Equinet Academy
Optimise Your Website to Rank on Page One of Google
Course Description
What is This Course About?
Search Engine Optimisation (SEO) is the process of optimising a website to rank highly on search engine results pages for highly targeted keywords.
Organic search is considered one of the most effective digital marketing channels when it comes to converting qualified prospects into paying customers.
So, how do you tap into this lucrative channel?
This intensive Search Engine Optimisation (SEO) certification training course covers the most up-to-date SEO marketing strategies and how to implement them to your existing businesses, enabling you to become a certified SEO strategist.
Trainees will participate in live exercises, group discussions, role-playing, Q&A sessions, and undertake interactive quizzes, in order to better facilitate their learning.
By the end of the course, participants will take away actionable SEO strategies that will enable them to manage their own SEO campaigns, manage any third-party SEO vendors, and oversee SEO campaigns as an SEO head.
To better facilitate the learning, each course participant will be provided with a demo website for practical exercises while they also have the option to work on their own website.
Premium access SEO tools such as Ahrefs and Semrush will be provided for hands-on practice.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
Marketing professionals, Web developers, Content developers, and Marketing managers who are required to understand how search engines work in order to manage SEO campaigns and oversee SEO vendors, as well as how to develop/optimise content and webpages to increase search rankings
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
In this SEO training workshop, trainees will learn:
- The latest Google algorithm updates and the impact on your website rankings
- What to include on any webpage to hit the 1st page of Google (complete with infographics)
- How to beat the competition when it comes to keyword research
- How to earn high quality editorial backlinks with a few simple techniques (completely white-hat)
- Important on-page and off-page ranking factors every marketer needs to know to stay on top of Google, including AI integrated SEO strategies
- How to create keyword ranking reports, track and measure return on investment on SEO activities, and make strategic improvements (SEO analytics)
- How to manage SEO campaigns in-house or through an SEO agency
- And much more
Course Objectives
What You’ll Takeaway
By the end of the class, trainees will:
- Assess advantages, and disadvantages of SEO and SEM and propose suitable search marketing tools and SEO activities to address marketing objectives and target customers
- Conduct extensive keyword research to curate relevant content to reinforce the organisation’s competitive advantage, key messages and brand, and implement on-page SEO to increase organic search engine rankings
- Develop content marketing and link building plan to rank various types of content on the organic search engine results pages
- Measure and analyse the effectiveness of SEO campaigns and determine factors that can improve keyword rankings and SEO-related KPIs and metrics
Skills Gained:
SEO Strategy Foundations
Understand how SEO works, why it matters, and how it supports broader marketing objectives.
Keyword Research Techniques
Conduct extensive keyword research to identify ranking opportunities and content gaps.
On-Page SEO Execution
Optimise webpages using proven on-page factors to increase search visibility and keyword relevance.
Content Marketing for SEO
Develop content that reinforces brand messaging and supports long-term organic growth.
White-Hat Link Building
Apply ethical link-building methods to earn high-quality editorial backlinks and improve authority.
SEO vs SEM Evaluation
Analyse the strengths and limitations of SEO and SEM to choose the right approach for business goals.
Competitor SEO Analysis
Benchmark against competitors to identify ranking gaps, keyword opportunities, and strategic advantages.
Google Algorithm Adaptation
Stay updated with algorithm changes and adjust SEO tactics for long-term stability.
SEO Tools Mastery
Use Ahrefs, Semrush, and Google Search Console to analyse keywords, backlinks, performance, and site health.
SEO Analytics & Reporting
Track keyword rankings, measure SEO ROI, and improve campaigns using data-driven insights.
SEO Campaign Management
Oversee in-house or agency-led SEO campaigns to ensure alignment, quality, and measurable results.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified SEO Specialist (CSEOS) Programme and Certified Digital Marketing Strategist (CDMS) Programme v2.
Module 1: Search Engine Optimisation (SEO) Strategy
Module 2: Advanced Search Engine Optimisation (SEO)
A SkillsFuture WSQ Statement of Attainment (SOA) – Integrated Marketing under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Search Engine Optimisation (SEO) Strategy course assessment and achieved at least 75% attendance.
Course Code: TGS-2019502323 | TGS-2020505195
Course Support Period: 29 Jan 2019 – 28 Jan 2027 | 22 Jul 2020 – 21 Jul 2026
Course Outline
Inside the course
This WSQ Search Engine Optimisation (SEO) Strategy course covers SEO fundamentals, keyword research, on-page and off-page SEO, content marketing, link building, and SEO analytics. Learn how search engines work, apply ranking strategies, and manage SEO campaigns using industry tools and performance metrics.
