SEO Starter Course Content

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SEO 101

Lesson 1 = Introduction to SEO

  • A Historical Perspective
  • Search Engine Visibility of Businesses
  • The Economic Impact of Search
  • Search Engine Glossary
  • The Definition of Search Engine Compatibility
  • So What is Search Engine Optimization?
  • The Value of Search Engine OptimizationSEO Starter Course Content
  • The ROI from Search Engine Optimization
  • Why Aren’t More Companies Using SEO?
  • Web Site Elements Impacting Search Compatibility
  • The TITLE Element
  • The META Description Tag
  • The META Keywords Tag
  • The Alt IMG Attribute
  • Text Links
  • Keyword-Rich Body Text
  • Further Reading

Lesson 2 = Search Engine Basics

  • Search Engines and Directories
  • Important Search Engines and Directories
  • Paid Submission and Pay For Performance Search Engines
  • The Beginnings of Search
  • Who, What, When?
  • Who Powers Who?
  • How Search Engines Index Pages
  • How Search Engines Rank Pages
  • Google Page Rank
  • The Google Shuffle
  • Web Site Relevancy Factors
  • Algorithm Chasing is for the Birds
  • Further Reading

Lesson 3 = SEO Requirements Gathering

  • Requirements Gathering
  • Before You Start
  • How Search Engine-Compatible is the Site Currently?
  • Why Do You Need to Gather Requirements?
  • Questions to Ask
  • Assignment 1 (Tutor-Graded)

Lesson 4 = Keyword Research

  • What is Keyword Research?
  • Why is Keyword Research So Important?
  • Before You Start
  • Gather Your Seed List
  • Qualify Your Terms
  • Keyword Research Tools
  • Refine, Refine, Refine!
  • Allocate Your Keywords
  • Further Reading
  • Assignment 2 (Tutor-Graded)

Lesson 5 = Title and META Tag Creation

  • The TITLE Element
  • The META Description Tag
  • The META Keywords Tag
  • Create Your Own – Title Tag
  • Create Your Own – META Description Tag
  • Create Your Own – META Keywords Tag
  • Tailored TITLE and META Tags for Each Page
  • Unsupported Characters
  • Further Reading
  • Assignment 3 (Tutor-Graded)

Lesson 6 = SEO Copywriting

  • Text Heavy Home Page
  • Keyword-Rich Text
  • SEO Copywriting
  • Speak to Your Audience
  • Use Easy to Understand Language
  • Build Your Copy Around Your Keywords
  • Keyword Integration
  • Assignment 4 (Tutor-Graded)

Lesson 7 = SEO Integration

  • Putting it All Together
  • Target Keyword Phrases
  • Optimized TITLE Tag
  • Optimized META Description Tag
  • Optimized META Keywords Tag
  • Optimizing an Un-optimized Page
  • Integrating Optimized Title and META Tags
  • Integrating Optimized ALT IMG Attributes
  • Optimizing Page Text
  • Integrating a Call to Action
  • Assignment 5 (Self-Graded)

Lesson 8 = Search Engine and Directory Submission

  • Submitting to Search Engines – A Misconception
  • Before You Begin
  • Pre-Submission Checklist
  • Site Submission Spreadsheet
  • Rules of Submission
  • Submitting to Directories
  • Submitting to the Yahoo! Directory
  • Submitting to Open Directory
  • Paid Submissions
  • Important Search Engines and Directories Recap
  • Lists of Other Search Engines and Directories

Lesson 9 = Search Engine Spam

  • The Definition of Search Engine Spam
  • Examples of Search Engine Spam
  • “Black Hat” vs. “White Hat” Search Engine Optimization
  • Why Spam is Unnecessary
  • Google Crackdown on Spamming
  • The Panda Update
  • The Penguin Update
  • The Hummingbird Update
  • How to Avoid Link Spamming
  • SEM Industry Standards
  • Search Engine Guidelines
  • How to Report Spam
  • How to Avoid Spamming the Search Engines
  • Sample Reinstate Request Email
  • Build Sites for Visitors Rather than Search Engines
  • Further Reading

Lesson 10 = SEO Reporting and Conversions

  • 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 from developing trends
  • To Sum Up
  • Further Reading
  • Final Exam

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