Advanced SEO Training Course

• Summary of the UK search market
• What is search engine optimisation?
• How major search engines rank websites
• The top 5 search engine ranking factors
• How to interpret the search engine results
• Overview of the processes and concepts behind search engine optimisation
• What to expect from an SEO campaign
• Principles and importance of the Google Page Rank system
• Important developments in major search engines
• How search engines detect and handle spam
• Top SEO myths revealed
• Common SEO mistakes
• What is Black Hat SEO?
• Setting realistic goals and timescales for SEO campaigns

Web Design for SEO

• Creating a search engine friendly website
• Understanding website usability and accessibility
• SEO hindrances - Frames, Flash, JavaScript navigation systems, poor internal linking etc
• Identifying areas for improvement (includes SEO review of existing site/s)
• Improving content quality
• Improving conversion with good page layout
• How to emphasise your unique selling points
• Website code standards compliance
• The importance of website load times to search engine ranking (new)
• Finding broken links
• Avoiding domain canonicalisation and duplicate domains

Content SEO Techniques

• Best keyword research and selection tools
• Competitor keyword research tactics
• Adding niche industry terms into your search engine optimisation strategy
• Understanding search volumes ('Broad' versus 'Exact' keyword match)
• Checking keyword competition
• Long tail keywords - what they are and how to select and use them
• The relative importance of Meta tags, titles, headings (H1 - H6 tags) and body text
• Improving SEO by using background images with text overlay
• Correct use of image ALT tags
• SEO copywriting techniques
• Identifying underexploited niches for developing new content
• Improving page focus
• Effective use of internal text links
• How to manage page redirects and avoid 404 errors
• Duplicate content, the problems it causes and how to spot it
• Benefits and limitations of Content Management Systems

Google Webmaster Tools & Analytics

• Understanding Google Webmaster Guidelines
• Overview of Google Webmaster Tools and functionality
• Google sitemaps, how to create and submit an XML sitemap
• Website geographic targeting
• Using Google Analytics
• Carrying out a simple website 'health check' using Google Analytics
• How Google Analytics can fine tune your SEO and PPC campaigns
• Understanding your website traffic sources
• Utilising the Google Toolbar

Search Engine Marketing (SEM)

• Top search engine ranking factors
• Assessing keyword ranking changes
• Web Server and hosting considerations
• Best SEM techniques for new domains

Google SEO Tips

• Overcoming Google indexing problems
• How to utilise Google Places and Local Search
• How online citations benefit Google Local listings
• Utilising Google Advanced Search Operators to find potential link partners
• Removing unwanted content from the Google index

Off-Site Optimisation Techniques

• Advanced link building techniques
• How to run a successful link building campaign
• How to make 'link approaches' avoiding common pitfalls
• Researching your competitors for link opportunities using free tools
• The benefits of Mozilla Firefox SEO / SEM Add-Ons
• Best methods for acquiring quality links
• Utilising Google Advanced Search techniques to find link opportunities
• Paid links and Google's Webmaster Guidelines
• What is anchor text?
• Benefits of sensible anchor text optimisation
• How to identify a quality link versus a bad link
• How to check a page is Google indexed
• What is deep linking and what benefits does it offer?
• Link management techniques

Web Marketing Tips

• Identifying good versus bad web directories
• How to manage web directory submissions
• How much to pay for web directory listings
• Writing articles and making article submissions
• PR sites for press releases
• Video marketing introduction
• What is link bait?
• Ethical use of do-follow forums
• Blogging and blogs
• Encouraging Social Media references and becoming part of the Social Networking revolution
• How to set up a LinkedIn company profile
• How to set up a Facebook company profile

Avoiding a Google Penalty

• What are bad neighbourhoods?
• Identifying link farms and link networks
• What is link spam?
• Known triggers for Google penalties
• Hidden text and content
• Keyword stuffing
• Recent Google anti-spam measures

SEO Latest Developments

• Overview of the Google Panda update and how to avoid traffic loss
• The best free SEO tools
• Google +1 (Plus One)
• Where to seek SEO advice and help

SEO Campaign Planning

• Setting SEO priorities
• identifying 'quick wins' for improved keyword ranking