Course curriculum

  • 1

    Introduction to SEO

    • Intro & Learning Outcomes

    • How search engines work

    • Understanding SERPs

    • How a website is discovered

    • Definition & Scope of SEO

    • Ranking Algorithm and Factors

    • Class Survey
  • 2

    Keyword Research

    • Intro & Learning Outcomes

    • Keyword Research Steps

    • Class Survey
  • 3

    On-page Optimisation

    • Intro & Learning Outcomes

    • What is on-page optimisation

    • Content & Image Optimization

    • Web page optimisation

    • Technical Factors

    • Definition of On-Page Optimization

    • Class Survey
  • 4

    Role of Content

    • Intro & Learning Outcomes

    • Why is content important for SEO

    • Copywriting for SEO

    • Leveraging content for SEO success

    • Class Survey
  • 5

    Off-page Optimisation

    • Intro & Learning Outcomes

    • What is off-page optimisation

    • Authority & Link Profile

    • Link Building Strategies

    • Social Media and SEO

    • Monitoring SEO efforts

    • Class Survey
  • 6

    SEO Tools & Tracking

    • Intro & Learning Outcomes

    • Google Search Console

    • Tools & resources for SEO

    • Black Hat vs White Hat SEO

    • Class Survey
  • 7

    Objectives, Pricing & Overview of Adwords

    • Intro & Learning Outcomes

    • Types of campaigns

    • Pricing models

    • Bidding Strategies

    • Keyword Segmentation

    • Class Survey
  • 8

    Implementing Search Campaigns

    • Intro & Learning Outcomes

    • Structure and layout of ad campaigns

    • Writing effective ads

    • Ad extensions

    • Class Survey
  • 9

    Campaign Optimisation & Management

    • Intro & Learning Outcomes

    • Bid management & optimisation

    • Conversion tracking

    • A/B testing

    • Monitor activity with Google Analytics

    • Class Survey
  • 10

    Advanced Google Adwords

    • Intro & Learning Outcomes

    • RLSA

    • Dynamic Keyword insertion

    • Call tracking

    • Geotargeting & Local PPC

    • Class Survey