SEO Fundamentals Training

SEO, or Search Engine Optimization, is the process of modifying the internal structure and pages of your web site in conjunction with promoting it on other sites in such a way that it appears near the top of search engine results for the search phrases you target. If done correctly, web searchers will find exactly what they're looking for on your site, and be more likely to buy your product or service. SEO has always been a rapidly changing field, necessitating that you learn the very latest techniques.

Search Engines & Marketing

Our expert trainer will introduce you to the core concepts of SEO, such as how to:

  • Compare SEO's cost-per-lead with the costs of common direct marketing methods
  • Know the difference between natural or organic link placement in search results and paid or sponsored link placement
  • Define and measure market visibility
  • Determine which search engines besides Google may be worth exploring
  • Follow the five steps of a successful SEO campaign

Choosing the Right Keywords & Keyphrases for SEO

In this part of our SEO training class, you'll learn how to identify the keywords and keyphrases (keyword permutations) your customers are searching for. Each keyword has a certain frequency of searches per month and it also has a potential profit value to you. We show you how to balance the frequency with the monetary value to determine where to put your efforts; you will learn how to:

  • Choose the most successful keywords for your business
  • Organize your keywords into an Excel spreadsheet
  • Use recommended keyword research sites and selection tools
  • Research, analyze and compare the keyword lists of your competitors
  • See what categories of sites typically rank high

Structuring your Web Site for SEO

Familiarity with page linking techniques is a major key to SEO success. A web site that is structured properly for a search engine will emphasize the web pages that are most likely to draw searches. To draw Google's attention to these pages, you can set up your web site link structure in such a way that the important pages have the most links to them from other parts of the site. In this part of the class, you'll discover how to:

  • Create entry or landing pages below the home page to target specific search phrases
  • Establish a web page's theme by putting keywords in its <title> and other tags
  • Create "keyword density" by inserting the keywords in your copy
  • Employ sitemaps and internal links strategically

Creating an Inbound Link Building Campaign

Google ranks your web site in large part by weighing the number of other web sites that link to yours, and whether those other web sites are authorities in your field. To improve your ranking, you can embark on a program of convincing other web sites to create links to your site. Since they have no particular incentive, it takes some creative thinking to achieve this. We show you how to:

  • Identify your current "PageRank" by installing the Google toolbar
  • Determine the value of a potential link by examining its source code
  • Find web sites that link to your competitors, which presumably would also be willing to link to yours
  • Find industry directories and similar sites where you can freely submit your site for consideration
  • Buy links from text link brokers
  • Implement the many other types of inbound links: partnerships, reciprocal links, and blog links

SEO: Clickthroughs & Conversions

Once your site appears high on the search results page, you'll learn how to turn visitors into buyers. In this part of the SEO training, we show you how to:

  • Compare conversion scenarios and evaluate the outcome of each
  • Turn user impatience to your advantage by keeping sites simple
  • Define maximum SEO potential
  • Track conversions by setting up intermediary goals on the path to the check out page


  • HTML Fundamentals or equivalent previous experience with HTML: understanding of paragraphs, headings, lists, images, links, and tables

Search Engine Optimization training is offered at four locations: