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Website Promotion and Visibility by Design (Including Search Engine Optimisation)

  • Price £375.00
  • Duration 1 day(s)
All major credit cards accepted


Web site visibility – the ease with which potential customers or visitors can find a web site amongst a myriad of competitors – is a crucial factor in a site’s success or failure.

Web visibility is not merely a question of search engine optimisation (SEO). There is a great deal more to it than that, as this training course demonstrates.

Search engine optimization is important, given that more new web site visitors come from search engine referrals than from any other source, but the term is ambiguous, widely misunderstood and probably overrated.


Non-technical managers and directors wondering why their very expensive web sites get so few visitors or sales.
Communications, marketing and public relations (PR) specialists who want to become genuine specialists in internet marketing.
Web site design teams and web site developers who really want to sell themselves and their organisation.


The time spent during this web site visibility, website promotion and search engine optimisation course is divided roughly equally between understanding the perspectives required and understanding the practical steps involved in securing a high profile for your web site.

Some time is devoted to practical, hands-on exercises, but the instructional and discursive elements of the course are more prominent than they would be in more technical courses.

This is because most successful approaches to web site promotion run directly counter to received opinion on internet marketing and web design. Popular misconceptions typically have to be dismissed by hard evidence and cold logic, before students are able to successfully deploy the practical tactics and strategies we recommend.

Course Content

Introduction to SEO and Web Visibility
What is web visibility?
Clear business objectives are the foundation
Determining good business objectives
Visibility is relative to that of others
Visibility is long-term and open-ended
Web visibility conscious communications
Market and visibility conscious techies
Visibility conscious authors and editors
Web authoring style guides
Feedback and the experimental method
Learning from others
Google is your friend
Comparative approaches to site promotion
Offline vs. online publicity
Search engine optimisation in its place
Search engines vs. directories and portals
Press releases
Content syndication
Virtual communities
Getting in-bound links to your site
Giving outbound links
Advertising your site
Usability as visibility

Search engine optimisation I: site design and content
Understanding search engine and user behaviour
How users formulate search engine queries
How and why humans link to web pages
Search engine income sources
How business models influence search engine behaviour
Search engine counter measures against spammers
How search engines gather data (crawlers, robots & spiders)
Preventing search engine robots from gathering useful data
Matching search engine queries to patterns in search engine databases
How search engines assess data relevance: criteria and calculations
How search engines assess data relevance: noise reduction
How search engines assess data relevance: amplifying the signal
How search engines assess data relevance: high and low value page locations
How search engines assess data relevance: links
Search engine optimisation II: external promotion
Search engine submission and registration
Directory submission and listing
The economics of link campaigns
Link acquisition tactics
Optimising links from other sites
Priorities for kudos
Re-using one-off events and promotions
Online communities

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