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