Two websites can offer the same product, yet one shows up on the first page of Google and the other is invisible past page three. That gap is rarely about luck or budget — it comes down to how well a site is optimised for the way search engines actually work. This course was built to close that gap for anyone responsible for a website's visibility.

Participants work through the complete SEO stack — keyword research, on-page and technical optimisation, link building and analytics — through hands-on exercises and case studies, so they leave able to run an SEO strategy rather than just describe one.

Course Objectives:

1. Understand why search engine optimisation matters for online visibility and business growth.
2. Research and select the keywords that actually match what your audience is searching for.
3. Optimise on-page elements — content, meta tags and site structure — for both users and search engines.
4. Apply technical SEO practices that improve site performance and indexing.
5. Build off-page authority through link building and social media integration.
6. Use analytics tools to measure results and adjust strategy as algorithms evolve.

Target Group:

• Marketing professionals and business owners looking to enhance their online presence.
• Content creators, bloggers and web developers interested in SEO best practices.
• Digital marketers expanding their skill set in search engine marketing.
• Students and professionals pursuing a career in digital marketing or SEO.

Module 1: Getting Found — The Business Case for SEO

• How search engines work, and why SEO matters in digital marketing.

Module 2: Keyword Research and Search Intent

• Understanding keyword intent and types.
• Tools and techniques for effective keyword research.

Module 3: On-Page Optimisation — Content, Meta Tags and Structure

• Best practices for optimising content and headings.
• Meta tags, URL structure and image optimisation.

Module 4: Technical SEO — Speed, Mobile and Crawlability

• Website speed, mobile-friendliness and security.
• Structured data and XML sitemaps.

Module 5: Off-Page SEO and Link Building

• Building backlinks and link-building strategies.
• Leveraging social media and online communities for SEO.

Module 6: Content Strategy for Search Visibility

• Creating high-quality, SEO-friendly content.
• The role of blogging and content strategy in SEO.

Module 7: Local SEO and Google Business Visibility

• Optimising for local search results and Google My Business.
• Techniques for increasing visibility in local searches.

Module 8: Measuring Results — Analytics and SEO Tools

• Using Google Analytics and Google Search Console for SEO.
• Key metrics for measuring SEO success and performance.

Module 9: Staying Ahead — Algorithm Updates and Real-World Case Studies

• Understanding search engine algorithm updates and their impact.
• Real-world examples of successful SEO implementations and hands-on group activities.