SEO Training in Italy: Search Engine Optimization Course Program

SEO Training in Italy: Search Engine Optimization Course

Antezeta Internet Training

Tel +39 02 69 000 333

Testimonials about our courses

The teacher was impeccable. He was totally at ease with the subject, he ran the course with confidence, kindness and great availability. Bravo Sean! — Gaspar Torriero, SayIt SA, Novazzano, Ticino Switzerland
I attended a day long seminar on web-analytics with Sean as the teacher: After eight hours of lessons I was sorry it ended. Highly trained and communicative he was able to provide the information necessary to understand the issue and stimulate a curiosity to learn more. — Massimiliano Muccinelli, Less Is More Design, Bologna Italy
By the end of the day we left with notebooks full of notes, reading suggestions, things to try. And with a guarantee on the course that just ended. — Diana Malerba, Sketchin, Ticino Switzerland
Your class on Google Analytics has been very interesting and opened my eyes to the potential of this tool. — Maria Luisa Fantoni, The British Chamber of Commerce for Italy, Milan Italy

Optimize your Business Results!

Increase your online business by implementing a search engine optimization (SEO) strategy which maximizes your return on investment (ROI), while keeping ahead of the competition.

Improving visibility in the right natural search listings for your target audience is among the top techniques marketers use to increase the number of quality visitors to their website – and getting those visitors to convert once they've arrived.

Leading marketers know that a fundamental understanding of SEO techniques is essential to position well in search engines like Google. Basic techniques include researching keywords right for your target market, creating compelling content and ensuring your website is an authoritative presence in the online community.

By following certain best practices for site and page design and maintenance, companies achieve not only higher rankings but improved site usability as well.

While SEO may seem complicated, it's really about applying technical know-how to the age-old problem of positioning the right products and services to the right clients at the right time.

Due to the cross-functional (Marketing and IT) nature of this subject, we suggest that both Marketing and IT professionals attend.

SEO Training Calendar

Note: This is the calendar for training open to the public. Our courses are also available for in-company training.

SEO Training Syllabus

¹Subject to modification. We adjust the agenda contents and time dedicated to each topic based on student needs and current sector developments.

