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Agenda (Day 1)



SEO course objectives
Day 1
 Background - business, marketing and SEO goals
 Introduction to SEO
 G...
Agenda (Day 2)


Day 2
 Revisit day 1
 Competitor research for link building
 Recommended business directories
 Socia...
SEO course objectives
 Understand the basics of SEO and best practice
 Learn how to carry out competitor research and id...
Day 1
Background
(understanding the company or organisation)






SEO, technical and marketing knowledge within the team
A...
Business, marketing and SEO goals
 Business vision and goals
 USPs / competitive differentiators
 SEO and marketing obj...
Workshop:
Define goals & USPs related to SEO
Introduction to SEO






It’s as simple as….
1. Keywords
2. Links
Or is it? SEO definitions and popular terms
 Keywor...
Google Panda, Penguin and
Hummingbird changes
 Overview of recent Google algorithm changes and why these
were rolled out:...
Google Penalties





Why websites are being penalised
How do you know whether you’ve been penalised
What you can do t...
Workshop:
Look over Google Analytics and
Webmaster Tools data
Keyword & Marketing Reports
 Run through our bespoke keyword and marketing reports and
how to interpret the data
SEO checklist and review
 Explanation of our SEO checklist and how to use it
Workshop:
Audit website according to checklist
Keyword planning
 Keyword brainstorming and research
 Get ideas - ask team, customers, prospects, friends and family…
 ...
Workshop:
Brainstorm keywords and try mapping
to pages on your website
Market research and
competitor analysis





How to do competitor analysis for SEO
How to spot what keywords they are o...
Workshop:
Try to identify new keywords based on
competitor research
On-page SEO
(optimisation of keywords, meta data, URLs and HTML tags)
 Keyword / HTML optimisation
 URLs and meta data o...
Off-page SEO
(do’s and don’ts of link building)
 How can you build high quality backlinks?
 Content is king!
 Guest blo...
Off-page SEO (2)
(do’s and don’ts of link building)


Things to avoid
 Article and press directories
 Poor quality busi...
Off-page SEO (3)
(do’s and don’ts of link building)
 The trick is to find high quality, relevant websites that have
good ...
SEO and website copywriting
 Learn how to write for SEO but target your audience - and not
Google - with compelling ‘call...
Workshop:
Based on your keyword research:
a) write a well optimised page for your website; and
b) write an engaging blog p...
SEO strategy and action plans
 Create a digital marketing strategy which integrates SEO with
your other online marketing ...
Workshop:
Try to define a suitable monthly action plan
and clearly define any roles, responsibilities and
accountabilities...
SEO tools (basics)
 Setting up Google and Bing Webmaster Tools
 Creating XML sitemaps and submitting your site to search...
Workshop:
Set up Google Webmaster Tools and Google
Analytics if you don’t already have accounts
Day 2
Revisit day 1
any questions?
Competitor research for link
building
 Simply search for your competitor’s name in Google enclosed by
quotes e.g. “compet...
Recommended business
directories for link building
 There are still some good quality free business directories but
there...
Workshop:
Research competitor links using
www.opensiteexplorer.org. Look at Linking
Domains. Order by Domain Authority and...
Social media, blogging and
content marketing
 Refer to earlier section about dos and don'ts of link building
 Types of c...
Social media, blogging and
content marketing (2)
 Social media – Google is favouring social signals (social votes) so get...
Workshop:
Create a content marketing ideas document identify ideas and topics for blogs, news/press,
infographics and vide...
Getting to grips with Google and
Bing Webmaster Tools





Monitor your messages through Webmaster Tools
Monitor error...
Workshop:
Review your Google Webmaster Tools account
301 redirects, canonical tags and
duplicate content
 Duplicate content can happen for lots of reasons – glitch in your CM...
Getting the most from Google
Analytics
 What does the data mean?






Visits
Bounce Rate
Time on site
Landing page
...
Workshop:
Review your Google Analytics account
Things you can do to improve clickthroughs and conversions
 Improving click-throughs from search results
 Goolge+ and au...
SEO plugins for Joomla, WordPress
or Magento (if applicable)
 Magento
 Rich snippets - http://www.magentocommerce.com/ma...
Workshop:
Identify ways to potentially improve click-throughs
and conversions
SEO plugins for Joomla, WordPress
or Magento (if applicable)
 Joomla
 AceSEF - http://www.joomace.net/joomla-extensions/...
Social media best practices and
tools (time permitting)
 Platforms








https://en-gb.facebook.com
https://twit...
Social media best practices and
tools (time permitting)







Uses of social media
Writing compelling content for s...
Any questions?
Thanks for Attending
Practical workshop-based SEO training course in Birmingham by Opace
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Practical workshop-based SEO training course in Birmingham by Opace

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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.

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Transcript of "Practical workshop-based SEO training course in Birmingham by Opace"

  1. 1. SEO Training Workshop Classroom Based. 2014 Agenda.
  2. 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. 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. 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
  5. 5. Day 1
  6. 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. 7. Business, marketing and SEO goals  Business vision and goals  USPs / competitive differentiators  SEO and marketing objectives
  8. 8. Workshop: Define goals & USPs related to SEO
  9. 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. 10. Google Panda, Penguin and Hummingbird changes  Overview of recent Google algorithm changes and why these were rolled out:  Panda  Penguin  Hummingbird
  11. 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
  12. 12. Workshop: Look over Google Analytics and Webmaster Tools data
  13. 13. Keyword & Marketing Reports  Run through our bespoke keyword and marketing reports and how to interpret the data
  14. 14. SEO checklist and review  Explanation of our SEO checklist and how to use it
  15. 15. Workshop: Audit website according to checklist
  16. 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.
  17. 17. Workshop: Brainstorm keywords and try mapping to pages on your website
  18. 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!
  19. 19. Workshop: Try to identify new keywords based on competitor research
  20. 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. 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. 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. 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. 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. 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. 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. 27. Workshop: Try to define a suitable monthly action plan and clearly define any roles, responsibilities and accountabilities within the team
  28. 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. 29. Workshop: Set up Google Webmaster Tools and Google Analytics if you don’t already have accounts
  30. 30. Day 2
  31. 31. Revisit day 1 any questions?
  32. 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. 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. 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. 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. 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. 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. 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
  39. 39. Workshop: Review your Google Webmaster Tools account
  40. 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. 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
  42. 42. Workshop: Review your Google Analytics account
  43. 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. 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
  45. 45. Workshop: Identify ways to potentially improve click-throughs and conversions
  46. 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. 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. 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
  49. 49. Any questions?
  50. 50. Thanks for Attending

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