SEO Module

How does search work?




Day 4:
The GROW SEO module will teach students the basics of optimising a website for search engines. It will comprise of a morning theory lesson and then in the afternoon we will execute what we’ve learnt in a practical environment. There will also be time for Q&A throughout the day.

The module consists of the following:

The Search Marketing Landscape

  • We’ll cover the basic understanding of what search is. We unpack typical search result layouts and how they affect the user click through rates.

    • How Search Engines Work

  • Crawling and indexing, how it all comes together
  • Many domains vs one domain, what are the effects of it
  • Domain authority, how do search engines rate your website
  • Page rank explained and how it flows through websites
  • The concept of TrustRank
  • Components of Google’s algorithm
  • Introduce the SEO Pyramid, the structure of SEO

    • Building Accessible Sites

  • Crawlibility and Link Architecture
  • Duplicate content and canonicalisation
  • Search Engine Friendly URLs
  • Blocking Robots
  • Title tags and Meta descriptions, anchor text, page copy and image alt tags

    • Keyword Research and Targeting

  • The goals of keyword research
  • The keyword demand landscape
  • Conversion rates of keywords

    • Measuring performance of campaign

  • Google Adwords keyword Tool
  • Google Trends and Insights
  • Competitive keyword research

    • Link building strategies

  • 8 basic kinds of link building
  • Tools for competitive research

    • Social Media and Search

  • How top influencers can improve your ranking
  • How Twitter cannibalised the link graph

    • Case Study: Practical Guide to SEO

    We’ll cover the basics of SEO in the afternoon session with a practical guide to SEO and web analytics.

  • Using tools for keyword and competitive research
  • On-site optimisation
  • Link building submission
  • Adding Google analytics to website
  • Understand Google Analytics

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    Forum Q&A
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