Search Engine Optimisation

Course Outline

Led by established SEO expert Gavin Walker from Optillion Ltd, this course concerned with strategies and techniques used in optimising websites for primary positions in search engine for free. You will develop an advanced understanding of SEO strategies and practical techniques, focusing on the preparation and action planning necessary for your site to achieve a top position. This is a rare opportunity to spend time with an SEO expert focusing on your own website whilst building university qualification credits, all at a fraction of the usual course prices in this field.

• Learn how to get to and sustain positions in Google
• Learn insider tips and tricks used to position sites in search engines
• Plan and begin to implement your own strategy to achieve top positions for your site
• Build your own university qualification incorporating SEO

Delegates can also gain professional qualification credits towards a 60 credit University Certificate of Professional Development or degree from De Montfort University.

This module is worth 10 UCPD credits.

Overview

The course covers the following areas :

• Explore advanced operation of organic (free) search engines
  • Spidering, indexing, information storage and retrieval
  • Ranking and PageRank algorithms and reference to patent issues
• Understand Google search engine decision making process and operation
  • Advanced Google operators, algorithms, moderators and filters
  • Issues of main and supplemental search indices
• Select and analyse search engine keyword choices
  • Principles and human behaviour of keyword selection
  • Tools and techniques to assist in predicting behaviour and defining keywords
• Off-page and site-wide SEO techniques optimisation
  • Code Optimisation and standards compliance
  • Semantic web and website accessibility
  • Site architecture issues and data organisation
  • Reorganising and repurposing content
• Planning in-bound linkage
  • In-bound linkage and collaboration
  • developing partnerships and relationships
• Look at black hat and white techniques
  • Common black hat and white hat techniques
  • Consequences of use of grey techniques
• Metrics and monitoring
  • Tools to monitor website performance, traffic and rankings
  • Using Google Webmaster Tools and Analytics
  • Developing an SEO Plan
• Review of a website, link profile and its rankings
• Key phrase analysis and selection, detailing the methodology used
• Detailed page optimisation plan for the site and site structure and link building plan creation

Who is it aimed at?

This course is aimed at entrepreneurs, web designers, developers and all others wanting to expand their skills and understanding of Search Marketing and SEO to an intermediate and advanced level.

Entry requirements

The course is a mix of concepts, techniques and practical. It is not entirely techical in nature, however some previous experience in optimising sites for search engines or attendance of the eMarketing & Persuasive Content Development course which incorporates basic SEO, are recommended in order to fully benefit from this course. For anyone not meeting these entry criteria, an Intro to Search Engine Optimisation course will be available Q3 2008.

Delivery method

The course is a 3 day fully trainer led course. To help reduce the effect on your business of losing a member of staff for 3 days, this course runs 1 day a week over 3 weeks. Delegates then have the time needed to absorb and implement the information gained during these intensive training days.

Related links

• eMarketing & SEO Essentials
• Social Media Web Marketing

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