OBJECTIVES

By the end of this programme, participants will:

• Know how search engines work and the key factors that influence rankings
• Be able to carry out keyword research and integrate keywords effectively.
• Understand how to implement on-page SEO techniques, including metadata, content optimisation, and internal linking.
• Be able to apply off-page SEO tactics to increase authority and visibility.
• Know how to use tools such as Google Search Console to track and monitor SEO performance.
• Have the skills and confidence to create a long-term content and SEO strategy to support your business goals.

CONTENT

Participant and trainer Introductions (5mins)

Session 1: SEO Fundamentals & On-Page Optimisation

• How search engines work – understanding ranking factors.
• SEO vs. paid search – how they differ and complement each other.
• Types of search engine listings (local, featured snippets, FAQs).
• Keyword research: tools and techniques for identifying target keywords.
• On-page optimisation: 

- Writing effective and optimised content.

- Meta data (titles & descriptions) – why it matters and how to optimise it for SEO

-  Internal linking and website hierarchy

- Image tagging and accessibility (alt tags).

Session 2: Off-Page SEO, Technical SEO & Long-Term Strategy

• Page speed and user experience – testing and improving performance.
• Core Web Vitals – what they are and how to meet Google’s standards.
• Structured data markup – what it is and why it is important.
• Link building – developing an external linking strategy.
• Content marketing and SEO – creating a content plan.
• Tools for monitoring SEO performance: Google Search Console, Google Analytics, and others.

Final Q&A (15mins)

PRACTICAL EXERCISES:

• Completing a website SEO audit and action plan

OUTCOMES:

By the end of this training, participants will have a clear understanding of how to optimise their website for higher search rankings and improved organic traffic. They will leave with practical SEO skills, hands-on experience with key tools, and a personalised plan for applying SEO techniques to their own business website.

RESOURCES

• SEO audit and action plan template
• PDF of the presentation

A 15 minute break will be included at the midway point of the course.