SEO Masterclass – Training Course Outlines

 

 

Two Day SEO Training Course in Perth, WA

  1. Cheltenham Group & SEO
  • My SEO Story
  • Computer Training Materials
  • SEO Training Perth
  • SEO Tutorials Perth
  • Videos can be displayed within Google search results

  1. Set Realistic SEO Expectations
  • Good SEO takes time
  • Not everyone can be on the first page
  • Do not over-optimize
  • Don’t be tempted to take shortcuts such as buying incoming links
  • Be very careful about hiring an SEO company
  • What Google says about hiring an SEO company
  • Additional Google recommendations

  1. Who can do SEO?
  • What skills are required?
  • How much work is involved?
  • How long will it take to get results?
  • Knowledge is Power

  1. Why Use WordPress?
  • Percentage of websites using WordPress
  • WordPress and SEO
  • Consider converting your website to WordPress before starting SEO
  • Website to WordPress Conversion Service

  1. SEO Basics
  • What is Search Engine Optimization?
  • What is On-Site Search Engine Optimization?
  • What is Off-Site Search Engine Optimization?
  • Organic vs. Paid Search Engine results
  • What about the constant changes Google makes to its algorithms?
  • Decide what you want SEO to achieve and think local
  • SEO and ROI
  • Black hat vs. white hat SEO
  • Robots, spiders and crawlers
  • What is a URL or domain name?
  • What is an IP address?
  • What is a web server?
  • What is the Google Search Algorithm?
  • Google Algorithm Updates – Google Panda
  • Google Algorithm Updates – Google Penguin
  • Google Algorithm Updates – Page Layout Algorithm Update
  • Google Algorithm Updates – Google Hummingbird
  • How do search engines work?
  • Think like a search engine
  • Search engines DO NOT rank WEBSITES, they rank WEB PAGES
  • Over 200 factors affect your SEO
  • Use your keywords in the website
  • Use pictures, documents and videos
  • Use Social Media
  • Links
  • Keywords in the domain name
  • Using keywords in file names
  • Using keywords in folder names
  • Using keywords in image file names
  • Using keywords in your document file names
  • NAP – Name, Address & Phone Number

  1. Listen to Google

Quality Content & Freshness

  • Content is king
  • Google likes fresh content
  • Frequently updated content means more interest from Google
  • New content equals new keyword promotion opportunities

Google Webmaster Guidelines

  • What are the Google Webmaster Guidelines?
  • Viewing the Guidelines
  • The Guidelines
  • General Guidelines
  • Help Google find your pages
  • Help Google understand your pages
  • Help visitors use your pages
  • Quality guidelines
  • Basic principles
  • Basic principles – avoid the following
  • Follow good practices like these
  • A warning from Google

  1. Basic HTML Structure

Understanding HTML

  • What is HTML?
  • Browsers and HTML
  • Viewing HTML code
  • Head vs. Body sections
  • The Head Section
  • The ‘Body’ Section
  • Title tag
  • Description tag

  1. Competitor Research
  • Setting the default search engine to Google within Chrome
  • Setting the default opening page to Google within Firefox
  • Setting the default search engine to Google within Firefox
  • Setting the default opening page to Google within the Internet Explorer
  • Setting the default opening page to Google within Microsoft Edge
  • Setting the default search engine to Google within Microsoft Edge

Evaluating Keyword Phrases

  • Make a list of the keyword phrases that you think are important
  • Use keyword phrases rather than a single word
  • Use a localized phrase
  • Ask employees and customers for key phrase ideas
  • Use Google to search using your chosen keywords and check out the competition
  • Use ‘Google Auto-suggest’ to display more popular keywords
  • Related searches in Google
  • Turn the cache off when repeating local searches
  • Word Stemming
  • Use Thesaurus.com for related keyword ideas or the Microsoft Word Thesaurus
  • Using long tail search phrases

Research Using Power Google Searching

  • Basic searching techniques within Google
  • Search for a phrase within a specified website.
  • Find documents using a file format such as PDF file.
  • To display website pages that are like a specified URL
  • To specify that all the words in a search query must appear in anchor text of links pointing to a web page
  • To specify that the words in a search query appear in the anchor text of links pointing to a web page
  • To specify that all the query words must appear within the body text of a web page.
  • To specify that some or all the query words must appear within the body text of a web page
  • To specify that all the query words must appear in the title of a web page
  • To specify that one or more of the query words must appear in the title of a web page
  • To search, specifying that all query words must appear in the URL
  • To search, specifying that one or more query words must appear in the URL

Research Using Advanced Google Searching

  • Google Advanced Search
  • Narrowing your advanced search results
  • And more …
  • You will need a Google AdWords account
  • There are many third-party keyword analysis tools.

