SEO (Search Engine Optimisation)

Overview:

Web site visibility, the ease with which potential customers or visitors can find a web site amongst a

myriad of competitors, is a crucial factor in a sites success. Web visibility is not merely a question of

search engine optimisation (SEO), there is a great deal more to it than that, as Aspect Training's SEO

Search Engine Optimisation training course demonstrates.

Search engines make the most money when they direct users to web pages which are of real interest

to those users, i.e. search engine owners have a vested interest in reducing the rank of people who

exploit chinks in their algorithms, and no interest in ranking entire sites per se.

This SEO training course employs a wide conception of search engine optimisation; one premised on

giving both end-users and search engine owners what they really want, i.e. web pages that provide

useful information about the things they are searching for (not otherwise empty pages stuffed with

keywords and phrases).

Many organisations have well-designed and functional sites, but they do not always generate the

revenue expected. Aspect Training's SEO Search Engine Optimisation training course will show you

methods of potentially earning more revenue from your website, while providing visitors with a

more rewarding online experience. Delegates will become more confident with internet marketing

techniques and terminology.

Prerequisites:

Delegates should have an understanding of internet technologies.

Course Topics:

Introduction to SEO

The Definition of Search Engine Compatibility

What is Search Engine Optimisation?

The Value of Search Engine Optimisation

The ROI from Search Engine Optimisation

Why Aren't More Companies Using SEO?

Elements Impacting Search Compatibility

The TITLE Element

The META Description Tag

The META Keywords Tag

The Alt IMG Attribute

Text Links

Keyword-Rich Body Text

Search Engine Basics

Search Engines and Directories

Important Search Engines and Directories

Paid Submission and Pay For Performance

Search Engines

How Search Engines Index Pages

How Search Engines Rank Pages

Google Page Rank

Web Site Relevancy Factors

Algorithm Chasing is for the Birds

SEO Requirements Gathering

Before You Start

How Search Engine-Compatible is the Site

Currently?

Requirements Gathering

Keyword Research

What is Keyword Research?

Why is Keyword Research So Important?

Before You Start

Title and META Tag Creation

The TITLE Element

The META Description Tag

The META Keywords Tag

Create Your Own

Tailored TITLE and META Tags

Unsupported Characters

SEO Copywriting

Text Heavy Home Page

Keyword-Rich Text

SEO Copywriting

Speak to Your Audience

Use Easy to Understand Language

Build Your Copy Around Your Keywords

Keyword Integration

SEO Integration

Putting it All Together

Target Keyword Phrases

Optimised TITLE Tag

Optimised META Description Tag

Optimised META Keywords Tag

Optimising an Un-Optimised Page

Integrating Optimised Title and META Tags

Integrating Optimised ALT IMG Attributes

Optimising Page Text

Integrating a Call to Action

Search Engine and Directory Submission

Before You Begin

Pre-Submission Checklist

Site Submission Spreadsheet

Rules of Submission

Submitting to Directories

Submitting to the Yahoo! Directory

Submitting to Open Directory

Paid Submissions

Lists of Other Search Engines and Directories

Search Engine Spam

The Definition of Search Engine Spam

Examples of Search Engine Spam

"Black Hat" vs. "White Hat" Search Engine

Optimisation

Why Spam is Unnecessary

SEM Industry Standards

Search Engine Guidelines

How to Report Spam

How to Avoid Spamming the Search Engines

Build Sites for Visitors Rather than Search

Engines

SEO Reporting and Conversions

Measuring SEO Success

Track your site's search engine rankings

Track the amount of traffic your site is

receiving

Track the number of returning visitors to your

site

Track the number of sales / conversions your

site receives

Track the link popularity of your site