SEO Essentials — A 1 day course

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Web site visibility – the ease with which potential customers or visitors can find a web site amongst a myriad of competitors – is a crucial factor in a site’s success or failure.

Web visibility is not merely a question of search engine optimisation (SEO). There is a great deal more to it than that, as this training course demonstrates.

Search engine optimization is important, given that more new web site visitors come from search engine referrals than from any other source, but the term is ambiguous, widely misunderstood and probably overrated.

As this one-day SEO training course explains, if you practice nothing but search engine optimisation in the narrow sense (i.e. designing your website to exploit the known features of search engine ranking algorithms) you will ultimately fail.

The reasons for this are obvious to anyone who has thought hard about search engine optimisation: Search engines make most money when they successfully direct users to web pages which really interest those users, i.e. search engine owners have a material interest in reducing the rank of people who exploit chinks in their algorithms, and no interest in ranking entire sites per se.

Since search engine software is constantly modified to defeat search engine optimisation, the pure-play optimizer is engaged in a constant (and quite unecessary) struggle to catch up. Their web pages typically go through cycles of leaping and plummeting in search engine rank.

This SEO training course employs a wider conception of search engine optimization; one premised on giving both end-users and search engine owners what they really want, i.e. web pages that provide useful information about the things they are searching for (not otherwise empty pages stuffed with keywords and phrases).

While it is obvious why adherence to this principle should ensure a high and stable Google rank over the long term (and cost significantly less than sustained advertising) the devil is in the detail.

This course explains the practicalities of how to make your pages attractive to visitors and search engines alike, e.g.

The time spent during this web site visibility, website promotion and search engine optimisation course is divided roughly equally between understanding the perspectives required and understanding the practical steps involved in securing a high profile for your web site.

Some time is devoted to practical, hands-on exercises, but the instructional and discursive elements of the course are more prominent than they would be in more technical courses.

This is because most successful approaches to web site promotion run directly counter to received opinion on internet marketing and web design.

Popular misconceptions typically have to be dismissed by hard evidence and cold logic, before students are able to successfully deploy the practical tactics and strategies we recommend.

Suitable For

Non-technical managers and directors wondering why their very expensive web sites get so few visitors or sales.

Communications, marketing and public relations (PR) specialists who want to become genuine specialists in internet marketing.

Web site design teams and web site developers who really want to sell themselves and their organisation.


Introduction to SEO and Web Visibility

Comparative approaches to site promotion

Search engine optimisation I: site design and content

Search engine optimisation II: external promotion