Search Engine Optimisation (Australia Wide) - DMSEO2401

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)

• Real-world examples of successful SEO strategies in the AI era
• Hands-on exercises: Optimising content for SGE and Generative AI
• Q&A session and discussion on future trends in SEO