One Day SEO Training Course Glasgow Scotland

SEO Training
Dates to be released soon
Price £350

The Benefits Of SEO Scotland's SEO Training

Search Engines provide the online consumer with an easy and effective means to locate any kind of product, service or company. Search engine optimisation raises the visibility of your website and delivers your message to these people at the exact moment it will have the greatest impact. That is, while they are actively seeking the products or services that you sell.

The concept is simple and the process of attaining those coveted front page positions is not that difficult either. SEO Training gives you access the same tried and tested techniques used by SEO professionals for a fraction of the cost normally associated with outsourcing. SEO Training represents an affordable and effective way for small businesses to achieve and maintain top search engine rankings. For example:

• SEO training provides a comprehensive understanding of issues that could negatively impact your search engine rankings and the skills to successfully resolve them.
• SEO training allows you to update your website as your company naturally evolves, add new products, new services, extra functionality etc. whilst maintaining search engine friendliness and current rankings.
• SEO training gives you the background information required to effectively brief and manage your design team and to ensure that any proposed development will not harm your overall ranking potential.

Who Is This SEO Training Course For

This SEO course caters for a diverse selection of people of all ages and backgrounds. Most students fall into one of these categories:

• Business Owners
• Marketing/advertising consultants and agencies
• Part of a in-house creative or marketing team
• Web designers and developers
• Entrepreneurs

SEO Course Outline

The first step in any SEO campaign is to ensure that your site is search engine friendly. Issues like pagination, keyword cannibalization and duplicate content can kill any chance of attaining those coveted front page rankings on Google.

Spiderability: SEO starts with letting the search engine bots/spiders in to crawl your site. Spiderability is a measure of how efficiently a site can be crawled and indexed. Web pages that cant be spidered wont be indexed and will never rank. In this first module of the SEO Training Course you will learn how to :

• crawl test your site
• pinpoint pages or directories that are not getting indexed
• find broken links (search engines hate links that produce 404 errors)
• view your web pages as a search engine views them
• browse as googlebot
• create an HTML site map
• create a XML site map

Health Check: In module 2 of the SEO Course we take a close look at hosting, response headers, IP address, and geo location. Resolving Issues in these areas is critical from an SEO standpoint. In this section you will learn how to find and resolve issues relating to:

• HTML header responses
• Geo location
• IP address
• hosting issues

Duplicate Content: In order to make a search results more relevant to the user, search engines employ filters that penalize duplicate or near duplicate pages. This can cause problems if the pages on your website are less than unique or sites that have been scraped for content. In module 3 of the SEO Training Course we will look at duplicate content issues and explain some effective techniques that help resolve problems caused by:

• identical or near identical pages
• scraped content
• e-commerce product that use the manufacturers standard description
• article distribution

Urls: In module 4 we will examine issues related to URLs and how they can impact both rankings and usability. Shopping carts and Content Management Systems often produce URLs containing parameters that put up barriers to search engines, e.g., "?," "=," "&". In this section of the SEO Training Course you will learn how to spot URL problems affecting your website and and how to use redirects, .HTACCESS and URL Rewriting to ensure URLs are search engine friendly and spiderable. Topics covered include:

• canonicalization
• www vs. non-www
• 301 and 302 redirects
• duplicate urls
• custom 404 pages
• dynamic url parameters
• .HTACCESS
• URL Rewriting
• number of trailing slashes (/) in URL

Title Tags: The Title Tag is the most powerful HTML tag at your disposal and can influence rankings and CTR in SERPS. A title contains a summary of the page that is heavily weighted by search engines. In this section we will examine some important considerations when creating Titles:

• why is the title tag so important to search engines and users
• the maximum length so that all search engines display your title correctly
• using keywords in title tags
• using your company name in your title tag
• uniqueness
• site level titles, section level and page level titles
• what makes a good title

Meta Tags: A meta tag is an invisible tag found in the <HEAD> area of an HTML document. Meta tags contain additional information about the document including description, keywords, copyright and author. Meta tags are ignored by most search engines but there are compelling commercial reasons to use them none the less. In this section we will look at the use of meta tags to increase CTR rather than an SEO strategy:

• http-equiv, content and name attributes
• meta keywords tag
• meta description tag
• how to use the page title/description couplet to maximise CTR

Semantic Html: POSH is the acronym for 'Plain Old Semantic HTML'. Semantic HTML helps search engines understand what a document or web page is about and categorise it better. In this section you will discover why you should use POSH and how to implement it correctly, topics covered include:

• semantic versus presentational HTML
• HTML tags
• page structure
• CSS
• images and image replacement
• tables
• iframes
• microformats

Content Review: Is there enough content on your pages? Are your keywords distributed correctly? Is your site navigation helping or hindering your rankings? In this section we look at page content, that is, the words used on the page. You will learn why keyword distribution and relative position are better than keyword stuffing. In this section you will gain a thorough understanding of the following 'on page' search engine optmisation techniques:

• why Keyword density is a worthless metric
• relative position
• keyword distribution

Site Structure and Information Architecture: Developing a logical site structure is an important step in the overall optimization of your website. Site structure dictates how the spiders read your site, how they gather information and what pages hold the most weight. Information architecture can increase the user experience by structuring information into logical paths that help them achieve their goals in the minimum number of clicks.

• Gradual engagement (aka progressive disclosure)
• parsimony and occam's razor
• anchor text
• the three click rule
• logical page position
• internal links
• global and local navigation
• directory structure

Trustrank, Authority and Hub Score: Who links to you, who you link to and the way those links are created has a significant effect on rankings. In this section you will learn why links are important and discover effective linking strategies. Topics covered include:

• neighborhoods and communities
• authority
• trustrank
• hub score

Link Building: Link building is without doubt the most effective aspect of search engine optimization. It is also the most abused. Search engines have gone some way to counteract sites that display unnatural link profiles. In this section you will learn which link building tactics will aid your online strategy and which will harm it. Topics covered include:

• reciprocal linking
• triangulated linking
• parallel linking
• anchor text
• run of site links
• forum signatures
• guest books
• positive link spikes
• negative link spikes
• direct and indirect edges

For more information about this SEO Training Course Contact SEO Scotland