February 2020 | RCM School of Excellence Digital College


Why Study A Course In SEO?

The RCM School of Excellence offers courses in search engine optimization and various other digital marketing courses. This article will explore SEO and why it is an important aspect of digital marketing.

What is SEO?

SEO stands for search engine optimization. Search engine optimization is used to increase the number of visits to a company’s website by obtaining a high ranking on the search engine results page (Google, Bing, Yahoo).

Search engines include Yahoo, Bing and Google. Search engine optimisation is important because it helps search robots and users to understand what the website is all about. Keywords and phrases make it possible for people to find the websites that they are looking for when they search for them on search engines through search engine optimisation.

Keywords and phrases link to the products and services that are sold on the website, which make searches more targeted. SEO helps link the correct potential customer to businesses that can provide what they are searching for. SEO helps to market websites, without it, websites would just be lost and not easily found when searched for.

Search engines need to assist users to help them find what they are looking for, which means that they need to show the most relevant results first.




Search Results.

When you are searching the web you will stumble across two types of search results, namely: organic searches and paid searches.

Organic or natural searches are results that occur due to the relevance of the search query.

Paid searches are results that appear according to the amount of money that is spent; paid results include pay-per-click (PPC). A marketer will pay a search engine to showcase their website when certain keywords or key phrases are searched.

SEO Strategies.

The two types of strategies that you should consider when putting an SEO campaign together is on-page optimisation and off-page optimisation. On-page optimisation is done by making changes to the HTML code, content and structure of the website. Changes are made for the purpose of making the website easier for users to find and use, and easier for search engines to access the website. Off-Page Optimisation refers to building links for the website.

Why is SEO important?

SEO can be used as a guideline to building a better website, through search engine optimisation tactics your site will become more search engine friendly and will, as a result, be more attractive to users who are visiting your website. There is no point in having a website if nobody can find it!

SEO is designed to get websites ranking in search engines for keywords that are relevant to the product or service that they sell. Without SEO how would we know which keywords are being searched and which keywords we want to rank for?

SEO pushes for optimization of both long and short-tail keywords in order to extend to different corners of the market. As SEO continues to optimize websites for more keywords; the more targeted traffic it will bring to websites.

Search Engine optimisation can help to improve your company’s brand recognition. Every time a website is ranked in a search, it serves as a branding opportunity. The branding effect is increased with dual exposure of both SEO and pay-per-click. The more a website is found in search results, the greater the opportunity is for the website to be branded. Every time a website has branded the opportunity for driving traffic to the website is increased.

What makes the searcher click on a specific site? It’s the feeling that one site is more targeted to what the searcher wants -this is SEO in action! It’s not just about editing tags to get rankings; it’s about editing tags to make them as compelling as possible to get the searcher to choose a specific site rather than the ten other websites that come up in the search.

Targeted traffic is produced through SEO practices. SEO helps you to reduce untargeted traffic while increasing targeted traffic. Eliminating traffic that you can’t help gives you more time to assist the traffic that you can help. How? Carefully crafted ‘meta title tags’ & ‘meta description tags’.

It is SEO’s job to speak to the searcher’s intent by optimizing the content of the pages. If you speak the searcher’s language you are more likely to build trust and get a sale.

By optimizing a site, SEO helps the visitor move from search to the site, then answers, to conversions. This is done through a number of on-page optimization strategies, including the use of solid architecture and implementing ‘calls to action’.

If SEO can give you a profitable return of +10%, it doesn’t matter if it costs R10, 000 or R100, 000. The only loss is when you cut your SEO investment. Of course, not all SEO is equally profitable and smaller SEO campaigns will generally take a longer time to generate a positive ROI (return on investment).


What are the benefits of Search Engine Optimisation for companies?


