Introduction
Understand the requirements of Search Engine Optimisation with the knowledge and skills to plan, manage and monitor SEO campaigns for the organisation's digital assets and contents across channels and conduct analysis of the performance of SEO campaigns.
This 2-day training will be conducted via interactive lectures with various group discussions, and reflective activities.
In addition, current trends in the industry will be highlighted together with relevant case studies with hands-on activities, to further enrich learners’ understanding of and application of SEO.
Benefits/ Learning Outcomes
- Plan SEO and digital marketing strategies of a website against business objectives
- Manage keyword research in alignment with SEO
- Provide on-page SEO strategies and recommendations
- Map out appropriate off-page SEO strategies to drive performance across multiple channels
- Generate effective SEO dashboards using Google Data Studio with visualisation and storytelling best practices to evaluate SEO performance
Suitable for:
Professionals who are responsible for digital marketing, sales, business development, and web development. Professionals seeking to implement SEO marketing techniques. Business owners, entrepreneurs, and individuals who know they want to use on-page and off-page SEO techniques to drive more traffic and sales.
Course Content
Course Outline:
Module 1: Apply SEO Fundamentals
Learn how to develop a comprehensive organic traffic strategy that will stand the test of time.
Module 2: Apply Keyword and Competitive Research
Practice researching high-demand keywords with commercial value and develop a customer-focussed approach to SEO using the Intent-Based Search Optimization (IBSO) framework.
Module 3: Apply Site Architecture, Content, and On-Page Optimisation
Master technical SEO tactics, know what is important in a technical audit and how to conduct one yourself. Identify the key components in on-page, technical SEO.
Module 4: Apply Off-Page Strategies
Practice backlink management and link building.
Module 5: Apply Structuring and Measuring SEO Campaigns for Success
Interpret SEO reports to discover measurable insights and generate relevant action items.
Trainer's Profile
Ivan Wong has over 20 years of experience in Business Consulting, Training, Search Engine Marketing, Conversion Optimisation, and Digital Analytics. A certified accountant and programmer by profession, he also has over 12 years of experience as a marketing and business analytics trainer. Ivan is also one of the few Google-Appointed Regional Trainers who conducted the official Google Ads, Analytics, and Mobile Advertising courses.
He is qualified in the Design and Development of Learning for Performance (ACLP, DDDLP) and provides training and consultancy for various organisations including SIRS, TVI, Lithan, Google Mobile Labs, TheKnowledgeEngineers, General Assembly, and Econsultancy. Well-versed in both the technical and business aspects of digital marketing, his passion is to help organisations of all types to use digital marketing effectively, working with all sizes of businesses from SMEs through to clients as large as TripAdvisor, CNNGo, Decathlon International, Singapore Tourism Board, and American Express.
