GOOGLE SEARCH ENGINE OPTIMIZATION

Executive Summary

• According to hitwise Google currently handles over 90% of all UK web searches.
• If you're not high on Google then your website is as good as invisible.
• How often do you hear the phrase - Google It ?
• Optimizing your website for Google is not difficult.
• Google provides free tools, data and help.
• Successful 21st century businesses need to know how to get found on Google.

What will you learn?

This intensive course is packed with examples showing how to optimize your website so that it will rank highly in the natural Google search engine results. Our highly experienced tutor will pass on a wealth of real-world practical advice covering important aspects such as:

• Capturing new customers with search engines
• Registering important tools and services
• Selecting the best keywords
• Dissecting the websites of your competition
• Designing effective websites and content
• Writing optimized website text or copy
• Setting up your site map
• Good linking strategies
• Measuring and tracking your results

Whether you have an established website or you are starting one up for the first time you can't fail to benefit from this course.

Who Should Attend?

Business Owners, Senior Managers, Marketing Professionals, Entrepreneurs and anyone that wants want to generate free business using the Google search engine.

Do I Need to be a Web Developer?

Absolutely not! This course is designed to empower decision makers so that they can get the best from their websites and the Google search engine.

How will you benefit?

At the end of this course you will be able to optimize your website so that you rank highly on Google. You will know how to setup the necessary Google accounts, you will know how dissect the websites of your competitors and establish what key parameters are responsible for their high ranking, you will be able to establish what you need to include in your own site so that you rank higher than your competitors, you will be able to specify your website design requirements and monitor the results of your campaigns.

How will your company benefit?

A top ranking website on Google is likely to provide more business than any other advertising channel. What's more, it's free. It cost nothing to get listed in the natural search engine results and is one of the most effective advertising methods available.

Course Syllabus.

Module 1: Introduction to Google

• Why is Google important?
• How to get to the top of Google
• What is Pay Per Click (PPC)?
• What is Organic Search Engine Optimization?
• What is Google Places?
• What is Black Hat optimisation?
• How does Google work?
• What are Apache server logs?
• How does Google see the world?

Module 2: Best Practices - Keyword Selection

• Importance of Keywords
• How to choose your keywords
• Why use multiple keywords
• How to find niche keywords
• What are stop-words?
• Decompiling competitor websites

Module 3: Best Practices - Content Design

• How to optimize your keywords
• What is a website theme?
• How to optimize page and file names
• How to structure your page content
• How to optimize Meta tags
• How to optimize page title tags
• How to optimize Meta description tags
• How to optimize Meta keywords
• How to optimize h tags
• How to optimize li tags
• How to optimize p tags
• How to optimize alt tags
• How to optimize title attribute tags
• How to avoid the misuse of header tags
• Choosing the best writing style
• How to avoid penalisation

Module 4: Best Practices - Linking Strategies

• Why are links important?
• What is Google PageRank?
• What are internal links?
• What are the three types of external link?
• What are the best sources of links?
• Should I link to blogs and social media sites?
• What is a link farm?

Module 5: Best Practices – Website Design

• What are cascading style sheets and why use them?
• How can you validate your website pages?
• Why should you avoid website frames?
• How can you optimize Content Management System URLs?
• How to choose the best domain name?
• What should you look for in a hosting company?
• Do and don't checklist.

Module 6: Best Practices – Content Management Systems

• How to optimize Wordpress, Joomla, Drupal & dotNetNuke website pages and links.

Module 7: How to Decompile a Competitor Website

• How to find your competition
• How to find why they have good search engine rankings
• How to find what keywords they use
• How to find who links to them
• How to use the Google Toolbar
• How to use the backward link checker
• How to use the cached pages checker
• How to beat the competition

Module 8: Google SEO Tools

• How to setup and use a Google Webmaster Account
• How to verify your website
• How to setup and register a Google sitemap
• How to produce and install a robots.txt file
• What is a 301 redirect?

Module 9: Monitoring Traffic

• How to setup Google Analytics
• How to use Google Analytics

Module 10: Maximizing Conversions

• What is website usability?
• Why is it important?
• How to design the ultimate website

Questions & Answers

Your chance to ask specific questions with regard to your own websites.

About the Course Speaker

Adrian Smith BEng MSc MIEE CEng is a specialist in internet marketing and website design. In the past he has helped organisations both big and small to achieve top place search engine positions which has resulted in significant business growth and increased profits. As well as authoring the course Google Search Engine Optimization, he runs a successful internet marketing company. The London Web Factory specialises in the development of websites and internet marketing - so the information presented in this course is both practical and current.

 

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