Back in the olden days, loading a website's content with keywords was how it was done. That hasn't been true for a while now, especially since Google changed their algorithm through several updates, including Panda, Penguin and the more recent Hummingbird. Driving website traffic has become more about providing real and useful answers to visitors' questions.
Google uses more than 200 parameters to decide how to rank websites, and in the upcoming workshop, students will learn how to make their websites more attractive to search engines.
The class starts with Google Analytics for measuring website traffic, and then moves on to how SEO works and what students can do themselves to optimize their websites. Options for moving visitors beyond a website's home page will also be explored, because it's essential for visitor conversion as well as search engine rank. When visitors only visit one page and then leave, this is known as a bounce. The result is they won't get to know more about the business and they're unlikely to engage in any meaningful way. Google doesn't like bounce either, because it signals to them that whoever was visiting wasn't really interested in what the site had to offer -- which makes Google think they sent the searcher to the wrong place. They wouldn't be a very good search engine if they did that very often.
Highlights of the workshop include:
- Google Analytics basics
- The Search Engine Optimization checklist
- Keywords: what they are, how to choose them, how to use them
- Image search: what it is, how it works, why it’s important
- How to use blogs and other on-site content to attract visitors
- Time-saving ideas for creating sticky website content to increase repeat traffic
There are many workshops for learning SEO, but this one is taught by a marketer with more than 30 years experience. It's also designed for non-technical entrepreneurs, small business owners or anyone who wants to keep up with some of the latest in digital marketing. Students will leave with low and no cost tools they can put into practice immediately. $45 for the workshop includes free parking, free WiFi and light refreshments.
Instructor Robbin Block:
Robbin specializes in marketing strategy, combining the best of traditional and new media like nobody's business. Her engaging and often humorous presentations deliver a dash of economic theory with a healthy dose of New York skepticism. You'll leave motivated, inspired and with real tools you can use to take your business to the next level. Robbin is also the author of Social Persuasion: Making Sense of Social Media for Small Business.
Workshop date, time and location:
Wednesday, July 16, 2014
Swedish Cultural Center
1920 Dexter Ave N.
Learn more and purchase tickets