Instructor:	Sean Carlos
Date(s):	22 & 22 March & upon request (2 or 3 days)
Location:	Milan; Rome and other cities upon request
Fee:	€595/day + VAT where applicable. The fee includes training materials, coffee breaks and a participation certificate. Group discounts available. For onsite courses, Let us know when and where is best for you!
How to register:	Let us know when and where is best for you!
Prerequisites:	Basic Internet Navigation
Language:	English or Italian
Who is the course for?:	Interactive Media, Web Marketing and IT Professionals
What will I learn?:	Following this course, you will be able to: Define, plan, implement and manage your SEO strategy to optimize your business ROI Learn to leverage keyword and phrase selection and usage best practices Gain an understanding of how to influence the positioning and display of your products and services in natural search results Understand how to measure, interpret and act on key SEO metrics
Agenda: ¹	Introducing the search engines and basic concepts Why are search engines, and their traffic, so important? A brief history of the not so connected web One or 1000s: who are the major players, domestically and internationally Google, Yahoo, MSN / Windows Live, Ask and others Key differences Directories, hybrids and meta-engines DMOZ, Dogpile, Wikipedia and others What is Search Engine Marketing? Natural, or organic, Search Engine Optimization – SEO The three C's of search engine optimization Content Community Coding SEO Goals Qualified vs. Indiscriminate traffic Positioning? Conversion, actually. Converting visitors into clients Common approaches Merit-based™, a.k.a. White Hat Trick or Manipulate engine, a.k.a. Black Hat Sponsored results Transparent pay per click – PPC Advantages and disadvantages When to use Compatibility with SEO Paid Inclusion; express inclusion Search engine optimization strategy Benefits Site Traffic Demographics Cost relative to PPC Eye tracking studies Site quality and usability Applicability to different search engines Prerequisites for success Internal staffing Site updates How users search the web or how search marketing is different Navigator's mindset Typical search queries Review: definitions SEO – Search Engine Optimization SEM – Search Engine Marketing SEP – Search Engine Positioning Behind the scenes: how search engines work Search engine crawling and indexing How it works Tools to see what the search engines see Depth and frequency How to get a site indexed quickly and often in Google and the other search engines Exclusions: use robots.txt, meta tags noindex, noarchive, noodp to keep content out of search engines Relevance weighting – search engine ranking algorithms Google PageRank™ & TrustRank How Google PageRank is calculated How to view Google's page rank Is Google's PageRank important? How often is Google's PageRank updated? What is TrustRank? Yahoo! Web Rank Microsoft Windows Live Ask I'm not seeing what you see.... Data centers Algorithm changes Selective user interface tests Local search Personalization Latest developments Compelling content Content types Text html the others: pdf, doc, odt et al. Audiovisual Images Audio, i.e. mp3 podcasts Video Uniqueness Freshness Length Keywords Keyword selection Audience demographics Lookup tools Publicly accessible tools Paid usage tools Internationalization Data source considerations Current state review Spelling Grammar: plurality, gender Broad and narrow matching The long tail Competitor analysis Integration into page Important on-page elements Linking Anatomy of a link Importance User Search Engine Internationalization issues Usability issues Keyword density and frequency – use and limits Proximity Written for whom? How users read a web page Is there a call to action? The number one problem with content on most company websites Getting visitors to click on your content in search engine results – regardless of the position Make vs. buy: the cost of quality content Community: off-site presence and traffic generation External linking strategy, a.k.a. link development basics Why a linking strategy is important Direct traffic Search Engines Hanging out in bad company Did say you paid for it? Some links are more equal than others Quantity? Quality? Who are your friends Tools to identify existing links Tools that work Unreliable Tools Review and improve existing links Reciprocal and triangular linking Who's linking to the competition? Blogs and forums Comments RSS feeds Pings and trackback Social Media Directories and similar resources Online PR Viral and other campaigns Appraising the quality of a link Code: optimizing a site Choosing and managing domains Top-level domain Sub-domains Multiple languages www vs. non-www dashes yes, dashes no hosting expiration redirects seasoning prior life Stacking the decks Designing or relaunching a site Directory structure Subject silos Facilitating the two for one! Depth URLs naming dashes vs. underscores length Pages Titles Usability issues Search engine issues Company name, yes or no? At beginning or end? Meta tags Facts and fiction Meta description tag Meta keywords tag Meta content tags language character set Order and placement Headings Alt attributes (images) Templates JavaScript Navigation Include files Search engine use CSS Tables vs. CSS Include files Printable pages Validation Tools Usability issues Search engine aspects Comments Renaming Redirecting Security: area is off-limits robots.txt pros and cons meta tag pros and cons password protection file types indexed Duplicate content Printable pages Blog entries Multiple domains Index pages Session IDs Content Management Systems (CMS) Flash animation based sites Full vs. partial Typical problems Valid solutions What to avoid Gotcha! Drop-down lists JavaScript links and navigation Passwords Frames Forms Database driven dynamic pages Application action + get request Ajax Internationalization How search engines identify a page's language – and what to do Language «dialects», e.g. US vs. UK English, German in Austria, Switzerland and Germany Multi-lingual websites How to best structure multi-lingual websites for search engines and users Automatically directing users to «theirlanguage (and letting them override your choice) Optimizing for search engines accented characters Managing a site Submitting a site Submit a URL manually or with software (and why you shouldn't bother) Sitemaps, pros and cons Other techniques Site Maintenance Changing a site's domain name Local Search What is it and why do I care? Where does the data come from? What should I do? Reputation management Monitoring Protecting Stolen content Verification Reporting Aggressive SEO: Innocent traps, dubious techniques and guideline infringements Is your brand worth risking? A bit of history: sites banned from Google What's worth doing is worth overdoing? Landing / doorway pages Campaigns vs. search engines Avoiding the appearance of impropriety (while improving your campaign accuracy!) Every page is a landing page! Cloaking vs. browser or ip delivery: selective targeting to users or search engines? What is it? Why search engines prohibit cloaking Can I target different users with different content? Hidden text Style or CSS attributes Comment text What to do when your site gets banned from a search engine Measuring success – a brief introduction to tracking SEO results with Web Analytics Basic Web Analytics metrics to watch Web Analytics Tools Types: server log files vs. browser JavaScript tags «Freetools Commercial tools Measuring ROI (return on investment) Defining KPIs (key performance indicators: goals / objectives) Capturing the baseline Measuring improvements (or regressions!) Getting feedback from the search engines Dashboards Commercial tools and some considerations APIs – application programming interfaces Crawling check – are search engines deeply crawling your site? Search niches – verticals and other media types Next steps: organizing a SEO strategy In conclusion User vs. search engine or user and search engine? Seeing into the (near) future Selected readings and resources Q & A Ad hoc site reviews of sites suggested by course participants Participant feedback