SEO Tutorial Course Outline


Complete online SEO course from an expert with over 22 years SEO experience.

Over 100 separate video topics covering 9 hours.

No more expensive monthly bills from Digital Marketing Companies, when you learn how to do promote your own website.

Check out these sample training videos.


Cheltenham Group & SEO

My SEO Story
Computer Training Materials
SEO Training Perth
SEO Tutorials Perth
Videos can be displayed within Google search results

Set Realistic SEO Expectations

Good SEO takes time
Not everyone can be on the first page
Do not over-optimize
Don’t be tempted to take shortcuts such as buying incoming links
Be very careful about hiring an SEO company
What Google says about hiring an SEO company
Additional Google recommendations

Who can do SEO?
What skills are required?
How much work is involved?
How long will it take to get results?
Knowledge is Power

Why Use WordPress?
Percentage of websites using WordPress
WordPress and SEO
Consider converting your website to WordPress before starting SEO
Website to WordPress Conversion Service

SEO Basics
What is Search Engine Optimization?
What is On-Site Search Engine Optimization?
What is Off-Site Search Engine Optimization?
Organic vs. Paid Search Engine results
What about the constant changes Google makes to its algorithms?
Decide what you want SEO to achieve and think local
Black hat vs. white hat SEO
Robots, spiders and crawlers
What is a URL or domain name?
What is an IP address?
What is a web server?
What is the Google Search Algorithm?
Google Algorithm Updates – Google Panda
Google Algorithm Updates – Google Penguin
Google Algorithm Updates – Page Layout Algorithm Update
Google Algorithm Updates – Google Hummingbird
How do search engines work?
Think like a search engine
Search engines DO NOT rank WEBSITES, they rank WEB PAGES
Over 200 factors affect your SEO
Use your keywords in the website
Use pictures, documents and videos
Use Social Media
Keywords in the domain name
Using keywords in file names
Using keywords in folder names
Using keywords in image file names
Using keywords in your document file names
NAP – Name, Address & Phone Number

Listen to Google
Quality Content & Freshness

Content is king
Google likes fresh content
Frequently updated content means more interest from Google
New content equals new keyword promotion opportunities
Google Webmaster Guidelines

What are the Google Webmaster Guidelines?
Viewing the Guidelines
The Guidelines
General Guidelines
Help Google find your pages
Help Google understand your pages
Help visitors use your pages
Quality guidelines
Basic principles
Basic principles – avoid the following
Follow good practices like these
A warning from Google

Basic HTML Structure
Understanding HTML

What is HTML?
Browsers and HTML
Viewing HTML code
Head vs. Body sections
The Head Section
The ‘Body’ Section
Title tag
Description tag

Competitor Research
Setting the default search engine to Google within Chrome
Setting the default opening page to Google within Firefox
Setting the default search engine to Google within Firefox
Setting the default opening page to Google within the Internet Explorer
Setting the default opening page to Google within Microsoft Edge
Setting the default search engine to Google within Microsoft Edge
Evaluating Keyword Phrases

Make a list of the keyword phrases that you think are important
Use keyword phrases rather than a single word
Use a localized phrase
Ask employees and customers for key phrase ideas
Use Google to search using your chosen keywords and check out the competition
Use ‘Google Auto-suggest’ to display more popular keywords
Related searches in Google
Turn the cache off when repeating local searches
Word Stemming
Use for related keyword ideas or the Microsoft Word Thesaurus
Using long tail search phrases
Research Using Power Google Searching

Basic searching techniques within Google
Search for a phrase within a specified website.
Find documents using a file format such as PDF file.
To display website pages that are like a specified URL
To specify that all the words in a search query must appear in anchor text of links pointing to a web page
To specify that the words in a search query appear in the anchor text of links pointing to a web page
To specify that all the query words must appear within the body text of a web page.
To specify that some or all the query words must appear within the body text of a web page
To specify that all the query words must appear in the title of a web page
To specify that one or more of the query words must appear in the title of a web page
To search, specifying that all query words must appear in the URL
To search, specifying that one or more query words must appear in the URL
Research Using Advanced Google Searching

Google Advanced Search
Narrowing your advanced search results
And more …
You will need a Google AdWords account
There are many third-party keyword analysis tools.

