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
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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
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