Pure conducts a 16-week Search Engine Optimisation course in collaboration with Unitec Institute.
Students can enroll in the individual SEO certificate course, take it as part of their Digital Marketing Diploma, or as part of Unitec’s Bachelor of Business degree which is NZQA approved.
Search Engine Optimisation Course Outline
The course is a mix of lectures, hands-on workshops and assignments done as individuals and in groups and covers the following subject matter & more:
Course Introduction, Learning Process and Expectations
- Overview of SEO
- Access to Analytics, Webmaster tools
- What is SEO
- SEO Tools – Screaming Frog, MOZ, & more.
- Reading Search Engine Results Pages (SERPs)
- How Search Engines Operate
- How People Interact with Search Engines
- Why Search Engine Marketing is Necessary (how it affects business)
- Setting SEO Expectations
Keyword Research
- Effective Keyword Research
- Why you need a Keyword Research plan
- How to research Keywords
- Tools for analyzing Keywords
- Short-Tail vs Long-Tail Keywords
- Keyword attributes (intent etc.)
- Understanding Keyword distribution
- Ongoing Keyword evaluation/trends
- Hands-on Keyword Research workshop with Google Keyword Planner & Moz Keyword Explorer
Content Optimisation
- How Search Engines and People View Web Pages
- Understanding content optimisation
- Optimising site structure
- Recognizing different types of content
- Optimizing textual page elements
- Optimizing nontext components of a webpage
- Analysing content quality
Technical Optimisation
- Interpreting the code behind webpages
- Understanding how search engines index content
- Working with canonical URLs and redirects
- Leveraging microformats (Schema.org, etc.)
- Working with server-side factors
- Using Google Webmaster Tools
- SEO Tools Workshop – screaming frog & more
Off-page SEO
- Understanding the importance of links
- Building internal links
- Building external links
- Finding link-building opportunities
- Executing a link-building strategy
Measuring SEO Effectiveness
- Measuring SEO performance
- Analyzing keywords
- Analyzing links
- Measuring the impact of social media
