Updated Feb 2024

Overview

Search Engine Optimisation (SEO) Trends, Challenges and Opportunities

• Organic marketing, Search or social media?
• SEO vs SEM
  – Pros and cons
  – How to integrate
• Understanding search engines
  – Crawling and indexation
  – Ranking signals
• Optimising web content to match search intent
  – What do users want?
  – How does intent vary through the funnel?
  – Navigating algorithm updates
• The future of Search
  – AI and automation
  – Social media threats

Understanding Technical SEO, User Experience & Google Search Console

• Understanding technical SEO
  – Blurred lines with on-page SEO
  – Key attributes
  – Project planning
• Crawling and indexation
  – Googlebot
  – Google Search Console: Popular reporting features, Google Analytics 4
• Site structure and navigation
  – Sitemaps
  – Duplicate content
• Rich results
  – Structured data
• Page experience
  – Core web vitals

On-Page SEO, Website Copywriting & Content Marketing

• Understanding on-page SEO
  – Optimising content to match search intent
  – Keyword research: Mapping queries to the customer journey, Keyword types
  – Using SEM for keyword testing
  – Organising and structuring site content
• SEO copy optimisation
  – Page titles
  – Header tags
  – Image tags
  – Meta descriptions
• Optimising Search content marketing performance
  – Boosting engagement
  – Encouraging repeat visits
  – Rich results

Off-Page SEO, Local SEO, Google Business Profile

• Off-page SEO
  – How to build quality inbound links
  – Managing a site’s link profile
  – Why links are not all equal
  – How to manage toxic links
  – Content marketing and PR
• Local SEO
  – On-page SEO: Local intent, Unlocking Google Maps
  – Location-specific keywords
  – Local schema
• Off-page SEO
  – Building local citations
  – Understanding NAPs
• Google Business profile
• Managing and optimising online reviews