How To Do Your Own Google SEO On A Budget (2018)

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Seed Creative Academy

95 Humberstone Gate


City Centre


United Kingdom

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Course Summary

This course consists of 4 half-day workshops run once-a-week on Wednesday mornings in February and March 2018. The workshops are spread out so that practical work using the learning from each session can be carried out on participants’ websites before the next week.

9.30am - 12.30pm

Wednesday 21st February 2018

Wednesday 28th February 2018

Wednesday 7th March 2018

Wednesday 14th March 2018

The course fee covers all four workshops and attendance at all four dates is essential to get the full benefit of the course.

Search Engine Optimisation (SEO) consultants want hefty fees every month to increase your traffic from Google. Yet much of what they do is neither secret nor difficult. In this four session course, you'll learn how to carry out the basic tasks of SEO yourself using freely-available tools. You'll learn how to find out what people are searching for and decide on search query targets, how to do basic site and page optimisation, what other activities will support your efforts, and how to test and measure what's working and what isn't.

SEO requires both the understanding of theory and the practical application of what is learnt. This course takes a step-by-step, logical approach through the tasks that make up SEO, following each section of theory with immediate practical application to your own website. There will be a maximum of eight places on this training to allow for individual attention. You will need time between the sessions to work on your own website and master the skills taught.

Despite the growth of social media and paid advertising, ranking in Google search remains an essential part of internet marketing. Although the basis of SEO remains unchanged, Google’s recent innovations have added a new layer of complexity, especially in the assessment of site and page quality. The course is based on up-to-date SEO and how it is best practiced in 2018 and beyond.

This course is suitable for marketing professionals, business owners, and others with professional responsibility for getting results from a website and digital marketing campaigns. The learning applies whether you need SEO for Wordpress, Shopify, Magento, Squarespace, Wix, Blogger, or a custom website. All types of business can benefit from greater visibility within search: B2C, B2B, e-commerce, services, local businesses. As well as cost, one other advantage of managing SEO in-house is that you know at all times what is being done in the name of the businesses.


Week One - Getting started: Understanding SEO, Checks, Tools, Keyword Research

How Google and SEO work; Some basic checks - indexing, mobile, speed, security; Free tools to install and use; Keyword, search query, topic and entity research; Content Management Systems and SEO.

Week Two - Optimising Your Site and Pages

Basic on-page optimisation: urls, titles, headings, internal links,content; Optimising images and video; Writing copy for a post-keyword Google; Structured data; Content architecture and site organisation

Week Three - Meeting Google’s Quality Requirements

Building links; Understanding quality from Google’s perspective; Design and SEO; User Experience; Social Media and SEO

Week Four - Putting It All Together

Optimising the search user experience; Entity and Knowledge Graph management; Local search; Site migrations; Conversion; Tracking success using Analytics and other tools

Topics covered will include:

- Why search traffic is valuable and how to assess its value

- How SEO and Google work

- What to measure - SEO Metrics

- Keyword, search query and topic research

- Basic on-page SEO, including optimising images and video

- Beyond keywords: a brief outline of entities, topics, natural language, voice search

- Introducing Semantic markup and Structured data

- Content architecture for SEO

- Technical SEO issues: indexing, site speed, responsive design, security

- What you need to know about Google Panda

- Link building in the age of penalties

- User experience and SEO

- SEO for Local search

- An assessment of SEO tools

- Site Migrations and SEO

Learning outcomes

Over the four weeks, you will learn:

- How Google search and SEO work

- How to choose keywords with the right levels of commercial intent and competition

- Basic on-page optimisation, including images and video

- Current issues of quality for Google and how to deal with them

- How to put together a linking strategy

- How to optimise for clickthrough and user engagement

- How to optimise for local search


- Fully up-to-date with recent developments including Google’s uses of Artificial Intelligence.

- Delivered by an experienced lecturer and trainer, not a technician reading slides.

- A unique and original course based on the experience of the trainer, not available anywhere else.

- Focussed on long-term, sustainable progress, not short-term boom-and-bust.

- A tried-and-tested format developed over several years work

About the trainer

David James Ross discovered SEO in 2003 when a colleague asked how he had (unintentionally) created a website that ranked so well in Google searches. An experienced trainer, lecturer and business support professional, David now specialises in SEO and e-Commerce consultancy and training, working directly for businesses and training organisations. He teaches this course based on his own experiences of getting sites to rank, and on previous specialist courses with businesses.

The first ever version of this course (“Be Your Own SEO Consultant”) ran between 2011 and 2014 at The University of Derby. A second fully updated version (“SEO On A Budget”) ran at Leicester Creative Business Depot (LCB Depot) twice in summer 2017.

References and testimonials

“Very informative, with some things I’d genuinely not heard before.” Joe Briggs, Arch Creative

“Helped me to understand new tricks.” Victoria Ward, SME Touchpoints

“Excellent, very useful, just what I needed.” Spen Martin, Naked Athlete

“Extremely useful and great quality information.” Jared Alexander, Tranquil Plants

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Seed Creative Academy

95 Humberstone Gate


City Centre


United Kingdom

View Map

Refund Policy

Refunds up to 7 days before event

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