Search Engine Optimisation and Website Conversion

A mix of practical and theoretical understanding of how to create and optimise a website to appear in the main search engines (Google, Yahoo and Bing) for relevant words and phrases. Additionally, this course will include techniques to increase conversion to an action once the customer is interacting with the site, be that conversion to a sale or contact.

The 1 day course will reveal the 'secrets' of on-page and off-page optimisation, Pay-per-Click (PPC) marketing, Email & Press Release (PR) marketing. We focus on ROI and how to use these methods to the best effect for customers and the bottom line. Additionally, how to create a site that is easy to interact with; that guides customers to take an action.

Duration

2 days

Who Should Attend

The course is aimed at anyone who is in charge of a website be it a government or departmental services site or a business entrepreneur's and online marketing executives. You want to understand how search engines index and rank their sites as well as how to get people to interact with the site to complete the desired outcome.

The course not only will cover SEO in an international scale but how to compete in this arena.

Course Content

The course includes the following range of topics:

• Introduction to Search Engine Optimisation (SEO)
• • How net spiders 'read' your site
  •  Google, Yahoo and Bing spiders and what they are looking to see on your site
• On-site Optimisation
• • Keyword research & competition
  • Meta data, keywords & design influences
  • Structure
  • Brochure sites and why they fail
• Off-site Optimisation
• • The theory of inter-site and inter-page linking
  • How to best use 'Google juice' and what Google doesn't tell you
• Internet Marketing

• • Email marketing
  • Pay-per-Click (PPC) - how not to lose your shirt
  • Media buying for off-site advertising
  • Articles, blogs & press releases
• Convert your visitors to take an action
• • Design and user journey
  • The Sales Cycle and how to keep visitors focused
  • Use tracking and analytics to understand your visitors
  • Agile development - being instantly reactive to change
• ROI - target your online marketing budget to the maximum effect

Learning Outcomes

On completion of this programme you will understand the basics of how to optimise a site as well as how to keep visitors on the site and get 'just one more click' from them.

• Identify the relevant keywords for your site
• Implement basic SEO techniques
• Understand the user journey and sales cycle
• Get more traffic to your site and convert them to an action

Course Dates

This course is available on demand as a public or private event
Please contact us to discuss availability

Discounts will be shown before making payment