Search Engine Optimisation (Australia Wide) - DMSEO2401

A structured approach to learning SEO fundamentals while addressing the significant changes due to advancements in generative AI.
About this Event

This comprehensive SEO course covers the fundamentals over three 2-hour sessions, with a focus on changes to SEO in 2024 related to generative search and the impact of artificial intelligence.

Course Outline

Session 1: Introduction to SEO Fundamentals (SEO2401.1)

Duration: 2 hours
Wednesday July 3, 2024
6pm AEST / 5.30pm ACST / 4pm AWST

1.1 Understanding SEO Basics (SEO2401.11)

What is SEO?
Importance of SEO for online visibility
How search engines work (crawling, indexing, ranking)

1.2 Key Components of SEO (SEO2401.12)

On-page SEO: Title tags, meta descriptions, URL optimisation, heading tags, and content creation
Off-page SEO: Link building, social media signals, and brand recognition
Technical SEO: Site speed, mobile optimisation, HTTPS, robots.txt, and sitemaps

1.3 SEO Tools and Techniques (SEO2401.13)

Introduction to popular SEO tools (e.g., Google Analytics, SEMrush, Ahrefs)
Conducting keyword research and analysis
Creating and optimising sitemaps and robots.txt files

Session 2: Advanced SEO Strategies (SEO2401.2)

Duration: 2 hours
Wednesday July 10, 2024
6pm AEST / 5.30pm ACST / 4pm AWST

2.1 Content Optimisation (SEO2401.21)

Creating high-quality, relevant content
Importance of user intent and content relevance
Video SEO optimisation: Metadata, video sitemaps, and user engagement

2.2 Technical SEO Deep Dive (SEO2401.22)

Advanced technical SEO techniques: Structured data, schema markup, and handling duplicate content
Addressing common technical issues: 404 errors, redirects, and site audits

2.3 Local SEO (SEO2401.23)

Importance of local SEO for businesses
Optimising for local search: Google Business, local citations, and reviews

Session 3: SEO in 2024 - The Impact of Generative AI and Search Generative Experience (SEO2401.3)

Duration: 2 hours
Wednesday July 17, 2024
6pm AEST / 5.30pm ACST / 4pm AWST

3.1 Introduction to Generative AI in Search (SEO2401.31)

Overview of Google’s Search Generative Engine (SGE) and Generative AI
How Generative AI enhances search results with contextual understanding and natural language processing (NLP)

3.2 Changes in SEO Dynamics (SEO2401.32)

Impact of AI-generated content on search rankings and user engagement
The role of user-generated content (UGC) and its influence on SEO

3.3 Adapting SEO Strategies for 2024 (SEO2401.33)

Optimising for AI-driven search: Long-tail keywords, conversational queries, and structured data
Enhancing content quality and relevance to meet AI standards
Preparing for dynamic search result formats: Rich snippets, interactive content, and AR integration

3.4 Practical Applications and Case Studies (SEO2401.34)