Digital Action Planning Workshops Developing Skills

Maximising your online presence by gaining authority and ranking in Google

Event Information:

Type: Digital Growth

Venue: Action Planning Workshop, Leicestershire

Date: Wednesday, 17 March 2021

Time: 9:30am - 12:30pm

Available To: Eligible SME's

Speaker: Ian Lockwood

Member Price: FREE

Non-Member Price: FREE

Learn how to get links, reviews and citations on the web to improve your authority and ranking in Google search results. These are crucial signals for Google’s algorithm in both organic web search and local search (Google Maps), but often the hardest part of search engine optimisation..

Links made by one website to another have always been used by Google’s ranking algorithm to score a page as a proxy for the likelihood humans will value the page. Google’s local (maps) search results use a similar method with “citations” of business details on third party websites used to score Google My Business listings. In recent times, Google has added “expertise, trustworthiness & authoritativeness” as factors used by its algorithm. Improving all these signals is key to your business and website ranking well.

In this workshop you’ll learn about the importance of links, how they increase the authority of your web pages and when links are of no value (or worse, can get you penalised). The session will explain how website content and its promotion to other webmasters is key to earning links, demonstrating the tools you can use to help you and examples of sites successfully implementing the techniques being explained.

You’ll also learn about local SEO, from optimising your Google My Business listing to obtaining local “citations”. You’ll also see how online reviews play an important part in ranking both your business and your website in Google, along with ways to increase your “E-A-T”: expertise, authority and trustworthiness as analysed by Google.

Who should attend this online workshop?

This workshop is for anyone how manages their own website, online presence (e.g. Google My Business listing) or has responsibility for digital marketing. It is suitable for people with any level of technical knowledge about websites.

This webinar has limited places and priority will be given to trading SMEs based in Leicester and Leicestershire.

What will we cover?

  • Why conversions matter and how successful businesses do it
  • Tracking and reporting our website conversions
  • Setting up goals that help our business
  • Understanding what makes a user convert
  • Analysing your current website conversions
  • Designing better user journeys and pages
  • Testing and monitoring for continued success

What outcomes can you expect from joining us?

After attending this workshop, you will:

Why links are so important in search engine optimisation

  • How pages are scored using the PageRank formula
  • What can stop PageRank being shared through links
  • The types of website content that can attract links & how to produce it
  • How to promote your content to the right audience and earn links
  • Types of links to avoid or that have no value
  • Using & optimising Google My Business listings
  • The importance of local citations: Which are most valuable & how to get them
  • Online reviews: how to increase the amount and ratings
  • E-A-T: Improving your online profile to demonstrate expertise, authority and trustworthiness
  • Additions & improvements to your website to help with E-A-T


This is an interactive, action planning online workshop. You will leave this session with handouts and a practical action plan which can be implemented within your business. Where possible, we would like to encourage you to join this session with your video camera turned on and when instructed by the facilitator, you may un-mute your microphone to take full advantage of the interactive nature of the workshop. For the best user experience, we recommend joining the workshop using Chrome or Firefox as your web browser.

Here’s a quick breakdown of the session

09.30am - 10.15am - Workshop presentation
10.15am - 10.30am - Break
10.30am - 11.15am - Workshop presentation
11.15am - 11.30am - Break
11.30am - 12.15pm - Workshop presentation
12.15pm - 12.30pm - Q&A

Who’ll be presenting this workshop?

Image of Ian Lockwood

Ian Lockwood is an online marketing and web design specialist who has worked with the Chamber since 2007. He specialises in SEO, PPC, Google Analytics and conversion rate optimisation. During his 20-year career, Ian has helped B2B and B2C businesses across all sectors to get the most from their online presence..




Here’s how simple it is to book your place

This workshop will be delivered via 'Go To Training'. To attend this fully-funded event, your organisation must be registered and verified as eligible to receive support through the Digital Growth Programme. If you’re not already registered, you can do this now:

Once you are registered onto the programme you can book your place onto our webinars and workshops. Please note we can only accommodate one delegate per organisation on this workshop.

To register for a place all you need to do is complete the booking form. It’s quick and easy and if you have any questions, just contact your dedicated Events & Engagement Officer, Collette Degia on 07387 141 590.


This workshop is delivered by the East Midlands Chamber’s Digital Growth Programme team and is part-funded by the European Regional Development Fund, East Midlands Chamber and Leicestershire County Council.