Organic Search and Analytics Bootcamp

Organic Search and Analytics Bootcamp - is a three day practical, hands-on course aimed at online marketers, web executives, webmasters, agency account managers and campaign managers who want to understand what SEO is and how to plan & implement an SEO campaign, interpret Google Analytics reports and act on the information they provide, and improve their site traffic through careful use of professional SEO techniques.

Pre-requisites
No knowledge of search marketing is assumed or required but candidates should have an appreciation of search marketing being a key component of an effective Internet marketing strategy. Administration access to an active Google Analytics account is required for the duration of the course.

Objectives
Upon successful completion of this course, students will be able to:

• Build and implement an SEO strategy & action plan for their website.
• Interpret Google Analytics reports and use the information provided
• Apply professional SEO techniques to improve your free search promotion.

Course Overview

Day One

Intro to HTML

• What is HTML?
• Hypertext & Hypermedia
• HyperText Markup
• Language (version 4.0)
• URL Addresses

HTML Documents

• HTML Document Structure
• HTML Document
• Characteristics

HTML Tags

• Document Section Tags
• Tag Categories
• Text Formatting Tags
• Layout Tags
• Logical Tags
• Lists (Ordered/Unordered)

Tag Attributes & Character References

• Tag Attributes
• Horizontal Rule Attributes
• Font Tag Attributes
• List Tag Attributes
• Character References

Creating Hyperlinks

• Hyperlinks Defined
• Four Types of Anchors
• Standard HREF Anchors
• MAILTO Anchors
• File Download Anchors
• NAME Anchors

Inline Images & Colors

• Using Inline Images
• GIF vs. JPEG
• HSPACE & VSPACE
• Backgrounds Colors

Introduction to Tables

• What are Tables?
• Table Tag Family
• Table Tag Attributes
• Colorizing Table Cells
• Arranging Data in Cells
• Creating and Formatting Page
• Columns with Invisible Tables
• Advanced Table Formatting
• Cell Spanning

Nesting & Embedding Tables

• Embedding Lists in Tables
• Nesting Tables in Tables

Day Two

Unit 1 - What is Search Engine Optimisation

• Why do it
• What can it do for you
• What can go wrong

Unit 2 - Site Structure

• Accessibility and cross browser compatibility
• Internal links and Sitemap
• Structure of URLs
• Files: Robots.txt, .htaccess
• Redirects: 301 Redirects, non WWW traffic
• Nofollow Attribute

Unit 3 - Content, Content, Content

• An Introduction to Content Creation
• Write for People
• Avoid Duplicate Content
• Keyword Density
• Keep Content Current

Unit 4 - Links

• Aim for quality
• Community Participation
• Link Directories
• News Releases
• Social Media

Unit 5 - Analytics

• See what's working
• Identify new keywords
• Identify best content

Unit 6 - Warning - What to Avoid

• You can get Blacklisted
• No Shadow Domains
• Careful with redirects
• Keyword Stuffing
• Hidden Text and Links

Unit 7 - Useful SEO Tools

• Search Engine Watch
• Google Toolbar
• SEO for Firefox Plugin
• Redirect testing Tools
• W3C Validators for HTML, CSS, Links

Day Three

What is Google Analytics

• Why Use Analytics?
• Why is it Free?
• What does it do for me?

Setting up Google Analytics

• Getting Started.
• The Settings Dashboard.
• Filtering Your Data.
• Using Analytics Goals.
• AdWords Integration.

Reporting

• Visitors Reports
• Traffic Reports
• Content Reports

Marketing Optimisation

• Unique–Visitor Tracking.
• Visitor Segmenting.
• Marketing Campaign Results.
• Search–Engine Marketing.

Content Optimisation

• Ad Version Testing.
• Content Performance.
• Navigational Analysis.
• Goals & Funnel Process.
• Web Design Parameters.

E–Commerce Analysis

• Commerce Tracking.
• Loyalty & Latency.
• Revenue Sources.
• Product Merchandising.