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Lydian Stone

About this course

Get up to speed on the key fundamentals of SEO to develop your successful strategy by adding this learning class to your streamed learning plan.

  • Intermediate
  • 3h
  • 2 classes
  • 6 credits
  • Live, trainer-led class
  • Interactive group exercises
  • One-to-one mentorship
  • Unlimited access

Learning outputs

Lydian Stone

Course overview & classes

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Course Overview

SEO is one of the most established digital marketing disciplines, and a lynchpin in any digital marketing strategy. Yet digital marketing practitioners remain confounded by the technologies and changes to Google algorithm that underpin a successful SEO strategy.

This course tackles this very issue, enabling you to get to the very foundations of what makes a successful SEO strategy. Gain insight into search marketing trends and developments, and discover which SEO techniques can now be safely ignored through recent Google changes. Steal a march on your competitors by discovering the latest techniques and tools to focus on.

The class will appeal to marketers, designers and developers seeking to plan successful SEO campaigns. Book now to drive real results and visibly improve your SEO.

  • Class 1: SEO Insight & Strategy Frameworks

    SEARCH MARKETING INSIGHT

    • Getting up-to-speed: The latest search marketing developments and trends
    • Landscape overview: Full briefing on the key providers, technologies and tools
    • Latest developments: Featured Snippets, ‘People Also Ask’ boxes and others
    • Google algorithm update: The latest Google algorithm updates and how to plan around them
    • Technical algorithm update backgrounder: Full briefing on Penguin, Panda, Hummingbird & RankBrain
    • The Google Knowledge Graph: Understanding the impact of Google’s semantic search enhancements
    • Entity search: Briefing on Google’s development of entity search and the impact on SEO
    • Search Quality Ratings: Key points from Google’s latest guidelines

    SEO STRATEGY

    • Business opportunity: Understanding the business opportunities presented by SEO
    • Strategy framework: Clear framework for developing a coherent plan for your SEO activity
    • Goal setting: How to set clear, measurable objectives for your SEO campaigns
    • Google Webmaster Tools: Advanced guidance on getting the most out of Google’s suite of reports
    • Revenue potential modelling: How to build a keyword opportunity model to forecast revenue potential

    USER EXPERIENCE & SEO

    • User search behaviour: Designing websites to reflect user search behaviour
    • Design best practice: Examples of good web design that complements SEO requirements
  • Class 2: SEO Campaign & Keywords Planning

    SEO CAMPAIGN PLANNING

    • Campaign types: Full overview of different structured approaches and their applications
    • Planning tools: Guidance on best tools to use to aid the planning process

    KEYWORD PLANNING

    • Keyword research: Best practice keyword research & planning advice
    • Research tools: Full guidance on free and paid-for tools to inform your keyword strategy
    • Audience targeting: Keyword mapping best practice to match keywords to distinct audience segments
    • Competitor benchmarking: Techniques and tools to analyse your competitor activity and rankings
    • Keyword deployment: How to deploy keywords across multiple channels and platforms
Lydian Stone

Course Trainers

Learn from our skilled trainers, with hands-on experience from the front-line.