14
May 2020

Professional Certification in Search Engine Optimisation (SEO)

Course Information

Start Date14 May 2020, Thursday
End Date15 May 2020, Friday
Time9am - 5pm
Venue100 Orchard Road, Concorde Hotel Singapore 238840
Fee$990 (excluding GST) Inclusive of refreshments, lunch, and course materials
ContactRoshini | 6720 3333 | training.aventis@gmail.com
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Course Schedule

14 & 15 May 2020

(Click on the dates above to register)

Introduction

Search Engine Optimisation (SEO) is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results. Despite the acronym, SEO is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

This course aims to provide you with a deep, current knowledge of what works in SEO, key trends in 2020, what works in link building, and the behind-the-scenes components like site structure, JavaScript, and structured data that can all have a massive impact on rankings. Whether you’re barely familiar with these components or simply want to ensure you’re up to date, this course covers each in detail.

Course Highlights
  • Understand how to handle SEO for large, complex websites
  • Master technical SEO tactics and know what is important in a technical audit and how to start one yourself
  • Learn how to make the business case for SEO and clear, persuasive recommendations to your development team or clients
  • Be skilled in selecting the right SEO measurement metrics, putting together SEO reports that drive insights and action
What You’ll Learn

This course is designed to level-up participants from beginner to advanced level growth marketers.

  • Be able to optimise on-page content with the right keywords & page structure
  • Understand what a good URL structure is and how you can influence crawl behaviour
  • Easily create XML sitemaps to help you better understand content & index rates
  • Be skilled at marking up your content with structured data so it can extract entities
  • Be able to decide on the right domain strategy, URL structure, content & keywords while working across multiple countries
  • Learn all about backlink management and link building
Target Audience
  • SEO Specialists, Developers, Analysts, and Copywriters
  • Professionals in digital marketing
  • Business owners and leaders who want to specialise in SEO
  • Individuals with an interest in analytics
Prerequisite

Participants should have basic technical/computer skills. Participants are required to bring a laptop.

Course Outline

Module 1: SEO Fundamentals

  • SEO’s role in the digital marketing eco-system
  • How the search engines work: crawling, indexing and ranking
  • SERP layout: on-page, off-page and local SEO
  • The importance of link signals
  • SEO algorithms, strategies and tactics
  • How to develop a customer-focussed approach to SEO

 

Module 2: Keyword Research and Competitive Intelligence

  • Researching high demand keywords with commercial value
  • Types of queries: short and long tail
  • Competitive analysis: B2C and B2B
  • How to do competitive intelligence analysis for SEO

 

Module 3: Site Architecture and On-Page Optimisation

  • Site design and Information Architecture (IA): Best practices for SEO
  • Developing search friendly websites and pages
  • Choosing search-friendly domains, URLs and permalinks
  • Copywriting for SEO
  • Examples of well-developed IA

 

Module 4: Local SEO

  • Google Local – photos, videos and more
  • About universal business listings
  • Rating local search factors
  • Business listing quality guidelines
  • How to setup and optimise local business listings

 

Module 5: Technical SEO

  • Sitemaps overview and how to submit
  • Sitemaps, robots, Schema.org and Google
  • How to use Google Search Console – fixing crawler and indexing issues
  • Analyse website loading times
  • How to conduct a technical SEO audit

 

Module 6: Off-Page Strategies

  • Types of link – a primer on link research and authority
  • What makes a website link-worthy?
  • Back-link management techniques
  • Proven methods and templates to build links and online reputation

 

Module 7: Measuring SEO Campaigns

  • What are the key metrics to track for SEO?
  • Google Analytics: Setup and interpreting analytics data
  • Fine Tuning SEO
  • Using ready-to-go SEO dashboards and reports

 

Module 8: Selling SEO

  • What SEO Techniques are working in 2020?
  • Making the business case for SEO
  • Managing SEO projects and teams
  • Integrating SEO with other digital marketing channels
Award-Winning Digital Marketing Expert: Ariff Kamal

Ariff Kamal is the co-founder of Think Digital Academy, a training, and advisory provider based in Singapore with a presence in Malaysia and Indonesia, specialising in digital growth marketing excellence for brands and agencies. He is also the Group Organic Lead for MoneySmart Group, a leading FinTech in finance, driving organic growth and performance across South East Asia.

Ariff was formerly the SEO Director with GroupM (APAC), WPP. He had also consulted and facilitated training for global brands, media and government agencies such as ASTAR, SingTel, NUS Business School, General Electric, American Express, and many more Fortune 500 companies in digital marketing across Southeast Asia, Hong Kong, Taiwan, Japan, and Korea since 2006.