Domain Names & SEO
Think about domain names that describe your product or service & location
How to see if a domain name is available
What to do if your preferred domain name is taken
Consider purchasing several domain name alternatives
Using the ‘4 or 2’ trick within URLs
Buy-up domain variations and international versions of the URL
Consider other domain types
Beware of purchasing an expired domain
Purchasing an existing website
Buying a premium website domain
Finding recently expired domains that you might want to purchase

Text & SEO
Focus on your products or services and your location, not the company name
Use your keywords within the body text
Use similar phrases rather than the same phrase multiple times
Use single and plural versions
Use different spelling versions
Use abbreviations and full versions
Customizing different pages for different keywords
Location of keywords on a page
Keyword Density
Keyword Frequency
Keyword Stuffing
What is SEOquake?
Installing either Firefox or Chrome
Displaying the Firefox menu bar
Installing SEOquake within Firefox
Using SEOquake to analyze website page content
Using SEOquake to audit your website pages
Amount of text on a page
Using tabs or accordions to ‘hide’ text
People search using questions, not answers!
Body text and keywords
Bold text
Using bulleted or numbered lists
Used in a similar way to headings within Microsoft Word
Headings and structure
The H1 is very important for SEO
Using H2 tags
Use Headings for SEO not styling
Use relevant keywords within your headings
Only one H1 per web page
No gaps in multiple heading hierarchy

HTML Titles, Descriptions & SEO HTML Title
Promote your product, service and location, not the company name
Matching HTML titles with content
Use unique HTML titles for each page within your website
The HTML title may be displayed within the search engine results
What happens if you do not have a title or have a bad title?
CTR (Click Through Rate) and SEO
Titles and matching HTML headings
Keyword positioning within your title
Localization of your titles
Google will only display around 64 characters but may index up to 250 characters
Titles and branding
Keyword proximity within the title
The order of words within your key phrase are important
Singular vs. plural versions of your keyword
Use similar words within the title
Stop words
Using smaller words
Using exact keyword matches
Use natural capitalization
Different title and description text
Do not use a trademark name within your HTML Title or Description
The Meta Description
Description Syntax
Description and Click Through Rate (CTR)
Google may ignore the Description
Unique Descriptions on every page
Description length
The Description and page content
The Meta keyword list
What is SEO Yoast?

Linking & SEO
Anchor text and keywords
Exploiting keywords in anchor text links
Don’t use ‘Click Here’ as anchor text within a hyperlink
Insert text links at the bottom of each page
Insert text links within the main body of text on each page
Matching anchor text to the target page content
What is a 404 error?
What Google says about broken links
Checking your website for broken links – XENU
WordPress Broken Link Checkers
WordPress 404 error redirects
An example of 404 redirecting using a WordPress plugin
Google likes text-based hyperlinks
Complex internal website linking
Link all pages within your website back to your homepage
Use both text and graphic links
Insert links from each page to your important pages
Beware of buying links
Do not link to (or from) bad neighborhoods – Avoid penalties
Identifying bad sites – How old is the website?
Identifying bad sites – How many pages are indexed by Google?
Identifying bad sites – Other warning signs
The Google Disavow tool
How to disavow backlinks
Link Juice and Page Authority
Controlling individual links with the nofollow tag
Nofollow WordPress Plugin
Page Level Nofollow
Many social media links may be nofollow links – but are still valuable
Examining link types using SEOquake
Configuring SEOquake to display nofollow links
How to view incoming links
Outgoing links from your website can help SEO
Check all your outgoing links for links to bad neighborhoods

Images and SEO
Free Stock Image Websites
Images and copyright
Outsourcing design work
Using image file names to boost SEO
How to inspect your image file names
Using image Alt tags
Inserting image ALT tags within WordPress.
How to inspect your image alt tags
Alt tags and visual impairment
Insert hidden metadata in all your pictures
Optimize picture file size
Optimize picture pixel size
Image resolution
Resizing all pictures to the actual display size will help with your loading speed
Reduce the number of pictures by combining them
Original pictures may help with SEO
Installing the Gimp image editing program
Resizing a picture using GIMP
Compressing a picture using Gimp
Using GIMP to change the image resolution
Adding metadata using Gimp
How to rename image files

Documents & SEO
Website pages, embedded videos and documents can all show up in Google searches
Types of downloadable documents
Downloadable document file names
Documents and keyword content
Headings within documents
Use all the usual SEO text formatting techniques within documents
Document Metadata
How to insert metadata into a Microsoft Word document
Use SEO friendly anchor text within your website page to downloadable documents
Linking from documents to your web pages
Web page content and document content
Use a special Google search to find documents that are indexed on your website

Video and SEO
People like videos
Some companies focus on video
YouTube videos and embedded videos can show up in the search results
Importance of a good thumbnail
Using video sitemaps
Video file names
Optimize the YouTube Title, Description and Tags
YouTube Title optimization
Use the maximum YouTube description length
Use the YouTube description to link back to your website
Include spoken words in the videos, not just music
Make sure the spoken words are SEO friendly
Check the video transcript
See what tags other YouTube videos are using.
Turn off YouTube ‘Show Suggested’ Feature
YouTube vs Vimeo
Optimize Video Metadata
Embedding a video can increase ‘Dwell Time’
Embedding a series of videos can reduce the ‘bounce rate’
Only one video per page for better SEO results
Ensure that the page text content is relevant to the embedded video
Embed the video above the fold
Short or long videos?

