Overview

Website, email and SMS copywriting

• Owned media overview
  – Website
  – Email
  – SMS
• Measuring and evaluating owned media
• Conversion Rate Optimisation (CRO)
• Website copywriting best practices
  – Understanding web page content e.g. Title tags, headings, content, and internal links
  – Impact of technical and on-page SEO on copy
  – Leveraging structured data in website copy
• Email copywriting and SMS
  – Opportunities and limitations
  – Automation and nurture sequences

Understanding technical SEO, site structure, navigation & Google Search Console.

• Understanding technical SEO
  – Crawling and indexing
  – XML sitemaps
  – Duplicate content
  – Structured data
• Site structure and navigation
• Google Search Console
  – Maximising usage
  – Popular reports
  – Google Analytics overlap: Google Analytics 4
  – Other popular technical SEO tools
• PageSpeed and user experience

On-page and off-page SEO

• Understanding on-page SEO
  – Optimising your website content for discovery
• Maximising on-page SEO signals
  – Keyword friendly URLs, titles, tags and more
• Growing organic click-through rates (CTRs)
• Understanding on-page UX signals
  – Boosting engagement
  – Encouraging repeat visits
• Understanding off-page SEO
  – Building and maintaining quality backlinks
  – Auditing your link profile
• Becoming a go-to source to build links
  – Investing in brand
  – Content marketing
  – Apps and useful tools

Local SEO, Google Maps, Google Business Profile

• Understanding local SEO
  – Proximity
  – Prominence
  – Relevance
• On-page SEO
  – Keyword research
  – Local intent
• Google Maps
• Off-page SEO
  – Building local citations
  – Understanding NAPs
• Google Business profile
• Local schema
• Online reviews
  – Legalities
  – Defamation