Course Content:-

• How search engines work – understanding of how Google ranks web pages. 
• The evolution of SEO – past, present and future
• How user behaviours impact rankings and conversions.
• How to optimise a website for conversions (CRO).
• Understanding the different types of search engine listing like standard listings, featured/rich listings, FAQ sections & local listings.
• SEO key components:
• Local SEO: setting up and optimising their Google Business Profile listing and other local SEO elements.
• On-page SEO: keywords research, optimising page copy, internal linking, image tagging (alt text) & writing meta data.
• Off-page SEO: analysing inbound links and link-building strategies. o Technical SEO: website speed
• Briefing a web team on SEO and red flags to watch out for.
• Competitor analysis: tools to aid with competitor analysis
• Tracking and monitoring – an introduction to a range of tools that will aid with the monitoring and management of their SEO including Google Search Console & Google Analytics
• Social Media SEO: the importance of optimising their social media channels for search visibility and how Gen Z is using social media as a search engine to source products and services.