Search Engine Optimisation

The Search Engine Optimisation module examines the various tactics for enhancing your website’s position and ranking with search engines.The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know-how, understanding and insight to build and maintain an effective SEO strategy.

You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind, you will learn about onpage optimisation techniques and understand the process of effective keyword research and selection.

You will understand the importance of content updates and will learn about applying appropriate meta tags in order to drive site optimisation. Students will understand the concept of ranking and be able to perform a range of off-page optimisation activities to improve your site ranking and positioning, such as link building.

At the end of this module, you will be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You will also be aware of data protection and privacy issues associated with SEO.



Course Details

Introduction to Search Engine Optimization: How people search the web

Why do you need to know about Search Engine Optimization?; A brief history of Search Engines; How people search the web; How do Search Engines actually work?; Algorithm Based Ranking Systems – Crawling, Indexing and Ranking; Web Crawlers, Spiders and Robots, ; Understanding GoogleBot; Analysing Ranking Factors; Advanced Searching techniques; Determining Searcher Intent – Types of Searches; How people scan search results pages; How people click on search results; Organic Listings vs. Sponsored Listings; The Google Toolbar PageRank Tool; Vertical Search Engines; Country Specific Search Engines; Search Directories.

Determining your objectives and defining your site audience

Setting out your SEO Goals and Objectives; The importance of having a good SEO Plan prior to website development; Researching your potential audience; Finding your niche on the web; SEO for raw Traffic; SEO for E-Commerce sites; SEO for Branding; SEO for Direct marketing; SEO for Reputation Management

Planning your SEO campaign

The importance of planning; The importance of site architecture; Defining your websites architecture; Technology decisions that can affect your SEO; Auditing an existing site to identify and SEO problems; Server Hosting Issues – Server Timeouts, Slow Response Times, Blocked IP Addresses, Shared IP Addresses, Server geography; Who are your competitors?; Measuring your success – Server Statistics Software; Website SWOT Analysis

Keyword Generation

The importance of Keywords; Traditional Approaches to Keyword Research; Choosing Quality Keywords; Understanding how Keywords are used; Selecting the right Keywords; Analysing your competition with Compete.com; Analysing your competition with SEODigger; Keyword Research Tools; Google’s Keyword Tools; The Google General Keyword Search Tool; The Google Crawler Keyword Search Tool; Keyword Research with Google Keyword Planner; Using the Word Tracker keyword research tool; Researching, Analysing and Filtering your keywords with keyword Discovery; Other Keyword Research Tools; Determining Keyword Value; White Hat and Black Hat SEO; Determining your potential Return On Investment (ROI); Deciding on your Quality Keywords.

Adding Content and Meta Tags

The importance of page content; Choosing the correct file names for web pages; Formatting your site with HTML; Formatting your site with CSS; Page Structure – adding emphasis with Heading Tags; Optimizing Images; Working with Forms and other page elements; Validating the page HTML; The Meta Description Tag; The Meta Title Tag; How Search Engine Spiders interpret Meta Tags; Configuring Meta Tags – The Keywords Meta Tag, The Title Meta Tag, The GoogleBot and the Robot Meta Tags, The Author and Copyright Meta Tags, The Redirect Meta Tag; Adding your site to GeoURL.

Link Building

The importance of Link Building for SEO; How to get quality back links; Some definitions of link building; Link Building – how to start; Keyword Rich Anchor Text; Building Links from Different IP Addresses; Deep Link Building; Shallow Link Building; URL Canonicalization; The No-Follow Attribute – how to find and use the no-follow attribute on a web page; Link Juice and Page Rank – The PageRank Calculation, Using Effective Anchor Text; Link Exchange and Page Rank, Internal Links; Article Directory Submission; Requesting One Way Links; Purchasing Links; Search Directories; Content Generation; Creating and Distributing Content; Posting Content; Encouraging others to share your content; Link Building Resources and Tools.

Developing an SEO Friendly Website

Making your site accessible to Search Engines; The Importance of site maps; Creating a HTML sitemap; Creating an XML sitemap; Sitemap creation tools; Root Domains and Sub Domains; Optimizing Domain Names and URL’s; Structuring your URL’s correctly; Optimizing your website for multiple web browsers; The World Wide web – creating different language versions of your site; Keyword Targeting; Keyword Density; The Importance of HTML Tags in Keyword Targeting; Meta Tags and HTML Tags; Using Images and Flash files; Using the “Alt” Tag – the importance of Alternative Text; Content Optimization; Avoiding Content Duplication; Specifying Content for Search Engines – The robots.txt file and the Rel=”NoFollow” attribute; protecting your site with a .htaccess file; Redirecting traffic with 301 ReDirects; Redirecting non-WWW traffic to WWW; Using Content Management Systems (CMS’s); Targeting your site for different countries; Targeting your site for Mobile Devices; Other considerations for your website.

Optimizing your site for Major Search Engines

Optimization for Google; Google PageRank; Google Webmaster Tools; iGoogle; Google Technical Suggestions; Google Content Suggestions; Optimizing for Yahoo, Bing, MSN and How Yahoo works; Bing Technical Suggestions; Bing Content Suggestions; Optimize Blog Posts for Technorati; Optimize your website for Delicious.com; Optimizing your images for Google Images; Increasing your exposure on Ask.com; Using Craigslist to drive traffic; Using Shopping Engines to drive traffic; Using eBay auctions; Using Amazon.com for drive sales.