  1. Domain Names & SEO
  • Think about domain names that describe your product or service & location
  • How to see if a domain name is available
  • What to do if your preferred domain name is taken
  • Consider purchasing several domain name alternatives
  • Using the ‘4 or 2’ trick within URLs
  • Buy-up domain variations and international versions of the URL
  • Consider other domain types
  • Beware of purchasing an expired domain
  • Purchasing an existing website
  • Buying a premium website domain
  • Finding recently expired domains that you might want to purchase

  1. Text & SEO
  • Focus on your products or services and your location, not the company name
  • Use your keywords within the body text
  • Use similar phrases rather than the same phrase multiple times
  • Use single and plural versions
  • Use different spelling versions
  • Use abbreviations and full versions
  • Customizing different pages for different keywords
  • Location of keywords on a page
  • Keyword Density
  • Keyword Frequency
  • Keyword Stuffing
  • What is SEOquake?
  • Installing either Firefox or Chrome
  • Displaying the Firefox menu bar
  • Installing SEOquake within Firefox
  • Using SEOquake to analyze website page content
  • Using SEOquake to audit your website pages
  • Amount of text on a page
  • Using tabs or accordions to ‘hide’ text
  • People search using questions, not answers!
  • Body text and keywords
  • Bold text
  • Using bulleted or numbered lists
  • Used in a similar way to headings within Microsoft Word
  • Headings and structure
  • The H1 is very important for SEO
  • Using H2 tags
  • Use Headings for SEO not styling
  • Use relevant keywords within your headings
  • Only one H1 per web page
  • No gaps in multiple heading hierarchy

  1. HTML Titles, Descriptions & SEO
  • HTML Title
  • Promote your product, service and location, not the company name
  • Matching HTML titles with content
  • Use unique HTML titles for each page within your website
  • The HTML title may be displayed within the search engine results
  • What happens if you do not have a title or have a bad title?
  • CTR (Click Through Rate) and SEO
  • Titles and matching HTML headings
  • Keyword positioning within your title
  • Localization of your titles
  • Google will only display around 64 characters but may index up to 250 characters
  • Titles and branding
  • Keyword proximity within the title
  • The order of words within your key phrase are important
  • Singular vs. plural versions of your keyword
  • Use similar words within the title
  • Stop words
  • Separators
  • Using smaller words
  • Using exact keyword matches
  • Use natural capitalization
  • Different title and description text
  • Do not use a trademark name within your HTML Title or Description
  • The Meta Description
  • Description Syntax
  • Description and Click Through Rate (CTR)
  • Google may ignore the Description
  • Unique Descriptions on every page
  • Description length
  • The Description and page content
  • The Meta keyword list
  • What is SEO Yoast?

  1. Linking & SEO
  • Anchor text and keywords
  • Exploiting keywords in anchor text links
  • Don’t use ‘Click Here’ as anchor text within a hyperlink
  • Insert text links at the bottom of each page
  • Insert text links within the main body of text on each page
  • Matching anchor text to the target page content
  • What is a 404 error?
  • What Google says about broken links
  • Checking your website for broken links – XENU
  • WordPress Broken Link Checkers
  • WordPress 404 error redirects
  • An example of 404 redirecting using a WordPress plugin
  • Google likes text-based hyperlinks
  • Complex internal website linking
  • Link all pages within your website back to your homepage
  • Use both text and graphic links
  • Insert links from each page to your important pages
  • Beware of buying links
  • Do not link to (or from) bad neighborhoods – Avoid penalties
  • Identifying bad sites – How old is the website?
  • Identifying bad sites – How many pages are indexed by Google?
  • Identifying bad sites – Other warning signs
  • The Google Disavow tool
  • How to disavow backlinks
  • Link Juice and Page Authority
  • Controlling individual links with the nofollow tag
  • Nofollow WordPress Plugin
  • Page Level Nofollow
  • Many social media links may be nofollow links – but are still valuable
  • Examining link types using SEOquake
  • Configuring SEOquake to display nofollow links
  • How to view incoming links
  • Outgoing links from your website can help SEO
  • Check all your outgoing links for links to bad neighborhoods

