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  SEO - driving traffic to your site

Half day in-company training course

Ideal for anyone who wants to increase the traffic to a website by the use of SEO techniques.

Outline

Intro

  • 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.
  • Why referrals are important and how they are created
  • What are the most important sources of traffic to your site?

Doing it: Search for a news story and write down the key points of the story and how you found it

Existing online audience

  • Why do they come back to you?
  • Where else might they go and why?
  • What you can do on the page to improve loyalty
  • Other ways of building loyalty (email newsletters, newsfeeds and RSS, special content, registration etc)
  • Design for more page views and more ‘drill down’

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 you?
  • Links from other sites
  • Emailed content from friends
  • Directories (eg Yahoo)
  • Search engines (eg Google)

Doing it: Identify competitor web sites and analyse their attempts to address each of these audiences

Making your site work better with Search Engines (AKA SEO)

  • What is SEO?
  • What is the importance of SEO?
  • Why high-quality, relevant content is the most important factor of all

Understanding search engines

  • Why they are so important
  • How they work
  • The difference between a directory and a search engine
  • What is a search engine algorithm?
  • Understanding search results
  • Why search engines constantly adapt

Doing it: Familiarisation with Google searches and what they show

Keywords, tags, metatags

  • What is a keyword?
  • Creating a keyword list
  • What are tags and metatags?
  • What is an alt image tag?
  • What is important here?
  • Knowing and using keywords
  • Developing and managing a tagging policy

Doing it: Creating and researching a keyword list using Google. Discuss how these keywords can be most effectively used in pages

Related SEO activities

  • Usability, Site Design and Navigation

Doing it: Assessing design and usability of competitors’ sites and how it affects SEO

How can you make your site better?

  • Research current search listings
  • Research competitor sites
  • Keywords and key phrases
  • In-bound links
  • The effect of technical and design factors
  • Adapting content style to improve search
  • Ongoing measurement and response

Doing it: Create an SEO ‘Must Do’ prioritised list for your site

Looking for an e-learning course?

 

 

For more information on how we can help you organise your course, please contact us.

 

About us

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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 00 44 (0)1428 722105 to see how we can help you and your staff.  Read more...

Training Consultants

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Learn direct from the best in the industry.  Our consultants, trainers and writing specialists are all experts in their field, and work with Europe's leading media owners, publishers and content providers to improve skills, efficiency and creativity.  Read more...

Contact us

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Please let us know if you want to learn more about our e-learning or tailored in-company training.

You can email us or call on 00 44 (0)1428 722105 to discuss your needs in more detail.

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ETC is pleased to work with and recommend a growing number of carefully selected partners.  Meet our partners here...

Creating content

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We have a large pool of expert talent available to create high quality content for your print or digital projects.

Our award-winning writers can help you create web content, online communication or persuasive marketing copy.  Read more...

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