Improve website discoverability

Learn the basics of on page, off site and technical SEO.

SEO is a very broad subject that digital marketers will all have had some experience of, in one way or another. This course will reset your preconceptions of SEO, and talk you through the different areas from the start. You'll start to appreciate everything taking place behind the scenes (or screens!) in a search engine, so that you can effectively implement strategy and best practice techniques. By the end of the course, you will be equipped with all you need to start improving website discoverability in search engines.
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Course curriculum

  • 1

    Introduction to the course

    • Introduction to SEO

    • Organic results

    • The importance of SEO

    • SEO Goals

    • Exercise - User Intent

    • SEO Tools

    • Course Overview
  • 2

    2) How Search Engines Work

    • Primary Functions of Search Engines

    • Crawling

    • Robots.txt

    • Helping spiders crawl your site

    • Troubleshooting missing pages

    • 301 Redirects

    • Indexing

    • Exercise - Check your indexed pages

    • Telling SERPs how to index your site

    • Ranking

    • The evolution of Search and SERP features

    • Local SEO

    • Personalisation

    • Summary
  • 3

    3. Ranking and Ranking Factors

    • What search engines want

    • Links and SEO

    • Content and SEO

    • Engagement Metrics

    • Ranking Factors

    • Ranking Factors (II)
  • 4

    4. Keywords

    • The importance of Keywords

    • Using Keywords

    • Keyword Research

    • Choosing suitable keywords

    • Your Keyword Research Document

    • Download - Keyword Research Template

    • Google Keyword Planner

    • Google Trends

    • Answer the Public

    • Also Asked

    • Moz Keyword Explorer

    • Keyword Implementation Best Practice

    • Exercise - Keyword Research
  • 5

    5. On-page optimisation

    • Introduction

    • Header Tags

    • Internal Links

    • Image optimisation

    • Formatting

    • Titles and Meta Descriptions

    • URL Structure
  • 6

    6. Technical SEO

    • Introduction

    • Specify a Preferred Domain

    • Navigation and Site Structure

    • Implement Structured Data Markup

    • Exercise - Structured Data

    • Canonical URLs

    • Optimise 404 Page

    • Optimise Robots.txt

    • XML Sitemap Optimisation

    • SSL and HTTPS

    • Website Speed

    • Mobile Friendliness

    • Exercise - Check the mobile friendliness of your website

    • Google Search Console
  • 7

    7. Offpage SEO

    • Introduction

    • Link Building

    • Brand Mentions

    • Social Media Marketing
  • 8

    8. The SEO methodology

    • Introduction

    • Research

    • Audit

    • Optimise

    • Amplify

    • Iterate
  • 9

    9. Final Activity

    • Final Activity - Website Review and Audit

    • Final Activity - Website Review and Audit
  • 10

    Congratulations

    • Congratulations

    • Congratulations

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