Module 2 – Search engine optimization (foundation 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 SEO.
• Understand that SEO is a part of online marketing.
• Understand the impact of SEO practices on online visibility.
• Get to know the goal of SEO.
• Analyse the benefits of SEO for one own’s enterprise.

2.2 Back to top – Search engine?

• Define the term and aim of search engines.
• To get to know different search engines.
• Understand one of the main processes of SEO: Crawling, indexing and ranking.
• Raise awareness of the importance of crawling, indexing and ranking for one’s enterprise.

1.3 Get to know your target group

• Define the term keywords and the different types of keywords in SEO.
• Raising awareness of the need for target group analysis in the keyword analysis process.
• Understand how keywords affect the searchability of a website.
• Get to know different analysis such as Google Keyword Planner.

1.4 Ways to online visibility

• 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.

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 Back to top – Search engine?

• Learners can define the basic functions and objectives of search engines.
• Learners can identify the key processes of SEO including crawling, indexing and ranking.
• Learners will be able to assess the importance of these processes to their enterprise’s online visibility and understand their impact on search results.

1.3 Get to know your target group

• Learners understand the different types of keywords and their role in SEO, giving them a more general understanding of their importance.
• By focusing on target audience analysis, learners will recognise the strategic direction of SEO efforts and the importance of tailoring them to the target audience.
• Learners will not only gain technical knowledge about keywords and their impact on website visibility but also learn about tools and methods for effective keyword analysis.

1.4 Ways to online visibility

• Learners will be able to identify and understand the basic principles of SEO to provide a solid foundation for website optimisation.
• Learners will be able to combine both theoretical and practical aspects of SEO to develop and apply practical and successful strategies.

1.5 Tips and tricks

• Learners will gain a comprehensive understanding of the basic principles and steps of an effective SEO strategy.
• Learners will gain both theoretical and practical knowledge of SEO, enabling them to successfully implement optimisation measures and apply 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