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Search engine optimisation (SEO) has changed dramatically in the last few years, with the Panda, Penguin and Hummingbird updates changing the search landscape beyond recognition.

Despite this, many publishers are relying on outdated SEO training that does not take into account recent changes or – worse – is actively harming their site's search performance.

This intensive one-day course, led by Adam Tinworth, is fully updated to incorporate the latest Google changes, including the lack of keyword referral data and Hummingbird.

Course description

This workshop will provide journalists and editors everything they need to know about SEO and how search engines operate.

As with all courses, the training will focus on the latest tools and techniques with an emphasis on practical, hands-on learning.

Tea, coffee and danish pastries plus a sandwich buffet lunch are included.

What will the course cover?

1. What is Google looking for?
  • The idea of 'signals'
  • The role of links and 'meaning neighbourhoods'
  • Why SEO is always changing – and how to cope
  • The role of social sharing
  • Keywords and ranking – a practical guide to producing optimised copy
2. How to identify relevant keywords – and use them
  • Writing headlines and snippets for search
  • Pictures in search
  • Intelligent linking
  • Negative factors in SEO – how not to destroy your search success
3. Repeated/poor content
  • Site speed
  • Over-optimisation
  • Poor keyword choice
  • Isolated content
  • Recency

For more details, to suggest a course, or to express interest in becoming a trainer please contact us.

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