Learning Objectives

  • Make a case for investment in SEO through a planned approach.
  • Understand the latest SEO ranking factors, mobile ranking factors and Google algorithms.
  • Define SEO Key Performance Indicators (KPIs), benchmark SEO competitiveness and conduct link quality and backlink effectiveness audits.
  • Understand consumer keyword search behaviour and perform a gap analysis.
  • Identify how to optimise on-page elements including titles, meta descriptions, page headings and body copy.
  • Create a content marketing strategy to support SEO and link acquisition.
  • Define an SEO performance review strategy using Google Analytics.

How is the Learning Path structured?

The Learning Path is separated into these topics and modules:

Topic 1: Discover SEO opportunities

  • A planned approach to SEO
  • Understanding the latest SEO ranking factors
  • Understanding the key Google algorithms
  • Understanding mobile ranking factors

Topic 2: Audit SEO effectiveness

  • Define SEO KPIs
  • Benchmark SEO competitiveness
  • Understanding consumer keyword search behaviour
  • Link quality and backlink effectiveness audits

Topic 3: Technical SEO

  • Review indexing of web pages using google Search Console
  • Develop and implement a sitemap
  • Review and reduce duplicate content
  • Review indexing of images to improve ranking
  • Review and improve mobile ranking
  • Review the relevance of Google’s AMP (Accelerated Mobile Pages)
  • Review and improve video search effectiveness
  • Review and improve local search effectiveness
  • Review and improve international search effectiveness
  • Review opportunities for structured data markup

Topic 4:  On-page SEO

  • Overview of on-page optimization
  • Review and improve titles and meta descriptions
  • Improve the structure of page headings
  • Create relevant body copy
  • Target featured snippets

Topic 5: Create the best content for SEO

  • Define content strategy to earn links
  • Building Cornerstone content
  • Compete using the ‘Skyscraper Technique’

Topic 6: Refine internal linking and acquire more quality links

  • Review internal linking
  • Guest blogging and press releases
  • Using social media to amplify linkbait

Topic 7: Improve SEO through analytics

  • Reviewing performance of a channel in analytics
  • Review performance of landing pages in analytics
  • Using Google Search Console to review keywords
  • Breakdown visits from mobile and desktop devices

Roles who will find this Learning Path useful

  • Company owners and directors working for smaller businesses
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director seeking to review their SEO strategy
  • Digital marketing managers, marketing executives and specialists responsible for SEO
  • Consultants or agency account managers