Course Description SEO 101

This 200 hours training course gives participants an overview of what Search Engine Optimization (SEO) is, how it works in both a business and a technical context, as well as how they can optimize websites of different industries, from local businesses to multinational corporations to non-profit organizations.

We will also explore how to set S.M.A.R.T. goals for SEO projects, how to align these goals with business objectives, and in turn, how to achieve them. You will be able to apply what you have learned immediately with your website and your clients’ websites.


1. Introduction
  • a. What is SEO, really?
  • b. Organic vs. Paid traffic
  • c. SEO in a business context
  • d. What is the SEO algorithm like?
  • e. .com vs .ca
  • f. User search behavior
  • g. White-Hat vs Black-hat
2. Research
  • a. Analyzing potential of keywords
  • b. Google Keyword Planner
  • c. Other keyword tools
  • d. Keyword tactics
  • e. Competitor research
  • f. Link research
  • g. Website auditing
3. On-Page Optimization
  • a. Overview
  • b. Content
  • c. Title tags
  • d. Meta tags
  • e. Headings
  • f. Site architecture
  • g. Domains
  • h. File names
  • i. Image tags
  • j. Robots.txt
  • k. Site maps
  • l. Keywords
  • m. Page speed optimization
  • n. URL
  • o. Duplicate content
  • p. CSS
  • q. JS
  • r. Mobile
  • s. What not to do
  • t. Others: e.g. Redirects
4. Off-page optimization
  • a. Overview
  • b. Link profile analysis
  • c. Site authority
  • d. Domain rating
  • e. Anchor text
  • f. Link relevancy
  • g. Link juice
  • h. Trust rank
  • i. Do follow and No follow
  • j. Directories
  • k. Social Media
  • l. PR
  • m. Online PR
  • n. PR Guidelines
  • o. Articles
  • p. Article submission
  • q. Reciprocal links
  • r. Badges
  • s. Widgets
  • t. Outbound links
  • u. What not to do
5. Local SEO
  • a. Google My Business
  • b. Local listings
  • c. Category
  • d. Geographical considerations
  • e. LBL
  • f. NAP
  • g. Multimedia
  • h. Reputation management strategies
6. Strategies – Content
  • a. Indented listings
  • b. Video SEO
  • c. Widgets
  • d. Images
  • e. Contests
  • f. Blogs
  • g. Ebooks
  • h. User generated content
  • i. Others
7. Toolbox
  • a. Tool reviews
  • b. Free vs. paid options


  • - Learn how SEO would benefit your business, especially when measured against other digital marketing methods and channels
  • - Identify how SEO fits into the overall marketing plan of your business
  • - Identify and analyze the target audience for your organic search optimization efforts
  • - How to utilize different tools for both research and the actual SEO efforts
  • - Setup goals and metrics for measuring success
  • - Learn how to perform SEO from both a technical perspective and a non-technical perspective
  • - SEO strategies for marketing professionals who are not interested in coding/technical work
  • - Learn how to write in a way that Google likes, without affecting the readability for human users
  • - Learn how to perform SEO work with both cheaper tools/resources and more expensive tools/resources
  • - Learn how to tie reputation management in with SEO
  • - Strategize local SEO to drive traffic to your website and gain more local customers
  • - Improve conversion of website leads to customers

Learning Outcomes

Participants of this course should be able to:
  • - Learn how SEO would benefit your business, especially when measured against other digital marketing methods and channels
  • - Create well thought out SEO strategies
  • - Document the SEO strategies properly and incorporate them into an existing marketing plans
  • - Articulate to clients and stakeholders on the benefits and corporate impacts of SEO
  • - Identify obstacles in SEO projects, especially in the early stages
  • - Execute SEO strategies
  • - Manage multiple SEO projects
  • - Monitor and measure results, as well as review and tweak for better results
  • - Report to clients and stakeholders on SEO progress
  • - Create SEO reports

Assessment Methods

We will be working on a sample website project.
  • We will observe directly during the training session on whether the participants are getting a good grasp of the knowledge
  • An optimized website
  • Q&A
  • Follow-up phone calls

Course Format: Hours: 200 hours in total
Duration: 4 months
Format: Classroom setting at Couver's office or client's HQ
Cost: $8,500 per person
Course capacity: Maximum 6 participants

Instructor Bio

Timothy Yeung is a marketing consultant who has over 7 years of experience in marketing strategy, digital marketing and business development. He has delivered training, seminars and workshops on the topics of SEO, social media marketing and digital marketing strategies in both Canada and Hong Kong. Timothy holds a Bachelor of Commerce degree from the University of British Columbia as well as an Advanced Marketing Research Certificate from the Cornell University. He currently serves as an executive mentor at the UBC Sauder School of Business. Timothy is Google AdWords certified.

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