Markup & Metadata

1-day Advanced SEO Course in Semantic Markup & Metadata — SEO-03

SEO TrainingCourse Overview

This advanced seo course enables web designers and developers to exploit HTML5's new semantic markup to create better structured and more semantically meaningful web sites — and, thus, much more search engine friendly content.

As such, the course steps through a whole range of tools which HTML5 provides for bringing SEO up to date with recent shifts in patterns of web user behaviour — i.e. towards multi-channel, mobile, application, and social media based interactivity.

Starting with HTML's new semantic/structural elements — e.g. nav, header, aside, section — and content models — e.g. metadata, phrasing, flow, interactive — the course looks at the opportunities which each one of them provides to make both static and interactive content richer and more meaningful for SEO purposes.

In particular, we focus on how the new elements, attributes and microdata help us to categorise, structure and label our content in ways which make it more easily understood, used, and re-used, by search engine software, by social media, and by interactive users — so that, ultimately, we exploit our data more fully and get more bang for our SEO bucks.

SEO TrainingCourse Contents

New elements & attributes

  • HTML5 page & content structures
  • Main, article, aside, etc
  • Date type elements, e.g. <time>
  • Data type attributes
  • New metadata options
  • Implications for SEO
  • Opportunities for SEO
  • Findability, searchability, message presentation

Semantic metadata

  • Microdata
  • Microformats
  • RDFa
  • How they are used by search engines
  • How they are used by social media
  • Implications for SEO
  • Opportunities for SEO
  • Findability, searchability, message presentation

Optimising elements & attributes

  • Real-world HTML5 examples
  • Comparing SEO competitors
  • Practical exercises

Optimising metadata

  • Real-world examples
  • Comparing SEO competitors
  • Practical exercises

SEO TrainingCourse Schedule

SEO TrainingFurther Details

Course Objectives

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

  • Distinguish between different types of web page metadata
  • Appreciate the importance of metadata in SEO and social media
  • Create HTML5 metadata for SEO, links, content marketing
  • Customise metadata for their particular business and services
  • Identify where metadata can yield competitive SEO advantages
  • Evaluate costs/benefits of different SEO-oriented metadata
  • Evaluate competitors' use of metadata for SEO
  • Integrate SEO metadata with page templates and copywriting

Target Audience

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

Training Pre-requisites

The following — or equivalent knowledge and experience:

Our CSS Positioning course is not strictly necessary for this course, but it is important for reconciling SEO-optimised markup with visual web design goals.

Training Style

Instructor-led, hands-on training.