Introduction to SEO
- What is SEO and the importance for a company’s marketing strategy
- How SEO can benefit your business including Case Studies and the tools you can use to find target customers for your marketing strategy
- Pros and Cons of SEO and SEM
- Should you do SEO or SEM for your business
- Introduction to the 4-step SEO process
Keyword Research & Onpage SEO
- Keyword research 101: What is keyword research and why is it important
- 4 key principles of effective keyword research
- Know Your Customers and Buyers Persona Research
- How to Apply the Buying Journey for SEO Purposes
- Understanding Search Intent for SEO and the Content Types Required
- Site Information Architecture, Design and UX
- Recommended free and premium keyword research tools
- Implementing a 4-step keyword research process
- How to build and organise an extensive keyword list
- What is on-page optimisation and why is it important
- H1 & Title tags: Best practices
- Domain and URL: Best practices
- Meta description: Best practices
- Image optimisation: Best practices
- Content creation: Best practices
-
Leveraging AI in SEO
-
Generative Engine Optimisation (GEO) Vs SEO
-
GEO strategies
- How Search Engines work
- How to conduct a full website on-page SEO audit
- PageSpeed optimisation and Mobile Friendly Sites
- White Hat vs Black Hat SEO and Major Algorithm Changes
- Local SEO
Link Building (Off-Page SEO)
- What is Link Building and why are backlinks important?
- Anatomy of a quality backlink
- 3 major off-page SEO ranking factors
- Social media signals – do they matter?
- What to do if you receive a search engine penalty from Google
- How to fix a search engine penalty
- Effective link building strategies
- Content Marketing for SEO
- How to execute effective outreach
- 4-step link building process (template included)
SEO Analytics
- How to track your keyword rankings and develop a keyword rankings improvement plan
- Case Studies Diagnosing Rankability in Order to Execute Effective SEO Campaign
- Essential SEO metrics to track and measure your SEO success
- Google Search Console (Verification of website, sitemap submission, and walkthrough of key features and performance data)
Assessment Component
- Short Answers/Structured Questioning
- Individual Project Work
Case Studies
Real results
Discover real-world examples of impactful results.
Muslim.sg was able to increase its traffic by 3X with the help of a robust SEO strategy after attending Equinet Academy's SEO clinic sessions.
Discover how successful SEO implementation can lead to a 522% increase in traffic within just 2 months. Read our case study to learn more!
Learn how this storage company enhanced its traffic by 1.5X through effective SEO strategy.
Learn how Miuvo applied SEO best practices and maintained sales figures despite closing multiple retail outlets island-wide during the COVID-19 pandemic in Singapore, after attending Equinet Academy’s SEO course.
Learn how HealthXchange portal maintained high SEO ranking during change of domain.
Trainers
Meet Your Educators
Trainer Bio
Kevin Dam
Kevin is the Founder and Director of Product and Marketing at Aemorph Digital Agency. He began his career in digital marketing specialising in Search Engine Optimisation after transitioning from banking and finance. Since 2010, Kevin has spent hundreds of hours devising strategies and guiding his team to help clients across all industries including F&B, Finance, Insurance, E-commerce, Medical, B2B services and SaaS companies, serving clients such as MSIG Insurance, Bizcover Insurance, Liberty Insurance, TWG Tea, Aura Group, Merger Markets (Acuris), Aura Group, B Capital and dozens of local SME’s, across Australia, New Zealand, Hong Kong, the United States and Singapore.
Trainer Bio
Ian Ong
Ian is the co-founder of Roots Digital, an award-winning digital marketing agency headquartered in Singapore, who has worked with great brands like Microsoft, Intel, BRAND’S, Takashimaya and more. He led the company to receive numerous industry-recognised awards from Marketing Interactive and expand its footprint to countries like the Philippines, Malaysia and Indonesia. Ian has worked with some of the largest brands and organisations, spearheading the success of their digital marketing campaigns. Some of his clients include the Ministry of Education, the National University Cancer Institute Singapore, and Parkway Pantai.
*Only one trainer will be facilitating per class.
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$292.50 after SSG Subsidies
Full Course Fee (without funding)
S$975.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| Online via Zoom | 25, 26 May 2026 (Mon, Tue) | 9.00am - 6.00pm | |
| In-Person | 11, 12 Jun 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 23, 24 Jul 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 18, 19 Aug 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 24, 25 Sep 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 22, 23 Oct 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 24, 25 Nov 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 08, 09 Dec 2026 (Tue, Wed) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
The basic SEO course covers the fundamental concepts of search engine optimisation and how to rank a website on the first page of Google. The Advanced SEO Course goes into more detail covering more advanced concepts of search engine optimisation such as managing day-to-day SEO operations. You may go through and review both course outlines in detail and contact us should you have any specific questions on this.
