Course Description

A deep dive into SEO with practical tips, techniques and considerations for maximizing brand performance on all of your “owned” channels including your brand’s website and social media channels.

This course will cover SEO exclusively, to get a full picture of SEM check out our Paid Search course.

What You’ll Learn

  • How SEO fits into web design and development
  • Understand how SEO is set to change with the rise of the “real-time” web and its impact on search engine results.
  • In-page optimizations (meta tags, keyword density, file names, etc.)
  • Off-page optimizations (link profiles, widgets, badges, PR, etc.)
  • Content strategy development


Krinal Mehta, Account Manager, Digital Marketing at Search Engine People

Who Should Attend?

This course of value to all marketers, media planners and buyers as well as small to medium business owners.


  • Great course.  It reaffirmed a lot of what I believed before coming in and gave me the tools to take my SEO strategy to the next Level.  – Caitlin Overend, Marketing Executive, Exodus Travels

Dates and Locations

TorontoMar 26, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B
TorontoNov 29, 201910:00 am – 5:00 pmEnglishIAB Canada Office111 Peter Street, Suite 406B

If you wish to take this course remotely, please contact us at



  • Course includes a break for the provided lunch.
  • Please bring a laptop or tablet to the course to take part in the hands-on components of the course


1.0 Introduction

  1. 1.1: Defining SEO
  2. 1.2: SEO vs. Paid Search
  3. 1.3: How does SEO work?
  4. 1.4: Conceptual overview of algorithms

2.0 Keyword Research & Selection: The SEO Perspective

  1. 2.1: Assessing Keyword Potential
  2. 2.2: Keywords & Buying Cycle
  3. 2.3: Assessing Keyword Competition
  4. 2.4: Keyword Tools
  5. 2.5: Keyword Tactics

3.0 On-Page SEO

  1. 3.1: Content Freshness
  2. 3.2: Title Tags
  3. 3.3: Meta Tags
  4. 3.4: Headings
  5. 3.5: Internal navigation
  6. 3.6: Domain Names
  7. 3.7: File Names
  8. 3.8: Site maps
  9. 3.9: Keyword Density
  10. 3.10: Keyword Proximity
  11. 3.11: Other factors
  12. 3.12: Tactics to Avoid

4.0 Off-Page SEO

  1. 4.1: Overview
  2. 4.2: Link profiles
  3. 4.3: Site Authority
  4. 4.4: Anchor Text
  5. 4.5: Link Relevancy
  6. 4.6: Trust Rank
  7. 4.7: Cache Rank
  8. 4.8: Do Follow vs. No Follow
  9. 4.9: Image Links
  10. 4.10: Directories
  11. 4.11: Articles
  12. 4.12: Reciprocal Links
  13. 4.13: Widgets
  14. 4.14: Badges
  15. 4.15: PR
  16. 4.16: Social Media
  17. 4.17: Outbound Linking
  18. 4.18: Tactics to Avoid

5.0 Content Strategies

  1. 5.1: Indented Listings
  2. 5.2: Widgets
  3. 5.3: Video
  4. 5.4: Images
  5. 5.5: Research pieces
  6. 5.6: Awards
  7. 5.7: Contests
  8. 5.8: Blogs
  9. 5.9: Ebooks
  10. 5.10: User Generated Content

6.0 Local Search

  1. 6.1: Claiming Local Business Listing (LBL)
  2. 6.2: Proper Category Selection
  3. 6.3: Proximity to City Centre
  4. 6.4: LBL Descriptions
  5. 6.5: Inclusion of Videos and Photos
  6. 6.6: Customer Reviews

7.0 SEO Tools

  1. 7.1: Competitive Insight Tools
  2. 7.2: Link Tracking Tools

8.0 The Future of Search

A discussion around the future of the organic search.

Educational Approach

This course is presented in-person by the instructor. Alongside the presentation that will be shown, industry produced videos are used to showcase specific explanations and points of view.

Course Policies


If an attendee cancels his or her registration more than 14 days before the date of the seminar, the amount paid for the cancelled registration will be refunded in full. Registrations cancelled within 14 days of the seminar date will NOT be refunded.

NOTE: Only 2 cancellations or registrant substitutions are allowed per company, per course. A charge of $100 will apply to each additional cancellation or registrant substitution.

In the event that IAB Canada needs to cancel any seminar(s), a full refund or an opportunity to attend an equivalent future seminar(s), at the option of the attendee, will be provided by IAB Canada. However, IAB Canada shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets, hotel fees or change fees) due to such a cancellation.


Please provide 48 hours notice before the course if you wish to transfer to the next session or transfer to a different course.  Requests made less than 48 hours notice will not be accommodated.


Your email confirmation represents receipt of payment and confirmation for your seat(s) for the seminar(s). You are not confirmed until payment in full is received by IAB Canada, and a confirmation email is sent to you.


All printed materials provided by IAB Canada are meant for the exclusive use of the individual attendee, and no portion of any of the printed materials provided by IAB Canada may be scanned, copied, reproduced or in any other way distributed or made available for use by anyone but the original individual registrant or attendee at the session(s).