ATRACKS
Search Engine Marketing and Web Analytics Training
Natural Search Optimisation Training
This workshop can be combined with
Introduction to PPC advertising (short day) and
Introduction to Web Analytics using Google Analytics (full day)
to provide a search engine marketing programme.
Full details of course fees and dates for the next workshop can be found on the seo training calendar.
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Successful attendance at a NSO workshop qualifies as 7 Institute of Marketing CPD units The first Search Engine Workshop was held in 2003 in London under the banner of Search Engine Workshops Ltd. A follow up consultancy service is also available both to provide focus and to provide an extra SEO resource where this is needed. |
Agenda for Natural Search Optimisation workshop (PDF)
Atracks offers both Natural Search Workshops as well as on-site bespoke training. The emphasis in both the workshops and on-site training is on developing long term natural visibility - no quick fixes - though once your site is well indexed and 'liked' by Google, it is suprising how quickly new material can begin to appear in search results.
Kris Stevens, Web Officer, August 2007 |
"Brilliant! Whether you're a novice or well acquainted with optimisation, you'll be hard pushed not to find something useful in this training session. I left feeling confident about being able to boost the presence of my site on the web, just need to find the time to do it all now. Recommended." |
The concept behind Atracks training is to provide an understanding of how a search engine thinks - that is how the artificial intelligence that is used to determine rankings affects how to put together web sites and web pages that appeal to this virtual brain. Understanding the concepts that drive search engine algorithms is a far better strategy for promoting a site in the organic listings than any list of do's and don'ts. Once you understand what a search engine is looking for, building SEO friendly pages becomes common sense.
The following is an indication of the topics covered within the training, though all training will of course be tailored to individual requirements.
The fundamentals of SEO
This is a very short module but a vital one in which we discuss what exactly a search engine is, how it collects data and how search engines and directories differ.
Keyword Research
This is absolutely key to success in developing relevant organic traffic. We cover how to develop the original keyword list and then how to test out keywords to ensure that the considerable investment needed to achieve good organic rankings are tightly focused on where the best results will be achieved.
Off page factors
Increasingly, Google and the other engines look at how a site is connected to the web overall. Here we consider the role of external links to the site and how to organise an effective link building strategy. This includes the role of the social media sites.
On page optimisation
It is no longer enough to tweak the keyword density and adjust the metatags to get a number 1 ranking - if it were everyone would be doing it and not everyone can be no 1! However, it it is still vital to get the basics right before you can start to develop other strategies that will lift your site and its individual pages up above the competition.
Copywriting and content
Search engines are only interested in the words on your pages, not the images or how it looks, so gettingthe copy right is pivotal to success. Our aim is to provide an understanding of how a search engine simulates thinking and to provide material that will appeal to its brain. Of course we never forget the real audience is the human visitor so we discuss how to write search engine friendly copy that will also appeal to real readers.
While Google remains the most important engine in the UK we have to focus our attentions on it. In this module we look at the particular requirements of Google including Page Rank, the role of Webmaster Central and the dreaded sandbox - if it exists.
Search engine friendly site structures
Building a search engine friendly site structure is vital so this module discusses some of the pitfalls that can trap the unwary developer. We also talk here about the importance of the internal linking structure and the various ways of ensuring that spiders can readily find all your site's content.
Antispam guidelines
We are in this to develop long term natural rankings and the traffic they generate. To do this, it is necessary to be aware of what the engines perceive as spam so that we don't inadvertently get caught up in the spam filters.
Useful tools and resources
And finally,,, we like to leave you with plenty of bedtime reading. This is a fast moving field and it is vital to keep up with the changes. We include a list of the resources we use to do this as well as many of the tools that make life easier.
To reserve a place or discuss whether a Natural Search Workshop is right for you, please phone Atracks on 01425 476547 or use our contact form.