Web Marketing And Search Engine Optimisation ... IQPC Workshop Content

A practical step-by-step, 2-Day Strategic Marketing Course 4 & 5 December 2006 - Conferencing on Katherine, Sandton, Johannesburg

Ensure your website is found and turns traffic into sales revenue by learning how to:

• Understand what drives the Internet and its Search Engines
• Stay ahead of your competitors by utilising the power of online advertising
• Use SEO as a One-On-One marketing medium
• Master keyword research to ensure your website is found by search engines
• Select the right domain and choose the right host
• Register your website step-by-step
• Utilise FrontPage in-house to generate traffic to your site

Back By Popular Demand - Previous Courses Sold Out!

FACILITATED BY TONY ROOCROFT, Internet Marketing Specialist

Dear Professional

85% of Internet users use search engines to find what they are looking for. When a potential customer looks for a product or service on the Internet, how can you ensure that they end up at your site and not your competitors'? If your organisation is to be successful on the Internet, you need to ensure that your website is found by those commonly used search engines - generating traffic, converting this into sales and encouraging return visits. To achieve this you require effective and strategic web marketing and Search Engine Optimisation ISEOI systems to be in place. By taking advantage of IQPC's hands-on 2-day Web Marketing and Search Engine Optimisation course, you will learn the key skills of how to design low cost, effective websites that will outperform your competitors in terms of being found and selling your products or services. Throughout the course your trainer Tony Roocroft will have access to a live internet connection and will be able to practically demonstrate the step-by-step processes and answer any questions interactively. This is a unique opportunity to take advantage of the lessons learned as well as the proven techniques and tools Tony will pass on to you. I look forward to seeing you and your team at this practical course. Kind regards Mike Tiger Project Director: Training, IQPC

P.S. Don't miss this opportunity to ensure that your website will make you money - not cost you money! Sign up today!

Equip Yourself With The Practical Know-How To Develop A User Friendly Search Engine Optimised Site That Is Found By Common Search Engines, Attracts Customers And Encourages Them To Return Again And Again

"This course met my overall expectations - and more!" General Manager - Operations, AUTO TRADER

Services SETA Accreditation

IQPC has been awarded Provisional Accreditation status by the Services SETA #880, valid until 31 March 2007. The Services SETA's evaluation has confirmed that IQPC delivers quality training courses in line with SAQA. This prestigious accreditation was awarded based on our excellence in the following areas:

• Courses being market researched and backed-up with comprehensive material
• Expert and professional trainers presenting the courses
• Commitment towards individual learner support and assessment policies
• Established quality management systems and policies to sustain the organisation

About Your Expert Facilitator

Tony Roocroft's interest in Internet first surfaced when he set out to learn whatever he could about Internet marketing from a DIY perspective Since then all aspects of Internet marketing have become a passion. When not managing his own 50+ websites Tony teaches in-depth Internet marketing and Search Engine Optimisation based upon real, practical and successful experience He is a Chemical Engineer by profession who spent marry years in technical and senior management positions in UK and South African chemical, biochemical and polymer industries. In 1992 he left the chemical industry to four his own import/export company.

Course registration will be at 08h00 on the first day with the course starting at 08h30 on both days.

There will be breaks for mid-morning refreshments, lunch and mid-afternoon refreshments.

The course will finish at 16h30 on both days.

Who should attend?

This course has been specially designed to assist those involved in various aspects of your organisation's website and Internet marketing.

Particularly those people in the area of:

• Marketing
• Market Research
• Branding
• New Business Development
• Customer Relations
• Web Management
• E-Business
• Networks
• Communications

Master Class Agenda

Self—Assessment:

Evaluate your current knowledge, skills, methods and the tools you use for your Web Marketing and Search Engine Optimisation within your work context, and your experiences. Based on the outcome, develop a set of personalised course objectives

Use The Internet Successfully As Your One-On-One Marketing Tool By Getting To Grips With The Search Engine Optimisation Fundamentals

What drives the Internet and its Search Engines? South African organisations are lagging behind the international standards and it is imperative that if you want to be a market leader that your organisation gets ahead.

• Understand why Search Engine Optimisation (SEO) is neither Business-to-Business nor Business-to-Customer, but a strategic One- on-One marketing medium
• Avoid the common pitfall that "great web appearance is equal to effective and successful web design" - it is NOT
• Don't be put off by the belief that website design is difficult... his NOT
• Don't believe you need HTML skills ... you DON'T
• Ensure successful SED without having to use tricks and SPAM techniques
• Be wary of the empty promises of page 1 ranking - no-one can fully guarantee you a page 1 ranking on any major search engine

Accurately Determine The Impact Of Online Advertising On Your Own Web Marketing Strategies By Understanding These Trends

In order for your organisation to stay one step ahead of your competitors it is vital that you utilise the power of advertising your services or products online. Learn about:

• Distinguishing between 'shopping online with research offline' or. 'researching online with shopping offline' and the impact that these changes will have on:

1. Local search (eg Yellow Pages)
2. Directories and web portals
3. Traditional Advertising

Determine The Search Engines You Should Be Targeting In Order To Best Optimise Your Web Presence And Guarantee Traffic To Your Site

Them are many search engines on the Internet, but if you want to optimise your website you need to know who the major stakeholders are Generate traffic to your website by understanding how the major search engines operate and what criteria they look for:

• Investigating how the major search engines operate and how you can optimise your website using them
• Ranking in the top search engines as a starting point to enhance the effectiveness of your own website
• Demonstrating the reasons why one website is not enough to promote your organisation on search engines

Examine The Business Case For In-House Vs. Outsourced Website Design And Management To Ascertain If Your Web Presence Is Being Optimised Effectively And Take Control Of Your Website's Future

The majority of South African organisations outsource their website to an extemal agency By understanding and managing the process you will ensure more control over how your website is found and viewed by your market.

• Ask the one question that will tell you if your web designer or developer is the right person for the job
• Determine how you, as well as your web developer and designer, can add value to your website and boost its profitability
• Consider a web design that is simple, easy and virtually free to produce and host
• Create effective low cost websites in-house

Master Keyword Research And Ensure Your Website Successfully Competes In Your Chosen Internet Market

To be found first and foremost by a search engine, you need to optimise your see - and this depends to a large extent on your keyword research.You will be shown how to complete effective keyword research for any market in less than 1 day by:

• Pinpointing the right keywords and profitable market niches for ANY website
• Enlarging your keyword list to hundreds maybe even thousands
• Accurately assessing the size and competitive nature of ANY Internet market quickly and inexpensively
• Determining how much competition you have and whether you should consider another market

Choosing The Right Domain In Order To Reach Your Target Market

If your target market is international it is simply wrong to have a co. .za website On the other hand if your market is 100% South African it is possibly a good reason to have a .co.za website. Surprisingly your domain name is less important than other domain factors which are critical to success.

• Utilise your marketing objectives to select the correct domain suffix
• Determine the specific circumstances in which you would only want a .co.za domain
• Understand Domain Name Servers (DNS) so that you can control your website's future and clarify why you must remain in control of this at all times
• Determine the best place to buy a domain name
• Ensure you always remain in control of your own website by selecting the correct registrar
• Establish what Google thinks of domain names and discover why actual domain name selection is only of minor importance
• Ascertain what other Search Engine's think is important about domain names
• Clarify why your domain name should not just be your company name

DEMONSTRATION

Learn how to register a website step-by-step

Analyse The Website Statistics You Generate To Build Your Online Success

Organisations are more aware than ever of the importance of effective web analysis in developing and growing their business online teaming how to use the information and statistics that your website generates is vital to you being able to ensure that your search engine optimisation strategy is a success.

• Track visitors and relate this to SEO
• Accurately measure the amount of traffic your site generates as an indicator of its effectiveness
• Learn how to use the statistics in SEO to make ongoing improvements to your SEO campaign on a continuous basis
• Utilise your statistics to improve your daily and seasonal selling opportunities

Learn How To Find The Right Host

If you are going to maximise your web presence, one host is rarely enough.

• Avoiding ineffective and expensive hosts
• Determining the criteria to measure hosts against in order to select the right hosts for your website
• Saving on hosting fees - 90% of the time you should not be paying more that R50 per month
• Examining the importance of choosing unique Host Internet Protocol (IP) addresses whenever you can
• Understanding why you should NOT use the same host for multiple websites

Make The Web Pay - Master The Power Of FrontPage And You Will Save Yourself A Fortune

Whether you are an individual, a small company, a shop or even a large corporate you can save money by using FrontPage in-house to generate traffic to your site. Create your own attractive websites which are customer-centric and always search engine optimised.

• Understanding why plain websites normally outsell the more elaborate ones
• Analyse your site statistics to see how customers react to your site and learn how to improve their reaction
• Gaining insight into the way FrontPage easily allows you to create websites efficiently and effectively and at low cost
• Examining snapshots of well developed web pages ... feel free to ask for a quick critique of your own website
• Successfully avoiding the common 5 page "rip-off"

Learn How To Put Keywords To Use In Your Website Design

By understanding on-page SEO and what the limitations are you can ensure that your keywords are performing optimally.

• Understand the structure that makes a websites successful
• Avoid traditional design techniques and still create an interesting and successful website
• Dispel the Keyword Meta tag myth as a basis for successful SEO
• Determine the limits of on-page design factors
• Discover the importance and value of static web pages as distinct from dynamically generated (data based web pages) to get web pages indexed quickly and also ranked for potentially high SEO rankings

DEMONSTRATION

See how Search Engines work and operate and loam how to:

• Examine the importance of themes in terms of future use
• Discover how to create the basis for a themed website
• Discover where to find the right theme words
• Use theme words to your advantage in future SEO

Successfully Link Your Web Pages To Ensure SEO Success

Do you want to stand a change of getting those deep websites being found by search engines? Learn how to make a significant difference to your search engine rankings by:

• Managing large website linking structures
• Getting all the web pages found by search engines
• Understanding the advantages and disadvantages of submitting your websites to major search engines
• Considering the importance of getting an initial outside link and how to do it in a day

Establish How Many Websites You Need And Ensure That Search Engines Work For You

Just as with selecting more than one host, having more than one website is one of the best methods to ensure that you have extensive web presence and to improve your chances of SEO success.

