Overview
This course helps participants understand the importance of SEO and its need to produce a great site, with great content. It imparts the essential skills for conducting a successful SEO audit while also teaching about reliable tools and techniques that participants can use. The course aims to help participants pivot their old marketing ideas to align with the new reality of search engine optimization, while monitoring bad practices; and coordinate initiatives across their organization to improve search exposure.
What You'll Learn
- History of search engines
- What is Search Engine Optimization, what it isn’t and where it is headed
- How to perform a SEO site audit
- Tools one can rely on for information – how and why
- How to put together a timeline for estimated results
- How to pick the right keywords for the business and industry
- How to attract high quality and authoritative backlinks
- Importance of becoming an industry thought-leader
- How to see what the competition is doing online
- Tools and services to make life easier
Curriculum
- History of SEO
- Google vs. everyone else
- Where is your site
- On-site factors
- Off-site factors
- Social factors
- Personalization
- Assessing what’s working and what’s not
- Where are conversions coming from and why
- What parts of your site are dead
- Activity: Tools for assessing current situation
- Activity: Deciding what are good key performance indicators
- Activity: Ranking with and without personalization
- Choosing KPIs
- Ranking position is a poor KPI
- What is achievable when
- Business goals
- Traffic
- How to estimate traffic for keywords
- Good traffic vs. bad traffic
- Ranking
- Personalization
- What happens when you rank higher
- Pros and cons
- Reputation
- How to protect the brand online
- Buzz
- How to keep the brand active on the web
- Who are your real life competitors vs. online competitors
- What to compare
- When to attack and when to stay put
- Activity: How to find online competitors
- Rent vs. Own
- Attracting the right kind of traffic
- Head vs. long tail traffic
- Viral Traffic
- Activity: Figuring out the traffic strategy
- How Google views keywords
- Estimating traffic
- Estimating competitiveness
- Choosing keywords
- Short term vs. Long term keywords
- Keyword strategy
- Activity: Picking the right keywords
- Every page a King
- Evergreen content
- Content lifecycle
- Data based decisions
- Why “Visitors” isn’t a KPI
- Conversion Funnel
- Tracking events
- Activity: Finding the right analytics
- Social signals
- Engagement as a signal
- Google+
- Activity: Choosing social strategies by outcome and not by platform
- Perception is reality
- Your employees are your business
- Staying in control of the SERPs
- Crisis plan
- Activity: Google yourself, your brand and your executives
Who should attend
The course is highly recommended for –
- Interactive directors
- Marketing managers and specialists
- CMOs, VPs, Directors
- Brand managers
- Product managers
- Account executives
- Creative directors
- Art directors
- Copywriters
- Web designers
- Web developers
- Programmers
- Small business owners
Prerequisites
Participants need to have a basic understanding of online marketing and HTML.
