Course Details

9:00am 3rd October – 5:00pm October 4 2012
Marketing Institute of Singapore (Anson Road), Singapore, Singapore
Eu Gene Ang
2 days

Sorry, bookings for this training course are now closed.


This intensive 2-day course enables you to plan and build an organic search engine optimisation (SEO) strategy. The right SEO strategy brings the right kind of visitors to your website, boosts online conversions and helps you stand out in the fiercely competitive online space. The course also gives you the latest updates on the increasingly tricky nature of SEO as search engine continuously innovates and online competition heats up.

This is a complete SEO training course set at a beginner to intermediate level. The course uses a mix of presentation, live case studies, practice techniques, class discussions and real projects to facilitate the learning.

Note: Participants are required to bring laptop for hands on exercises

Who should attend?

This course is ideal for marketing professionals, management staff and business owners looking for a world-class workshop to learn the basics of SEO, understand how to use SEO as a competitive tool, and manage SEO campaigns internally or with an external vendor.

How will I benefit?

Upon completion of this course, you will be able to:

  • Understand SEO’s importance in the new digital landscape
  • Understand the key components of a successful SEO strategy
  • Plan a structured SEO campaign
  • Improve your use of SEO as a competitive tool, and identify quick-win opportunities
  • Unravel new SEO innovations and track changing search engine trends

Course fee: SGD1,200/pax
(Register 30 days before course start date to enjoy 10% Early Bird Discount)

3 Free Econsultancy Report Credits (USD 895/report) for every course participant!

What will I learn?

Course Outline:

Introduction to Search Engine Optimisation Marketing

  • Why is Search important
  • Which Search Engines to focus on

Setting the Stage

  • SEO vs. SEM
  • Pros and cons of SEO
  • Why position on Search Engine Results Pages (SERPs) are important

Planning and Strategy

  • Auditing value of current SEO and identifying goals
  • Current web traffic analysis
  • Goal setting and prioritised action timelines

Keyword Analysis

  • How search engines are structured
  • How people are searching
  • Types of keywords and a keyword selection framework
  • Keyword market potential, commercial value and competitive index

Competitor Analysis

  • Understanding competitors in terms of the SEO tactics
  • Getting competitive data

Technical SEO

  • Improving website crawling and indexing for maximum visibility
  • Optimal website architecture for SEO

Local Business SEO

  • Optimizing websites and Google Business listings for higher local search rankings

On-Page Optimisation

  • On-page SEO elements
  • Latent Semantic Contextual keywords
  • Copywriting for SEO
  • Internal links and information architecture for SEO

Off-Page Optimisation

  • Link-building strategies
  • Impact of social media and UGC (user generated content)
  • Content strategy – managing the right type of content to attract links and visitors
  • Link-building – ideas to gain more quality links and review and disavow poor quality links


  • Traffic and conversion analysis
  • Changes in search engine algorithms
  • SEO Audit Template 

Other SEO Factors

  • Google Panda, Penguin, Hummingbird, RankBrain and all other ranking factors explained
  • White hat vs. Black hat tactics
  • Multilingual SEO, mobile SEO, social-driven SEO and other trends



Eu Gene Ang

Principal Trainer, Click Academy Asia

Eu Gene Ang is the Lead Trainer in Asia for Econsultancy and has trained over 3,000 participants in digital marketing courses and seminars across Asia. He provides digital marketing training and consulting for global clients like American Express, Gucci, Standard Chartered, Volkswagen, TripAdvisor, Sanofi, and regional firms like SPH, Maybank, OCBC, Media Prima, Resorts World Sentosa, Great Eastern and Singtel among many others. Eu Gene also lectures digital marketing in the MBA programme at the National University of Singapore (NUS).

Eu Gene has 21 years experience in marketing, and has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles. He is also one of the few certified Google Regional Trainer that trains the official Google AdWords and Analytics courses. Eu Gene also leads the regional trainer team for the Certificate in Digital Marketing (powered by Econsultancy) programme organized by the Association of Accredited Advertising Agents Singapore (4As Singapore) and supported by the Singapore Workforce Development Agency (WDA).

Eu Gene previously founded and managed an award-winning boutique digital marketing agency based in Singapore. He is also a highly sought after trainer and speaker, and has delivered keynote speeches and workshops at the National Sales & Marketing Congress Singapore, Econsultancy's Digital Cream, Yahoo! Purple Workshop, Digital Outlook workshop, Google Classroom, and many others. 

Eu Gene holds a Master In Business Administration (MBA), Marketing, from the Nanyang Technological University, and Bachelor in Business Administration (Marketing), BBA (1st Class Honours) from the National University of Singapore. He held 3 scholarships from the Civil Aviation Authority of Singapore (CAAS), Singapore Chinese Chamber of Commerce Foundation and the Public Service Commission (PSC) of Singapore. He was also awarded the Harvard Club Gold Medal, Toh Chin Chye Book Prize and the Monetary Authority of Singapore (MAS) Book Prize for graduating as the top Honours student. He is also a Google AdWords Qualified Individual, certified in Advanced Search Engine Marketing and a certified Regional Trainer for Google Partner Academy.

Tutor for: Content Marketing for Web, Mobile and Social Media - Malaysia, Content Marketing for Web, Mobile and Social Media - Singapore, Econsultancy's Professional Certificate in Digital Marketing - Singapore, Fast Track Digital Marketing - Malaysia, Fast Track Digital Marketing - Singapore


Marketing Institute of Singapore (Anson Road)

Telephone: 6327 7588

51 Anson Road

Google Maps

Course Details

9:00am 3rd October – 5:00pm October 4 2012
Marketing Institute of Singapore (Anson Road), Singapore, Singapore
Eu Gene Ang
2 days

Sorry, bookings for this training course are now closed.