What is Search Engine Optimisation (SEO)?
• How is your organization doing?
• How pages are indexed
• How SEO has changed - Google Panda and Penguin

Key Performance Indicators (KPIs)

• Keyword rankings
• Traffic volume - quantity vs quality
• Organic vs Pay Per Click (PPC)
• Return on investment

Constructing search engine friendly pages

• Structured mark-up
• The role of metadata
• Building effective landing pages
• Identifying problems with pages
• Monitoring traffic flow

Organic search

• Keyword search and suggestion tools
• Why some keywords are better than others
• Analysing keyword density
• What is good keyword density?
• Quality keywords, not quantity
• Keyword phrases and theme phrases
• Implementing keywords into content

Search Engine Marketing

• Popularity and link equity explained
• Effective use of social media
• Linking to other sites
• Site structure and internal linking

Defining a plan for your company or organisation

• Key SEO tools
• Setting SEO objectives
• Monitoring your web stats
• Maintaining your position
• Latest Google Webmaster Central developments