1-day advanced SEO Course in Link-building Tactics & Strategy — SEO-05

Link-building Training Course Overview

This advanced SEO training course focuses exclusively on link strategy and tactics. The course is up-to-date (revised 2016) — and puts special emphasis on getting ahead of your SEO competitors, by understanding and utilising the very latest link-related developments in HTML5, social media, and search engine algorithms. This link-building course is targeted at those who already know the SEO basics and understand the roles played by links in search engine content analysis and ranking algorithms — i.e. at those who already know they need more and better quality links. Topics covered, include:

  • Link types and categories — including no-follow links
  • The low hanging fruit — easy, cheap, cost-effective links
  • Link bait — by far the most cost-effective strategy
  • Geo-location — local search, directories, and media
  • Reciprocal links — making them more productive
  • Press releases and Event-related links
  • Content marketing — e.g. links in syndicated articles
  • Blogs and bloggers — optimize links in your own and other people's
  • Social media — Google+, Facebook, LinkedIn, Twitter, etc.
  • URL abbreviation/shortening and link software tools
  • Recent trends in link-related search engine algorithms, e.g. Google Penguin

Course contents — 1 Links in SEO — some basics

  • Understanding links and their attributes
  • Different types of link element & address
  • Attrs: title, target, rel, next, nofollow
  • Link usage and positioning within pages
  • What links do for your search engine strategy
  • Google PageRank in some detail
  • Tools to ID PageRank and related metrics
  • PageRank in practice: not so important
  • Keywords in links & content semantics
  • Keywords: links vs. non-interactive content
  • Google bombs
  • Ideal links vs. problem links (things to avoid)

Course contents — 2 Competitive link analysis

  • Evaluating your own links
  • Evaluating competitors' links
  • Quantity vs. quality
  • Google's link: syntax
  • Commercial link-finding tools
  • SEOMoz, WordTracker, SEOElite, Majestic
  • Understanding how these tools work
  • Tool-specific metrics: MozRank, ACRank
  • Identifying potential link sources

Course contents — 3 Getting links built

  • Real vs contrived links
  • Low-hanging fruit
  • 'Link conciousness' coders and copywriters
  • Directory links
  • Reciprocal links
  • Content marketing and syndication
  • Link bait — howto and how-not-to
  • Blogging and bloggers
  • Social media links
  • Press releases
  • Forums, mailing lists and other communities
  • Other link sources
  • Link-building software

Course contents — 4 Gaming link values with cash

  • Link aspects of Google Penguin & Panda
  • Paid-for links — punishments and rewards
  • Bought links that work: value-added editorial
  • How SEs can/can't track paid links
  • Finding link services — and avoiding scams
  • Link selling newspeak and jargon
  • Finding out what you get for your cash

Dates for London

Dates for Manchester

Dates for Leeds

Course Objectives

On completion of this advanced SEO training course, students will be able to:

  • Understand the role of links in SEO
  • Understand the impact of social media on SEO link-building
  • Understand how new 'tech' has changed link-building
  • Conduct SEO link analysis — quantitive and qualitive
  • Evaluate links competitively
  • Estimate costs/benefits of different link strategies
  • Identify cost-effective link-building opportunities
  • Deploy link-building tools
  • Measure and enhance link-building performance

Target Audience

  • Web designers
  • Web developers
  • Web marketing and communications managers
  • Web marketing and communications staff

Training Pre-requisites

The following — or equivalent knowledge and experience:

Training Style

Instructor-led, hands-on training.

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