How to Make Google Love Your Website: Technical SEO & Linking (SEO Part 2)...

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IKON Academy

Unit 7, Three Rivers Business Centre

Felixstowe Road


IP10 0BF

United Kingdom

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How to Make Google Love Your Website: Technical SEO & Linking (SEO Part 2)

This in-depth half-day taster 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 introduction to Technical SEO & Linking workshop will help you understand:

  • How Search Engines Work

  • How to make Google Love your Website (Technical & Code Considerations)

  • How to make Goole Love Your Content (On-Page Optimisation)

  • How to make Google know you are Loved (Building Positive Signals)

  • How to measure success

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?

  • Identifying the keywords they search for.

  • SERP Analysis – discovering new ideas and opportunities.

  • Competitor Research.

  • Google Search Console.

  • Understanding Search Trends.

  • Using Paid search data to inform your organic strategy.

  • Technical recommendations that help Google love your website.

  • How to successfully target international audiences.

  • The impact of a slow website on usability, revenue and search performance.

  • Is your website mobile-friendly?

  • Tools for auditing your website.

  • On-page optimisation.

  • Identifying gaps in your content.

  • The unbelievable importance of Building Signals and how to do it.

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 e-commerce 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 How the Web Works* (30 mins)

10:15 – 10:50 Principles of Technical SEO* (35 mins)

10:50 – 11:35 Technical SEO (Practical)* (45 mins)

11.35 – 11.50 Refreshment Break: Tea/Coffee

11:50 - 12:35 Technical SEO (Practical)* (45 mins)

12:35 - 13.15 Building Signals* (40 mins)

13:15 – 13:30 Q & A* 15mins

13:30 Close

Total hours: 4hrs 15mins

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?

Getting here by public transport can be difficult, so please contact the venue for the best advice.

The venue can also be difficult to find the first time you visit. It is not far from the Seven Rivers crematorium, and not far from Sainsbury's etc. As you head down Felixstowe road, depending on which direction you are coming you will need to look out for the signs for the Toad Hall camping site. Turn into this road and then immediately left into the Business Centre.

Parking is available on site at the venue but this is limited. As you enter the business centre, IKON is to your left in the last unit on the left, however, please drive around the back of the building in front of you and park in the spaces which do not have names on. If these are all full, you can park along the back of this building, side on to the building, so pointing along the side of the building. There are a few spaces with IKONs name on we can use, but these are limited, if you require a space due to mobility issues, please let us know so we can try and reserve these for you.

Details for parking, and alternative transport options and distances, as well as contact numbers for the venue, are all available on their website is 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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IKON Academy

Unit 7, Three Rivers Business Centre

Felixstowe Road


IP10 0BF

United Kingdom

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