  • The results are low cost- Providing you understand the complexities of SEO and have the time and resources to publish and promote valuable content, then the prime listings are within reach. Most of the prime listings or keywords, that have commercial importance, have already been taken by organisations and they protect their property by dedicating resource and employing SEO companies to make sure they remain there.
  • Increase in traffic- Being higher up on the search listings will naturally result in more traffic for the website. The simple fact is that as humans we are naturally lazy which means that we click on the results that are presented to us rather than scrolling through page after page looking for something more relevant.
  • Improve brand creditability- Psychologically, the higher up the search engines your business is listed the better it looks for your brand or image. The reason being is that everyone knows and trusts Google to provide them with relevant and respectable results. Therefore, by simply occupying results on the first page you are gaining respect in the eyes of your customers.
  • Demand-driven- If your web presence follows correct SEO practices, then when a user lands on your website what they will find will be exactly what they are looking for and this can result in leads, sales and increased profitability for your business.
  • Focusing on SEO for Business means practising better web development- Focusing on SEO results in a naturally better, more accessible website. This is due to the fact that to reach the dizzy heights of Google’s standards, your website has to be structured in a way that the search spider can crawl effectively, meaning your site cannot have poor navigation, broken links or low-quality content.
  • The promotion that does not rest- Having a well-optimised web presence means that regardless of your office being open for business or, whether or not you still have a willing and able “salesperson” available to answer questions, direct queries can still win new business.
  • Forces your business to produce content- When you enter into an SEO campaign one of the things that you need to do is constantly provide the search engine with fresh, relevant and quality content. This means that you can leverage the knowledge that your business has and publish it for all to see. The more people who can see what you do and how you can help them, the greater the chance of them choosing you when they are in need of your services.
  • SEO can help businesses achieve their goals- If you want more customers, more leads and more sales then the internet is a huge marketplace where customers are becoming less and less cautious when it comes to purchasing items. Therefore, if your business goals are to raise sales and increase profits, the internet is a fantastic platform from which to reach a greater audience and help you achieve those goals.
  • You can expand on existing business- If your business is predominantly online then adopting a professional SEO service can allow you to tap into a different market or engage with your existing marketplace. The population of the internet is about 2.1bn and growing rapidly. By harnessing effective SEO strategies you can target a niche marketplace on the other side of the world, or strengthen your position against a bigger competitor on a local level.
  • You can reach people locally- Reaching consumers based on their proximity to your business and their need for your experience is a present reality, and many marketers are already reaping great benefits. For business owners, SEO has levelled the playing field when it comes to raising awareness and attracting and retaining customers as well as rewarding them for their loyalty. Just because your town only has 40,000 people it does not mean there is not a demand for your product or service.



  • Competitors are doing it- The internet is an important aspect to consider when doing business and if you want to be on the internet and you want to have an opportunity of connecting with people when they need your service, you will need to think about search engine optimisation.
  • You don’t have to be a top dog- Google has made changes to their algorithms to allow each and every business to compete on the same level, whether you are a small or large entity. Therefore, if you can produce the most relevant content that people engage with, then you could find yourself benefiting from the top search spots on the search engine results page.
  • You can create networking relationships- Social media is an important factor when it comes to SEO. The more places that your pages are indexed online, the higher the chance you have of connecting with other people that in turn could result in joint ventures, business partnerships and, of course, increased profits.
  • Better return on investment (ROI)- Due to the high rate of keyword inflation, paid search in terms of pay per click, can be costly for many small businesses and therefore an ongoing SEO campaign returns a better return on investment over the long term. Search engine optimisation is not something that can simply be ignored, the results are undeniable and a must for your marketing strategy. If you are in business then your goal is to make a profit, to make a profit you need sales, to make sales you need leads, to get leads you need to prospect and advertise. SEO for business is part of the online package you need to consider. When SEO is used correctly and creatively it can become one of the most beneficial tools in your online marketing strategy.

Are you looking for digital marketing courses that will assist you in learning about SEO? Contact the RCM School of Excellence to start your course today!

The RCM School of Excellence is an accredited digital college that teaches you everything you need to know about the digital world.  The RCM School of Excellence was established due to a worldwide need for skilled employees in the digital field. We recognize digital technology and its advancements in our society and therefore we have recognized the importance of cultivating the skills needed within the digital field to ensure that we make the most of it. The facilitators who teach at the digital college are all experts in their field and have a wealth of knowledge to impart onto those who are eager to learn. To join the ever-changing, volatile world of digital, contact the RCM School of Excellence to start your course in digital skills today. For more information visit their website to browse the courses that are on offer https://schoolofexcellence.co.za/.

