Web Analytics & SEO

Programme Code D93
General Digital Literacy
Applications Development
Learning Partner(s)
3 Days
Format In-person
Content Strategy
Job Roles
UX Designer Software Engineer Public Service Officer (non-ICT&SS) Product Manager ICT&SS Professional Engagement Manager Digital Service Manager Digital Business Analyst


Leverage data and insights from web analytics to make informed decisions on user experience and online service provision. This 3-day programme provides a fast-paced, application-based introduction to Web Analytics & SEO. Analytics tools such as WOGAA and Google Analytics will be used to illustrate the applications.

The programme is designed to equip you with practical knowledge and understanding of web analytics and SEO fundamentals, reporting, web monitoring tools, and application of information to meet organisational requirements. Case scenarios, examples, exercises and hands-on workshops will be used throughout the programme, providing you with practical hands-on experience.

Upon completion of the programme, you will be able to implement and apply web analytics to an array of website analysis and website improvement scenarios.

Key Takeaways

At the end of this programme, you will be able to:
  • Apply insights from WOGAA, web analytics tools and make recommendations to their organisation
  • Generate, analyse and modify required traffic reports according to information requirements and needs of the organisation
  • Implement and apply web analytics and metrics to improve web performance
  • Use Google Analytics tool as an example to monitor website performance, understand users and their behavior, optimise content, optimise search engine performance (SEO) and assess campaign performance
  • Apply SEO best practices to improve organisation’s website performance

Who Should Attend

  • Please refer to the job roles section.
  • Non-technical Public Service officers across various levels who manage and influence websites of government agencies. These may include Community Managers, Marketing Managers, Product Managers, Business Users, Web Content Managers.


Before attending this programme, you need to register for a WOGAA Account at using your Gov email account.

What To Bring

You must bring your internet-enabled computing devices (laptops, tablets etc) with power chargers to access and download programme materials. No printed copies of programme materials are issued. Please refer to the full tech specifications here.

Programme Structure

The programme will focus on web analytics principles and applications. There will also be hands-on exercises with the Google Analytics suite of tools, such as Google Search Console and Google Tag Manager.

This programme will cover:
  • Web Analytics fundamentals, tools, and strategies
  • Google Analytics features, reporting and applications
  • Extended Web Analytics applications and improvement strategies, including SEO, content optimisation and campaign analysis

By the end of the programme, you will be able to implement and apply Web Analytics to an array of website analysis and web optimisation scenarios.


Full Fee

Full programme fee


9% GST on nett programme fee


Total nett programme fee payable, including GSTS$1962

With effect from 1 Jan 2024

Payment for this programme is to NUS-ISS, National University of Singapore.

Upcoming Classes

Class 1
14 Oct 2024 to 16 Oct 2024 (Full Time)
Duration: 3 days
When: Oct - 14, 15, 16
Time : 9:00 AM to 5:00 PM
Class 2
20 Jan 2025 to 22 Jan 2025 (Full Time)
Duration: 3 days
When: Jan - 20, 21, 22
Time : 9:00 AM to 5:00 PM

How To Register


Step 1 Apply through your organisation's training request system.

Step 2 Your organisation's training request system (or relevant HR staff) confirms your organisation's approval for you to take the programme.

Your organisation will send registration information to the academy.

Organisation HR L&D or equivalent staff can click here for details of the registration submission process.

Step 3 GovTech Digital Academy will inform you whether you have been successful in enrolment.


The programme taught me how to apply Google Analytics techniques to analyse patterns and improve user experience.


Learning about the concept of web analytics has helped me understand how it can be used to further improve the website I am building.


Provided useful tips and advice on SEO tactics and keyword research. I also had a better understanding of how web analytics matter and learnt to factor into our business goals.