Accredit Search Engine Optimisation Course 
- Strategy 
 
Search engine optimization (SEO) is the process of refining your website using both on and off-page SEO techniques so that it will be indexed and ranked by search engines naturally.
Google will take into account; how many times your listing in the organic search were clicked + how long people stayed on the site as an indicator of how relevant it was to the search query.
This course helps you identify and utilise impact on where you will fall the next time on the organic list. Therefore, you have to optimise! Websites need to gain high rankings for relevant queries. Then website needs to deliver on the expectation of the user and the expectation behind those queries.
There are a number of important tags on a website and each page’s tags should be unique to that page and reflect the content of that page.  The tags to consider for on-page optimisation are the title tag, H1 tag and alt tags.
Off-page optimisation is primarily concerned with improving website ranking. You can use the following techniques to improve website ranking through off-page optimization: link building, link formatting, social linking, Google+ optimization and content marketing.
A link is a reference to another website or webpage that users can follow in order to navigate the web. The two elements that make up a link are: link text, the text that appears on the page; link URL, the destination that clicking on the link will take the user to. The different link formats include those shown above. You can add ‘follow’ and ‘no follow’ tags to the links on your site - crawlers react to these tags by moving from one page to another -  or not.
Search engines perceive a difference in the quality of inbound linking sites and it is possible to distinguish between the link quality of different sites; the lowest quality being general directories and classifieds to article sites and the highest quality being key influencers and high authority specialised websites.
Recognise how to identify link opportunities based on website mentions and competitor analysis. Know that sponsorship and promotions link building such as sponsoring activities, charities, running competitions can be effective for link building. 
Content link building methods include creating articles, blog posts, videos and infographics for publication / distribution on other websites. You cannot underestimate the importance of a general web presence in link building: and so you should ensure a presence on all major online platforms like signing up as an alumni or adding products and services to build and improve your brand and product offering and awareness. Not everyone realises that links within social networks are included by search engines, and influence ranking!