The document provides an overview of an online SEO course for beginners. It discusses the importance of search engine optimization for increasing website visibility, traffic, and conversions. The course will teach learners about getting started with SEO through both asynchronous and synchronous online lessons. Asynchronous lessons will cover the basics of SEO and how Google's algorithms work to determine search relevance, while synchronous lessons will provide instruction on optimizing a website to be found by Google. The instructor is then introduced, who has experience in digital marketing and SEO consulting.

1. Optimisation
(SEO)
For Newbies
Search Engine

2. IMPORTANCE OF BEING
FOUND ON SEARCH
• Increases Visibility
• Enhances User Trust
• Increases Website Traffic
• Higher Website Traffic will lead to
more conversions to sales.
• Improved Customer Experience on
Website.

3. COURSE
SYNOPSIS

4. SEO FOR NEWBIES
2 Modes of Fully Online Learning
a) Asynchronous Learning via Google Classroom & Google Forms.
b) Synchronous Learning via Zoom.
c) Learner’s Community & Support via Padlet.
Asynchronous Learning – LO1: Getting into the Mind of Google
• LO1.1: What is SEO & The Search Engine Wars.
• LO1.2: What is the Google Love Google Concept
• LO1.3: Google Algorithms & Search Relevance
Synchronous Learning – LO2: Configure Your Website for Google
• LO2.1: What is Buying Keywords & How to Identify Them?
• LO2.2: Organising Your Site so that Google will Rank it, What is SILO?

5. Getting to
KNOW YOU

6. About Eugene The SEO King Macarius
• Former Digital Director of Standard Chartered Bank, Retail
Banking in Singapore.
• Digitalisation efforts of the Catholic Church in Singapore:
infrastructure setup, website & social media presence.
• Prior experiences are Implementation of Customer
Relationship Systems and Shopper Loyalty Programmes as
well as consulting the lawyers on PDPA implementation for
major shopping mall groups in Singapore.
• Avid Digital Marketing Strategist as well as a Certified
Search Engine Optimization (SEO) Principal Consultant &
Coach. - SEO King
• Manages 360 Digital Marketing Campaigns for
corporations and Small Medium Enterprises (SMEs) to
create a Digital Footprint to Attract, Engage and Retain
more customers.
• Mentor for Lithan Academy for the Professional Diploma in
Digital Marketing Implementation.
• Mentor for Republic Polytechnic - Entrepreneurship
Community Mentorship Scheme

7. Self Intro
In PadLet

8. Async learning
Getting Into
The Mind of
Google

9. SEO FOR NEWBIES
Asynchronous Learning – LO1: Getting into the Mind of Google
• LO1.1: What is SEO & The Search Engine Wars.
• LO1.2: What is the Google Love Google Concept
• LO1.3: Google Algorithms & Search Relevance

10. LO1.1
What is SEO and
The Search Engine
Wars?

11. WHAT is SEO?
What is SEO?
Well, SEO stands for ‘Search Engine
Optimization’.
• The process of getting traffic from free,
organic,
editorial, or natural search results in search
engines.
Advantage of SEO
• It aims to improve your website’s position in
search results pages.
• The higher the website is listed, the more
people will see it.

12. The Search Engine Wars
Which Came First the Google or the Yahoo?
• Search Result Relevancy: A query typed in Google provided
more relevancy than did Excite, Yahoo and other search engines.
• Redirected to other website, Yahoo kept to Yahoo platform.
• A focus on User Experience:
Google provided relevant information in relation to their search
queries.
• Indication of Relevancy: Sergei Brin and Larry Page thought links
and clicks as a sort of recommendation, an indication of
relevancy and value. No other search engine was doing this at
that point in time.

13. LO1.2
What is
Google Love Google
Concept?

15. How Do People
SEARCH?
Searchability = State of being
searchable
WAYS IN WHICH PEOPLE SEARCH FOR
INFORMATION?
LET ME SHOW U!
• Youtube Search
• Facebook Search
• Instagram Search
• LinkedIn Search
• Google Search

16. Optimisation
(SEO)
For Newbies
Search Engine

17. WHAT IS
A SEARCHABLE
BUSINESS?

18. A SEARCHABLE
BUSINESS
GET INTO THE
MIND OF GOOGLE
LIVE DEMO

19. LO1.3
Google Algorithms
& Search Relevance

20. Unfortunately…
PEOPLE TRY TO
MANIPULATE
RANKING IN
GOOGLE

21. GOOGLE MADE ALGORITHM UPDATES
Google Panda
• FEB 2011
• On Page filter
to flag poor quality
content
• Mainly to handle
keyword stuffing and
sites with thin content.
• Outcome is to ensure
relevant results return
that have quality
content on sites.
Google Penguin
• APR 2012
• Off page penalty
to
flag sites with
spammy
links.
Google Pigeon
• JULY 2014
• Local search
update.
• Prominence of
local listings
based on
proximity & local
reference.
Google
Hummingbird
• SEPT 2013
• Conversational
Search.
• Understand user
search intentions
better.
• Understand
whole sentences
vs just individual
words.
Google RankBrain
• OCT 2015
• To better handle
never seen before
search queries.
• New Company or
New Property
Launch.
• Machine Learning
(AI) to better
understand user
search intent and
also sentiments.

22. RECAP
LO1: Getting into the
Mind of Google

23. SEO FOR NEWBIES
Asynchronous Learning – LO1: Getting into the Mind of Google
• LO1.1: What is SEO & The Search Engine Wars.
• LO1.2: What is the Google Love Google Concept
• LO1.3: Google Algorithms & Search Relevance

25. GOOGLE MADE ALGORITHM UPDATES
Google Panda
• FEB 2011
• On Page filter
to flag poor quality
content
• Mainly to handle
keyword stuffing and
sites with thin content.
• Outcome is to ensure
relevant results return
that have quality
content on sites.
Google Penguin
• APR 2012
• Off page penalty
to
flag sites with
spammy
links.
Google Pigeon
• JULY 2014
• Local search
update.
• Prominence of
local listings
based on
proximity & local
reference.
Google
Hummingbird
• SEPT 2013
• Conversational
Search.
• Understand user
search intentions
better.
• Understand
whole sentences
vs just individual
words.
Google RankBrain
• OCT 2015
• To better handle
never seen before
search queries.
• New Company or
New Property
Launch.
• Machine Learning
(AI) to better
understand user
search intent and
also sentiments.