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Corporate

Search Engine Optimisation

Corporate 60 hours

Introduction

This course Search Engine Optimisation offers specialised training to improve a website’s visibility and ranking in search engine results, such as Google, Bing and Yahoo. The main aim of SEO is to increase the amount and the quality from the organic traffic (unpaid) amounting to website via search results pages. Search engine optimisation involves a series of techniques y strategies which are applied both on the website itself (on-page SEO) and off it (off-page SEO) with the aim of achieving a better ranking on search engine results pages. Search engine optimisation is essential for increasing online visibility and attracting high-quality organic traffic to a website.

Objectives

  1. Increase the visibility online.

  2. Improving the credibility and authority.

  3. Optimise the user experience.

  4. Increase the competitiveness.

Table of Contents

TEACHING UNIT 1. INTRODUCTION

  1. General concepts relating to SEO.
    1. - What are we talking about when we talk?
    2. - Why Google?
    3. - What is SEO?
    4. - Website. General considerations.
    5. - Is our website indexed?
  2. Search engines: how they work and their algorithms.
    1. - Tools to help you find out whether your site is indexed and how it is indexed.
    2. - How Google sees our website.
    3. - Tools.
    4. - What happens when there are problems.
    5. - Webmaster Tools.
    6. - Google algorithm: PageRank I.
    7. - Google algorithms: PageRank and TrustyRank II.
    8. - Google’s algorithms: PageRank and TrustyRank III.
  3. Practical content
    1. - Reading on SEO
    2. - Analysis of the importance of a business’s ranking on general search engines

TEACHING UNIT 2. ON-SITE FACTORS.

  1. Keyword selection.
  2. "On-page" factors. On-page.
  3. "On-server" factors. On server.
  4. Content creation.
  5. Black Hat SEO: SEO practices that may result in penalties.
  6. Practical content .
    1. - An overview of the on-site factors that influence our website’s ranking amongst the top results on search engines.
    2. - Selecting keywords with the aim of creating a website that appears at the top of search engine rankings.

TEACHING UNIT 3. OFF-SITE FACTORS.

  1. Link building and kinkbaiting.
  2. Web Analytics.
  3. Google’s algorithm, PageRank and TrustRank.
  4. Good and bad practices.
  5. Practical content.
    1. - An overview of the concepts of link building and link baiting.
    2. - Google’s search algorithm, PageRank and TrustRank.
    3. - Identification of good and bad practices relating to off-site factors.

TEACHING UNIT 4. OBJECTIVES.

  1. Introduction.
  2. Success stories.
  3. Real-life cases.
  4. Practical content.
    1. - Understanding the importance of setting the objectives you wish to achieve through search engine optimisation.
    2. - Analyse a successful SEO case study that has set a trend.
    3. - Discussion on the steps to take to optimise a website’s search engine ranking.

TEACHING UNIT 5. STRATEGY AND METHODOLOGY. CONCLUSIONS AND FOLLOW-UP.

  1. What.
  2. Why?.
  3. How.
  4. Who.
  5. Where.
  6. How much.
  7. Conclusions.
  8. Practical content.
    1. - Identification of the most appropriate strategies and methodologies for achieving effective search engine optimisation.

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