Forum Moderators: LifeinAsia
My company is looking to run a short (half day) "Web Basics" course for our existing customer base, and certain other companies we know. Essentially, I go out on site, help them brush up on some basic computer skills (how to "right click" a web page to see the HTML, how to use a search engine, and where appropriate, how to use some features in the web design tool we use), and help them out with some really basic SEO work (how to populate their META tags, and a few dos and donts, like steer clear of ads saying "Submit your site to 8 million Search Engines for just £60!!!").
We designed the majority of our clients sites, but only recently have we gotten a real handle on the SEO bit. The idea is to use this as a low-cost lead in service, building the relationship with the end-user, and while I'm with them I can point out that we can do a much better, in-depth job (for in-depth money ;)), and in some cases work on selling them some re-design consultancy (the quality of some earlier sites is horrendous, to be honest, but they got what they paid for, y'know?).
Basically, I wanted to know if anyone else had experience of doing something similar, and knew of any non-obvious pitfalls, or had any great tips to share. Also, if anyones interested in knowing how it goes, and whether this actually works as part of a business plan, once I've got somereal data, I'd be happy to share (I know this is a bit low-rent for you hard-core SEO pros, but some of us are still in "start-up" mode)
Thanks in advance
Other than knowing that they exist, be prepared for almost total ignorance of search engines, much less SEO. Individually, they use one or two SEs and are vaguely aware that there are others out there. A lot of what they know has been 'learned' from reading spam. From a marketing perspective, they are not likely to have really delved into the mechanics of the SEs in any sort of methodical or systematic way... they simply don't know where to start. Also, I can almost guarantee that they won't have a CLUE as to how people really search -keywords, keyword phrases.
I suggest that you print the SEW list of the engines, some brief submittal and maintenance guidelines, and some overview material on keywords and themes. By the time you give them this, they will be stunned and panic-stricken. Then, briefly talk about 'caution' items, like frames, exceeding recommended keyword density, and words to stay away from, such as link, resources, directory. As you leave, mention that their competitors might be cloaking. That should do the trick.
our SEO company has also recently been giving and developing "training modules" - and rcjordan has started you off in the right direction.
we've found what works is an intro seminar that goes over all the basics, and we provide handouts that cover the topics in plain english so they have them as a reference point for when they think about it later but can't remember all the things you've told them. Then they can take that information back to their site, become more familiar with it and searching, and identify things that need fixing.
as a second separate seminar, we cover tactics, and provide the 'other half' of the handouts, detailing more specific information about submitting, ppc, links, etc. .
it's easier to break it up so that you're not throwing too much info at them at once.
As to ignorance of SEO issues, I've historically been involved in the sale of marketing/e-commerce sites, and I've been genuinely shocked at the appalingly low level of knowledge about IT in general, and the Internet in particular, I've encountered when talking to prospects, even ones I'd expect to know a bit (like the other day, I spoke to a "webmaster" who didnt know what "frames" were....D'oh!)
Thanks for the other tips also, I've been tweaking the notes, and considering the prospects for a second "Advanced SEO topics" course, offered to graduates of the first. Think it'll have to wait a while though. Due to pressure of work/training, I've got the first sessions booked for early/mid July. I'm also hoping to land a contract with one of our bigger clients to do some SEO work on their site, which would include training them.
Once I've got some real experience of how it all works in real life, I will come back and spread some joy, so look for that around the end of July, I would guess
Cheers
I've now been out to do some courses, a few more are in the pipeline, and I have a rather spiffy (though in need of a revision - already!) set of course notes
We recently tried promoting the course on some co-branded literature that went out with a local business magazine. Response has been disappointing so far, but I think thats more to do with mailshots in general than the flyer
Lessons learned :- rc, you were right, the general level of knowledge was lower than I thought it would be (and I was prepared for some REALLY miniscule amounts), although I have found that people learn quickly. Its not that they're stupid, they just don't know. I think its hard to find real information about how SEs work, unless you happen to know of a place like WmW
With the amount of explanation that has to be given for bits of the course, as you reach a bit that the student finds interesting, or applicable to their site, I think the one to one model is the best way for me. I think I could make the seminar work for a half-dozen or so attendees, but I'd be worried about getting bogged down as various people started asking questions.
To make it work, I think it would have to have a very rigid agenda, and be a very general "overview" event, with the goal of then arranging a 1-to-1 session. Probably keep it short too, say 2 hours max
The "sell 'em some redesign" bit has worked quite well. People who want the course are worried about their site, and have proved willing to invest time and money in it. Its not huge, a day or two here and there, but its work we likely wouldn't have got otherwise
I don't think I'll worry about a Phase 2 course for the moment though. People are happy enough with what I'm giving them, and I don't think they've got the skills to get involved in serious SEO, or in many cases the budget to pay us to do it
