Advanced SEO

We can incorporate the following modules into an advanced SEO session for you and your staff. Some will be more pertinent to marketing/advertising/publisher level and some will be appropriate for editorial staff. This list should be used as a starting point for a discussion about what you would like to concentrate on for an advanced training course. The final duration of the session will be dependent on which modules you choose.

Each module includes a set of practical exercises. Training designed for you logo

There is a presumption that delegates will have already been through a basic SEO course.

Module 1 - Recap

What is ‘Traffic’ anyway?
Why does it matter and how should a better understanding affect what you do editorially?
Traffic data and what it means in terms of readers of your content
Hits, page views, ad inventory, site ‘stickiness’, referrals etc. Which stats matter and why
What are the most important sources of traffic to your site?

Module 2a - Better targeting your key sources of online traffic
Print audience (for editorial staff or those interested in using the offline brand)

The myth of audience cannibalisation
Closer integration of on and offline content. Is it working?
Understanding what content is appropriate in which medium
Exploiting reader loyalty – do you want them to know who you are online?

Doing it: Analyse current mag and current site integration

Module 2b - Your existing online audience – looking at your own statistics and at your competitors

Where else does your audience go?
How can you provide more of what they want?
Loyalty – what are you and your competitors doing (email newsletters, newsfeeds and RSS, special content, registration etc)
What are the main exit points of your site?
Design for more page views and more ‘drill down’

Doing it: Analyse current stats and interpretations

Module 2c - Finding your new online audience

Who are they? How do they differ from the audience you know?
How do they find relevant information online?
Where do they go for info if not to you?
Links from other sites
Emailed content from friends
Directories (eg Yahoo)
Search engines (eg Google)

Doing it: Using Google and other sites to find new audiences

Module 3 - Understanding search engines

Why is Google so important?
What is a search engine algorithm?
The difference between a directory and a search engine
Understanding search results
Why search engines constantly adapt – how to stay up with the latest trends
Taking keywords one stage further by using Google’s own editorial search tools eg Links/allintitle/allintext/site and defined search

Doing it: Familiarisation with Google keyword and link searches (alllintitle and allintext)

OR

Module 4 - The power of referrals, UGC and Web 2.0

How Google has moved on with UGC and Web 2.0
Recapping Google’s algorithm – what is it and what does it mean for your site?
Recap on the editorial tools within Google – allintitle, allintext etc
The power of links and referrals, the impact of blogging and tagged social media on search engines

Doing it: Familiarisation with Google keyword and link searches (alllintitle and allintext)

Module 5 - Google analytics

Recapping Google’s algorithm – what is it and what does it mean for your site?
Google as the intelligent searcher – how analytics reflects human behaviour
Google analytics, a quick introduction

Doing it: Exploring Google analytics – creating a detailed keyword plan and creating mock campaigns to test keyword strategies

Module 6 - Related SEO activities