Employers and businesses demand more from their marketing strategy. Develop your skills with a course in Search Engine Optimisation accredited by the CPD Standards

1. REACH
YOUR
PEAK
Green Traffic
Search Engine Optimisation
(SEO)

2. Contents1. The course
2. Who is the course for?
3. What you can expect
4. Career opportunities
5. Demand
6. Introduction to Search Engine Optimisation
7. Search Engine Optimisation
8. Ranking Factors
9. Planning and strategy
10. SEO Audit
11. Link building and online PR
12. Measuring and reporting
13. Local and international search
14. Learning outcomes
15. Getting job ready
16. Career opportunities
17. Accreditation
18. Who we work with

3. Search Engine Optimization is a practical course that will help
students improve their internet marketing activities.
Whether you are a business owner who wants to improve your online
engagement, gain competitive advantage or a complete beginner
looking to start a career in digital marketing, could be the ideal
solution.
The course is accredited by the Continuing Professional Development
Standards and is a globally recognised qualification.
Students will be learning theory, practical, working in groups as well as
individually to complete set tasks and pass modules with a multiple
choice test.
The course
Who should do this course?
The SEO course enables students to harness the power of digital as a
core driver of a business's marketing strategy. Students will
understand the foundation principles of SEO and be able to distinguish
how it differs from traditional marketing.
This course is ideal for:
Business Owners
Marketing Professionals
Digital Executives
Professionals
Start­Ups
Affiliate Marketers
Digital Display Advertising
Mobile Marketers
Online Video Marketers
Online PR

4. Who is the course for?
The Search Engine Optimisation course is ideal for anyone
involved in the planning, implementation or measurement of digital
strategies – or anyone who would like to pursue a career in SEO.
The programme is suitable for professionals of all levels and
disciplines, and will prepare you to take up a more specialist role
within digital.
Our students include professionals who would like to further
understand SEO or get more out of their digital channels. This
includes marketers who want to fast­track their career or improve
their position in the marketplace, business owners who would like
to maximise online channels for growing their business through to
students who want to up­skill their learning.
What you can expect
Through dynamic lectures, group projects, theory, practical
assignments and case studies, SEO experts will take students
through the latest techniques and industry best practices.
The course introduces participants to Social Media concepts such
as branding, public relations, marketing or community engagement.
The course also provides an overview of planning, executing, and
assessing an effective SEO campaign for corporations, government
agencies, or non­profit organisations.

5. Career opportunities
Students would be able to apply for a vast array of roles in the
following areas including:
SEO Executive
Social Media
Web Development
Search Marketing Coordinator
Display Marketing
Digital Strategist
Paid Search
E­Commerce
Mobile Marketing
Content Manager
Information Architecture
Digital Marketing
Freelancer
Start your own business
Demand
Participants will learn the fundamental concepts of SEO and
successful completion will enable them to build a lasting career
within the industry. The course is sought­after for the following
reasons:
150,000 Jobs are predicted by 2020
In March 2016, there were 26,000 digital marketing job vacancies
in the UK on Indeed.co.uk
SEO enables businesses to reach global audiences
71% of businesses planning to increase their investment in digital
marketing

6. Introduction to SEO
In the Introduction to SEO module, students will understand the
foundation principles of SEO, key concepts, terminology and be able
to distinguish how it differs from traditional marketing.
Students will learn how to apply digital concepts across the SEO
marketing function in any business. Students will learn how SEO is
used within the field of marketing and equips marketing professionals
with the technical know­how, understanding and insight to build and
maintain an effective SEO strategy.
Students will learn about the range of specialist tools that are available
to help common search engines find, view and rate websites. As well
as learn about on­page optimisation techniques and understand the
process of effective keyword research and selection.
Key SEO concepts
Search results and
positioning
Benefits of search position
Mechanics of search
On­page optimisation
The SEO process
Customer insights
Analysis and review
Keyword research and selection
Meta tags
SEO sitemap
SEO webmaster tools
Off­page optimisation
Inbound links and link building
Ranking
Topics include:

