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Further Details

Course Overview Day 1 - Session 1 Introductions & agenda Search Engine Marketing (SEM) The power of search Organic search (SEO) versus paid search (PPC) Crawling search engines & how they work Meta search engines Web directories Which search engines to focus on? What is Search Engine Optimisation (SEO) The find, read, crawl, index and rank of SEO Session 2 The find, read, crawl, index and rank of SEO and your website Dealing with dynamic & database-driven sites Dealing with images, Frames, iframes JavaScript, & AJAX Session 3 On-site ranking factors including Title tags, Meta tags & content On-site ranking factors including domains, sub-domains & URLs On-site ranking factors such internal links, anchor text, sitemaps and Google Webmaster Tools Off-site ranking factors & inbound links Google Page Rank Session 4 Planning & implementing your SEO strategy Measuring SEO with position checking Measuring SEO with Google Analytics Researching keywords Planning, prioritising & implementing on-site changes Planning, prioritising & implementing off-site link building Understanding Search engine penalties Day 2 - Session 1 Introductions & agenda What is Search Engine Optimisation (SEO) The find, read, crawl, index and rank of SEO Session 2 Website architecture Domain & sub-domain structures & configurations URLs & redirection Examining HTTP streams Browsers as SEO tools Firefox SEO tools More SEO tools URL rewriting Transitioning websites & maintaining rankings Session 3 Understanding Spam Duplication Doorway pages Cloaking Keyword stuffing Understanding & combating penalties Understanding & combating exclusion Session 4 Advanced link building One-way link building Reciprocal link building Directory submissions Online press releases Social media press releases Social networking Article submissions Link baiting Day 3 - Session 1 Accessing Google Analytics (GA) What’s possible with Web Analytics What’s possible with GA User administration Account & Profiles Session 2 Basic filter administration Google Analytics visitor measurement methodology Visitors, visits & Absolute Unique Visitors New visitors & returning visitors The Bounce rate Page Impressions & Unique Page Impressions Clicks & Visit discrepancies Session 3 Calendars, timelines & date range comparisons Using graphs to identify trends & problems Your website’s visitors Using custom segmentation with GA Your website’s domain & GA Session 4 Your traffic sources The nature of direct, organic, PPC and referral traffic Tracking & Integrating GA with Google Adwords Tracking other online marketing campaigns such as Yahoo!, MSN and e-mails with GA Tracking off-line marketing campaigns such magazine & billboard advertising Session 5 Your website’s content Your visitors’ paths through content Creating & analysing goals & funnels The site overlay as a usability tool Session 6 Your site & E-commerce Using E-commerce on non E-commerce sites Your site and on-site behaviour Day 4 - Session 1 Accessing Google Adwords Enabling & disabling user access The My Client Centre Session 2 Understanding Account, Campaign & Adgroup structure Using Dynamic Keyword Insertion Using keyword based landing pages Using ad based landing pages Detailed keyword research techniques Session 3 Creating compelling ad copy A/B testing ad copy The Google Adwords Quality Score Session 4 Integrating Google Analytics into Google Adwords Understanding Auto-tagging The Adwords Editor

Guide price

£1250