Submitting your website URL to Search Engines

Submitting your site to Google; The Google Webmaster Central; Adding your site to Google Analytics; Submitting your site to Yahoo; Submitting your site to Bing; Bing’s Webmaster centre; Submitting your site to DMOZ; Submitting to Jayde for Business to Business websites; Submitting to Alexa; Submitting to the Librarians Internet Index (LII); Enlisting your URL and Company on Merchant Circle; Enlisting your URL on WhatUSeek; Submitting to National Directories; Website Submission Engines.

Local Business Listings

Adding a Local Business Listing to Google; Adding a Local Business Listing to Bing; Submitting your site to other Local Business Directories.

Training & Freshers

SEO is vital for Digital Marketing. MSME and Large businesses are shifting their presence to online digital space. More and more new E-commerce and Mobile commerce companies are getting incorporated. SEO has very good future for freshers. No website can survive without traffic and with proper training in SEO, you as SEO professional can bring traffic to your customer's website. There are plenty of SEO openings in different industries, but there is lack of right people with real SEO skills.

Business Owners

If you are a small business owner, we hope that you have already visited google search engine and searched with keywords related to your business and may be you saw your competitor websites. This can be very frustrating experience. The reason behind those rankings is, all your competitors have applied some level of SEO to their websites. If you like to create your business an online digital presence, this course will help you. You do no need any technical background to benefit from this training course.

For developers

If you are a programmer or developer, SEO will make you better developer. The ultimate aim of any website is to attract visitors and the best source to attract visitors from online is search-engines like Google, Yahoo and Bing. You can optimize the sites you build by building faster websites, accessibility, smart SEO friendly architecture, Security, etc right in the development stage.

On an average 90% of the traffic comes from search engines. So if proper SEO techniques are not implemented during the development stage, then it might effect entire business of your customer. Hence developers can instead learn the SEO basics, implement them from start and see that customers and search engines happy.

Why should I take this course?

Traditional/ offline marketing is very expensive these days. Almost all the companies are looking for ways to target customers easily and effectively. And also consumers are moving to the internet and mobile to buy things. While there is this huge demand in the industry, there is also a lack of skilled professionals to fulfill this demand. Taking this course will train you in the skills that are sought after in the industry and pay well.

Who can take this course?

There is no specific qualification required for this course but minimum requirement is Graduation. Someone who is Internet savvy and is interested in marketing and advertising will benefit tremendously from this course.

I am not very tech-savvy. Are these courses technical?

The courses are though technical involving yourself working on internet but not a programming course where you will not have to learn any coding. All of the Digital Marketing courses focuses on how to, best implementation strategies, techniques of online marketing.

What will I learn in this course?

This course will help you in getting awareness of online marketing and to become an expert internet marketer. You will be able to create and manage online campaigns such that your sites show up higher on Google searches among other things. The course will teach you to use Social Media sites like Facebook and LinkedIn for targeted advertising.

What is the difference between a Professional (Long Term) Course and Short Term Courses like SEO course, SMO Course, Digital Marketing Course, etc..?

Professional (Long Term) course highlights the every aspect of Digital Marketing including SEO, SMO, SEM and other tools. Short term courses focus on in-depth training on that particular concept and strategy.

Does taking the course count as work experience?

Being a Digital Marketing Company, we have actual customers for whom we do Internet marketing. You will get a chance to feel and work on these live projects during the training.

What is the dress code?

While the majority of our students are working professionals, the dress code at our courses is casual.

Do you provide any certification? Is there an exam?

We do provide an IMarks Digital Marketing Course Completion Certificate which will hold value in the industry. Students need to complete an assignment if they wish to acquire certification.

Can I reschedule a missed lecture?

If you miss a session/ module on any of the courses, it is possible to catch up during other sessions once available. All requests must be arranged with admin department via email/ phone. You can also schedule appointment of 15 - 30 mins one to one with faculty if you have any queries or strategies that you might want to discuss.

Where are the courses held?

All our long term and short term courses are held in our corporate office located at Dilsukhnagar, which is a state of the art training facility.

What kind of companies will hire me?

There are several Internet based companies like Google, Yahoo, Rediff, Facebook, LinkedIn, mobile companies, retail and FMCG, Ad agencies and also -Internet based businesses.

Why should I join IMarks Digital Marketing Academy?

IMarks Digital Marketing Academy provides training based on current industry needs. You will get an opportunity to understand today’s online marketing scenario across various industry verticals and also an opportunity to feel and work on live projects.

Do I pay Service Tax on top of the course fees?

Yes. Service Tax is compulsory to pay on top of the course fees.

If you do not find an answer to your question on this page please don't hesitate to email us and we will respond to you as soon as we can.

Duration
1 Month

SESSION HOURS
1 Hour/Day

Fees : Rs. 9,999

Start date will be from May 1st.

Note:
• Full course fee should be paid in advance
• Discounts are available for bulk registration of more than 3 participants
• Fees once paid are non-refundable and non-transferable


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