributes
- Optimising Page Text
- Integrating a Call to Action
Search Engine and Directory Submission
- Pre-Submission Checklist
- Site Submission Spreadsheet
- Rules of Submission
- Submitting to Directories
- Submitting to the Yahoo! & Open Directory
- Paid Submissions
- Lists of Other Search Engines and Directories
Search Engine Spam
- The Definition of Search Engine Spam
- Examples of Search Engine Spam
- “Black Hat” vs. “White Hat” Search Engine Optimisation
- Why Spam is Unnecessary
- SEM Industry Standards
- Search Engine Guidelines
- How to Avoid Spamming the Search Engines
- Build Sites for Visitors Rather than Search Engines
Other SEO COURSES
Search Engine Optimisation
Advanced 1 day $595
* Book into the Essentials and Advanced courses and receive a $100 discount
