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
- 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
- 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’
- What's on the horizon?
- Future innovations that could affect your ranking
