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Search Engine Optimisation (SEO) - An Introduction

Search Engine Optimisation (SEO) - An Introduction

@ Edinburgh Chamber of Commerce 40 George Street EDINBURGH Midlothian EH2 2LE

24th March, 2020 09:30-16:30 Training 195.00-250.00
This full day course is a hands-on practical workshop that focuses on the fundamentals of SEO for Google and to help you get your website to show up on Google more prominently and often.

Course Outcomes:  

You will leave this course with a solid understanding of what SEO is, how it works, what you can use it for, and most importantly, how to increase your visibility when people are searching on Google.

Course Level:

This is a beginner to intermediate level course that covers the fundamentals. This will be good if you are new to SEO, if you need a refresher, or if you have a specific question you need answered.

Who is this course aimed at?

This course is aimed at delivering the business outcomes of SEO and as such will  be well suited for marketing professionals looking to use SEO as a marketing tactic, as well as business openers looking to get a deeper insight into what SEO can do, how much you should do yourself and how much to outsource.

Course outline:


As soon as you have registered for the course, the trainer will contact you to go through your objectives and challenges so that the course content will be highly tailored to your unique needs.  The will also be able to suggest and assist in any technical set-up that might be required ahead of the course.

Morning session: Theory
  • What is SEO compared to PPC
  • What are the difference ways to show up on Google (Website, maps, video, images etc)
  • How does Google decide who shows up
  • How to choose your battles and beat the competition
  • How to do keyword research
  • How to do competitor analysis
  • How to set your site up for success
  • How to incorporate SEO into your business process for ongoing improvement
Afternoon Session: Practical
Implementing Google Search Console
Creating an xml site map
Getting your site indexed
Creating your personalised SEO weekly workflow around
  • identify demand,
  • create great content
  • get traffic
  • assess
  • repeat
Trainer info:

John Daniels is the founder of The Lean Marketer, Edinburgh.

He is a digital marketing specialist with 18 years experience in tech and 10 years experience in digital marketing working with more than 300 clients across 3 continents, including UK companies like Float, Administrate, The Edinburgh International Festival and Remax Scotland.

He draws on his diverse experience and a passion for data-driven results to deliver a unique mix of cutting-edge technology and tales from the trenches to turn stress tested best practices into real world results.

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Business Comment is the Edinburgh Chamber of Commerce’s bi-monthly magazine. It provides insight on Edinburgh’s vibrant business community, with features on the city’s key sectors, interviews with leading figures and news on new business developments in the capital.
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