4.61 out of 5
305 reviews on Udemy

SEO 2019 – Safe, Effective Search Engine Optimization

Learn safe, "White Hat" SEO that works, and won't get your site penalised.
Andrew Williams
3,703 students enrolled
English [Auto-generated]
Understand the differences between SEO of a few years ago, and SEO today.
Why SEO has changed so much in so little time.
Why it is unwise to follow SEO advice you find online.
Know how to create the type of content that Google loves to rank high in the search engine.
Know how to find an unlimited supply of great content ideas.
Understand LSI and how to apply it for better SEO & search engine rankings.
Know that there are two types of keyword research and be able to carry them both out competently.
Know how to wring even more information out of keyword research tools.
Know how to find theme words and phrases for any topic using free tools.
Know the major SEO factors and how to optimize your pages correctly for these factors.
Know how to optimize each on-page SEO factor for maximum benefit.
Know what structured data is, and how to implement it on your own site to get rich snippets in the SERPs.
How to organize your site content for visitors and the search engines.
Know how to effectively link pages on the same site to boost rankings.
Understand site authority and what Google are trying to achieve with their algorithm.
How to boost your own site authority in the eyes of visitors, and the search engines.
Know about Negative SEO and how you can use the Disavow tool to remove any penalty.
Know the importance of links in SEO, and how to get those "holy grail" white hat links.
Know how to create the most effective types of link bait and then use outreach to get influencers linking to it.
Know the Holy Grail of backlinks, and how to maximize your chances of getting them.
Know the best ways to build links to your site in a way that Google approves of.
Know which types of link building can cause problems and are therefore best avoided.
Understand brand mentions and why these are well worth getting as part of your SEO strategy.
Why some backlinks might just be for referral traffic.
Understand clickthrough rate (CTR) and why it is important to your SEO. You'll also learn how to improve CTR.
Learn how to carry out a full SEO audit on the site to find problems that may be hurting your rankings.

Starting at the beginning, this SEO course covers everything you need to know to get your pages ranked without resorting to SEO loopholes and tactics that will get your site penalised.

The course covers all aspects of SEO, including the most important – how to get high quality backlinks that won’t hurt your rankings.  In fact, since the best backlinks you can “build” are natural, Google will probably approve of them.  I’ll show you how to do this as part of your SEO strategy.

Student Reviews for this SEO Course

“The lessons in this course go way beyond pure information. Andrew (the instructor) knows his stuff inside out, and more significantly, he knows how to pass his knowledge clearly so that I can take action on it right away.”

“Thanks Andy, I’ve done the whole course and it is brilliant. It covers the full range of SEO components in a clear, practical and friendly way. I’m quite ‘picky’ but have no hesitation in recommending it without reservation at all levels from beginner upwards. (I’m probably around the intermediate level). It debunks many common myths and the advice is always actionable.”

“Andy is one of the most thorough teachers I’ve seen on this subject and his knowledge of SEO is brilliant. I like his step by step teaching style and clearly produced videos. I highly recommend this course to anyone wanting to learn SEO”

“This course is loaded with important information and I know I’ll be referring back to it as I improve my website. It’s a great course.”

“Very personable and easy to listen to. He has a tonne of helpful suggestions and is content rich. Anyone who is interested in this type of course don’t hesitate to pick up this course. It is the best value for your money that you can find! Very happy with my purchase!”

“I love this course! Andrew is not shy about helping people do the right thing by working in alignment with Google to learn SEO (white hat) fundamentals. The course was thorough and highly informative. Four hours of practical and densely practical instruction that will benefit any business person or webmaster stay up to date with smart SEO advances and practical skills. I sincerely recommend this course!”

“Easy to understand — both well-structured, and great diction! Very methodical and analytical, which is what you want in a good SEO program.”

“I love Andy’s information. It is very thorough and what he teaches just makes sense. If you’re looking for a common sense and safe way to SEO your website then I totally recommend following Andy’s advice.”

“I have studied SEO and Google for several years now and I think Andrew has covered many topics of importance in a short and concise way for beginners and professionals to learn SEO in depth”

This SEO Course is different because?

  • No SEO tricks

  • No SEO gimmicks

  • No SEO Loopholes

  • No worry about Google slapping a penalty on your site for dodgy SEO practices.

If you want to learn modern SEO and how to make a website rank in Google, safely, effectively and without resorting to gimmicks, tricks and loopholes, then this is the course for you.  With over 15 years of front-line experience in SEO, this instructor has plenty of applied experience and is well known for his high ethics when it comes to ranking in Google. 

The course starts off with an introduction to SEO, highlighting the main differences between SEO today, and SEO just a few short years ago.  You’ll learn all about the major Google updates, and why they were introduced.  As you learn about the updates, you’ll begin to understand exactly what Google want to achieve, and the types of content they want to rank at the top of the search engine. 

The course goes on to introduce you to the FOUR main pillars of modern SEO. 

1. Quality Content

You’ll learn about two types of keyword research and how to do both correctly.  This will provide the best possible SEO platform for your web content.  I’ll show you how to use that keyword research to help you rank for multiple keywords without actually optimizing for any one keyword (though I’ll show you how to do that too).

You’ll learn how to find the type of content that your visitors want to see and how to create it without compromising your SEO efforts.

You’ll learn about all of the important on-page SEO factors that will influence your rankings and how to correctly optimize your web pages for those factors.

You’ll also learn all about structured data and how it can help your SEO.  Structured data is a special type of content you can embed in your pages that only the search engines see.  Using this structured data, Google can create rich snippets in the search results making your pages stand out more and get higher click-through rates.

2. Site Organisation

You’ll learn all about site structure and what is expected by the search engines.  We’ll cover page hierarchy and how silos can help organise your content in a more logical way for your visitors and the search engines.

You’ll learn about site organisation – why it is important for good SEO, and how to achieve a good site structure that benefits your SEO efforts and helps your visitors

3. Site Authority

Site authority keeps getting more important in modern SEO.  Backlinks are the main way to build your authority, but also the quickest way to destroy it.

You’ll learn about the best types of backlinks to pursue, and how to go about getting them.  With backlinks causing so many problems for so many webmasters, you’ll also learn about the types of backlinks that Google are on the lookout for, and why they punish sites that employ them.  A lot of SEO sites offering tips on how to rank will get this terribly wrong.  So wrong in fact, that by following their SEO advice,  you are likely to see your site penalised or even banned from the top search engines.

We’ll throw the idea of anchor text backlinks out of the window and discuss the best anchor texts for backlinks.  We’ll also cover the “holy grail” of backlinks and how to get them.  These are links from high quality, related sites.

We’ll talk about broken link building as a good way to get rank-boosting backlinks, and guest posting as a way to build traffic generating backlinks.

4. Visitor Experience

You will learn why it is important to give your visitors a good experience on your site, and build their trust.  I’ll show you ways of building that trust.

The second half of this SEO course answers the question many webmasters ask when they find their rankings have started to drop, or gone completely…. “What’s happened and what do I do now?”.  The complete SEO audit covers a complete set of both subjective and technical checks to make sure your site is not triggering red flags at Google.

Start the SEO 2019 course and begin to take control of your website traffic, visitors and profits.

Introduction to SEO?


This lecture introduces the instructor and the course.

Pre-Course Question

If you have a moment, could you please answer a couple of quick questions before you begin?  Thank you!

What is SEO?

What is SEO, and why is it necessary? The introduction to the course identifies exactly what we'll be looking at in this course.

The Good Old Days of SEO

Before we look at SEO today, it is important to see where we have come from.

Google's Battle for Survival

Google has battled against webmasters over the years to prevent them from manipulating the search results with loopholes and tricks.  This lecture looks at this, and why Google needed to step up.

A Strong SEO Foundation

SEO Today

We've covered a lot of ground already.  This lecture summarizes what we know about SEO today

Top Ranking Factors

This lecture looks at the main ranking factors that you need to focus on for better SEO, higher rankings and more traffic.

The Four Pillars of SEO

Let's look at the 4 main areas of SEO.

Quality Content

Introducing Quality Content

Is Quality Content really necessary for long-term rankings?

What Google Tells us They Want

Believe it or not, Google actually help webmasters by telling us exactly what they want. Only an idiot would ignore that advice.

What Google Doesn't Want

We've seen what Google wants, so let's look at what Google doesn't want.

General Content Guidelines

3 Rules that govern the way you create content for your website.

Examples of Poor Content

Let me show you some examples of poor quality content.  Believe it or not, this is what pages ranking in Google used to look like.

Generating Content Ideas

How do you get ideas for content that your visitors actually want to see?  This lecture looks at the methods I use to get unlimited content ideas.