Preparing For An Interview

When it comes to preparing for your future, one can never be too prepared. It helps to do your homework and to make sure that you are confident when you walk into a company asking for an employment opportunity.

This article will assist you in preparing for your job interview. Attending a job interview and conducting yourself in an appropriate manner may same like an easy task or one that should form part of common sense but the truth is there are a lot of people who buckle on the day of the interview and is thus of utmost importance to prepare yourself mentally and physically.

1.      How to prepare for an interview- Carefully examine the job description.

While you are preparing for the job interview it is important to use the employer’s job description as a guideline. You may be confused as to what a job description is, here is an explanation: a job description is a written paragraph which will describe the qualifications, tasks that need to be done by the employee, responsibilities of the employee to the specified job position, skills needed, background of the company and further details about the job position. The job description basically outlines what the company is looking for and the perfect candidate for the position. The job description can also give you a slight indication of what the employer may ask you during your interview.

2.      How to prepare for an interview- Consider why you are attending the interview and what your qualifications are.

It is important to remember that interviews are not one-sided. You are also interviewing the company to determine if the company is offering you a job that you would be interested in at the right salary based on your qualifications, skills and experience. You are being interviewed by the employer or a representative thereof and you are interviewing the company to make sure that it is an environment that you will be happy in.  You should prepare what you will say when asked why you are interested in the job opportunity and why you are the best person to fulfil the job role.

3.      How to prepare for an interview- Conduct research on the company and the job position/job role.

Research the company before going for the interview because the interviewer will expect you to know about the company that will potentially hire you. Knowing about the company and the products or services that they offer is important because it provides context for the conversations and questions that you will have during the interview process, it will also help you come up with well thought out questions that you will ask the interviewer.

-Research the product/service that the company offers: there are some job functions whereby the employee will not need a vast amount of product knowledge, however, the employee should still be a good team member and have a good understanding of the product/service. If it is at all possible to ask for a sample of the product during the interview process so that you can familiarize yourself with a customer perspective of what it is that your company offers. The more knowledge you have about the product/service and if you can offer a customer perspective you will be better prepared for the interview and any questions that may arise pertaining to the company offerings.

-Research the job role: read the job description carefully and make sure that you understand what the employer wants and that you understand what is expected of you should your interview be successful. If you get the job, try and find reviews of employees who occupy the same job role, it will help you get a clear understanding of what the daily responsibilities are. Whilst the interview is conducted be sure to ask any questions about the job role that you may need clarity on, it is important that you understand all of the requirements so that you are not doomed for failure should you be successful. The research will also assist you in determining whether the specified job role is actually something that you can and want to do.

-Research the company culture: There are many companies out there that use social media platforms to display their company culture, have a look at their social to get a feel of the company culture that is present at your potential workplace. You want to look for a company that suits your personality as is aligned with your values, mission and vision. Keep in mind that you will be spending a lot of your daily work and surrounded by your colleagues, make sure that the workplace is actually somewhere you want to be. Any questions that may not have been answered after the ‘social listening’ exercise, can be answered by the interviewer during the interview.


4.      Make a list of common interview questions and consider how you will answer these questions when asked by the interviewer.

Unfortunately, you will not be able to predict every question that is thrown at you during the interview process, but being well prepared for those generic questions may assist you in gaining a competitive advantage against any other interviewing candidates. It is advisable for you to put a brief sales pitch together. What will you be selling? You will be selling yourself! Write down a quirky pitch that describes who you are, what you do and what you want; because “tell me about yourself” is probably the most common interview questions. Always remember “people buy people”.

There are times where the company may instruct you to do a test or evaluation during the interview process. For example, the company may ask you to do a psychometric test, a test of your knowledge, sometimes when you are being interviewed for a sales position they may ask you to sell something or perhaps you may be asked to complete a practical examination- these test are designed to evaluate your level of skill and understanding; it is important to make sure that you are fully prepared if the company does expect you to complete a test.


