Pay attention at the back because our Birmingham-based SEO training courses are tailored to help you make the most of your internet marketing. This course provides business-focused expert SEO training in Birmingham and around the West Midlands. Delivered to you by Opace in Birmingham, we provide a range of practical workshop-based SEO, social media and internet marketing training courses for groups and on a 1:1 basis.
2. Agenda (Day 1)
SEO course objectives
Day 1
Background - business, marketing and SEO goals
Introduction to SEO
Google Panda, Penguin and Hummingbird changes
Google penalties
Review our bespoke keyword and marketing reports
SEO checklist
Keyword planning
Market research and competitor analysis
On-page SEO (optimisation of keywords, meta data, URLs and HTML tags)
Off-page SEO (do’s and don’ts of link building)
SEO and website copywriting
SEO strategy and action plans
SEO tools (basics)
3. Agenda (Day 2)
Day 2
Revisit day 1
Competitor research for link building
Recommended business directories
Social media, blogging and content marketing
Getting to grips with Google and Bing Webmaster Tools
301 redirects, canonical tags and duplicate content
Getting the most from Google Analytics
Things you can do to improve click-throughs and conversions
SEO plugins and best practice Joomla, WordPress or Magento (if applicable)
Social media best practices and tools (time permitting)
Questions and Answers
4. SEO course objectives
Understand the basics of SEO and best practice
Learn how to carry out competitor research and identify the right
keywords
Learn how to write for SEO and your audience
Learn how to apply on-page SEO techniques
Learn how to apply effective off-page SEO strategies
Learn how SEO and social media is changing and the future of search
Appreciate the impact of latest Google updates, including Panda, Penguin
and Hummingbird and how to avoid Google penalties
Implement tools to monitor and review the effectiveness of your SEO
Have a practical action plan for progressing the SEO in-house
6. Background
(understanding the company or organisation)
SEO, technical and marketing knowledge within the team
Amount of resource to support SEO
Previous SEO work carried out
Effectiveness of current SEO and marketing
Is there anything that that the search engines may not have liked
7. Business, marketing and SEO goals
Business vision and goals
USPs / competitive differentiators
SEO and marketing objectives
9. Introduction to SEO
It’s as simple as….
1. Keywords
2. Links
Or is it? SEO definitions and popular terms
Keywords
Links
Anchor text
Meta Data/Tags
ALT Tags
Nofollow
PageRank
Robots
Domain Authority
Canonical / 301 Redirect
…
10. Google Panda, Penguin and
Hummingbird changes
Overview of recent Google algorithm changes and why these
were rolled out:
Panda
Penguin
Hummingbird
11. Google Penalties
Why websites are being penalised
How do you know whether you’ve been penalised
What you can do to overcome a Google penalty
Link Audits, Removals and Disavow
16. Keyword planning
Keyword brainstorming and research
Get ideas - ask team, customers, prospects, friends and family…
Brainstorm ideas (there’s no right or wrong answer)
Research competitors (see next section)
Use the Google Keyword Planner Tool!
Deciding on the right keywords for each page
Do you have the right content to begin with
Prioritise keywords based on business/marketing objectives
Map keywords to pages and identify gaps within your content - pages,
sections, categories, products, etc.
18. Market research and
competitor analysis
How to do competitor analysis for SEO
How to spot what keywords they are optimising for (free tools)
look at competitor link anchor text - http://www.opensiteexplorer.org
get suggestions from Google based on competitor domain https://adwords.google.com/ko/KeywordPlanner/Home
review competitor traffic (although not always accurate)
http://www.semrush.com
http://www.alexa.com
get other ideas based on industry/niche http://www.wordstream.com/keyword-niche-finder
How to check competitor rankings for keywords – there are lots of tools to choose
from, some free, but to get all of the features you will most likely have to pay!
