Digital marketing. Transform your online presence and drive results.

This short, introductory course covers the essential SEO (search engine optimisation) techniques necessary for a website to rank well on Google. A successful SEO strategy is one of the primary ways in which business websites can attract new customers.

You'll learn about the core search engine optimisation techniques for any website, including keyword research, writing optimised content, getting web pages indexed by search engines and tracking the outcomes. You'll discover new online tools and resources to implement successful campaigns, learn about 'link popularity' and how to develop an effective link building strategy, and briefly review the role of Google Ads and Google Analytics as part of a search marketing strategy.

Outcomes

By the end of this course, you should be able to:

• describe the main search engine optimisation techniques for business websites
• discuss the process of effective SEO, including keyword research, writing optimised content, getting web pages indexed by search engines and tracking the outcomes
• gain access to new online tools and resources to help implement successful SEO campaigns
• discuss 'link popularity' and why it is an important part of the optimisation process
• look at ways to develop an effective link building program
• identify ways Google Ads and Google Analytics can be used as part of a search marketing strategy.

Content

• Overview of search engines and Google results
• The differences between SEO and PPC search rankings
• Why SEO is essential for any website
• What are the main ranking factors used by Google
• Identifying keywords used by searchers
• Planning and implementing optimised website content
• Optimising for local search, images and video content
• Website design issues to consider as part of an SEO strategy
• The importance of links and some ‘link building’ techniques
• Tracking the results from an SEO campaign
• The use of Google Search Console and Google Analytics

Intended audience

Suitable for small business owners or website marketers who want to achieve more website visits from potential customers searching online. You may be planning to improve your own SEO performance or better understand and review the work of a third party agency.

Prerequisites

None

Delivery modes

• Face-to-face, presenter taught workshop using your own device
• Online workshop via the platform Zoom

Delivery style

Face-to-face classes

You need to bring your own device. You should ensure it is fully charged as access to power is limited. Please note that the University does not carry any responsibility for your lost, stolen, or damaged devices whilst on the University premises.

Online classes

You need your own device.

Materials

Course materials are provided electronically using Dropbox

Before the course

Please bring along the login details to any existing Google accounts (such as Google Analytics, Ads, Search Console or My Business) if you have access to them. Access to a Content Management System (CMS) such as WordPress would also be useful, but it is not essential.