About the course
Overview
The basic principles of Search Engine Optimisation (SEO) best practice are well-established and well-known to many. But to succeed in the competitive arena of Google's natural listings, you have to gain an edge by using advanced, ethical SEO techniques which are not subject to the search engine's spam filters.
Providing you with a structured process to improve your results from SEO, an industry expert will lead this one-day workshop, reviewing attendees' existing optimisation approaches, analytics and tools against their top-performing competitors and best practice. The small-group format means you'll get the benefit of intensive, hands-on expert advice.
Program
This practical workshop will provide you with a structured process to improve your results from SEO by reviewing your existing optimisation approaches, analytics and tools against best practice and competitor approaches. It will highlight the advanced techniques used by the companies at the top of the listings for the most competitive search terms.
The small-group format is designed to enable sharing of techniques with other delegates, and expert review from the trainer. Attendees own SEO approaches can be reviewed and feedback given over the course of the day.
Who should attend?
This workshop is ideal for specialist search engine marketers with responsibilities for SEO, either at an agency or client-side. You will need to have the experience of having worked "hands-on" on several SEO projects to gain the most from the session. Digital marketing managers or agency account managers who need to be familiar with advanced approaches to review and discuss the current SEO strategies adopted by their staff or clients will also find this workshop useful.
You will already be familiar with the principles of SEO which are covered on our intermediate SEO Marketing course.
How will I benefit?
Upon completion of this course, you’ll be able to:
- Audit your current approach against cutting-edge approaches using a structured process
- Identify and prioritise the quick wins and longer-term benefits
- Spot opportunities for improvements through freely available resources and tools
- Avoid "red flag" techniques which can result in a ranking penalty
What will I learn?
- An Overview of Search Business Objectives
- Shifting Sands and Sector Relativity - the need for independent sector-specific analysis.
- Information Architecture - explore common issues and solutions e.g duplicate content, substantially similar content and canonization issues.
- Internal Link Opportunity Analysis, Tools & Tactics - Using tools to audit internal page strength and looking at tactics to utilize strong pages for improving internal link opportunities.
- Advanced Keyword Research – information retrieval and query type classification
- On-page Factors 2011 – what still matters
- Optimizing Image and Video Best Practice.
- Latest Linkbuilding Tools and Tactics
Trainers
Nichola Stott
Director, theMediaFlow
Nichola has over a decade of experience in online communications, and has worked for some of worlds’ largest digital communications businesses, including five years at PR Newswire, where Nichola was responsible for training and product development of the Online MEDIAtlas PR database; a tool to assist public relations professionals to identify and communicate with relevant global media.
On joining Yahoo! in 2005 as senior search business development manager, Nichola fell in love with search finding a natural aptitude for the search business, and was soon promoted to head of UK commercial search partners; leaving in March 2009 to found theMediaFlow.
Following the launch of theMediaFlow in May 2009, Nichola quickly established a reputation as a leading contributor within the SEO industry, featuring in the Top 20 Most Influential UK SEOs as voted by SEO professionals in a survey conducted by Holistic Search marketing, after just one year in business. A regular speaker and writer and is a regular contributor to SearchEngineWatch, SEO-Chicks, Econsultancy and State of Search.
Mike Fantis
Head of Paid Search, Make it Rain
Mike has been working in search engine marketing, particularly PPC & SEO since 2004. He has gained extensive knowledge of the industry from all business angles through working in various roles and companies (client side, search specialist and media agency).
He has experience in all major verticals with varying objectives including Finance, Travel, Communications (Skype, Virgin Mobile), Retail, Leisure (Merlin Group), Media (Virgin Media) and Recruitment (Total Jobs). Mike was heavily influential in the achievement of the Best Search Campaign award and in the process helped the client out-perform their biggest competitor for the very first time.
Inquiries
020 7269 1470
If you need to cover the essentials of search engine optimisation, we recommend our intermediate SEO Marketing training course before moving on to this Advanced Workshop.
Other relevant courses include SEO for PR Professionals which demonstrates how to exploit social media through online PR techniques that improve SEO results and International and Multilingual Search Marketing which deals with developing a global search strategy.
Finally, we also run Graduate Certificates for more intensive, and academically accredited courses over 12-15 weeks, starting 2nd May 2012. These include Search Engine Optimization, and Analytics and Optimization.