20. On-page SEO
(optimisation of keywords, meta data, URLs and HTML tags)
Keyword / HTML optimisation
URLs and meta data optimisation
Important HTML elements - headings, sub headings, image
ALT tags, links, and body text
Importance of blogging and content freshness
SEO copywriting (see following section)
21. Off-page SEO
(do’s and don’ts of link building)
How can you build high quality backlinks?
Content is king!
Guest blogging and content marketing
Visual content – video, images, infographics
Social media marketing and social sharing
Link baiting techniques
original content, ideas and research - anything interesting enough to
catch people's attention
ground breaking news (get there first)
quirky content which could go viral
don’t be scared to be controversial
22. Off-page SEO (2)
(do’s and don’ts of link building)
Things to avoid
Article and press directories
Poor quality business directories, which look like they’ve been built for SEO
Duplicating / spinning content and submitting to multiple sites
Over-linking content to your website
Over-use of anchor text in links – keep your links varied and natural!
Over-use of keywords in content (keyword stuffing)
Spammy blog/forum commenting
Buying links although we do appreciate there are cases where this might make
sense if these links deliver high quality targeted traffic to your site - just make
sure ANY link is set to nofollow to avoid a Google penalty
Link wheels, blog networks or anything that looks artificial
23. Off-page SEO (3)
(do’s and don’ts of link building)
The trick is to find high quality, relevant websites that have
good quality controls, then look for opportunities to gain
backlinks – it’s all about content!
24. SEO and website copywriting
Learn how to write for SEO but target your audience - and not
Google - with compelling ‘calls to action’ and engaging
content that users will read and share
Be mindful of keyword and keyword densities but don’t
obsess on them
http://tools.seobook.com/general/keyword-density
http://www.ranks.nl/cgibin/ranksnl/spider/spider.cgi?lang=
Consider what is a meaningful and appropriate amount of
content – look at a range of competitor’s content who rank
well for your keywords
25. Workshop:
Based on your keyword research:
a) write a well optimised page for your website; and
b) write an engaging blog post.
For each, define the meta data and look at competitors to gauge
how long the content should be
26. SEO strategy and action plans
Create a digital marketing strategy which integrates SEO with
your other online marketing activities (e.g. social media, PPC,
PR, blogging, etc.) and ensure these can all be tied back to the
business vision and goals
Ensure larger sized SEO / marketing teams are clear on their
individual roles and accountabilities - and ensure they are
working together, towards the strategy
Plan your SEO work each month – create action plans and set
targets with regards to activity
Monitor results, review effectiveness and revise the action
plans accordingly
27. Workshop:
Try to define a suitable monthly action plan
and clearly define any roles, responsibilities and
accountabilities within the team
28. SEO tools (basics)
Setting up Google and Bing Webmaster Tools
Creating XML sitemaps and submitting your site to search
engines
Creating robots.txt files
Monitoring your backlinks using Webmaster Tools
Setting up Google Analytics set up for SEO reporting / metrics
Rank tracking and performance monitoring (ROI)
29. Workshop:
Set up Google Webmaster Tools and Google
Analytics if you don’t already have accounts
32. Competitor research for link
building
Simply search for your competitor’s name in Google enclosed by
quotes e.g. “competitor x” and see where they are listed
See where your competitors are getting their backlinks from using
http://www.opensiteexplorer.org
There are lots of free and paid tools for checking backlinks
33. Recommended business
directories for link building
There are still some good quality free business directories but
there are also thousands that are low quality ‘designed for
SEO’ directories that should be avoided like the plague
Submitting your site to the high quality business directories
and social media sites will help, search, visibility and referrals
http://www.yell.com
https://plus.google.com
http://www.freeindex.co.uk
http://www.yelp.co.uk
http://www.citylocal.co.uk
http://www.crunchbase.com
…
34. Workshop:
Research competitor links using
www.opensiteexplorer.org. Look at Linking
Domains. Order by Domain Authority and identify
5 potential sites to acquire links from.
