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