SEO/SEM Consultant Course

Lesson 1 • Setting Up a Measurement Environment

Guides students through installing analytics and search console tools before any campaign work begins. Ensures data collection is active from day one.

Lesson 2 • SEO vs. SEM Distinctions

Defines organic versus paid search and maps each channel's cost structure and timeline. Clarifies when to prioritise one channel over the other.

Lesson 3 • Search Intent and User Behaviour

Introduces informational, navigational, commercial, and transactional intent types. Connects intent classification to content and ad targeting decisions throughout the course.

Lesson 1 • Evaluating Keyword Metrics

Explains search volume, keyword difficulty, cost-per-click estimates, and trend data. Students apply these metrics to rank and filter the raw keyword list.

Lesson 2 • Keyword Mapping and Grouping

Organises keywords into thematic clusters aligned to site pages and ad groups. Prevents keyword cannibalisation and ensures clear topical authority signals.

Lesson 3 • Long-Tail vs. Head Term Strategy

Contrasts high-volume head terms with specific long-tail phrases across conversion rate and competition dimensions. Guides allocation of effort between both keyword types.

Lesson 4 • Keyword Discovery Techniques

Teaches seed keyword expansion, competitor gap analysis, and autocomplete mining. Builds a broad raw keyword list as the starting point for all filtering work.

Lesson 1 • Title Tags and Meta Descriptions

Covers character limits, keyword placement, and click-through rate optimisation for title and meta elements. These elements directly affect ranking signals and organic CTR.

Lesson 2 • Content Quality and E-E-A-T Signals

Explains experience, expertise, authoritativeness, and trustworthiness as ranking quality factors. Students apply these principles to content creation and editing workflows.

Lesson 3 • Header Structure and Content Hierarchy

Teaches proper H1–H6 usage, semantic keyword distribution, and content outline logic. Correct header structure improves crawlability and topical relevance signals.

Lesson 4 • Image and Multimedia Optimisation

Addresses alt text, file naming, compression, and structured data for visual content. Optimised media improves page speed and opens additional ranking surfaces.

Lesson 1 • HTTPS, Security, and Canonicalisation

Addresses secure protocol implementation, duplicate content via canonical tags, and redirect chains. These factors prevent ranking dilution from duplicate or insecure pages.

Lesson 2 • Page Speed and Core Web Vitals

Introduces loading, interactivity, and visual stability metrics as ranking factors. Students audit and improve these metrics using standard diagnostic tools.

Lesson 3 • Mobile-First and Responsive Design

Explains mobile-first indexing and how responsive design affects rankings. Auditing for mobile usability issues is a required step in any technical SEO review.

Lesson 4 • Structured Data and Schema Markup

Teaches JSON-LD implementation for rich results including FAQs, reviews, and products. Structured data expands SERP real estate and improves click-through rates.

Lesson 1 • Link Profile Auditing and Disavowal

Teaches backlink profile analysis, spam score assessment, and disavowal file creation. Regular audits protect rankings from algorithmic penalties tied to low-quality links.

Lesson 2 • Content-Driven Link Acquisition

Covers linkable asset creation, digital PR, and data-driven content strategies. High-value content earns links organically and supports long-term authority growth.

Lesson 3 • Understanding Link Authority Signals

Explains domain authority, page authority, link equity, and follow vs. nofollow attributes. Students learn to evaluate link quality before pursuing any acquisition tactic.

Lesson 4 • Outreach and Relationship Building

Teaches personalised outreach email writing, prospect list building, and follow-up sequences. Effective outreach converts content assets into actual backlinks at scale.

Lesson 1 • Match Types and Negative Keywords

Explains broad, phrase, and exact match types and their traffic volume and precision trade-offs. Negative keyword lists prevent irrelevant clicks and protect budget efficiency.

Lesson 2 • Account and Campaign Structure

Defines the account, campaign, ad group, and ad hierarchy and explains how structure affects quality scores. A logical structure reduces wasted spend and simplifies optimisation.

Lesson 3 • Bidding Strategies and Budget Allocation

Covers manual CPC, target CPA, target ROAS, and maximise conversion strategies. Students select and configure bidding strategies aligned to campaign goals and data maturity.

Lesson 4 • Ad Extensions and Assets

Introduces sitelinks, callouts, structured snippets, call extensions, and lead form assets. Extensions increase ad real estate and improve CTR without additional cost-per-click.

Lesson 1 • Search Term Report Analysis

Teaches mining search term reports to find new keyword opportunities and add negatives. This recurring task is the primary lever for improving traffic quality over time.

Lesson 2 • Reporting and Performance Dashboards

Guides students in building client-ready dashboards that surface key paid search KPIs. Clear reporting communicates value and supports strategic budget decisions.

Lesson 3 • Conversion Tracking and Attribution

Covers tag-based conversion tracking setup, attribution model selection, and cross-channel credit. Accurate attribution is the prerequisite for any data-driven optimisation decision.

Lesson 4 • Quality Score and Ad Rank Factors

Breaks down expected CTR, ad relevance, and landing page experience as quality score components. Improving quality score directly lowers CPC and improves ad position.

Lesson 1 • Goal Setting and KPI Frameworks

Teaches SMART goal construction, KPI selection, and baseline benchmarking for search campaigns. Clear goals align client expectations with measurable consultant deliverables.

Lesson 2 • Channel Synergy and Budget Allocation

Explains how paid search data informs organic strategy and vice versa. Students allocate budgets across channels based on funnel stage, competition, and business goals.

Lesson 3 • Auditing a Client's Search Presence

Provides a structured audit framework covering technical SEO, content, backlinks, and paid accounts. A comprehensive audit is the starting point for every consulting engagement.

Lesson 4 • Measuring and Communicating ROI

Teaches revenue attribution, cost-per-acquisition calculation, and ROI narrative construction. Demonstrating ROI is the primary mechanism for retaining and growing client accounts.

Lesson 5 • Client Presentation and Proposal Writing

Covers proposal structure, executive summary writing, and data visualisation for client decks. Persuasive presentations convert audits and strategies into signed engagements.