Trainees should be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“It had been supremely useful after attending this SEO course, and I was able to help my organisation troubleshoot and bring up the organic search traffic the past few months. The presentation materials were comprehensive and well organised – truly informative and an enriching experience.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“SEO is a subject that is technical and dry, but not Mr. Kevin Dam’s SEO training class. He did not use very technical terms to ensure that my non-technical course mates were able to understand as well. He uses illustrations and examples to help us in our understanding. He also repeats key concepts to ensure we register them into our muscle memory.
During our practical SEO sessions, Kevin’s instructions are direct and clear. He explains the actions taken and the outcome. The class pacing was good and even the older folks in my class were able to follow along and complete the practical assignments.
Many thanks to Kevin for helping to kick start my SEO learning journey.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The SEO course materials was comprehensive and very useful. The 2 days course provided great insights and understanding of how SEO works – its implications and strategies. This course was helpful and Kevin was a great trainer who is a very knowledgeable expert that took time to slowly and thoroughly explain concepts, strategy and SEO tools to use.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“This SEO course has been extremely useful to me as it is of direct relevance and applicability to my work. I would strongly recommend those who are managing digital marketing campaigns, be it by themselves or through a 3rd party to attend this course.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“This course provided me with practical SEO skills that are essential for website management. It gave me a new perspective on structuring web pages and creating content assets, enabling me to better optimise my company’s site. With these insights, I am confident we can enhance our website’s performance.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The course provides valuable technical skill sets that are rarely taught in depth at universities. I am now able to implement more accurate keywords on our website to boost my company’s rankings and visibility. I have also gained a deeper understanding of how to optimise our website effectively to achieve better search performance.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“I now understand the process required to conduct an SEO audit and how to improve my company website’s organic traffic.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“I now understand the essential SEO terms and the backend process of planning for my website. I also learned how to use various tools to track and improve its ranking.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The trainers are highly experienced, and the rigorous assessments added to the learning experience. This course increased my competency in navigating new media and gave me valuable SEO knowledge to enhance digital content creation. I can now guide my team in understanding the factors that influence content discoverability.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The trainer has excellent knowledge of SEO, and his explanations were very clear. I appreciate the way he reinforced newly acquired concepts for the class and his patience throughout the course. I am now better able to understand the intricacies of getting webpages ranked on Google and what it takes to improve them.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“As a self-employed professional, this course helped me achieve my personal goals by equipping me with the knowledge to optimise my website effectively. I now have the skills to improve my website’s ranking and overall performance.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“This was the right course for what I needed, offering a comprehensive overview of the various aspects of digital marketing. I will apply these learnings to ensure my company’s website is on track and in good shape. The course also helped me understand the weightage of different elements and what to prioritise or deprioritise.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“This course enhances marketing strategies for greater visibility and outreach. It provides fundamental knowledge of SEO, allowing me to apply what I have learnt to my event webpages to attract more visitors.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“I recently completed the SEO course at Equinet Academy, and I couldn’t be more satisfied with my experience. The course was expertly designed, blending theoretical knowledge with practical applications that have significantly enhanced my skills. The instructor was not only knowledgeable but also incredibly supportive, creating an engaging learning environment. What stood out to me was the engaging format that encouraged practical thinking.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The course offers a great learning environment with experienced trainers who share their knowledge through practical scenarios and case studies. It has been highly useful in building brand awareness by learning how to use SEO tools and apply best practices effectively.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The course, although intensive, provides the tools and knowledge needed to be work-ready. It has helped me identify gaps in our digital assets and understand the key elements of my company’s website that require optimisation. I have also gained a clearer understanding of the importance of selecting the right keywords to optimise my company’s website, with the aim of driving more conversions in the long run.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“Impressed by how well the trainer explained the concepts in an interactive and engaging way. The trainer made sure everyone was on the same page, and the examples shared were clear, practical, and easy to understand.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“This course has given me the confidence to start work on my new website setup. After two years of self-learning SEO without truly understanding it, I now have a clear grasp of the concepts and how to apply them effectively.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“I can now handle SEO for my company without needing to hire an agency. I gained valuable insights and learned how to effectively utilise and analyse data from SEO tools such as SEMrush and Ahrefs.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
“The course has enhanced my understanding of how SEO works and equipped me with knowledge I can immediately apply to improve my company’s SEO.”
Course Taken:
WSQ Search Engine Optimisation (SEO) Strategy, 2025
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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