7. Search Engine Optimisation (SEO)
The Search Engine Optimisation (SEO) module examines the various
tactics for enhancing the position of your website and improving the
ranking with search engines.
The module will delve deeper into the field of SEO and equip
professionals with the technical know­how, understanding and insight
to build and maintain an effective SEO strategy. Students will learn
about the range of specialist tools that are available to help common
search engines find, view and rate websites. As well as learn about
on­page optimisation techniques and understand the process of
effective keyword research and selection.
Learning outcomes include understanding the importance of content
updates and applying appropriate meta tags to drive site optimisation.
Students will understand the concept of ranking and be able to
perform a range of off­page optimisation activities to improve your site
ranking and positioning, such as link building.
At the end of this module, you will be able to monitor and manage
your SEO activity by setting a baseline and regularly measuring
activity against expectation.
Topics include:
SEO goals
KPIs
Objectives
Opportunities
Challenges
Risks
Integration with other marketing
channels
Regulations
Disavow
Display advertising
Offline marketing

9. Ranking factors
Key technical foundations
Analytics
Label a website for search engine and user ease of navigation
Optimise useful and engaging content
Promoting genuine social sharing of content
Evolving algorithms
Key do's and don'ts
Earning links from authoritative sites
SEO is challenging because there are hundreds of factors that the
search engines take into consideration when determining rankings.
The essence of SEO is the achieve a high, stable and long­term
presence at the top of the page rankings for keywords that will drive
steady and sustainable business growth.
This module will demonstrate the best way to incorporate ranking
factors in an SEO strategy that delivers the information the search
engines need and more importantly what consumers are looking for.
Topics include:

10. Planning and strategy
The Planning and
strategy module uncovers
industry best practices for
SEO tactics.
The module enables
participants to understand
both manual and algorithmic
Google penalties and
students will understand
and be able to identify a
realistic and manageable
SEO strategy that focuses
on the three main key areas
of SEO which are:
SEO tactics
Understanding penalties
Planning a strategy
SEO vs Paid search
Audience analysis
Key phrase selection
Search behaviour
Current Performance
Site speed
Mobile vs Desktop
Page performance
Competitor analysis
Content ­ creating high
quality and unique
content
Structure ­ ensuring the
site is technically
configured for search
engines to understand
Authority ­ maximising
link development
opportunities
Topics include:
Students will understand the
importance of audience analysis
and behaviour when planning for
their keyword phrase research for
their campaign and how search
differs between the time of day,
seasonal, geographical locations
and many more influential factors
that can affect the outcome of
results.
Additionally, participants will
understand how to strike a
balance between SEO and paid
search and how paid search can
help SEO.

11. SEO Audit
The SEO audit module will help
students create an SEO audit and
equip you with the skills and knowledge
to implement and manage a successful
campaign.
The module covers the core concepts
needed to create an SEO audit by
exploring what is involved in developing
and managing effective ad campaigns.
Students will develop a comprehensive
understanding of the creation and
deployment of digital display
advertising, learning about the wide
range of ad display formats and how to
select the most appropriate ad format
for your target audience.
Objectives would be able to develop
clear campaign objectives, measure and
optimise campaigns based on firm
results analysis. Students will be able to
research and use a range of campaign
publishers, and know what pricing
metrics such as CPM, CPC, CPL and
CPA entail commercially.
Students will also learn how
to use the standard digital
media planning process to
obtain the best possible
return on your digital
display advertising efforts.
Topics include:
Key digital display
Concepts
Benefits and challenges
of digital display
Running effective ads
Ad formats and features
Campaign planning
Creative formats
Targeting and tracking
your campaign
Optimising the campaign
Campaign budget

12. Link building and online PR
Blogger outreach
Earning links
Paid links
Opportunities and risks
Link­based algorithms
Influencer marketing
Affiliate marketing
Unnatural links
Link removal
Building a strategy
Online PR
Journalism and writers
Topics include:
Link building and online PR makes up an essential part of the
foundations of SEO with high­quality links providing important
quality signals to search engines.
This module will cover the importance of link building and how it
relates to paid links, link­based algorithms, location, audience,
content and position. Students will learn about creating unique
and valuable content. In addition, students will learn how to build
a strategy with that incorporates newsworthy content, blogger
outreach, guest blogging, influencer marketing, motivations of
journalists and writers.