  1. Images and SEO
  • Free Stock Image Websites
  • Images and copyright
  • Outsourcing design work
  • Using image file names to boost SEO
  • How to inspect your image file names
  • Using image Alt tags
  • Inserting image ALT tags within WordPress.
  • How to inspect your image alt tags
  • Alt tags and visual impairment
  • Insert hidden metadata in all your pictures
  • Optimize picture file size
  • Optimize picture pixel size
  • Image resolution
  • Resizing all pictures to the actual display size will help with your loading speed
  • Reduce the number of pictures by combining them
  • Original pictures may help with SEO
  • Installing the Gimp image editing program
  • Resizing a picture using GIMP
  • Compressing a picture using Gimp
  • Using GIMP to change the image resolution
  • Adding metadata using Gimp
  • How to rename image files

  1. Documents & SEO
  • Website pages, embedded videos and documents can all show up in Google searches
  • Types of downloadable documents
  • Downloadable document file names
  • Documents and keyword content
  • Headings within documents
  • Use all the usual SEO text formatting techniques within documents
  • Document Metadata
  • How to insert metadata into a Microsoft Word document
  • Use SEO friendly anchor text within your website page to downloadable documents
  • Linking from documents to your web pages
  • Web page content and document content
  • Use a special Google search to find documents that are indexed on your website

  1. Video and SEO
  • People like videos
  • Some companies focus on video
  • YouTube videos and embedded videos can show up in the search results
  • Importance of a good thumbnail
  • Using video sitemaps
  • Video file names
  • Optimize the YouTube Title, Description and Tags
  • YouTube Title optimization
  • Use the maximum YouTube description length
  • Use the YouTube description to link back to your website
  • Include spoken words in the videos, not just music
  • Make sure the spoken words are SEO friendly
  • Check the video transcript

VidIQ

  • See what tags other YouTube videos are using.
  • Turn off YouTube ‘Show Suggested’ Feature
  • YouTube vs Vimeo
  • Optimize Video Metadata
  • Embedding a video can increase ‘Dwell Time’
  • Embedding a series of videos can reduce the ‘bounce rate’
  • Only one video per page for better SEO results
  • Ensure that the page text content is relevant to the embedded video
  • Embed the video above the fold
  • Short or long videos?

  1. Loading Speed & SEO
  • Use a fast website hosting service
  • Server Location
  • Checking your Web page loading speed
  • Optimizing images for faster loading
  • Using Caching
  • What is Gzip?
  • What is Minifying?
  • Use AMP for faster mobile loading
  • What Google says about AMP
  • Testing your AMP pages with Google
  • PHP Versions and WordPress

  1. Mobile Search & SEO
  • Two separate Google directories
  • What is AMP?
  • Installing an AMP plugin within WordPress
  • What is a responsive website?
  • How to check that your website is mobile friendly
  • Mobile loading speed

  1. Advanced SEO
  • SEO friendly folder names
  • Google recommends hierarchically structured websites
  • Canonicalization (setting preferred URL)
  • What is an HTML sitemap?
  • Dynamic HTML Sitemap – WordPress Plugins or page templates
  • Installing an HTML sitemap plugin within WordPress
  • What is an XML sitemap?
  • Installing and verifying an XML sitemap within WordPress
  • XML Sitemap and Google Search Console
  • Google and language specification
  • HTML Language Code
  • More Information from Google
  • WordPress and language specification
  • Recommended in Google Webmaster Guidelines
  • What is HTTPS and how does it work?
  • Implementing website encryption
  • Common issues when using HTTPS and TLS
  • What is Bounce Rate?
  • Reasons for a high bounce rate
  • What is Dwell Time?
  • What is On Page Time?
  • What is Schema Mark-up?
  • WordPress Schema Mark-up Plugins
  • Displaying a picture in the search snippets
  • Displaying image snippets using a WordPress Schema plugin
  • Using the Data Highlighter within the Google Search Console

