CAREER BOOSTING SHORT COURSE

Learn the basic skills to improve your website’s search-engine rankings

SEARCH ENGINE OPTIMISATION

Created in collaboration with

Red & Yellow has been teaching business leaders to think creatively since 1994

Duration: 10 weeks

Time commitment: 6 hours / week

A highly respected Red & Yellow Certificate

Cost: R13 500 *payment plans available

THE COURSE DETAILS

Websites are ranked and indexed constantly. This is based on ever-changing

algorithms that are designed to ensure that search engine results are accurate and

value-adding. To get your website to the top of the list, you need to understand

how search engines crawl and index your content, how they decide what’s going to

be most useful and relevant for their users, based on a number of complex factors.

Google, the largest search engine, uses a trademarked algorithm which relies on

“crawlers” and “spiders” to assign a relevancy score to every website.

CAREER BOOSTING SHORT COURSE

Who should take this course? • Anyone wanting to understand how to out-smart

the complexities of search engine algorithms, and

get their site to the top of the list

• People who already understand how SEO works,

and want to stay on top of their game

• Small business owners who want to increase their

competitiveness, and get more business

• People wanting to take their digital marketing

skills to the next level

• Content Marketers who want to increase reach

and exposure to relevant audiences

What you’ll learn• Understand the complexities of SEO, and how to

achieve high rankings for your website

• Know what is required for websites to maximise

search engine visibility

• Gain clarity on the right metrics for measuring

your SEO initiatives, and how to distinguish the

‘vanity’ metrics from the ones that truly matter

• Find out how SEO can help you influence your

customers’ buying cycle and purchase decisions

SEARCH ENGINE OPTIMISATION

Sounding complicated? It is! Luckily, we’re here to break it down for you. Search engines operate based on three core concepts:

Relevance: How close is the content you offer to the content the user is looking for?

Authority: How reliable are you? Do other people in your industry look up to you?

Accessibility: Can people - and the search engines themselves - actually get to your site and find their way around?

a word from people who know... Google Search, the gateway to the Internet, is

constantly evolving to better serve its users. So

it’s important that digital marketers take charge

and evolve as well to be effective.

- Stephen Sandmann, Consultant at Sandmann Digital

MODULE 1: INTRODUCTION TO SEARCH ENGINE OPTIMISATION

• How search engines work

• The SEO process

• Factors that affect ranking

• How search engines approach various coding languages

MODULE 2 : SITE STRUCTURE

• Best practice for link creation

• The importance of sitemaps

• How user experience ties into SEO

• Potential SEO problems

MODULE 3 : SEO AND CONTENT

• The role of content in SEO

• How keyword planning and research feed into SEO

• How to create content for SEO

• How to optimise content for SEO

MODULE 4 : ADVANCED OPTIMISATION

• How to optimise content

• How to optimise images and video

• How to optimise for local, mobile, social and voice search

How it unfolds…The first week is dedicated to orientation. You’ll get to

familiarise yourself with the online learning platform (virtual classroom),

understand how everything works, meet the humans that’ll support you

during this upskilling process, and be introduced to the uniquely human

skills that are so essential for career success in the 21st Century.

THE LEARNING JOURNEY

Aligned with the real world: courses are developed in response to market needs or skills gaps brought on by this rapidly-changing world.

Relevant: we collaborate with industry experts to ensure the content is relevant, value-adding and delivers real-life learnings and practical applications.

A great learning experience: course material is enriched with exclusive videos, live tutorial sessions with knowledgeable humans, and interesting case studies that bring the theory to life,

Complete with real humans who have your back: there is a team committed to supporting you, and providing deeper subject-matter expertise.

We develop online courses that are:

THE LEARNING JOURNEY CONTINUED...

MODULE 5 : LINKS AND LINK BUILDING

• Why links are important

• How links and pages are evaluated

• Basic and content-based link-building strategies

MODULE 6 : CONDUCTING AN SEO AUDIT

• How to identify common problems

• How to assess relevant SEO factors on your site

• How to present your findings

MODULE 7: SELLING YOUR IDEA

• Traffic and conversion metrics

• Ranking and search engine metrics

• SEO projects, processes, and outputs

• Trends in search

MODULE 8 : REPORTING

• How to decide on the nature of your reports

• How to define your goals

• How to define a reporting framework

• How to automate your reports

Included:quick quizzes,

practical assignments & live sessions

to help you along the way.

