How to Make Google Love Your Website: Keyword Research and Content (SEO Par...

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The Elms Business Space

7 The Elms

St Faith's Road



United Kingdom

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How to Make Google Love Your Website: Keyword Research and Content (SEO Part 1)

This in-depth day session takes you on a journey of learning the fundamentals of Search Engine Optimisation (SEO); exploring exactly what is required to rank higher in search engines.

Through a combination of theory and practical examples, this intense SEO workshop will help you understand:

  • How Search Engines Work

  • The principles of how to make Google love your website

  • Understanding your user and what they are searching for

  • How to perform keyword research

  • How to write for Google

  • The principles of Content Marketing

Who is this course for?

This course is designed to help those who are responsible for making more money online for businesses. It is especially useful for Website Owners, Marketing Managers and Digital Marketing Managers that want clarity on ways in which they can improve Google search visibility and drive more relevant organic traffic to their website. For those looking to break into new international markets, you will learn how to identify opportunities and avoid the most common challenges and pitfalls businesses face.

Whether you are completely new to SEO or someone that has been exploring the basics and is looking for more, this is the perfect session for you.

The course starts with the basics but quickly extends to the technical detail that would be appropriate for those that would like to enhance their online search presence.

This course, as with all the New Anglia Growth Hub events, is suited and intended for businesses already running and established for 6 months or more. Please refer to courses by NWES and MENTA for courses more suited for those businesses who are pre-start or have been trading for less than 6 months.

What you will need

There are no specific pre-requirements needed to attend this course. We recommend bringing a pen and notepad to capture notes on the day. Some attendees choose to bring a laptop and follow the steps during the practical exercise on their own website. Note, we cannot guarantee WIFI access on the day.

The only thing we ask for is your enthusiasm and excitement!

Key topics covered on the day:

  • Why you need Google and why Google needs you.

  • What does Google REALLY want?

  • How changes in technology and consumer behaviour are changing.

  • What is SEO?

  • Differentiating Paid & Organic Search.

  • Setting objectives.

  • The Principles of SEO.

  • How does Google work?

  • Understanding your audience.

  • “Localisation”, NOT “Translation”.

  • Identifying the keywords they search for.

  • SERP Analysis – discovering new ideas and opportunities.

  • Understanding Search Trends.

  • How to use Google’s Keyword Research Tool.

  • Using Paid search data to inform your organic strategy.

  • How to make your content attractive to both users and search engines.

  • Identifying gaps in your content.

  • How to write a good Page Title and META description.

  • Content pitfalls – the mistakes you really don’t want to make.

Desired Outcomes

This workshop aims to:

  • Answer the crucial questions of what exactly is SEO? How does Google work? and most importantly, what does Google REALLY want?

  • Learn the fundamental techniques involved in Search Engine Optimisation and how to succeed.

  • Develop the skills to identify and optimize the existing weaknesses within your ecommerce website.

  • Teach you how to find out what your customers are searching for in Google and explore what your audience need and want.

  • How to write SEO-friendly content that both search engines and users will love.

  • Provide a base level understanding of the technical areas Google will rate your website on.

  • Introduce and learn to use the trick and tools used by the pros.

  • Learn practical ways to distinguish yourself from the competition, in both Google’s and user’s eyes.

  • Create positive change within your business through education and awareness.

Agenda for the Day

9:15 – 9:30 Registration, Tea & Coffee

9:30 - 9:45 Welcome, H&S & Growth Hub 'Who Are We and How Can We Help'* (15 Mins)

9:45 – 10:15 Why You Need Google & Why Google Needs You* (30 mins)

10:15 - 11:00 Understand How Google Works And You’ll Value It Forever*(45 mins)

11:00 - 11:15 Refreshment Break: Tea & Coffee

11:15 - 12:00 What Is SEO And How Has It Evolved?*

The Anatomy of Search Engine Result Pages*

Understanding Your User and What They Are Searching For*

(45 mins)

