Digital Marketing & Web Promotion Training - 29th November 2015

1. Overview of Search Engine Optimization What is search engine optimization (SEO)? Reading a search engine results page How SEO affects your business Setting SEO expectations 2. Keywords: The Foundation of SEO Why you need a keyword research plan How to research keywords Tools to help you analyze keyword Understanding keyword attributes Understanding keyword distribution Ongoing keyword evaluation 3. Content Optimization: How Search Engines and People View Web Pages Understanding content optimization Optimizing for site structure Recognizing different types of content Optimizing textual page elements Optimizing non-text components of a web page Analyzing content quality Exploring the benefits of user-generated content 4. Content Optimization: Technical SEO Interpreting the code behind web pages Understanding how search engines index content Working with canonical URLs and redirects Leveraging microformats Working with server-side factors Using Google Webmaster Tools Using Bing Webmaster Tools 5. Long-Term Content Planning Overview of long-term content strategizing Planning a successful content strategy and avoiding common mistakes Defining your audience, topics, angle, and style Understanding different types of content Getting ideas for content Working with an editorial calendar Promoting your content with social media Measuring content performance 6 A. Link Building Basics Understanding the importance of links How the search engine killed the web directory How link analysis revolutionized web search Exploring the anatomy of a link Not just PageRank: Understanding what links do for your site Explaining Google PageRank Looking at PageRank in practice Exploring keywords and Google bombs The perfect link Dealing with problem links Analyzing links

6 B. Building Links Exploring the two types of links Building internal links Building external links Grabbing low-hanging fruit Fostering a "think links" mentality Working with "local" pages and directory links Reciprocal linking: Is it worth the trouble? Creating press releases Working with article syndication Working with bloggers Creating link bait Examining social networking links Getting more links Working with linking software Exploring Penguin: The new link approach from Google 6 C. The Link Game Buying links: Pros and cons When is paying for links buying links? Finding link services Understanding linking jargon Finding link-building opportunities Questions to ask Executing a link-building strategy 7. Measuring SEO Effectiveness Measuring SEO performance Analyzing keywords Analyzing links Analyzing the impact of social media 8. SEO for Ecommerce Understanding SEO and ecommerce Working with semantic HTML The technical components of ecommerce Exploring ecommerce information architecture Producing ecommerce content Leveraging link building and social media for ecommerce Adapting ecommerce websites for international audiences 9. Local Search Understanding local search Understanding Google+ Local Setting up and optimizing Google+ Local Getting more citations Getting more reviews for your business Optimizing your website for local search The future of local search 10. International SEO Understanding cultural aspects of international SEO Optimizing technical content for international audiences Optimizing translated and localized content Building links for an international audience Analyzing and measuring an international SEO campaign Avoiding pitfalls with international SEO Determining your next steps