13. Measuring and reporting
The measuring and reporting module will help students to fully
measure, monitor and optimise your SEO activities.
Goals include how to build an online reporting structure for your
business, and learn about the range of specialist tools that are
available to help you understand how to measure and monitor online
traffic. Students will understand the rationale and business benefits
of adopting a formal analytics programme and learn how to set up
accounts, profiles and permissions to apply analytics tracking across
your websites.
Discover how to align business KPIs with your analytics goal
configuration, and utilise the features of Google Analytics to develop
a detailed profile of your target audience’s location, demographics,
technology, devices, interests and more.
Learn how to assess the effectiveness of your website’s technical
performance and download speed, measuring levels of user
engagement, conversion by tracking activities such as downloads,
video views, purchases and registrations etc. Create and schedule
customised reports and explore the real­time and intelligence
reporting capabilities of Google Analytics.
SEO analytics
Defining requirements
Setting up Google Analytics
Understanding KPIs
Measuring website traffic
Setting up goal and event
tracking
E­commerce
Increasing traffic to a website
Real­time reporting
Intelligence reporting
Tag manager
Industry tools
Topics include:

15. Local and international search
Auditing international and
local organic search
Defining a strategy
Targeting your audience
Goals and targets
Translating or localising
Executing a campaign
KPI measures
Measuring success
Optimising URL structures
Topics include:
One of the many opportunities that the internet presents is the ability
to reach an international audience without having a physical
presence to serve overseas markets.
In this chapter, we will go through the most important factors you
need to take into account when starting a local and international SEO
process, optimise your website to improve its search visibility for the
desired local or international audience and critical aspects to keep
into consideration to achieve success.

16. Learning outcomes
At the end of this course, you will understand the various channels
and activities required to plan, implement and manage a
comprehensive digital marketing plan for your business.
Our Professional Diploma in Digital Marketing will help you to:
Gain a clear understanding of the value of digital marketing
and why it is a vital component of your overall marketing
strategy.
Plan, create and effectively manage search, social media,
mobile and email marketing campaigns
Integrate your digital marketing plans into your overall
marketing strategy.
Drive new visitor traffic to your website while improving online
conversion rates.
Understand how digital marketing can help you grow your
business, domestically and internationally.
Identify various online applications and resources that can
help build effective and profitable websites.
Measure and analyse the visitor traffic to your website to
continuously develop and improve your digital marketing
efforts.

17. Career opportunities
Getting job ready
As part of our on­going commitment to our students, Green Traffic
assist successful participants in getting prepared for job interviews and
provide help writing their CV.
We actively work with recruitment agencies and employers to help our
students getting into employment and apply their skills in real­world
situations.
This course can also be delivered exclusively for your team in­house.
Our in­house training ensures everyone on your team is up to date on
best practice standards and you'll benefit from a more open
environment to discuss your most pressing issues.
Green Traffic regularly publishes white papers and best practice
industry updates that would be routinely emailed to students keeping
them up to date with the latest industry developments.
Students would be able to apply for a vast array of roles in the
following areas including:
SEO Executive
SEO Consultant
SEO Analyst
Digital Account Assistant
Digital Marketing Assistant
Digital Communications Officer
Community Engagement Officer
Customer Services
Social Media Planning
Content Marketing
Online Marketing
Communications Officer
Engagement Assistant
Marketing Assistant

18. Accreditation
Green Traffic has been accredited by the Continuing Professional
Development Standards (CPD) to deliver this programme. Our
syllabus is designed by practising digital marketing professionals.
This ensures that the curriculum has been specifically structured to
focus on current trends and best practices in digital marketing.
Once you have completed the course, a diploma will be issued with
an accreditation from the CPD.
Who we work with
We work with industry professionals to bring the latest up to date
information on industry changes including: