📅 Wednesday 29 July 2026 🕑 09:30 AM–03:30 PM 📍 🔗
Digital Marketing: Building an SEO Strategy
A practical one-day workshop designed to help learners understand the fundamentals of search engine optimisation and how to build a basic SEO strategy for their business.
Delivered by 43 Academy Ltd, this session covers the key areas of SEO, including keyword research, search intent, content planning, on-page SEO, technical SEO, off-page SEO and performance monitoring.
Learners will leave with a clearer understanding of how to improve online visibility, create content that matches customer searches, and review SEO performance over time.
Date: Wednesday 29th July 2026
Time: 9:30am – 3:30pm
Location: Bishop Lane, Kingston upon Hull, HU1 1PA
Duration: 6 hours
Delivery: In-person
Price: £199
Ideal for: business owners, marketing staff, managers and anyone responsible for improving website visibility and generating more organic traffic.
Module 1: Introduction to SEO
This module introduces the fundamentals of SEO and explains why it plays a vital role in improving online visibility and driving organic traffic. Participants will explore the different areas of SEO, including on-page, off-page and technical SEO, and how each contributes to website performance. The session also covers key SEO terminology to help attendees confidently understand the language of search marketing, alongside an overview of how Google ranks websites and determines search results.
Module 2: Keyword Research
This module explores the importance of search intent and how understanding user behaviour can improve SEO performance. Participants will learn about the different types of search intent, including informational, transactional, navigational and commercial queries, and how these influence content and keyword strategy. The session also covers keyword research techniques and tools, helping attendees identify valuable search opportunities and select the most relevant keywords for their business goals.
Module 3: SEO Strategy
This module focuses on developing a stronger SEO strategy through competitor analysis and strategic prioritisation. Participants will learn how to analyse competitors effectively and identify the insights that can genuinely influence performance and opportunities for growth. The session also introduces Google’s EEAT principles, Experience, Expertise, Authoritativeness and Trustworthiness, and explains their importance in building credible, high-performing content. Attendees will also learn how to prioritise SEO activities to focus on the actions that deliver the greatest impact.
Module 4: On Page SEO
This module covers the foundations of on-page SEO and how website structure can influence search performance. Participants will learn about HTML structure and best practices, including how search engines interpret page content. The session also explores keyword density and latent semantic indexing (LSI), helping attendees understand how to create content that is both relevant and natural. In addition, the module covers optimising page titles, meta descriptions, images and alt tags to improve visibility, accessibility and search engine rankings.
Module 5: Technical SEO
This module introduces the key elements of technical SEO and how they affect a website’s ability to be discovered and understood by search engines. Participants will learn about website crawlability, including the role of sitemaps, robots.txt files, and the difference between index and noindex directives. The session also covers page speed and Core Web Vitals, explaining their impact on user experience and rankings, alongside best practices for managing broken links and redirects to maintain site performance and SEO health.
Module 6: Off Page SEO
This module explores the role of website structure and authority in improving SEO performance. Participants will learn best practices for URL structure and how content clusters can help organise information and strengthen topical relevance. The session also covers link building strategies, including the importance of internal links and backlinks, as well as methods for promoting content through channels such as Google Business Profile, digital PR and social media to increase visibility and reach.
Module 7: SEO Monitoring
This module focuses on measuring and monitoring SEO performance using some of the industry’s most important tools. Participants will learn how to use Google Search Console to analyse website visibility, monitor search performance and identify optimisation opportunities. The session also introduces keyword tracking tools for measuring rankings over time, alongside Google Analytics 4, helping attendees understand how to track user behaviour, measure SEO success and make data-driven decisions.
Module 8: Recap & Review
This module provides a final recap of the key SEO concepts covered throughout the course, helping participants reinforce their understanding and identify the most important takeaways. Attendees will also be introduced to additional resources for continued learning, along with a walkthrough of the supporting materials provided as part of the course, including optimisation guides and practical reference documents.
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