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Search engine optimisation

Search engines now drive the vast majority of online traffic to their destinations, and in the UK Google is responsible for about 85% of it. Optimising your site to get the best possible results from search engines should be an integrated part of your online activity.

This hands on half day workshop is aimed at non technical small business owners, entrepreneurs, directors, sales professionals and managers who need to get an understanding of how search engine marketing works and how to get the best results.

You will explore many of the key search engine optimisation (SEO) ideas and techniques as well as some of the key tools used by professionals. You'll discover ways to implement a great SEO strategy that will be the most beneficial to your business.

Pre-workshop Requirements

There are no pre-workshop requirements but you should have basic internet, PC and/or Mac skills and be familiar with the website/s and content you want to optimise.


½ Day presentation and workshop

Learning outcomes

  • Learn about how search engines work and how to consider SEO's effectiveness and usefulness.
  • You'll learn how to research keywords, write and target your content effectively.
  • You'll learn how to structure your site and take advantage of local business considerations.

Tools and materials

We will provide paper and either handouts or bookmark links for the workshop.Please bring along your own laptop or tablet and your log in information for any existing SEO tools you use – we will provide WiFi access.

Workshop agenda

What is SEO

  • Understanding search engine results page/s (SERPS)
  • Key SEO considerations
  • Setting expectations
  • How a search engine works - its mission
  • How users use search engines
  • How a search engine sees your pages

Dangerous techniques (black hat)

  • Black hat vs. white hat techniques
  • Examples of high risk techniques
  • What is Google Panda and Penguin?
  • Googles content guidelines

Keyword research

  • Keyword research tools
  • Defining a good list of primary keywords
  • Defining theme keywords and phrases
  • Identifying expert terms and niche vocabulary

Building quality content

  • What's in it for the user?
  • Write content like an expert
  • Good and bad content examples
  • HTML and page structure basics
  • Where to put your words and phrases
  • What about meta tags?

Organising your site

  • About domain names
  • Good site structure
  • SEO friendly URLs and perma-links
  • Making and submitting a site-map file
  • Avoiding duplicate content
  • Pages versus posts in blogs
  • Categories and tags in blogs
  • Internal links

About inbound links

  • Outbound vs inbound links (back links)
  • Anchor text
  • Quality vs quantity
  • Back link sources and Social Media

Local SEO

  • How location can impacts SERPS
  • Submitting to local sites and listings
  • Getting rated on ratings sites
  • Collecting ratings on your own site

Other tools

  • Google tools
  • Web analytics
  • Linking and link analysis tools
  • Wordpress and blog specific tools (plug-ins)

Questions and Answers