Atracks Ltd

Introduction to Natural Search Engine Optimisation
 

On site natural search training can be used to build Institute of Marketing CPD units

Whether you plan to become an natural search expert or simply manage others who are, understanding the concepts behind how search engines match search queries with web pages is a very worthwhile investment.  Search engine optimisation (SEO) is not a black art but it does require understanding what search engines are looking for and how to deliver it in a form they can understand. 

This course is designed to demystify SEO and presenting the various different strategies that result in websites that meet Google’s criteria and result in long term online visibility.

Course Goals

At the end of the workshop, we will have covered the range of strategies available to develop long term natural search engine visibility. The focus is on understanding how search engines ‘think’ rather than on any tricks or tips for short term gain.  Search engines change their algorithms frequently in their continuing war on unscrupulous sites.  Sites that understand the search engine process and provide good quality content designed to match relevant search queries, are extremely unlikely to be seriously affected by these algorithm changes.  In this way, investment in natural search visibility is an investment that is repaid again and again and again. Course outline

• What is a search engine – how it gathers finds information – differences between search engines and directories
• Keywords research – this is fundamental to any search optimisation.  We look at Wordtracker in some detail including different ways of using this tool.
• Linking – good visibility is impossible without good linking strategies.  We look at how to develop quality incoming links, including link baiting.  Internal link structure is also extremely important and we look at how to make the most of a site’s internal linking.
• Content for readers and spiders – content is king but it must be search engine friendly content that also appeals to the human visitor.  We cover how search engines rank pages against search terms and what they are looking for.  We also look at different types of content.
• On page optimisation – getting the right words in the right places is only half the story now but it is still a vital half.  We look at HTML type pages as well as PDF documents.
• A closer look at Google.  Google offers a range of tools at Webmaster Central.  We look at how to use them and how they can help.
• The value of sitemaps – how, when and why to use them.
• Duplicate content.  This is an increasing issue especially with ecommerce sites and one that requires a little care.
• Multiple domain names and sub domains, when and where to use them and how to use redirects when necessary.
• Geo targeting.  The web offers the opportunity to showcase your products to the world but getting visibility in different countries is not straightforward.  We look at the different options available.
• Anti-spam guidelines – knowing what not to do will keep you out of trouble. Ignorance is no defence.
• Resources – how to keep your knowledge base up to date plus some useful tools.

 What do I need to know to attend?

All that is necessary is the authority and ability to update your website.  This can be using a content management system (CMS) or directly using a web design tool such as DreamWeaver.   A basic understanding of how HTML works is useful but by no means essential.

Please go the training calendar for details of course fees and training dates for Intoduction to Natural Search Engine Optimisation.