Module 2 – Search engine optimization (intermediate level)

Training methodology:

The training methodology consists of theoretical input supported by examples. These can be examples of good practice or the presentation of practical tools. As well as benefiting from the transfer of knowledge, learners also have the opportunity to develop their competences.

Learning goals:

2.1 Introduction to the world of SEO

• Define the term search engine and give examples.
• Define the term SEO.
• Explain the importance of SEO in online marketing.
• Identify the benefits of SEO.
• Understand the impact of SEO practice on online visibility.

2.2 Get to know your target group

• Define the term keyword and the different types of keywords in SEO.
• Understand how keywords affect the searchability of a website.
• Build awareness of the importance of target group analysis in SEO.
• Analyse one’s target group and their needs.
• Apply keyword analysis methods.

1.3 SEO essentials: On-page & off-page strategies

• Define the term on-page SEO and off-page SEO.
• Understand the importance of on-page and off-page SEO.
• Build awareness of the importance of content as the core of on-page SEO.
• Apply all the factors involved in creating content (text, video, images, links, meta tags, URL structure, …).
• Apply all the technical factors for successful on-page SEO (page speed, mobile responsiveness, sitemap, …).
• Develop an understanding of the importance of backlinks to SEO.
• Get to know methods for generating high-quality backlinks.
• Understand the importance of social signs for off-page SEO.

1.4 Boost your SEO: Monitoring made easy

• Explain why SEO monitoring is important.
• Name the advantages of regular SEO monitoring.
• Define the term KPIs (Key Performance Indicators).
• Evaluate the most important on-page KPIs (organic traffic, keyword ranking, average time on page, bounce rate).
• Evaluate the most important off-page KPIs (backlink quality and quantity).
• Evaluate the most important general KPIs (page load time, indexing in Google, mobile user experience).
• Apply tools for SEO monitoring.

1.5 Tips and tricks

• Gain an overview of the most important steps in SEO strategy.
• Define the fundamental principles of SEO.
• Acquire practical tips suitable for beginners in SEO.
• Know best practice examples.

Expected learning outcomes:

1.1 Introduction to the world of SEO

• Learners gain a first insight into SEO and its goal.
• By the end of this module, learners will be more aware of the importance of SEO for their business.

1.2 Get to know your target group

• Learners will be able to identify and explain basic concepts of keywords and their types in SEO to provide a broader base of understanding.
• Learners will be able to explain the interactions between keywords and website visibility, enabling them to better understand the importance of keywords in SEO strategy.
• Learners will be able to recognise and apply the importance of target audience analysis in SEO practice by understanding the needs of their target audience and applying appropriate keywords analysis methods to optimise their content in a targeted manner.

1.3 SEO essentials: On-page & off-page strategies

• Learners will be able to understand the fundamental importance of on-page SEO and recognise its relevance to the visibility and ranking of websites in search engines.
• Learners will develop a comprehensive understanding that quality content is at the heart of effective on-page SEO and will be able to formulate strategies for creating and optimising content, taking into account different media formats and elements.
• Learners will be able to apply and integrate all relevant factors, both content and technical, that are important for successful on-page SEO to ensure optimal visibility and user experience on websites.
• Learners will be able to define and explain complex concepts such as off-page SEO and understand their importance in the overall search engine optimisation strategy.
• Identify and apply different methods of generating high quality backlinks to increase the visibility of a website.
• Understand the factors that influence a website’s ranking and be able to analyse how social signals and backlinks play a role in search engine rankings.

1.4 Boost your SEO: Monitoring made easy

• Learners understand the importance of SEO monitoring and can explain why regular monitoring is essential to the success of a website.
• Learners will be able to state the benefits of regular SEO monitoring and emphasise the impact on a website’s performance, highlighting benefits such as improved visibility, traffic and conversion rates.
• Learners will be able to define and evaluate relevant SEO KPIs, both on-page and off-page, as well as general KPIs, and use tools effectively to monitor and analyse them.

1.5 Tips and tricks

• Gain an overview of the most important steps in SEO strategy.
• Define the fundamental principles of SEO.
• Acquire practical tips suitable for beginners in SEO.
• Know best practice examples.

Further information:

Entrecomp competences:

• Planning and management
• Valuing ideas
• Ethical & sustainable thinking
• Self-awareness & self-efficacy
• Creativity
• Vision
• Learning through experience
• Spotting opportunities
• Taking the initiative