Search Engine Optimisation
Dates:
11 May & 23 November 2010 (a one-day course)
Price:
£365+VAT (a number of discounts are available)
Venue:
The Publishing Training Centre in Wandsworth, London (see a map and a list of local hotels)
Book course online or phone +44 (0)20 8874 2718 for availability
"Good pace, good interactivity, and really useful and practical handouts."
Green Lemur Ltd delegate
You already have a fantastic website.
But how do you make sure people find it?
There are a number of simple steps you can take to ensure that your website is ranked highly on the main search engines.
This course is your chance to learn them. In one day, you'll learn techniques to make your web pages attractive to visitors and search engines alike, including:
- how people search
- how search engines work
- how to write optimised copy.
This is a practical course, with plenty of exercises throughout, ensuring that you'll really be able to implement everything you learn.
Programme
- Which search engines and which directories are most important
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How people search
- How users formulate queries
- How users view SERPs (Search Engine Results Pages): ‘The Golden Triangle’/’F’ pattern
- How search engines work
-
Content and copywriting
- How to mine for keywords
- Where can we put those keywords?
- Competitor analysis
-
Site design issues
- Creating a search engine friendly design
- Preventing problems with the engines
- Navigation issues – making sure a search engine can move around easily
- Optimised coding
- Meta and other tags
- Search engine submission and registration
-
Link building
- How link popularity works
- How to evaluate competitor sites
- Link acquisition tactics
- How to maximise existing links
- Using press releases
- Principles of link building – priorities for kudos / link reputation
- PageRank and how it works
- Giving outbound links
- Building a strong online community: blogs, RSS and XML feeds
- Accurate tracking for ongoing success
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How to stay out of trouble with the search engines
- The black and white hat dichotomy
- Spamming, gateway and hallway pages
- Cloaking and hidden content
- Avoiding unnatural linking (e.g. link farms)
- The potential damage of associating with undesirable ‘bad neighbourhoods’
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What's on the horizon?
- Future innovations that could affect your ranking
Who will benefit from this course?
Editors, writers, publicity and marketing staff who have a responsibility for web content and site design.
Your tutor
Sue Davis has been a freelance web consultant for more than ten years. She has advised organisations including Channel 4 Television on editing for the web; designed websites for UNICEF, the BBC, Channel 4 and many other businesses and charities; and presented TV programmes about the Internet for BBC2 (Computers Don't Bite) and Sky TV (Download).
We also offer Writing and Editing for the Web 1, Writing and Editing for the Web 2, Web 2.0: Opportunities and Threats and Email Newsletters.
Note that most of our open courses can also be run as in-company events.
Send details of this course to a colleague.
Dates: 11 May & 23 November 2010
Price: £365+VAT (a number of discounts are available).
Search Engine Optimisation - provisional booking form
Please complete this form to make a provisional booking (* denotes required fields). Shortly afterwards, we will send you a registration form with which you can confirm your booking.
Note: Please don't include any website addresses in your booking information.