  1. Technical SEO Stuff
  • What is robots.txt used for?
  • Googles advice about the Robot.txt file
  • txt and web pages
  • txt instructions may be ignored
  • WordPress and the Robots.txt
  • What is the .htaccess file?
  • The .htaccess file and SEO
  • Warning
  • Removing pages from your website
  • Using the Google Search Console to remove pages from the Google index
  • Why redirect?
  • Use the .htaccess file to redirect from the non-secure version to the secure version
  • Using the W3C Validator
  • Why consider having more than one website?
  • Specialize by geographical area
  • Specialize by product or service type
  • Specialize by offering a wholesale site and separate retail site
  • Specialize by different versions for expert and non-expert visitors
  • Dedicated and shared IP addresses
  • Server uptime monitors
  • Use a server based in your own country
  • Checking to see if your website has been hacked
  • Checking how many sites are shared on a web server
  • Recommended hosting services
  • Different browser issues
  • Browsers version issues
  • Screen resolution issues
  • Mobile web issues
  • What are WordPress Permalinks and how do you use them?
  • What are breadcrumbs?
  • Breadcrumbs and Google
  • Breadcrumbs and snippets
  • Breadcrumbs and WordPress

  1. Website Redesign – Potential for an SEO Wipeout
  • The age of a website page adds value
  • Duplicate existing file names and structure
  • Image file names and folder locations
  • Setup 404 redirecting – just in case
  • File name extensions
  • Using a WordPress file name extensions plugin

  1. Attracting Inbound Links & SEO
  • Link quality and relevance
  • Analyzing your incoming links
  • Quality content attracts links
  • Link Baiting – Create quality content to attract links
  • Link baiting – Top 10 Lists
  • 101 Information Pages
  • Use original content
  • Ask for links
  • Ask your customers to rate you on Google
  • Analyzing back links to competitor sites
  • SEMRUSH
  • Majestic
  • Take part in forum discussions
  • Post comments to blogs or guest blogging
  • Join local industry associations and groups
  • Offer educational discounts
  • Produce regular articles for other people’s newsletters
  • Free e-books
  • Downloadable tutorials, fact sheets or reports
  • Do not use automated link building schemes
  • Reciprocal link exchanges
  • Take care when considering free link pages

Directory Submission Sites

  • Why use ‘Paid Directories’?
  • Paid Directories
  • COM Paid listing
  • ‘Best of the Web’ Paid Directory Listing
  • Australian Submission Sites
  • International directories
  • Business associations
  • Perth Business Associations & Groups
  • Podcast directories
  • Green directories
  • Free advertising websites

Article Submission Websites – Yesterdays SEO

  • What are article submission sites?
  • The dangers of overuse
  • Examples of Article Submission websites

PowerPoint Submission Sites – Yesterdays SEO

  • What are PowerPoint submission websites?
  • Should you still use presentation sharing websites?
  • Examples of presentation submission websites

Search Engine Submission

  • Make sure you are listed in the major search engines
  • How to submit a website to Google
  • International Search Engine Submission
  • Australian Search Engine Submission

  1. Blogs & SEO
  • Fresh Content
  • Do it right or don’t bother
  • Incorporate a blog into your website
  • How to setup a blog within a WordPress website

  1. Mailing lists and SEO
  • Never send out unsolicited emails to prospective customers
  • Opt-in Mailing Lists
  • Do not buy in mailing lists
  • Making the signup easy
  • Mailing List popups
  • Lead Magnets
  • Consistent brand design
  • Always provide a text version of your mailout
  • Create specific landing pages for mailing list offers
  • Include ‘permission reminders’ at the bottom of your mailings
  • Clear, easy unsubscribe option
  • Avoiding being labeled as spam
  • MailChimp Guides

