SEARCH ENGINE OPTIMISATION
"Very enjoyable - the tutor has a relaxed and informed style - very
easy to ask questions. A very good, practical course."
Automobile
Association delegate
You already have a fantastic web site.
But how do you make sure
people find it?
There are a number of simple steps you can take to
ensure that your web site is ranked highly on the main search engines.
This is a practical course, with plenty of exercises throughout, ensuring that
you'll really be able to implement everything you learn.
Programme
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Which search engines and which directories are most important
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How people search
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How users formulate queries
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How users view SERPs (Search Engine Results Pages): 'The Golden
Triangle'/'F' pattern
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How search engines work
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Content and copywriting
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How to mine for keywords
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Where can we put those keywords?
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Competitor analysis
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Site design issues
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Creating a search engine friendly design
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Preventing problems with the engines
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Navigation issues - making sure a search engine can move around
easily
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Optimised coding
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Meta and other tags
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Search engine submission and registration
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Link building
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How link popularity works
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How to evaluate competitor sites
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Link acquisition tactics
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How to maximise existing links
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Using press releases
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Principles of link building - priorities for kudos / link
reputation
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PageRank and how it works
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Giving outbound links
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Building a strong online community: blogs, RSS and XML feeds
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Accurate tracking for ongoing success
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How to stay out of trouble with the search engines
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The black and white hat dichotomy
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Spamming, gateway and hallway pages
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Cloaking and hidden content
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Avoiding unnatural linking (e.g. link farms)
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The potential damage of associating with undesirable 'bad
neighbourhoods'
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What's on the horizon?
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Future innovations that could affect your ranking
Your tutorSue Davis has been a freelance web
consultant for more than ten years. She has advised organisations
including Channel 4 Television on editing for the web; designed web sites
for UNICEF, the BBC, Channel 4 and many other businesses and charities;
and presented TV programmes about the Internet for BBC2 (Computers Don't
Bite) and Sky TV (Download).
We also offer Writing and Editing for
the Web 1, Writing and Editing for the Web 2 and Web 2.0: Opportunities
and Threats.
Note that most of our open courses can also be run as
in company events.
