Search Engine Optimisation (SEO) Course - Melbourne, Sydney, Brisbane and Perth
COURSE PROGRAM
1 – Where we are now
Quick history and explanation of Search Engine Marketing
- Explanation of Google best practice, their product aims and general direction
- Black, Grey and white hat – what do they mean
- Google’s major algorithm components - Hummingbird, Panda & Penguin, Rank Brain, Pidgeon etc.
- The relationship and distinct differences between paid search marketing and SEO
- An explanation of the latest updates
2 - Keywords
How to research, select and track the right phrases
- Identifying the best keywords to focus on for your product or service – thinking like your customer
- Key phrase research tools – a brief overview of free and paid online tools
- Intent vs informational search strings
- Building key phrase verticals - Long tail vs short trail and volume vs conversions
- Accurate tracking techniques – mobile vs desktop vs locality
3 - Website Structure
- How to perform a basic SEO onsite – Wordpress example
- Ensuring clean permalinks and URLs
- Meta Titles, Descriptions and their relation to page contextualisation
- Index procedures - controlling what Google sees and what it doesn’t
- An quick introduction to Yoast
- Understanding the role your domain history has in SEO
4 - Website Content
A guide to writing quality content for users and search engines
- How to use keywords in your content – density and headings
- Connecting your content with key phrase queries
- Layout and structure
- Rich content vs thin content
5 – Offsite
Allowing your website to breath and spread its wings
- Strategies for attracting back-links to your content
- Citations vs links
- No follow vs follow
- A brief introduction into backlink quality assessments
6 – Is it working?
How to assess your campaign’s performance accurately
- An introduction into Google Analytics and ‘organic traffic’
- Keyword tracking tools
- Understanding the dynamic nature of ranking positions - Mobile, Desktop, Voice, Text, Devices, IPs, Location etc