  1. Don’t Annoy Google
  • Ads – Use conservatively
  • Anchor text – Use accurately and conservatively
  • Broken links
  • Buying links
  • Comment spam (user generated spam)
  • Duplicate content
  • Excessive doorway pages
  • Titles and descriptions – Make sure there are no duplicates
  • Titles and descriptions – Make sure they relate to page content
  • Titles and descriptions – Correct length
  • Missing H1 Tags
  • Multiple H1 tags – Only one per page
  • Gaps in the heading hierarchy
  • Hacked content
  • Hidden content
  • Keyword stuffing
  • Link building – Google can detect unnatural link building efforts
  • Links to bad websites
  • Mobile – Not mobile optimized?
  • Over-optimization
  • Reciprocal links – Use conservatively
  • Schema – Don’t abuse it
  • Scraped content
  • Sitemaps – You need both XML and HTML Sitemaps
  • Thin Content
  • Unnatural Linking Activity
  • What are Manual Actions?
  • Manual Action Triggers
  • How do you know you have a manual action against you?
  • Reconsideration Requests

  1. International Issues
  • Search using different international versions of Google
  • Using a VPN
  • International spelling and meanings
  • Paper Size
  • Establish jurisdiction for disputes
  • International visitors: What about sales tax?
  • Phone Numbers
  • Out of hours messaging services
  • Accept different currencies
  • Consider different websites for different regions or countries
  • Is it winter or summer?
  • The weekend is not always Saturday and Sunday
  • Different countries have different religious based holidays
  • Displaying a clock showing the time in your location
  • Take account of local sensibilities, especially pictures

  1. Website Credibility
  • Testimonials
  • Google Reviews
  • It’s not all about being first
  • Star Ratings
  • Snippet Images
  • Upcoming Events
  • Remember to promote your documents and videos
  • This site is not secure message in Google Chrome
  • Mobile Friendly
  • Your website visitors are looking for reassurance
  • Full contact details
  • Embed a map within the contacts page
  • Client lists and customer feedback
  • Independent Reviews
  • Publish full prices on your website rather than asking for a quote
  • Make it clear what extra charges may be applicable such as postage or insurance
  • Guarantees and ‘Terms and Conditions’
  • Returns policy
  • FAQs Page
  • Always use encryption to take credit cards
  • Privacy Policy
  • EU – General Data Protection Regulation (GDPR)
  • Website accreditation schemes
  • Keep your content up to date
  • Beware of seasonal text messages on your home page
  • Check your copyright date

  1. Spammers and Plagiarists
  • Don’t get mad – get even!
  • How to send a spam report to Google
  • Checking for other sites that may be plagiarizing your website content

 

  1. Monitoring your SEO campaign
  • Simple web hit counters
  • Monitor the back links to your website
  • See how many pages you have listed in Google
  • Manually check your search engine results
  • Beware of using automated search engine position checkers
  • Google Search Console (formally the Google Webmaster Tools)
  • Google Analytics
  • Bing Webmaster Tools
  • Monitor competitor sites for content changes
  • Site Analysis Tools

  1. Using FTP
  • What is FTP?
  • Installing an FTP program
  • Using FTP to transfer files to and from your web server

 

  1. Google Search Console
  • Where to find the Google Search Console
  • Signup and Verification
  • Dashboard
  • Messages
  • Search Appearance – Structured Data
  • Search Appearance – Rich Cards
  • Search Appearance – Data Highlighter
  • Search Appearance – HTML Improvements
  • Search Appearance – Accelerated Mobile Pages
  • Search Traffic – Search Analysis
  • Search Traffic – Links to your site
  • Search Traffic – Internal Links
  • Search Traffic – Manual Actions
  • Search Traffic – International Targeting
  • Search Traffic – Mobile Usability
  • Google Index – Index Status
  • Google Index – Blocked Resources
  • Google Index – Remove URLs
  • Crawl – Crawl Errors
  • Crawl – Crawl Stats
  • Crawl – Fetch as Google
  • Crawl – Robots.txt tester
  • Crawl – Sitemaps
  • Crawl – URL Parameters
  • Security Issues
  • Web Tools – Ad Experience Report
  • Web Tools – Testing Tools
  • Web Tools – Other resources

  1. SEO Information from Google

Google Community

  • What is the Google Community?
  • Google webmaster central blog
  • Get information about the latest changes from Google
  • News for website developers

  1. Bing Webmaster Tools
  • Optimize your website for Bing

  1. Latest SEO Information
  • Search Engine Watch
  • Search Engine Land
  • Search Engine Journal
  • SE Round Table

 

 

SEO Training Course in Perth – SEO Masterclass
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