Advanced SEO Training Course

Course overview

• The SEO industry has undergone significant changes over the past decade, with brands and agencies constantly seeking new strategies to enhance organic search performance.
• With most brands affected by Google's algorithm updates, finding new SEO tactics that deliver positive results is increasingly challenging.
• This advanced SEO training course will equip you with new on-page and off-page strategies and tactics, enabling you to respond to Google's updates, outperform competitors, and confidently plan your future SEO campaigns.

Benefits

• Design future integrated SEO campaigns leveraging the latest search opportunities
• Conduct advanced keyword research with a focus on revenue modelling
• Implement best practice SEO across various sectors, devices, content types, and campaigns
• Perform comprehensive website audits for technical SEO best practices
• Plan SEO activities, develop strategies, and forecast outcomes
• Execute effective link-building strategies
• Successfully recover from SEO penalties
• Utilize tools to measure and derive insights for SEO

Curriculum

Today's SEO Landscape

• Understanding Google's fundamentals and the theory behind its rankings
• Discussing current SEO hot topics: hype or reality?
• Thinking like Google: reviewing the latest algorithm updates
• Pitching SEO: How to present SEO to clients and stakeholders
• Q&A session for algorithm-related problem solving
• Google Quality Guidelines: trusted resources to read
• Tips on avoiding penalties while maintaining strong search performance
• Latest trends in featured snippets, voice search, and mobile SEO
• SEO Lifecycle: the typical flow of successful SEO campaigns

Advanced SEO Strategy and Planning

• Identifying types of searcher intent and their impact on SEO planning
• Optimizing and future-proofing information architecture, navigation, taxonomy, and workflow
• Defining SEO metrics, KPIs, ROI, and conversion modelling
• SEO versus PPC: key differences
• Organizational processes: securing internal buy-in, budgets, and structuring campaigns/teams
• Outsourcing SEO and selecting an SEO provider
• Using enterprise tools to gain market share insights
• Understanding search personalization
• Resourcing your SEO efforts, structuring teams, key dependencies, and workflows

Advanced Technical SEO: Strategy & Tools

• The future of technical SEO
• Using enterprise tools to manage SEO campaigns, create reports, and dashboards
• Competitor analysis tools: identifying opportunities
• Using tools for on-page audits (e.g., metas, errors, site speed issues)
• Key tool walkthroughs: live demonstrations of essential SEO tools
• Keyword research and strategy development: scraping, forensics, prioritizing, and 3D mapping
• Free tools, plugins, and Excel functions
• Backlink analysis tools: extracting link data and gaining SEO insights from social media
• Analytical and tracking tool demonstrations
• Mastering boolean search operators and using Google as a tool

Advanced On-page Optimization

• Implementing perfect on-page SEO (e.g., metas, site structure, image SEO, rank sculpting)
• Addressing essential on-page issues that affect SEO
• The importance of integrating structured data and schemas
• Core Web Vitals: understanding CWV metrics and concerns
• Building accelerated mobile pages (AMP)
• Best practices for sitemaps and index status checking
• Understanding status codes, JavaScript SEO, and redirects
• Writing for language processors (e.g., NLP/LSI machine learners)
• Enhancing click-through rates in SERPs
• Launching and optimizing multi-lingual sites and content
• SEO recovery techniques: disavowing links and addressing common SEO issues
• Handling thin or duplicate content and keyword mapping/deployment
• Controlling robots with canonical tags and robots.txt
• Diagnosing crawl issues (e.g., URL parameters, HTTP headers, uncrawlable content, server logs)
• Reviewing and calibrating optimizations (e.g., cannibalized ranks, keyword difficulty)
• Internal linking and site architecture for SEO benefits
• Brief insights into content marketing for SEO advancement

Advanced Off-page Optimization

• Authentic link-building policies, theory, practice, tools, and risks
• Effective link-building types, prospecting, and strategies
• Understanding nofollow links, natural link networks (PBNs), and balancing opportunities
• Amplification opportunities: YouTube SEO, SEO affiliate marketing
• Optimizing traffic volume and integrating paid strategies
• Local SEO: strategies and tactics
• Social, PR, and ORM SEO functionalities, opportunities, and recommendations

Who will benefit from this course?

• This advanced SEO course is designed for brand or agency-side digital marketers or SEO practitioners with prior experience in running or managing SEO activities, who wish to enhance their advanced SEO skills.