SEO Advanced Course Content

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SEO201

Lesson 1 = Overview of SEO

  • Search Engines and Directories
  • Important Search Engines and Directories
  • Who Owns Who?
  • The Beginnings of Search
  • The Search Industry Today
  • Who Powers Who?
  • Key Audiences for Your Site
  • The Definition of Search Engine Compatibility
  • So What is Search Engine Optimization?
  • Web Site Elements Impacting Search Compatibility
  • How Search Engines Index Pages
  • How Search Engines Rank Pages
  • Web Site Relevancy Factors
  • Algorithm Chasing is for the Birds

Lesson 2 = Site Architecture

  • What is Site Architecture?
  • What is Search Engine Compatible Site Architecture?
  • Elements of Site Architecture That Impact Search Ranking
  • Domain
  • Directory Structure
  • File Naming
  • Page File Extensions
  • Navigation Menus
  • Multiple Entry Points
  • Heading Tags
  • Robots META Tag
  • Robots Exclusion Protocol (Robots.txt File)
  • Error Trapping
  • Site Maps
  • Cascading Style Sheets (CSS)
  • Server Side Includes (SSI)
  • Remaining Site Architectural Elements
  • Benefits of Search Engine Compatible Site Architecture
  • Further Reading

Lesson 3 = Text Content

  • Keyword-Rich Body Text
  • Text Heavy Home Page
  • SEO Copywriting
  • Heading Tags
  • Build Your Copy Around Your Keywords
  • Text Links
  • Advantages of Text Links
  • Navigation Menus
  • Link Title Attributes
  • Assignment 1 (Tutor-Graded)
  • Lesson 4 = Dynamic Content
  • What is Dynamic Content?
  • How Dynamic Content Impacts Search Engine Compatibility
  • Optimization for Dynamic Web Sites
  • Workarounds for Dynamic Web Content
  • Further Reading
  • Assignment 2 (Tutor-Graded)

Lesson 5 = Graphics

  • Graphics and the Web
  • Graphic-Heavy Pages
  • Alt IMG Attributes
  • Graphical Navigation Menus
  • Navigation buttons
  • Image Maps
  • Drop Down Menus
  • Disadvantages
  • Accessibility
  • Assignment 3 (Tutor-Graded)

Lesson 6 = Flash and Splash Pages

  • Flash
  • Intro / Splash Pages
  • Bells and Whistles
  • Making Flash Search Engine Friendly
  • Search Engine Support for Flash
  • Further Reading
  • Assignment 4 (Tutor-Graded)

Lesson 7 = Unfriendly Web Design

  • Frames-Based Sites
  • Search Engines and Frames
  • The NoFrames Element
  • Frame Orphaning
  • To Sum Up Frames
  • Tables
  • Search Engines and Tables
  • Tables and Spam
  • Alternatives to Tables
  • To Sum Up Tables
  • Further Reading

Lesson 8 = Link Popularity

  • What is Link Popularity?
  • Google PageRank
  • Backward Links
  • Link Juice and NoFollow Links
  • PageRank Sculpting
  • Link Building
  • Text Links
  • Factors Influencing Link Popularity
  • Important Search Engines and Directories Recap
  • Lists of Other Search Engines and Directories
  • Links to Avoid
  • The Panda Update
  • The Penguin Update
  • The Hummingbird Update
  • How to Avoid Link Spamming
  • Free Link Popularity Tools
  • Further Reading
  • Assignment 5 (Tutor-Graded)

Lesson 9 = Pay For Performance

  • What is Pay For Performance?
  • Pay For Performance Options
  • Express Paid Submission to the Yahoo! Directory
  • Pay For Performance Search Engine Models
  • Google AdWords
  • Google AdSense
  • Google Places
  • Bing Ads
  • Yahoo! Local Listings
  • Other Pay-Per-Click Providers
  • Learn More About Pay Per Click Campaigns
  • Further Reading

Lesson 10 = Measuring SEO ROI

  • Does SEO Truly Deliver ROI?
  • Measuring SEO Success
    • Track your site’s search engine rankings.
    • Track the amount of traffic your site is receiving.
    • Track the number of returning visitors to your site.
    • Track the number of sales / conversions your site receives.
    • Track the link popularity of your site.
  • Key Site Metrics to Look At Regularly
    • Visitor pathways and conversion funnels.
    • Top exit pages.
    • Top entry pages.
    • Top content.
    • Landing pages for PPC and other campaigns.
    • Traffic sources.
    • Search engine referrals.
    • Search keywords and phrases.
    • Metric values that show a radical change.
  • To Sum Up
  • Further Reading
  • Final Exam

Bonus Lesson! = Starting Your Own SEO Business

  • Planning and Preparation
  • Getting Started
  • Your Workplace
  • Tools of the Trade
  • Recommended Hardware
  • Recommended Software
  • Subscriptions
  • Books / E-books
  • Research
  • Memberships
  • Services
  • SEO Tools
  • Open for Business!
  • Getting Clients
  • Freelance Opportunities
  • Charging Clients
  • Other Considerations
  • Keeping Clients
  • Working in the SEO Industry
  • Getting Help
  • Growing Your Business
  • Pitfalls to Avoid

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