Below are a few common interview questions:

  • Why would you like to work at our company?

When you research the company and its history, vision, mission, company culture, service/product offering and more, you will get an idea of what it is that you like about the company- use what you have learnt about the company to answer the question. For example, Ï would love to work for a company that is environmentally cautious and is making a positive impact on our environment”.

  • What interests you about this role?

The interviewer will ask you this question to make sure that you understand the job role that you are applying for and to give you the opportunity to motivate relevant skills that you may have. Some advice would be to draw up a comparison between the job role and your personal skills and experience and how they are linked. For example: “I have been passionate about the industry for most of my professional career”.

  • What are your strengths?

When the interviewer asks you this question, it is a window to talk about both your technical and soft skills. Answer the question by naming your strengths, qualities and personal attributes and relate them back to the job role that you are applying for. For example: “I am a natural problem solver”.


5.      How to prepare for an interview- Practise your speaking voice and your body language.

You want to focus on making a positive and lasting impression during the interview process. As they say, practice makes perfect; with this in mind, you can practise confidence and speak. You want to ensure that you speak loudly enough for the interviewer but not so loud that you seem rude. Please make sure that you are not chewing gum during the interview process. Pay attention to your smile, handshake and stride.


6.      How to prepare for an interview- Prepare thoughtful questions for the interviewer.

Your aim is to impress that interviewer and to leave with a lasting impression. As the saying goes “first impressions count”. The interviewer will be impressed with well thought out questions. The questions asked should be based on research that you have done about the company and job role.

Some examples of questions that you can ask are:

  • Describe the typical day of a person who shares this job role.
  • Why do you enjoy working here?
  • What qualities do your most successful employees have?
  • Thank you for allowing me the opportunity of an interview. If I may ask, what are the next steps in the hiring process?

7.      How to prepare for an interview- Conduct mock interviews.

Just as you used to practise your speech in front of a mirror before presenting it to the class during your English lesson, the same principle should be practised before your interview to minimise nerves on the day and build your confidence. You may feel that practising becomes repetitive but it will make you feel more comfortable on the day and help you leave a good impression. Ask your friends and family to assist you with mock interviews. While you practise to answer the questions, pay attention to what you are saying and rectify anything that makes sound awkward or wrong.

8.      How to prepare for an interview- It is very important to remember to print out hard copies of your CV.

You may have already sent the company a digital copy of your curriculum vitae, but it is more convenient for the interviewer to view your CV while you are face-to-face in the interview. Having hard copies for anyone present in the interview will give the impression that you are organized and have prepared for the interview. Some candidates forget to keep a hard copy for themselves so that they can follow along with the interviewer. If there are any gaps in your CV where you were not working, the interviewer will ask you about that, ensure that you have your answers ready. When you explain to the interviewer why there are gaps in your employment, your answer needs to be structured in a way that the interviewer does not think of you as a risk.

9.      How to prepare for an interview- Plan your travel arrangements for the day of the interview.

Your interview may be at a venue or area that you are not familiar with, and it is, therefore, important to find out exactly where the interview will be held and how long it will take you to get there; there is nothing more unprofessional than arriving at the interview late.

To ensure that everything goes something and you get to the interview on time, follow these tips:

  • Leave your place of residence early to ensure that you will get there on time. There are often unforeseen events that will occur at the worst of times so rather be prepared and early.
  • Save the number of the interviewer so that you can contact them if anything goes wrong and also to have it at a later stage to check the outcome of the interview if you haven’t had any feedback.
  • Search for the location of the interview in advance.

10.  How to prepare for an interview- Sell yourself.

As mentioned previously, people buy people. You will need to sell yourself in the interview and be convincing about it.






Are you looking for a college that will equip you with the skills that you need to thrive in the digital industry? Contact the RCM School of Excellence today to register for a course!

Contact the RCM School of Excellence today to book a site visit to meet the facilitators and take a tour of the college. For more information visit their website to see which courses they offer http://www.schoolofexcellence.co.za.

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