Industry expert

Stephen Sandmann is a digital marketing

consultant with a wealth of experience

in SEO. He developed his award-winning

skillset over 10 years, which includes leading

agencies Ogilvy and Quirk (now Mirum),

and a corporate career at Vodacom. He is

currently a consultant at Sandmann Digital

for leading South African brands.

Knowledge Partner

Weekly assignments build on each other (scaffold). Together with the final research project,

the outcome will be a new set of skills and the know-how to implement immediately.

(Voilà - a beautiful new skill mastered!)

Creative Thinking

Critical

Thinking

Persuasion

Social Intelligence

Adaptability

The reality is that AI and robots will replace many of the jobs we know

today. The likes of NASA and Google are already ahead of the game in

their early recognition of the importance of ‘soft’ skills.

Our courses and programmes are designed to prepare humans for this

unknown world, by combining topic-specific knowledge and know-how,

as well as a selection of the 10 uniquely human skills we’ve identified

that will set us apart from ‘robots’:

Learning you won’t get anywhere else!

*UNIQUELY HUMAN SKILLS

Leadership

Empathy

Conflict resolution

Critical thinking

Adaptability

Creative thinking

Social intelligence

Persuasion

Negotiation

Mindfulness

OUR HUMAN TOUCH

Uniquely Human Skillskey to this course:

+

SarahFadlar

Vuyani Kelly Zubeida

Phakamisa

A dedicated team available on email, phone and online

forum to support, encourage and assist you.

AvantiCourse Coordination

Team Manager

THE RED & YELLOW DIFFERENCE

Our promiseAn incredible, different-from-the-norm learning experience that combines the best of ‘online’

with the best of ‘real world’ to ensure you have industry-relevant knowledge, the practical

know-how to implement, and the human skills essential for the future.

The leading benefits of online learning are time-flexibility, convenience and the ability

to study anywhere in the world. To offer the best of both worlds, we’ve transformed our

online platform into a ‘virtual classroom’ learning experience you won’t get anywhere

else - combining human interactions, input from our academic staff and industry gurus,

with all the convenience you need.

Real humans have your backThere is a team of real, live people (not bots) dedicated to getting students over the finish-line, and ensuring they have the

best, most value-adding learning experience. Our Course Coordination team are your motivational cheerleaders and there

to assist with any admin related queries. And our knowledgeable team of Instructional Designers and subject matter experts

are always available for more course specific questions.

Original, carefully-curated and relevant contentRather than opting for the easy option of “reselling” content created by others, we create our own course content to ensure

it delivers on the expectation that a Red & Yellow certificate is the mark of a genuinely competent, capable graduate who is

able to add value from day one.

ONLINE LEARNING + the ‘human touch’ you’ll only get from us

Video content + live sessions with subject matter expertsWe’ve dialed up the blended learning aspect so that you have an even more rewarding learning experience. You get to ask

industry experts all your questions and pick their brains on your challenges.

NEXT STEPS

SIGN UP NOW AND SECURE YOUR PLACE

1. Visit https://www.redandyellow.co.za/course/SEO to sign up now

2. Select “Book and pay now” to pay the full price upfront.

3. Fill out the quick registration form and pay via credit card, EFT or Snapscan

Need a payment plan? We have options - check out our handy payment plans

www

HAVE QUESTIONS?

Give one of our amazing Career Advisors a call at +27 872 273 283

or pop us an email registrations@redandyellow.co.za

DIARISE THIS LIFE-CHANGING DATE

Pop the start date into your calendar and get ready for 10 of the most

important life-changing weeks. We can’t wait to see what you achieve!

Get in touch +27 872 273 283

redandyellow.co.za

Follow us: @redandyellowed

welcome@redandyellow.co.za

HAVE YOUR SAY

We care deeply about our students’ learning

experience, so we’ve built 3 feedback-opportunities into

the process. We look forward to

your input!

Owning around 75% of the overall search

market, Google’s purpose is to provide

the most relevant info to users, with

as few clicks as possible. This requires

staying on top of SEO and the thousands

of algorithm changes a year. Fall too far

behind, and it will be extremely difficult to

come back.

- Search Engine Journal

Have a group of individuals you’d

like to put on this course?

We’re always keen to play a bigger role in educating more

people. So if you have a few people you believe could

benefit, we’ll find a way to make it work for all parties.

Contact: Steven Fine, Business Development Consultant

Email: steven.fine@redandyellow.co.za

Phone: +27 872 273 283