Ranking for a Main Keyword Phrase?

How do you go about ranking for a keyword phrase that you have identified?

2 Types of Keyword Research

This lecture looks at two distinct types of keyword research that you need to master. 

Keyword Planner Account

This lecture will show you how to create a Keyword Planner account without needing to enter a credit card or setup an advertising campaign.

Keyword Research

This lecture shows the basics of using Keyword Planner for keyword research.

Keywords Everywhere

Get more keyword data by using this free plugin for Chrome or Firefox.

Theme Word Research

Learn how to find the right theme words and phrases to use when you create a piece of content.

On-Page SEO

On-Page SEO Factors

This lecture introduces the main on-page SEO factors to get write as you add content.  We will then explore these factors in more detail in the subsequent lectures.

Title Tag

The Page Title is very important, and there are a few rules to follow.


The filename is often an afterthought, especially for Wordpress users. However, it is a ranking factor.

Meta Description Tag

It's not as important as the title, but it's still worth taking the time to craft an enticing, keyword rich description.

Meta Keywords Tag

Meta Keywords are no longer used to positively help your page rank, but it may still be used by Google to penalize your site.


Headlines are important for your visitors and the search engines.

Image Optimization

This lecture looks at image optimization and why it is important for your web pages.

Spelling & Grammar

Spelling and grammar will certainly matter to your visitors, but what about the search engines?

Links on the page

Links create the World Wide Web, but you do need to be careful who you link to.  This lecture looks at potential issues and how to solve the problem.

Remove Fluff

Your content should be fluff-free. Let's see what that means.

Structured Data

Structured Data

There is a type of content that you can add to your pages that is ONLY for the search engines.  It's called structured data, or schema, and it can give the search engines more information about your content so they can create rich snippets for your search engine listings.

Implementing Structured Data

This lecture shows you how you can implement structured data in your web pages.

Structured Data testing tool

Google gives us a great tool for testing the structured data on our pages.

Structured Data Plugins

This lecture shows you the plugin I use on my WordPress sites for implementing structured data.  I'll also tell you why I use a plugin.

Voice Search

This lecture briefly discusses voice search and how it is different from traditionally typed searches.  Do you need to optimize differently for voice search?

Site Organization

Site Structure

It is important to get the site structure right as it is important for your visitors and the search engines.

Hierarchy & Silos

A clear content hierarchy will help the search engines as well as the visitor and should be well-thought out during the planning stages of your website.

Context Sensitive Sidebars

You shouldn't have the same sidebar on all pages of your website as it turns links into SiteWide links, which are bad.  Context-sensitive sidebars are the answer.

Internal Linking

Internal linking helps your visitor navigate the site, keeps them there for longer, and will also boost your SERP rankings.

WordPress Tags

Content Management systems like WordPress offer users another way of categorizing pages.  They are called tags.  This lecture explains how to use them, and how not to..

Dynamic v Static Pages

Google tell us to keep pages static wherever possible, but what does that mean and what if we can't?

Robot.txt File

A robots.txt file helps to set a few rules about your site, telling spiders and other crawlers what they can and cannot visit. Do we need one?

Check Browser Compatibility

Its a good idea to check how your site looks in the most popular browsers.  There are services you can use to check this.

Site Authority

Introduction to Site Authority

Site authority is a vital part of ranking in Google today. Google reward sites with authority.

Inbound Links: A challenge to your authority!

Inbound links hold the key to ranking high in Google, but there is a problem...

Anchor Text Links?

Anchor text is a small bit of text used in a link. It can be a powerful component of any link, in both positive and negative ways.

Negative SEO?

Negative SEO is where one webmaster creates spammy links to another site in an attempt to get that site penalized.

Disavow Tool

To help webmasters fight back against negative SEO, or just irreversible, poor link building tactics that were previously undertaken, Google released the Disavow Tool.

The Holy Grail of Backlinks

There is a special type of backlink that will catapult your site into the top 10 of Google. It's the Holy Grail of backlinks, some say mythical. Let me describe it to you.

Effective Link Bait

Some content works better as link bait than others.  This lecture looks at what makes good link bait.

Email Outreach

Email Outreach, combined with link bait, is the most effective way to get high quality, white hat backlinks that can skyrocket your traffic.

Broken Link Building

Broken link building is an effective way to build high quality links.

