Categories: Ecommerce and Internet Marketing ,  Marketing Skills Training

Organic Search and Analytics Training Bootcamp

Organic Search and Analytics Bootcamp - is a four 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 for their own website or clients, understand how to install, configure & optimise Google Analytics to provide insightful business information about given websites, and understand how to interpret Google Analytics reports and act on the information they provide.

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 guiding internal resources or managing an external agency.
- Configure Google Analytics for all but the most complicated of websites
- Understand how Google Analytics can be used to accurately analyse how visitors arrive at their website and how they behave and interact with their website content.

Course Overview

Day 1

Session 1
- Introductions & agenda
- Search Engine Marketing (SEM)
- The power of search
- Organic search (SEO) versus paid search (PPC)
- Crawling search engines & how they work
- Meta search engines
- Web directories
- Which search engines to focus on?
- What is Search Engine Optimisation (SEO)
- The find, read, crawl, index and rank of SEO

Session 2
- The find, read, crawl, index and rank of SEO and your website
- Dealing with dynamic & database-driven sites
- Dealing with images, Frames, iframes JavaScript, & AJAX

Session 3
- On-site ranking factors including Title tags, Meta tags & content
- On-site ranking factors including domains, sub-domains & URLs
- On-site ranking factors such internal links, anchor text, sitemaps and Google Webmaster Tools
- Off-site ranking factors & inbound links
- Google Page Rank

Session 4
- Planning & implementing your SEO strategy
- Measuring SEO with position checking
- Measuring SEO with Google Analytics
- Researching keywords
- Planning, prioritising & implementing on-site changes
- Planning, prioritising & implementing off-site link building
- Understanding Search engine penalties

Day 2

Session 1
- Introductions & agenda
- What is Search Engine Optimisation (SEO)
- The find, read, crawl, index and rank of SEO

Session 2
- Website architecture
- Domain & sub-domain structures & configurations
- URLs & redirection
- Examining HTTP streams
- Browsers as SEO tools
- Firefox SEO tools
- More SEO tools
- URL rewriting
- Transitioning websites & maintaining rankings

Session 3
- Understanding Spam
- Duplication
- Doorway pages
- Cloaking
- Keyword stuffing
- Understanding & combating penalties
- Understanding & combating exclusion

Session 4
- Advanced link building
- One-way link building
- Reciprocal link building
- Directory submissions
- Online press releases
- Social media press releases
- Social networking
- Article submissions
- Link baiting

Day 3

Session 1
- Accessing Google Analytics (GA)
- What’s possible with Web Analytics
- What’s possible with GA
- User administration
- Account & Profiles

Session 2
- Basic filter administration
- Google Analytics visitor measurement methodology
- Visitors, visits & Absolute Unique Visitors
- New visitors & returning visitors
- The Bounce rate
- Page Impressions & Unique Page Impressions
- Clicks & Visit discrepancies

Session 3
- Calendars, timelines & date range comparisons
- Using graphs to identify trends & problems
- Your website’s visitors
- Using custom segmentation with GA
- Your website’s domain & GA

Session 4
- Your traffic sources
- The nature of direct, organic, PPC and referral traffic
- Tracking & Integrating GA with Google Adwords
- Tracking other online marketing campaigns such as Yahoo!, MSN and e-mails with GA
- Tracking off-line marketing campaigns such magazine & billboard advertising

Session 5
- Your website’s content
- Your visitors’ paths through content
- Creating & analysing goals & funnels
- The site overlay as a usability tool

Session 6
- Your site & E-commerce
- Using E-commerce on non E-commerce sites
- Your site and on-site behaviour

Day 4 

Session 1
- Accessing Google Adwords
- Enabling & disabling user access
- The My Client Centre

Session 2
- Understanding Account, Campaign & Adgroup structure
- Using Dynamic Keyword Insertion
- Using keyword based landing pages
- Using ad based landing pages
- Detailed keyword research techniques

Session 3
- Creating compelling ad copy
- A/B testing ad copy
- The Google Adwords Quality Score

Session 4
- Integrating Google Analytics into Google Adwords
- Understanding Auto-tagging
- The Adwords Editor