Certificate in Search Engine Optimisation (Cert. SEO.) by Distance Learning
Search Engines have revolutionised the way people look for information. It's not all that long ago that someone looking for information about a particular topic would have to go to the local library and carry out a manual search of the books available to find what they were looking for. Now that search can be done is seconds from your own home using Google, Bing or any one of the many search engines that are now available to consumers.
The technology of search engines is constantly evolving and improving to give more relevant results in a shorter time. It is important for anyone working in the area of web development or marketing and advertising that they are fully aware of this technology and how to harness it to boost their own website rankings.
Why do you need to know about Search Engine Optimisation?; A brief history of Search Engines; How people search the web; How do Search Engines actually work?; How is the information collected for Search Engines to use?; Algorithm Based Ranking Systems - Crawling, Indexing and Ranking; Web Crawlers, Spiders and Robots, ; Search Engine Query Interfaces; Understanding GoogleBot; Analysing Ranking Factors; Advanced Searching techniques; Determining Searcher Intent - Types of Searches; How people scan search results pages; How people click on search results; Organic Listings vs. Sponsored Listings; The Google Toolbar PageRank Tool; Vertical Search Engines; Country Specific Search Engines; Search Directories.
Setting out your SEO Goals and Objectives; Outlining and Developing your SEO Plan; The importance of having a good SEO Plan prior to website development; Researching your potential audience; Finding your niche on the web; SEO for raw Traffic; SEO for E-Commerce sites; SEO for Branding; SEO for Direct marketing; SEO for Reputation Management; SEO for Ideological Influence.
The importance of planning; The importance of site architecture; Defining your websites architecture; Technology decisions that can affect your SEO; Structural decisions that can affect your SEO; Auditing an existing site to identify and SEO problems; Server Hosting Issues - Server Timeouts, Slow Response Times, Blocked IP Addresses, Shared IP Addresses, Server geography; Who are your competitors?; Measuring your success - Server Statistics Software; Website SWOT Analysis
The importance of Keywords; Traditional Approaches to Keyword Research; Choosing Quality Keywords or "Trophy Words"; Understanding how Keywords are used; Selecting the right Keywords; Analysing your competition with Compete.com; Analysing your competition with SEODigger; Keyword Research Tools; Google's Keyword Tools; The Google General Keyword Search Tool; The Google Crawler Keyword Search Tool; Keyword Research with KeyCompete; Using the Word Tracker keyword research tool; Researching, Analysing and Filtering your keywords with keyword Discovery; Other Keyword Research Tools; Determining Keyword Value; The Importance of Long-Tail keyword Search; White Hat and Black Hat SEO; Determining your potential Return On Investment (ROI); Deciding on your Quality Keywords.
The importance of Link Building for SEO; How to get quality back links; Some definitions of link building; Link Building - how to start; Keyword Rich Anchor Text; Building Links from Different IP Addresses; Deep Link Building; Shallow Link Building; URL Canonicalization; The No-Follow Attribute - how to find and use the no-follow attribute on a web page; Link Juice and Page Rank - The PageRank Calculation, Using Effective Anchor Text; Link Exchange and Page Rank, Internal Links; Article Directory Submission; Requesting One Way Links; Purchasing Links; Search Directories; Content Generation; Creating and Distributing Content; Posting Content; Encouraging others to share your content; Link Building Resources and Tools.
The importance of page content; Choosing the correct file names for web pages; Formatting your site with HTML; Formatting your site with CSS; Page Structure - adding emphasis with Heading Tags; Using Text Modifiers; Optimising Images; Working with Forms and other page elements; Validating the page HTML; The Meta Description Tag; The Meta Title Tag; How Search Engine Spiders interpret Meta Tags; Configuring Meta Tags - The Keywords Meta Tag, The Title Meta Tag, The GoogleBot and the Robot Meta Tags, The Revisit Meta Tag, The Location Meta Tag, The Subject Meta Tag, The Author and Copyright Meta Tags, The Redirect Meta Tag; Adding your site to GeoURL.