Loading Speed & SEO
Use a fast website hosting service
Server Location
Checking your Web page loading speed
Optimizing images for faster loading
Using Caching
What is Gzip?
What is Minifying?
Use AMP for faster mobile loading
What Google says about AMP
Testing your AMP pages with Google
PHP Versions and WordPress

Mobile Search & SEO
Two separate Google directories
What is AMP?
Installing an AMP plugin within WordPress
What is a responsive website?
How to check that your website is mobile friendly
Mobile loading speed

Advanced SEO
SEO friendly folder names
Google recommends hierarchically structured websites
Canonicalization (setting preferred URL)
What is an HTML sitemap?
Dynamic HTML Sitemap – WordPress Plugins or page templates
Installing an HTML sitemap plugin within WordPress
What is an XML sitemap?
Installing and verifying an XML sitemap within WordPress
XML Sitemap and Google Search Console
Google and language specification
HTML Language Code
More Information from Google
WordPress and language specification
Recommended in Google Webmaster Guidelines
What is HTTPS and how does it work?
Implementing website encryption
Common issues when using HTTPS and TLS
What is Bounce Rate?
Reasons for a high bounce rate
What is Dwell Time?
What is On Page Time?
What is Schema Mark-up?
WordPress Schema Mark-up Plugins
Displaying a picture in the search snippets
Displaying image snippets using a WordPress Schema plugin
Using the Data Highlighter within the Google Search Console

Technical SEO Stuff
What is robots.txt used for?
Googles advice about the Robot.txt file
txt and web pages
txt instructions may be ignored
WordPress and the Robots.txt
What is the .htaccess file?
The .htaccess file and SEO
Removing pages from your website
Using the Google Search Console to remove pages from the Google index
Why redirect?
Use the .htaccess file to redirect from the non-secure version to the secure version
Using the W3C Validator
Why consider having more than one website?
Specialize by geographical area
Specialize by product or service type
Specialize by offering a wholesale site and separate retail site
Specialize by different versions for expert and non-expert visitors
Dedicated and shared IP addresses
Server uptime monitors
Use a server based in your own country
Checking to see if your website has been hacked
Checking how many sites are shared on a web server
Recommended hosting services
Different browser issues
Browsers version issues
Screen resolution issues
Mobile web issues
What are WordPress Permalinks and how do you use them?
What are breadcrumbs?
Breadcrumbs and Google
Breadcrumbs and snippets
Breadcrumbs and WordPress

Website Redesign – Potential for an SEO Wipeout
The age of a website page adds value
Duplicate existing file names and structure
Image file names and folder locations
Setup 404 redirecting – just in case
File name extensions
Using a WordPress file name extensions plugin

Attracting Inbound Links & SEO
Link quality and relevance
Analyzing your incoming links
Quality content attracts links
Link Baiting – Create quality content to attract links
Link baiting – Top 10 Lists
101 Information Pages
Use original content
Ask for links
Ask your customers to rate you on Google
Analyzing back links to competitor sites
Take part in forum discussions
Post comments to blogs or guest blogging
Join local industry associations and groups
Offer educational discounts
Produce regular articles for other people’s newsletters
Free e-books
Downloadable tutorials, fact sheets or reports
Do not use automated link building schemes
Reciprocal link exchanges
Take care when considering free link pages
Directory Submission Sites

Why use ‘Paid Directories’?
Paid Directories
COM Paid listing
‘Best of the Web’ Paid Directory Listing
Australian Submission Sites
International directories
Business associations
Perth Business Associations & Groups
Podcast directories
Green directories
Free advertising websites
Article Submission Websites – Yesterdays SEO

What are article submission sites?
The dangers of overuse
Examples of Article Submission websites
PowerPoint Submission Sites – Yesterdays SEO

What are PowerPoint submission websites?
Should you still use presentation sharing websites?
Examples of presentation submission websites
Search Engine Submission