35. Social media, blogging and
content marketing
Refer to earlier section about dos and don'ts of link building
Types of content marketing
PR / news content (only use high quality moderated sites) –
http://uk.prweb.com is probably the best known. Of all the PR
providers they are usually the quickest to adopt changes in
Google policies and practices
Blogging – maintaining high quality blogs will be the simplest
thing you can do to aid your SEO.
Consider on-site blog vs. externally hosted blogs
Consider the options available - WordPress.com, Tumblr
and Blogger
36. Social media, blogging and
content marketing (2)
Social media – Google is favouring social signals (social votes) so get
active on social media. At very minimum reserve you social media
accounts and have a social sharing widget on your website
High quality Infographics – infographics are very popular right now.
If you can come up with visually appealing original content (the
quirkier or more fact based the better), then people will want to
share your content – each share equals a vote towards your SEO!
Video content – YouTube is considered as the no. 2 search engine by
many and there is no doubt that people engage better with video
than text. Video content also tends to rank very well in search
results providing it has been optimised properly
37. Workshop:
Create a content marketing ideas document identify ideas and topics for blogs, news/press,
infographics and videos. Consider how you would
share this content using social media.
38. Getting to grips with Google and
Bing Webmaster Tools
Monitor your messages through Webmaster Tools
Monitor errors and clean-up any technical issues highlighted
Watch out for manual actions (Google Penalties)
Ensure your sitemap is up-to-date and pages are getting
indexed properly
40. 301 redirects, canonical tags and
duplicate content
Duplicate content can happen for lots of reasons – glitch in your CMS,
website migration (copy+paste), outdated SEO practices, etc.
Be aware of the dangers of duplicate content and how to overcome them
301 redirects (htaccess)
Canonical tags
Robots (noindex)
301 redirect checker - http://www.redirect-checker.org
Duplicate content checkers
http://www.copyscape.com
http://www.webconfs.com/similar-page-checker.php
41. Getting the most from Google
Analytics
What does the data mean?
Visits
Bounce Rate
Time on site
Landing page
Keywords and issue with (not provided) data
Setting up goals
Tracking conversions/sales (for e-commerce sites)
Funnel visualisation
43. Things you can do to improve clickthroughs and conversions
Improving click-throughs from search results
Goolge+ and authorship - your photo in search results
Goolge+ publisher and company data
Rich snippets – reviews, ratings, videos, recipies and
products data for e-commerce (price, brand, quantity)
Improving conversions
KISS - "Keep it simple, stupid"
One page checkout – a MUST for e-commerce!
44. SEO plugins for Joomla, WordPress
or Magento (if applicable)
Magento
Rich snippets - http://www.magentocommerce.com/magentoconnect/rich-snippets-suite.html
SEO suite (option a) - http://www.magentocommerce.com/magentoconnect/seo-suite-ultimate.html
SEO suite (option b) - http://www.mageworx.com/seo-suite-ultimatevs-pro
SEO suite (option c) - http://mirasvit.com/magentoextensions/advanced-seo-suite.html
And much more… see
http://www.magentocommerce.com/magento-connect
46. SEO plugins for Joomla, WordPress
or Magento (if applicable)
Joomla
AceSEF - http://www.joomace.net/joomla-extensions/acesef-joomlaseo-sef-urls
sh404 - http://extensions.joomla.org/extensions/sitemanagement/sef/10134
And more… see http://extensions.joomla.org
Wordpress
All in One SEO Pack - http://wordpress.org/plugins/all-in-one-seo-pack
YOAST - http://wordpress.org/plugins/wordpress-seo
And more… see http://wordpress.org/plugins/
47. Social media best practices and
tools (time permitting)
Platforms
https://en-gb.facebook.com
https://twitter.com
www.youtube.com
https://www.pinterest.com
https://uk.linkedin.com
https://plus.google.com
http://instagram.com
Which platforms are right for you
48. Social media best practices and
tools (time permitting)
Uses of social media
Writing compelling content for social media
Frequency of updates and investment required
Generating engagement (likes, tweets, pins, comments, shares, +1s)
Tools for social media management and reporting
Using social media hand-in-hand with SEO