Advanced Search Engine Optimisation

Objectives

Using accepted techniques and technologies to give your website the highest rankings in Search Engines. This course will enable you to optimise your website for Search Engines using advanced valid and proven techniques which adhere to Best Practice


Pre-requisites:

Experience with Search Engine Optimisation


Course Includes:

A comprehensive set of reference notes covering course topics, follow-up telephone support and, for training on Transmedia premises, lunch and refreshments.


Course Outline


Creating and Using Sitemaps


- Google Sitemaps
- ROR Sitemaps
- Creating Sitemaps using specialised tools
- Syndicating Articles that Link to Your Sitemap



Developing a link building strategy


- Generating inbound traffic
- Translating Your Website Into Other Languages
- Localisation and getting found in Local Search
- Understanding "Link Bait"
- Link Bait and Viral Marketing on the Web - creating content many people will want to link to naturally



Using Social Media


- Building An Online Network and Reputation
- Using Digg, Del.icio.us , Netscape and others to generate traffic



Link Analysis


- Link Popularity and Page Rank
- Trust Rank and Authority
- Other Link Analysis Algorithms
- Search Engine Operators



Keywords


- Choosing Keyword Phrases that Convert
- Analysing your site and competitors' sites using keyword density analysis
- Understand link reputation and how to increase link popularity










On-page site-wide SEO techniques for
optimisation


- Optimising the site and site structure
- Code Optimisation and standards compliance
- Site architecture issues and data organisation
- Semantic web and website accessibility
- Reorganising and repurposing content
- Avoiding duplicate content penalties



Advanced SEO Copywriting


- Making text scannable
- Targeting Keywords
- Latent Semantic Indexing
- Adjusting keyword density



Advanced technical SEO tools


- Using a robots.txt file
- Robots meta tag
- URL rewriting



The 'Big Picture'


- Understanding trends in web use, search, and where the web is going



Improving the user experience


- Determining Visitor Behaviour Patterns
- Understanding how people engage with websites using Eyetracker research
- Using clicktrails and heatmaps to plan and improve your site layout
- Understanding and planning 'linear path' improvement
- Planning Web2.0 oriented site and content