Make sure you are listed in the major search engines
How to submit a website to Google
International Search Engine Submission
Australian Search Engine Submission

Blogs & SEO
Fresh Content
Do it right or don’t bother
Incorporate a blog into your website
How to setup a blog within a WordPress website

Mailing lists and SEO
Never send out unsolicited emails to prospective customers
Opt-in Mailing Lists
Do not buy in mailing lists
Making the signup easy
Mailing List popups
Lead Magnets
Consistent brand design
Always provide a text version of your mailout
Create specific landing pages for mailing list offers
Include ‘permission reminders’ at the bottom of your mailings
Clear, easy unsubscribe option
Avoiding being labeled as spam
MailChimp Guides

Don’t Annoy Google
Ads – Use conservatively
Anchor text – Use accurately and conservatively
Broken links
Buying links
Comment spam (user generated spam)
Duplicate content
Excessive doorway pages
Titles and descriptions – Make sure there are no duplicates
Titles and descriptions – Make sure they relate to page content
Titles and descriptions – Correct length
Missing H1 Tags
Multiple H1 tags – Only one per page
Gaps in the heading hierarchy
Hacked content
Hidden content
Keyword stuffing
Link building – Google can detect unnatural link building efforts
Links to bad websites
Mobile – Not mobile optimized?
Reciprocal links – Use conservatively
Schema – Don’t abuse it
Scraped content
Sitemaps – You need both XML and HTML Sitemaps
Thin Content
Unnatural Linking Activity
What are Manual Actions?
Manual Action Triggers
How do you know you have a manual action against you?
Reconsideration Requests

International Issues
Search using different international versions of Google
Using a VPN
International spelling and meanings
Paper Size
Establish jurisdiction for disputes
International visitors: What about sales tax?
Phone Numbers
Out of hours messaging services
Accept different currencies
Consider different websites for different regions or countries
Is it winter or summer?
The weekend is not always Saturday and Sunday
Different countries have different religious based holidays
Displaying a clock showing the time in your location
Take account of local sensibilities, especially pictures

Website Credibility
Google Reviews
It’s not all about being first
Star Ratings
Snippet Images
Upcoming Events
Remember to promote your documents and videos
This site is not secure message in Google Chrome
Mobile Friendly
Your website visitors are looking for reassurance
Full contact details
Embed a map within the contacts page
Client lists and customer feedback
Independent Reviews
Publish full prices on your website rather than asking for a quote
Make it clear what extra charges may be applicable such as postage or insurance
Guarantees and ‘Terms and Conditions’
Returns policy
FAQs Page
Always use encryption to take credit cards
Privacy Policy
EU – General Data Protection Regulation (GDPR)
Website accreditation schemes
Keep your content up to date
Beware of seasonal text messages on your home page
Check your copyright date

Spammers and Plagiarists
Don’t get mad – get even!
How to send a spam report to Google
Checking for other sites that may be plagiarizing your website content

Monitoring your SEO campaign
Simple web hit counters
Monitor the back links to your website
See how many pages you have listed in Google
Manually check your search engine results
Beware of using automated search engine position checkers
Google Search Console (formally the Google Webmaster Tools)
Google Analytics
Bing Webmaster Tools
Monitor competitor sites for content changes
Site Analysis Tools

Using FTP
What is FTP?
Installing an FTP program
Using FTP to transfer files to and from your web server

Google Search Console
Where to find the Google Search Console
Signup and Verification
Search Appearance – Structured Data
Search Appearance – Rich Cards
Search Appearance – Data Highlighter
Search Appearance – HTML Improvements
Search Appearance – Accelerated Mobile Pages
Search Traffic – Search Analysis
Search Traffic – Links to your site
Search Traffic – Internal Links
Search Traffic – Manual Actions
Search Traffic – International Targeting
Search Traffic – Mobile Usability
Google Index – Index Status
Google Index – Blocked Resources
Google Index – Remove URLs
Crawl – Crawl Errors
Crawl – Crawl Stats
Crawl – Fetch as Google
Crawl – Robots.txt tester
Crawl – Sitemaps
Crawl – URL Parameters
Security Issues
Web Tools – Ad Experience Report
Web Tools – Testing Tools
Web Tools – Other resources

SEO Information from Google
Google Community

What is the Google Community?
Google webmaster central blog
Get information about the latest changes from Google
News for website developers

Bing Webmaster Tools
Optimize your website for Bing

Latest SEO Information
Search Engine Watch
Search Engine Land
Search Engine Journal
SE Round Table