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Description

SEO: Auditing Your Website, Optimising Content and Tracking Rankings

Working on organic search from what search engines actually see on your website

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Organic search performance rests on three fronts at once: the technical health of the website, the relevance of its content and the reputation it earns from other sites. Addressing only one of them delivers limited results. Many organisations publish articles without having removed the obstacles that prevent their pages from being properly crawled and understood.

These two days follow the complete approach: technical audit, research into useful queries, page optimisation and ranking follow-up. Each participant works on their own website and leaves with a prioritised action plan that separates technical fixes from editorial workstreams.

Learning objectives

  • Analyse how crawling and indexing work on a website
  • Conduct a technical audit and identify obstacles to organic search performance
  • Build a list of queries matching real user intent
  • Optimise content and the page architecture of the website
  • Build the site's authority through relevant inbound links
  • Track rankings and measure the effect of the actions taken

What makes this programme different

The audit is carried out on each participant's live website using traffic analytics tools
The query list is built and then compared against existing pages
A prioritised action plan separates technical fixes from editorial workstreams

Programme

1How Search Engines Work and Technical Auditing

Removing what prevents pages from being seen

  • Crawling, indexing and how search results are displayed
  • URL structure, site hierarchy and internal linking
  • Loading speed, mobile rendering and common obstacles
  • Technical tags, directive files and structured data
  • Identifying duplicate content and low-value pages

2Query Research and Search Intent

Targeting the searches that bring in customers

  • Identifying queries linked to the business activity and their variants
  • Distinguishing informational intent from purchase intent
  • Assessing search volume and competition on a given query
  • Analysing pages already ranking on the targeted queries
  • Building the keyword plan and mapping it to pages

3Optimising Content and Pages

Answering better than the pages already ranking

  • Writing the title and description displayed in search results
  • Structuring content through heading levels
  • Handling images and media elements
  • Building pages designed for local search
  • Updating older content and managing redirects

4Authority, Monitoring and Steering

Measuring the effects and staying the course

  • Earning relevant inbound links and practices to avoid
  • Business listings and visibility in local results
  • Tools for tracking rankings and organic search traffic
  • Reading indexing reports and dealing with anomalies
  • Building the action plan and setting priorities

Who is it for

Digital marketing managers and officers, webmasters, communication officers, owners of small and medium-sized businesses and web copywriters wishing to improve the visibility of their website.

Prerequisites

Have access to a website whose content you are able to modify.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.