Search engine optimisation (seo)

Overview
Many organisations have well-designed and functional sites, but they do not always generate the revenue expected. This course will show you methods of potentially earning more revenue from your website, while providing visitors with a more rewarding online experience. Delegates will become more confident with internet marketing techniques and terminology.

Prerequisites
Delegates should have an understanding of internet technologies.

Course Content Introduction

• The difference between spiders and directories
• The difference between SEO and PPC
• Who's who - identifying key search engines

How Search Works

• Boolean logic and advanced search techniques
• How are you doing now?
• How do spiders see your pages
• How spiders index pages
• Factors affecting search results

Spider Killers

• Server administration issues
• Working with scripts
• Working with frames and tables
• Avoid spider spamming and keyword stuffing
• Doorway/gateway pages

Constructing Engine Friendly Pages

• Structured mark up
• Instructions for robots
• Optimising metadata
• Optimising title syntax
• Identifying suitable landing pages
• Using structural tags
• Building reciprocal links

Key Word Research

• Coming up with a master list
• Using key word suggestion tools
• How do I know which words my customers are actually using?
• Can I minimise the competition for my keywords
• Implementing keywords into content and page structure
• Which words should I use for SEO and which for PPC

Buying Your Way In

• Using link builders
• Identifying who's who in the paid world
• Paying for inclusion
• Paid placement listings
• Pay per click

Defining A Plan For Your Organisation

• Setting and attaining objectives
• Planning a strategy
• When and what to register
• Deciding on a schedule for updates
• Performing spot checks
• Monitoring your web stats - checking web logs for evidence of crawlers
• Maintaining your position
• Using SEO software

Questions and answers