Search Engine Marketing Training
Global Strategies International offers highly-customized individual and group training in Search Marketing and Search Engine Optimization.
Our training programs are broken into three modules with each catering to a different internal audience. Before we ever step foot into your building, Global Strategies will conduct a full site analysis of a given web property. This results in more than just a seminar on Search Engine Optimization but a highly customized knowledge exchange and consultative workshop. We will integrate the results of the site analysis into all phases of the training, delivering standard optimization techniques in addition to specific information related to the issues detected in the site analysis. This information typically includes recommendations for changes and alternative strategies for improvement.
Here’s an overview of our training modules:
Module 1: Understanding Search, Your Website, and Your Market
Audience: Anyone involved in SEO within the organization
Module 2: Optimizing Your Website
Audience: Site Manager, Developers and SEO specialists
Module 3: Measuring Success and Ensuring Future Success
Audience: Managers and Key Stakeholders
Session Overviews
Module 1:
Understanding Search, Your Website, and Your Market
SEO 101 - This 2 hour session starts with a detailed introduction into search engine optimization and expands in the second half to more of a “how to.” This session is designed to sync up the various aspects of SEO and by using live examples we delve deeper into the specific optimization techniques. We will use our customized SEO training manual as well as the results of the Site Analysis to facilitate discussion. Topics addressed include:
- What is search engine optimization and why should we do it
- SEO ROI and Metrics
- SEO Myths and Legends
- How Search Engines “Really” Work
- Overview of search engine algorithms and how they rank sites
- Preventing Problems with Search Engines
- Question answer session
Time: 2 hours with a controlled Q&A session
Attendees: Everyone/anyone involved in SEO
Keyword Research and Planning - This 2 hour session starts with a detailed review of the keyword research methodology followed by a keyword brainstorming and research session to determine the optimal set of keywords for the Website. The objective will be to develop and prioritize a list of keywords to be used in natural and paid placement advertising. Topics addressed include:
- Keyword Research and Prioritization Overview
- Keyword Brainstorming Techniques
- Using popular keyword databases to expand the list
- Techniques for prioritizing keywords for natural optimization
- Problems with Search Engines
- Question answer session
Time: 2 hour with a controlled Q&A session
Attendees: Brand and Marketing Managers, Copywriters
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Module 2:
Optimizing Your Website
Developing Search Friendly Content - This 2 hour session is designed to help developers and managers understand how search engines use the content on the site. This session will explore ways to create content that is searchable, appealing, and maximizes the attributes of the various algorithms. Additionally, time will be spent brainstorming directory descriptions. The session will be divided between reviewing real examples and hands-on exercises. Company Content Standards and guidelines will be reviewed at this time. Topics addressed include:
- In-depth overview of the key search engine algorithms and how they catalog data as well as develop descriptions.
- Writing proper and action orientated title and meta tags
- Writing keyword centric copy and optimizing keyword density
- Developing search friendly templates
- Optimizing keyword density
- Overview of available tools to help with keyword density and compliance
- Question and Answer session
Time: 2 hours
Attendees: Key editors and staff working on writing and publishing content
Algorithm and Technical Consulting - During this 3 hour session, we will review the elements of the 50-point compliance checklist point by point, to ensure a complete understanding of all of the elements that are necessary to rank well. This time will be spent conducting a site analysis and reviewing the activities necessary to correct the site.
Time: 3+ hours
Attendees: Site Manager, Developers and SEO specialists
Module 3:
Measuring Success and Ensuring Future Success
Measuring Success and Workflow - This 3 hour session is designed to help managers understand how to measure and score performance on an on-going basis. This session will explore ways to create business unit scorecards, missed opportunity matrixes, and competitive position reporting. The session will be divided between reviewing real examples and hands-on exercises. Topics addressed include:
- In-depth overview of reporting tools
- Developing success metrics and scorecards
- Discovering missed opportunities and future opportunity
- Question and Answer session
Time: 3 hours
Attendees: Managers and Key Stakeholders
