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

Instructor

Jeff Quipp, CEO 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.

Dates and Locations

CityDateTimeLanguageVenueAddress
TorontoMar 27, 201810:00 am – 5:00 pmEnglishIAB Canada Office2 St. Clair Ave West, Suite 602
TorontoNov 8, 201810:00 am – 5:00 pmEnglishIAB Canada Office2 St. Clair Ave West, Suite 602

Note:

  • This course runs from 10am – 5pm and 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

Curriculum

1.0 Introduction

  1. 1.1 Defining SEO
  2. 1.2 SEO vs. Paid Search
  3. 1.3 SEO in context of digital marketing
  4. 1.4 History of SEO
  5. 1.5 The role of search in the marketing mix and the buying cycle
  6. 1.6 Conceptual overview of algorithms
  7. 1.7 Knowing your market (.ca vs. .com vs. .uk)
  8. 1.8 Understanding search user behaviour

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 In-Page Optimization

  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 Optimization

  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

Cancellation

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.

Payment

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.

Copyright

Each binder of printed materials provided by IAB Canada is 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 seminar(s).