Making your site accessible to Search Engines; optimising your site information architecture; The Importance of site maps; Creating a HTML sitemap; Creating an XML sitemap; Sitemap creation tools; Root Domains and Sub Domains; optimising Domain Names and URL's; Structuring your URL's correctly; optimising your website for multiple web browsers; The World Wide web - creating different language versions of your site; Keyword Targeting; Keyword Density; The Importance of HTML Tags in Keyword Targeting; Meta Tags and HTML Tags; Using Images and Flash files; Using the "Alt" Tag - the importance of Alternative Text; Content optimisation; Avoiding Content Duplication; Controlling Content with Cookies and Session ID's; Specifying Content for Search Engines - The robots.txt file and the Rel="NoFollow" attribute; protecting your site with a .htaccess file; Redirecting traffic with 301 ReDirects; Redirecting non-WWW traffic to WWW; Using Content Management Systems (CMS's); Targeting your site for different countries; Targeting your site for Mobile Devices; Other considerations for your website.
Optimisation for Google; Google PageRank; Google Webmaster Tools; iGoogle; Google Technical Suggestions; Google Content Suggestions; Optimising for Yahoo, Bing, MSN and Microsoft Live; How Yahoo works; Bing Technical Suggestions; Bing Content Suggestions.
Submitting your site to Google; The Google Webmaster Central; Adding your site to Google Analytics; Submitting your site to Yahoo; Submitting your site to Bing; Bing's Webmaster centre; Submitting your site to DMOZ; Submitting to Jayde for Business to Business websites; Submitting to Alexa; Submitting to the Librarians Internet Index (LII); Enlisting your URL and Company on Merchant Circle; Submitting to National Directories; Website Submission Engines.
The Importance of Analysing your Web Traffic; Measuring Search Traffic; Knowing what Metrics are important for you; Using AWStats to track web traffic; Google Analytics; Integrating Google Analytics code in your website; The Google Analytics Keywords Report; Measuring the Bounce Rate and understanding its importance; Setting Goals in Google Analytics; Using Goals to measure ROI; Using Filters in Google Analytics- specifying your web metrics; Setting up and Customizing Reports in Google Analytics; Setting up and maintaining User Accounts in Google Analytics; Mobile Reporting in Google Analytics; Tips to help you utilize Google Analytics.
Abnormal Keyword Delivery; SEO Spam; Using automatic linking software and websites; Doorway Pages; Meta Jacking; Keyword Stuffing; Page Cloaking; Link Farms; Spamblogs, Page Highjacking; Linking to bad sites and span sites; Using standard Titles and Meta Tags through your website; Spreading duplicate content throughout your site; Creating a site entirely in Flash; using Frames in your site; Understanding how search engines recognise Forms.
The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce a Search Engine Optimisation Pitch Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops pitching skills.
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, end of module assignments. etc.
The Fitzwilliam Institute Group has a panel of Subject Experts with experience in the Industry.
Anyone working in Marketing or Advertising in an entry or support position or those who wish to make a career change to Internet Marketing. The course will also benefit anyone, such as a P.A., who has internet marketing or online advertising as part of their job specification. Selection is based on application.
Successful students qualify for the Certificate in Search Engine Optimisation. The Certificate is awarded at Distinction, Credit or Pass Level.
Enrolment for this Search Engine Optimisation Course will take place on 4th June 2012.
Application for this Search Engine Optimisation Course is available immediately online through our SEO Course Payments Page.
6 weeks to 6 months depending on individual progress.
$795
Fees may be paid online through our Course Payments Page. Alternatively payments can be made by cheque, bank draft, credit card, debit card or bank transfer.
All fees must be paid before the course begins.
Request a Brochure for this Course.
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Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute Group reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute Group.
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Fitzwilliam Institute Group Melbourne: 03 9937 1210 Sydney: 02 8005 8455 Brisbane: 07 3102 9793 Perth: 08 9467 9618
