You’ve optimized your site for visitors. Now it’s time to optimize your site for search engines. The two may not be as different as you think, but one results in an increase in new visitors, which means more new business.

Today’s search algorithms are designed to reward “quality” sites, not necessarily just “optimized” sites. Search engine optimization (SEO) now encompasses content creation, usability, engagement, sharing, linking, and freshness. We’ll help you put it all together in an actionable plan.

Benefits

• Learn techniques for optimizing all your digital assets to satisfy current and future search algorithms
• Learn website technical and design best practices for SEO
• Tips for creating an actionable SEO plan

Topics covered

• Search engine landscape
  • Market share and statistics
  • How and why people search
• Introduction to SEO
  • SEO ethics
  • History and future of search engine algorithms
  • Overview of SEO techniques
  • Essential elements of a modern SEO program
• SEO project management
  • Who’s involved?
  • Assigning responsibilities
  • Sample internal goal statement and project plan
  • What needs to be in place before starting
  • Getting sign off from management
• Site verification
  • Setting up Webmaster tools
• Keyword research
  • Tools and data resources
  • Head vs. long-tail query terms
  • Keyword personas
  • Creating an actionable keyword list
• Site technical and design
  • Technical impediments and workarounds
  • Analyzing an existing site vs. developing a new site
  • Design SEO best practices
  • Common mistakes
• Copywriting
  • How to write for search engines
  • Types of content
  • Creating a content development plan
• Page Optimization
  • Page titles and meta tag development
  • Advanced tagging options
• Universal optimization
  • News and PR
  • Images
  • Videos
  • Local
  • Products
• Link building
  • Competitive audits
  • Building a contact list
  • Digital PR
  • Link bait
  • Blogging
• Social media integration
  • How social media influences rankings
  • Shares, Likes, +1s
  • Creating profile pages for rankings
• Reputation management
  • Determining whether you have an issue
  • Reputation management strategies
• SEO reporting
  • SEO ranking and analytics reporting
  • Tracking links, content, social, and SEO together
• Re-optimization
  • Interpreting data for next steps
  • Creating pro-active and reactionary efforts

Format

The course in an interactive lecture. You will learn to apply and practice new concepts during individual and group exercises.

The course also includes:

• A chance to volunteer your site for a live review by SEO experts
• Opportunities to ask questions and get answers