Professional Certificate in Search Engine Optimisation (SEO)

Understanding Search Engine Optimisation (SEO)

Search engine optimisation (SEO) is the process of enhancing a website’s visibility, driving both quality and quantity of traffic, and boosting brand exposure through organic (unpaid) search engine results. At its core, SEO isn’t just about algorithms and ranking – it’s about understanding the user’s needs and connecting with them at the right moment. By grasping the questions people are asking, the solutions they seek, and the language they use, businesses can ensure their content is the answer to these queries, establishing a valuable online presence.

Mastering the SEO Landscape

This course offers a comprehensive dive into the world of SEO, equipping you with current knowledge and practical insights. From the fundamentals to the intricate technicalities like site structure, JavaScript, and structured data, you’ll explore all aspects that influence search rankings. Whether you’re new to SEO or want to refresh your skills, this course covers everything in detail. By the end, you will have the practical skills to improve your website’s SEO and enhance its performance in search engine results.

*Learners should have an internet-enabled laptop for this course.

Upon completion of the course, learners will be able to:

• Master the fundamentals of SEO
• Conduct keyword research and competitive analysis for SEO
• Apply best practices and insider tips to optimise search engine results
• Implement technical SEO tactics and conduct SEO audits
• Execute both on-page and off-page SEO strategies
• Provide clear and actionable SEO recommendations to development teams or clients
• Leverage powerful copywriting techniques to boost SEO performance
• Select appropriate SEO metrics and generate actionable reports

• Professionals in Corporate Communications, Digital Marketing, Marketing Communications, and Media
• SEO Specialists, Developers, Analysts, and Copywriters
• Business Leaders and Owners seeking to specialise in SEO

“The trainer is very knowledgeable and he’s able to explain the more complex terms and concepts in layman terms to help us understand better. He’s also very generous to provide additional notes and tips that are beneficial to us. He went above and beyond what was required of him. The live demos during the workshops are extremely useful.”

– Sharon Tan, Senior Communication & Outreach Executive, Nanyang Polytechnic

"The Trainer brings his experiences as a real-world practitioner in SEO associated areas and provides good directions and guide. The most useful section is on keywords (because I write), how to optimise a page using SEO, strategies, and steps/process of good SEO writing."

– Clara Lim Shi En, Senior Administrative Assistant, Singapore Red Cross Society

“The trainer shared from a practitioner’s point of view how SEO may be executed with real-life examples. The hands-on practices he stepped through in class provided practical tips and know-how which may be readily applied back at work”

– Teo Hwee Gee, Deputy Director, Prime Minister’s Office

“The trainer is a good communicator and provides relevant information needed by the participants. This course is useful in gaining a better understanding of SEO.”

– Agnes Tay, Senior Manager, Chartered Accountant Alliance

“The trainer was very engaging and helpful. He has a deep well of knowledge in SEO and provided great advice and resources. Thank you for the wonderful session.”

– Vivien Cai, Executive, Singapore Red Cross Society

“The trainer is able to share his knowledge across various sectors. The tools shared were useful.”

– Nicholas Chen, Senior Manager (Marketing), National Heritage Board

Ariff Kamal

Ariff Kamal is a digital marketing expert with over 15 years of experience in the SEO and digital marketing space. As the co-founder of Think Digital Academy, a leading training and advisory firm based in Singapore with branches in Malaysia and Indonesia, Ariff has a rich background in enhancing the digital marketing capabilities of brands and agencies. He currently serves as the Group Organic Lead for MoneySmart Group, the leading finance comparison platform in Southeast Asia.

Ariff was previously the SEO Director at GroupM APAC, where he successfully advised global brands such as WPP, P&G, Fonterra, and General Electric on their SEO and digital marketing strategies. A sought-after speaker, he regularly presents for Google at industry events across Southeast Asia. Furthermore, Ariff has been a certified Google Regional Trainer for AdWords and Analytics, training agencies, brands, and universities in Singapore, Malaysia, and Indonesia. His vast expertise and experience make him a leader in the field of digital marketing.