Date: 30/04/2020

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Outline/Runsheet


Background image by Aviva Reed

✩ What is search Marketing

  • Why search matters
    • vision for the internet
    • hot lead
  • Limits
  • Dark arts – specialists + cowboys
  • Sandbox
  • How competitive? Diamond rings vs Coburg soccer club
  • Organic and paid search – $10,000 adwords (via connectingup)
  • Other search
    • yahoo/bing/Baidu/yandex/privacy
    • youtube
    • voice
  • Humans vs robots

✩ How search engines work

  • Indexing
  • Moz
  • Link backs
  • The best page on the internet
    • AI and the death of SEO

 

✩ Selecting target keywords

  • what is your target searching for?
  • no searches vs irrelevant
  • short tail vs long tail (questions)
  • guess, testing and compiling a list
  • google keyword planner
  • ahrefs.com

 

✩ For every Keyword

  • Page/post
  • quality, optimised content
  • Search result title, description
  • Call to action

 

★★ 10 minute break ★★

 

✩ Optimising copy – Semantic markup

  • No extra work if done from the start
  • Basic html > view source (+css +javascript)
  • h1, h2, h3 + paragraphs + lists
  • WordPress editor classic /blocks
  • Seamonkey
  • Rubbish code
  • Cross platform/future proof/disability/voice
  • Email

✩ Optimising copy – TL;DR

  • Long form is dead – scan to read
  • Short paragraphs
  • Headings, sub headings
  • Lists

✩ Optimising – Other

  • images
  • page speed
  • cross platform – responsive design

✩ Overview of Yoast SEO (WordPress)

  • Robots on
  • Automated testing of SEO principles
  • Guide only
  • Social optimisation | FB cache

 

✩ Search console and analytics

  • XML Sitemaps = google babyfood
  • request indexing


Trainer

Glenn Todd
  • 20 years commercial website development experience
  • Extensive NFP, campaigning and NVDA experience
  • 6 years teaching experience including at RMIT university
  • Winner of 2019 Connectingup NFP Technology Lifetime Service Award
  • Helped launch ICANW, the campaign that won a Nobel Peace Prize
  • More details see glenntodd.net