Vernon Chalmers SEO

Short Course outcomes

At the conclusion of the Vernon Chalmers Internet Marketing, SEO and Social Media short course, delegates should be able to demonstrate the following:

• Understand Internet Marketing, SEO and social media principles
• Prepare an Internet Marketing plan (for campaign management)
• Apply Search Engine Optimisation (SEO) techniques and tools
• Make effective content / blogging decisions
• Manage an interactive client / social media environment
• Understand and apply website analytics

Internet Marketing / SEO Module Descriptions

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Modules : Learning Outcomes

Internet Marketing Strategy

• Discuss Internet Marketing in context of overall business / marketing strategy
• Identify Key Performance Indicators for successful e-marketing deployment
• Execute a SWOT analysis for determining e-marketing readiness
• Define benchmark standards and targets for effective e-marketing
• Discuss and understand the e-marketing deployment model

Preparing your website

• Selecting and registering the most appropriate domain name
• Deciding on a static SEO-friendly navigational structure
• Understanding page content versus blog content structure
• Understanding meta-tags / meta-descriptions / keywords
• Keyword selection / keyword research

Preparing for Search Engine Optimisation (SEO)

• Distinguish between an organic optimisation and Paid Search (PPC) Strategy
• Discuss and demonstrate the Search Engine Indexing process
• Discuss and demonstrate the value of opening a Google Account
• Discuss and demonstrate various elements of Google Webmaster Tools (GWT)
• Discuss and demonstrate Search Engine Strategies
• Demonstrate an effective SEO software monitoring application

Market-Centric strategy and deployment

• Discuss Outbound vs. Inbound Marketing
• Discuss how to ‘Get Found Online’
• Discuss and demonstrate “Leveraging Online Visibility”
• Discuss and demonstrate various blog / directory listings
• Discuss and demonstrate advertising strategies
• Describe and discuss Social Media strategy

Client-Centric Strategy and Deployment

• Discuss and understand CMS and blogging platforms
• Discuss and demonstrate the integration of social media elements / tools
• Discuss and demonstrate the importance of an interactive conversion strategy
• Distinguish between various in-site monetisation / Affiliate Marketing deployment
• Describe and discuss effective online CRM practices
• Discuss and demonstrate effective e-mail / Newsletter practices

Measurement and Return on Investment (ROI)

• Discuss the importance of Analytics / visitation statistics
• Demonstrate the deployment of Google and Clicky Analytics
• Describe and discuss visitation goals and conversion rates
• Discuss the benefits of management monitoring / reporting
• Describe and discuss Return on Investment (ROI)

Maintenance

• Discuss the importance of reviews and frequency of structural updates
• Describe and discuss the evaluation of business plan objectives / targets
• Discuss and demonstrate Reputation Management practices

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