Search Engine Optimisation.

Course Brief

This one day course will focus on covering topics from the basics of SEO to an in-depth look at the main factors that contribute to a websites search engine friendliness on Google and ensures learnings around adequate SEO analysis and reporting have been covered. This course structure has been built to include plenty of opportunities to apply learnings and for questions throughout.

Course Content

Getting Started

  • Definitions
  • Placement on the SERP’s
  • International Search market share
  • SEO timeline- algorithm updates
  • SEO v’s PPC
  • Alternative search engines to Google


Understanding how it works

  • Mechanics behind SEO
  • SEO process
  • Off Site v’s On Site


Setting a SEO Strategy

  • SWOT analysis
  • Competitor Review
  • Setting Objectives
  • Measurement plan



  • Keywords impact on the SERP
  • Using keywords in content
  • Using keywords to inform new content
  • Keyword research
  • Keyword selection
  • Use of keyword formats
  • Keyword stuffing



  • Content updates
  • Content layout
  • Content ratio
  • Content freshness
  • Content navigation
  • Duplicate content



  • Metadata overview
  • Metadata appearance
  • Meta Title
  • Meta Description
  • Meta Keywords field


The Search Console

  • The Google Search Console
  • Search appearance reports
  • Search traffic reports
  • Crawl reports
  • Security Issues



  • URL Structure
  • Alt Text
  • XML Sitemaps
  • HTML Sitemaps
  • Domains and Hosting



  • Inbound link importance
  • One way & reciprocal links
  • Link formatting
  • Paid & non-paid links
  • Measuring inbound links
  • Current inbound links


Link building

  • Link building methods
  • Link bait
  • Directories
  • Sponsorship
  • Online PR
  • Search & social
  • A social SERP
  • Question Replies and Reviews


SEO Analysis

  • How to best measure SEO
  • What is (not provided)?
  • Weekly v’s Monthly checks
  • Common tools- paid & non-paid
  • Free commands on Google


Review and Top Tips


GlowMetrics is a digital analytics agency, who specialise in helping businesses use their data to inform and optimise business performance. Our aim is to arm companies with the information they need to make educated business decisions and identify the relevant data to back these decisions up. We are the only Google Analytics, Tag Manager, Data Studio and Google Optimise Certified Partner in Ireland.  The training sessions will be delivered by Joanne Kearney:

Joanne set-up GlowMetrics in 2013 and has over 10 years’ experience working on digital marketing campaigns, specialising in search strategy, conversion optimisation, econometricmodelling, web analytics and usability. She has executed and managed many large-scale campaigns across the UK and Ireland for a number of clients including TV3, Trader Media Group, Betfair, Tourism & Discover Ireland, O2, Vodafone, P&G, Siemens, Sage, uSwitch, Electric Ireland and Kraft.  Joanne has delivered custom training courses as far as Vietnam and the Philippines and more locally is the resident Search and Analytics training provider for Cork Chamber of Commerce.