Search Engine Optimization (SEO) Training Course

Module 1: SEO Fundamentals and Search Engine Mechanics

• How search engines work: Crawling, indexing, and ranking
• Understanding the key ranking factors and Google's core updates
• Introduction to the three pillars of SEO: Technical, On-Page, Off-Page
• White-hat vs. Black-hat SEO practices and ethical guidelines
• The role of the user experience (UX) in modern search rankings

Module 2: Advanced Keyword Research and Intent Mapping

• Moving beyond volume: Analyzing keyword difficulty and commercial intent
• Long-tail keywords and generating comprehensive keyword clusters
• Mapping keywords to the buyer's journey (Informational, Navigational, Transactional)
• Utilizing keyword research tools (e.g., Ahrefs, SEMrush, Google Keyword Planner)
• Practical session: Developing a comprehensive keyword map for a new product/service using intent categories

Module 3: Technical SEO and Website Infrastructure

• Site architecture and internal linking for maximum crawlability
• Understanding and optimizing robots.txt and XML Sitemaps
• Canonicalization, pagination, and handling duplicate content
• Core Web Vitals: optimizing Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS)
• Practical session: Auditing a sample website using Google Search Console and PageSpeed Insights to identify and document technical errors

Module 4: On-Page Optimization and Content Strategy

• Writing compelling title tags and meta descriptions for click-through rate (CTR)
• Optimizing headings (H1-H6) and body content for topical relevance
• Image optimization: file size, alt text, and descriptive naming
• Content depth and optimizing for "People Also Ask" (PAA) boxes
• Developing a topic cluster model using cornerstone content

Module 5: Off-Page SEO: Link Building and Authority

• Understanding Domain Authority (DA) and Page Authority (PA)
• Link quality vs. link quantity: characteristics of a valuable backlink
• Strategic link building techniques: content promotion, broken link building, and resource page outreach
• Disavowing toxic and spammy backlinks
• Practical session: Developing a link outreach plan, identifying 10 potential link targets, and drafting a personalized outreach email template

Module 6: Local SEO and Google My Business Optimization

• The importance of the Google Business Profile (GBP) for local visibility
• Optimizing the GBP listing: categories, services, photos, and posts
• Understanding and maximizing citations (NAP consistency) across the web
• Generating and managing online reviews and reputation management
• Tools and strategies for local keyword targeting

Module 7: SEO Auditing and Competitive Analysis

• Conducting a comprehensive SEO audit across all three pillars
• Identifying competitor keywords, traffic sources, and top-performing content
• Utilizing tools for competitive backlink profile analysis
• Prioritizing audit findings based on potential impact and effort
• Practical session: Performing a competitive analysis on two industry rivals and generating a list of content and link opportunities

Module 8: Measurement, Reporting, and Google Analytics 4 (GA4)

• Setting up and verifying website ownership in Google Search Console
• Key reports in Search Console: performance, coverage, and usability
• Introduction to Google Analytics 4 (GA4): events, conversions, and explorations
• Creating custom SEO dashboards to track KPIs (e.g., organic conversion rate)
• Practical session: Setting up a custom report in GA4 to analyze traffic behavior and conversion rates from specific organic search segments

Module 9: Advanced SEO: Structured Data and Core Web Vitals

• Introduction to Schema Markup and its role in rich results (rich snippets)
• Implementing Schema for common entities (e.g., organization, product, FAQ)
• Advanced concepts in site speed optimization beyond Core Web Vitals
• Handling international SEO: Hreflang tags and country targeting
• Practical session: Implementing and validating Schema Markup (e.g., using Google's Rich Results Test tool) for a sample FAQ page

Module 10: Future of SEO: AI, Voice Search, and Ethical Practices

• The impact of AI-driven search (e.g., Google's SGE) on content strategy
• Optimizing content for voice search and featured snippets
• Understanding E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and its importance
• Ethical SEO practices and preparing for future algorithm changes
• Practical session: Developing an E-E-A-T strategy for a content piece, focusing on author expertise and evidence-based claims

Requirements:

·       Participants should be reasonably proficient in English.

·       Applicants must live up to Armstrong Global Institute admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.

2. Invoice: We can send a bill directly to you or your company.

3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

2. Participants may cancel attendance 14 days or more prior to the training commencement date.

3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588