12:00 - 12:45 Fundamentals of Keyword Research (Practical)* (45 mins)

12:45 - 13.15 How to Write for Google And Content Marketing Principles (Practical)* (30 mins)

13:15 - 13:30 Q & A* (15 mins)

13:30 Close

Total hours: 4hrs 30mins

Total *IDB = 3hrs 45mins

State Aid for this is £187.50 or 210.36 Euros (£1 = 1.12189 Euro as at Dec 18)

About the Presenter/Trainer: Tom Bowden, Director of Footprint Digital

As a member of the elite, Google Analytics Certified Partner network Tom Bowden and the team at Footprint Digital Ltd help companies make more money online through SEO, PPC and Conversion.

A strong believer that businesses can do better and an advocate for continuous testing Tom helps companies improve their online experience and increase customer satisfaction. Using a unique and innovative testing methodology his team of experts not only generate significant revenue growth for their clients but, also, forge a new path for how websites should be built.

Tom shares result from the numerous tests he has run and helps you make better decisions to ensure your business thrives online. He has a wealth of experience and has developed global strategies for the likes of Sony, Motorola and Cartoon Network, as well as localised strategies for small and medium-sized businesses that are hungry for growth.

Tom is the person to talk to if you are interested in understanding the most effective way to invest online (Google Analytics), generating business through Google Adwords (PPC) and improving the conversion rate of your website (CRO).


I want to book for more than one person from my company?

Due to the popularity of these events, we are only able to allow one person per company to attend. However, please email, if you wish a colleague to attend as well and if we have cancellations we will notify you immediately in a first come, first served basis to offer another ticket.

What are my transport/parking options for getting to and from the event?

Parking is available on site at the venue but this is limited. The venue may appear that you are going into a housing area only, but continue and you will see the signs for Age UK Norwich on a gateway. Follow the srive way and then park to the left of the white building. The Elms is the red brick building to your left as you enter, not the white building.

Details for parking, and alternative transport options and distances as well as contact numbers for the venue are all available on their website given below.

How can I contact the organiser with any questions?

Please email if you have any questions or queries.

What will be done with the information I supply?

Your information will be stored on Eventbrite according to Eventbrite terms and conditions. Upon arrival you will be required to sign in on our attendance sheet, to provide evidence of your physical attendance, a state aid and feedback form for the event, and if we are missing of the key data, such as company name, address contact number a form to collect this missing information. This will be kept on the server as evidence for our ERDF funding for the length of the contract evidence requirements. After your attendance will be stored on the secure Growth Hub CRM system. This is required in order to provide evidence of your attendance and eligibility for the course. This will be kept to the statutory dates any only accessible to Growth Programme and authorised personnel. If you request further contact from an adviser post this event they will use this information to contact you and log any future interactions, again to evidence for ERDF funding.

Your information will not be given to any third parties without your permission. However we will share your details with our trainers if you tick the sign in box next to your signature upon signing in, so they are able to contact you should you wish them to.

Any paperwork completed by you for the course, you are welcome to have copies of upon request.

State Aid Declaration

This event is delivered, free of charge, to SMEs (SME is defined as an Enterprise with fewer than 250 employees and has either an annual balance sheet not exceeding 43mEuro or Annual Turnover not exceeding £50m) other restrictions may apply. This support is being provided as de minimis aid under EC Regulation 1407/2013 (De Minimis Aid Regulation). The value of this support has been calculated as £187.50 or 210.36 Euros (£1 = 1.12189 Euro as at Dec 18)

Please note: This is not a request for payment; we are merely required to notify you of the value, which will be relevant if you wish to apply or have applied for any other de minimis State Aid in the future. There is a ceiling of €200,000 for all de minimis aid provided to anyone organisation over a three fiscal year period (i.e. your current fiscal year and previous two fiscal years).

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The Elms Business Space

7 The Elms

St Faith's Road



United Kingdom

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