Guest Posting

Guest posting is not as effective as it used to be.  In fact, it may not help your rankings at all.  However, there are other reasons why it is a good idea - perceived authority.

Backlinks to Avoid

While backlinks are the answer to good rankings for competitive terms, they are also the reason so many sites get penalized.  Learn about the types of backlinks to avoid.

Brand Mentions

Brand mentions are an increasingly important ranking factor that may be easier to get than backlinks.

Backlinks for Traffic

Backlinks can help rankings, but they can also help bring referral traffic to your site.

Visitor Experience

Introduction to Visitor Experience

What is visitor experience and why is it important?

Website Stickiness

Do people hang around your site, reading the content, or do they leave as quickly as they came? Let's use Google Analytics to find out.

Site Load Times

When someone clicks on your link in the SERPs, you don't wan them hanging around while the page loads. Check your load speeds and try to remove bloat that is slowing down your page load times.

Responsive Design

Modern Wordpress themes are responsive, that is, they adjust to the screen they are displayed on. This makes responsive themes great for viewing on desktops or mobile devices, and you definitely should be using a responsive theme.

Above the Fold

What do visitors see above the fold on your website?

Build On-Site Trust

Modern SEO is about building trust with the visitor and the search engine. Let's consider ways we can do that.

Is CTR a ranking factor?

CTR is the clickthrough rate of a page from the SERPs.  Is it a ranking factor?  Maybe, maybe not.

Improve CTR

This lecture looks at ways you can try to improve CTR, which in return will bring you more traffic.

SEO Audit

SEO Audit

This lecture introduces this section of the SEO course.

Domain Name

Your domain name can affect your ability to rank, but not always in a positive way.

Web Page Real Estate

Your page needs to use it's real estate carefully, especially above the fold.  This check looks at what you are putting on your web pages.

Site Structure

You know what the structure should be like, so let's check.


Comments can be a possible cause for concern, so this lecture makes sure you have your bases covered.

Social Presence

This check will make sure your visitors can share your content with their social media followers, but also make sure they can find your social media channels.

Would you trust this site?

Trust is huge, so this check makes sure your web pages contain trust signals.

Bounce Rates & Time on Site

Visitors can funnel information about your pages back to Google because of Bounce rates and time on site.  Let's check these factors on your site.

Legal Pages

Legal pages are really important, so make sure you have the ones you need.

Content Quality

Can you evaluate the quality of your own content in a constructive way?  You need to.

Inbound Link Profile

Check the links pointing at your own pages, and make sure they don't scream "link scheme" at Google.

What's Wrong?

This lecture shows you a few real cases where SEO was done badly.  Can you spot why SEO is so bad in these examples?

Screaming Frog SEO Spider

The Screaming Frog SEO Spider is the most complete all in one SEO tool that I know of, and there is a free version which will work on smaller sites.

Connect Analytics and Search Console

For Screaming Frog Pro users, it's a good idea to connect Google Analytics and Search Console to the spider.  There are also other APIs that you can connect to get even more data about your web site.

Crawling your Site

Let's get the technical audit started by crawling our website.

Response Codes

Response codes tell us if pages on the site have problems that need to be fixed.  This check will go through the response codes and highlight the important ones you need to check for your own site.


Are the pages you want indexed by Google available to Google?  Are those pages you want Google to ignore setup to be ignored?

Server Response Times

Not to be confused with page load times, server response times are the first part of that equation, and the Screaming Frog spider can tell you yours.

Outbound Link Issues

Outbound links are those that point at other websites.  Make sure that all of your outbound links still point where you think they do.

Page Titles

Page titles are one of the most important tags on a web page, so carry out these checks to make sure they are optimal.

Meta Description

Let's check those meta descriptions for common errors and mistakes.

Meta Keywords

Meta Keywords are something to avoid in my opinion, but if you do use them, or your clients use them, then make sure they are being used responsibly with this check.

H1 Headers

H1 headers should be used for the main headline on the page, but are often misused by theme designers.  This check will look at yours.

H2 & H3 Headers

H2 headers can be checked using the spider, though the checks are slightly different to H1 headers.  H3 headers cannot be checked with the spider, but should follow the same guidelines as the H2 headers.


Images should be optimized, so let's use the spider to check the important factors.


The most important pages on your site should have the most inbound links from other pages on your site.  Do they?

Word Count

Word Count might be useful to help identify thin content, but it's not something I generally look at.  I'll explain why.

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