Introduction

Analysing your existing site

• Using analytic tools

• Using Webmaster tools

• Analysing existing search results

• Examining Google's cache

• Analysing competitors

• Review of keyword research tools and techniques

Content for SEO

• Google Panda and Penguin

• Keyword identification and enriching

• Defining suitable content

• Defining keyword competition

• Defining Theme phrases

• Improving page focus

• Copywriting techniques for good SEO

• Content schemas, microdata - schema.org

Web Design for SEO

• Creating a search engine friendly website

• Standards compliant code

• Site performance and efficiency

• Finding and repairing broken links

• Improving SEO using background images with text overlay

Site setup for SEO

• Managing redirects

• Duplicate content

• Benefits and limitations of CMS Systems

• Multiple domains, domain canonicalisation

• Robots.txt

• Sitemap.xml

• Image and Video sitemap files

Localisation SEO (optional course content)

• How localisation works

• Working with local directories

• Google+ / GooglePlaces

• Local referrals

• Consistency of local information

Driving traffic

• Successful link building

• Link approaches and anchor text

• Using social media

• Link management

• Repairing problems with bad links

• Feeds and content sharing

Tools

• Useful tools for SEO analysis and support

Questions and answers