• Reasons why one website is generally not enough
• Advantages of having more than one website and how to structure them
• How to create effective low cost websites in-house

Using Links As VITAL Off Page SEO Success Factors

Maximising your linking opportunities will generate more traffic to your site team how to create a link to any page (including your own), ethically and acceptability, even to Google, in 30 seconds.

• Establish the most important part of SEO today for Google including the recent patent information
• Consider what SEO factors are likely to be important in the future
• Examine the in depth treatment of links, linking structures and learn how to get links
• Be prepared to buy the right links

Understanding Hilltop And Google Page Ranking As Key SEO Factors

• To succeed at Google you need other expert websites to like your site
• Page Rank and the power of Google
• How Google uses Hilltop and Page Rank algorithms together
• Page Rank and onsite links

Learn From The Mistakes Of Others And Know What Not To Do When Linking

• Discover the linking pitfalls and successfully avoid them
• Compare what works for different search engines by examining the common mistakes on Google, which could have success on Yahoo and MSN

Take Your Website Even Further By Mastering Advanced Organic SEO Off-Page Strategies

Most South African organisations are playing a game of catch up in terms of SEO, but there are tools being used intemationally that you can adopt today to ensure that you are moving into the future and stay ahead of your competitors.

• Real Simple Syndication (RSS) -a powerful SEO tool of the future that you can use effectively right now
• Blogs and Blogging for SEO - know where to get as many free blogs as you like easily and quickly
• Mini sites - how to use them for effective SEO
• Maxi sites - an even better method for profitable SEO
• Effective and efficient content creation - the heart of successfulintemet marketing is quality content - loam to create it effectively and efficiently
• Become an expert SEO by learning and adopting the toed and tested tools for the job

Successfully Utilise Google Adwords in Your Search Engine Optimisation And Pay Per Click Strategies

Generating a profit from the Internet for many larger companies relies heavily on Google Adwords. You can profit with Adwords without even having a website! Leverage the advantage of Adwords by:

• Understanding the power of Google Adwords to drive targeted traffic quickly to your Most Wanted Response (MWR)
• Utilising this system to get guaranteed first page rankings by Google
• Establishing why every SEO project should incorporate at least a little of Google Adwords
• Determining the complexities of Google Adwords and why you should consider outsourcing - reducing Adspend while improving Adresponse
• Implementing Pay Per Click (PPC) programmes that will not only save you money, but generate it too

Understand Google Adsense And The Impact It Has On Search Engine Optimisation

• The easiest way ever for you to make money using tried and tested SEO techniques
• Effectively using Google Adsense - any website can make money by using Google Adsense on their websites if they want to

Ensure Better Search Engine Optimisation Through Affiliate Marketing Programmes

South Africa is woefully behind on affiliate marketing. Affiliate marketing is the future for selling on the web ... larger business especially are able to hamess the power of many independent SEO experts to drive traffic to their websites once they understand affiliate programmes.

• Search for and identify targeted affiliate programmes
• Succeed with affiliate programmes - without SEO it's almost impossible
• Avoid the common errors usually made with affiliate programmes
• Establish why most affiliates never make money - learn how to avoid this trap
• Determine the benefits of creating a large number of web pages from affiliate feeds
• Clarify the advantages that larger companies have through establishing their own affiliate programmes

Dramatically Alter Your Web Marketing Strategy By Learning How To Write For Success

Writing for the web is not the same as writing for magazines, books, or other traditional media. To turn the traffic into sales and repeat customers, you not only need to write well, but you also need to learn how to write in a different style.

• Master the most important word for any website and the primary objective of any paragraph you'll ever write for your website
• WII-FM and listen to your customers
• Learn the white carnation writing technique - writing for positive results
• Websites are not read - they are skimmed, so get people to read your pages from paragraph to paragraph
• Understand how people look at web pages and where to place the most important information
• Develop a web page structure that sells
• Determine what the Most Wanted Response (MWR) is and learn how to get it
• Identify when to use short copy and when to use long copy on a web page

Stock Your Toolbox With The Proven Tools And Required Ongoing Reading To Succeed On The Internet

• Learn the jealously guarded critical tools for success and productivity improvement
• Adopt the tools for the ongoing success of your website
• Writing newsletters that matter
• Basic introduction to creating a shopping cart system for electronic and physical goods
• Implementing E-Commerce into your company

Assessment:

At the end of two days of interactive sessions, participate in a formative assessment that will evaluate your new skills and knowledge level against the learning outcomes of the course.