Search Engine Optimisation for Beginners (Synchronous e-learning)

Offered by School of Film & Media Studies

Short Course / 2 days / TGS-2020504335

Note: Apply for the this course on STEP. Activate your account via your Singpass. To receive an alert about the future runs for this course, please click on the INDICATE INTEREST button. Thank you.
Course Information
Learning Outcomes
Course Schedule
Lesson Plan
Trainer Profile
Course Fees

Course Information

In the digital age, every business needs to make its presence known on the Internet or risk getting left behind. Search Engine Optimisation (SEO) helps to optimise your website on search engines giving you the advantages of user-friendliness and speed, so you rank higher in potential customers’ search results.

Learning Outcomes

Harness the power of SEO to turn your website into an effective marketing tool for your organisation. Learn how search engines work and how you can optimise your website by understanding why some websites rank higher than others. You will also learn how to select the correct keywords that can generate business value, develop content to increase engagement with your target audience, and measure the effectiveness of your SEO efforts through analytics.

  • Understand how search engines work
  • Find out the latest google algorithm updates and the impact on website rankings
  • Learn to optimise your website so it can be ranked on Google
  • Understand why some websites rank higher than others
  • Select the correct keywords that can generate business value
  • Learn best practices to outrank your competitors
  • Write great content that generates engagement
  • Measure your SEO efforts’ effectiveness through analytics

SEO tools like Ahrefs will be used for training purposes. No subscription is required as trial accounts will be provided to trainees.


Course Date: 22 – 23 Jan 2024
Application Period: 23 Nov – 31 Dec 2023
Duration: 2 days
Time: 9am to 6pm
Delivery Mode: Synchronous e-Learning
Venue: Online

Ngee Ann Polytechnic reserves the right to reschedule / cancel any programme, modify the fees and amend information without prior notice.


Lesson Plan

A. Introduction to SEO (1.5 hr)
– Introduction of lecturer and students
– Setting expectations
– Case studies of profitable SEO ventures

B. SEO Fundamentals (1.0 hr)
– How does Google search engine works?
– What is SEO
– Overview of SEO

C. Keyword research (3.0 hours)
– Keyword research basics
– Brainstorming for keyword ideas
– Keyword research tools
– Analyzing keyword difficulty
– How to choose the right keywords

D. On-page SEO (2.5 hrs)
– The importance of on page factors
– The importance of mobile responsive site
– How to ensure our site is HTTPS secured
– Making use of SEO friendly URLS
– Website Architecture
– How to include SEO friendly content
– Importance of link juice and how to leverage on links

E. Black Hat SEO practices (0.5 hrs)

F. Lesson Summary (0.5 hrs)

G. Off-page SEO (4.0 hrs)
– The importance of off page SEO
– Link building fundamentals
– Black hat link building
– Common practices of link building strategies
– Awesome link building strategies
– Using SEO tools for link building

H. Content Marketing (1.5 hr)
– Content Planning
– Content Promotion

I. SEO Analytics: tracking your SEO performance with common SEO tools (45 mins)
– Google search console
– Google analytics

J. Lesson Summary (0.5 hr)

Trainer's Profile

Charlotte Ang
Charlotte Ang has a passion for digital marketing and spent several years learning Search Engine Optimisation. When she was an undergraduate, she started her first website in the logistics industry using SEO and brought in an exponential growth of 3,000 organic visitors monthly. She hit her first $10,000 revenue within 6 months by exchanging the online leads for commission with several logistics partners. By establishing close working relationships with her partners, she expanded her reach towards helping companies across a range of industries in their SEO efforts. She continued to invest time and money to upgrade her SEO skills, helping traditional businesses to increase their online presence. In 2016, Charlotte co-founded a digital marketing agency, Traffic Bees. She develops and manages SEO strategies with her team to grow their client businesses. Throughout her career in digital marketing, she has worked with clients across several verticals with companies such as Pet Lovers Centre, Paula’s Choice and influencers like Miss Tam Chiak.


A Certificate of Performance will be awarded to participants who achieve at least 75% attendance and pass all required assessment(s).

No prior knowledge of SEO is required.

Course Fees

Funding period for this course is from 17 Apr 2020 to 30 Sep 2024.

SkillsFuture Credit
All Singaporeans aged 25 and above can use their $500 SkillsFuture Credit from the government to pay for a wide range of approved skills-related courses. Visit the SkillsFuture Credit website to choose from the courses available on the Training Exchange course directory.

Union Training Assistance Programme (UTAP)
NTUC members enjoy 50% unfunded course fee support for up to $250 each year (or up to $500 for NTUC members aged 40 years old and above) when you sign up for courses supported under UTAP (Union Training Assistance Programme). Please visit e2i’s website to find out more.

Enhanced training support for SMEs
For enhanced training support for SMEs, enter SME in the promo code during course application.

Long Term Visit Pass Plus (LTVP+) holders, please furnish the following documents to the course administrator to qualify for SSG funding:
Self-sponsored learner (**LTVP+): Copy of your green visit pass card, with the word ‘PLUS’ on the back of the card.
Co-sponsored learner (##LTVP+): Copy of valid and current Letter of Consent (LOC) from MOM

GST Increment in 2024
Please note that the GST rate will be revised to 9% with effect from 1 Jan 2024. As such any payable course fees will be subjected to the new GST rate adjustments in 2024. Please refer to our STEP portal for the updated fees. (Click on STEP)


  • The fees below are determined based on prevailing funding policies and subject to review and revision.
  • Please refer to our FAQs for more information.

Ngee Ann Polytechnic reserves the right to reschedule/cancel any programme, modify the fees and amend information without prior notice.

Applicants / Eligibility Fees
Full Course fee$545.00
Enhanced Training Support for SMEs for Singapore Citizen$63.50
Enhanced Training Support for SMEs - SPR & LTVP+$63.50
SkillsFuture Mid-Career Enhanced Subsidy for Singapore Citizen aged 40 and above$63.50
SkillsFuture Baseline Funding for Singapore Citizen Aged Below 40$163.50
SkillsFuture Baseline Funding for SPR/LTVP+$163.50