SEO also known as Search Engine Optimization, is the process of increasing the ranking of a website or web pages in search engines (like Google, Bing, Yahoo, etc..) natural / organic search results. SEO process helps search engines find your website in response to the visitors search query / keyword
Search engines beat all other media in driving visitors to web sites, more than 77% of Internet users use search engines like Google, Bing, Yahoo, and others to find the relevant websites. Furthermore, 78% of these users will abandon their query if the first three pages of listings don’t yield the result to their search. So it is imperative you do something to get your site high in the search engine rankings to get noticed by the prospective customers- hence the need for SEO – search engine optimization.
This training course provides a very detailed and real-time, practical insight into how to maximize the position and ranking of your or your company’s web site with the most important search engines and directories around the world.
Why Search Engine Optimization (SEO) is important for Business?
- Reach of Search Engines: With more then 1 billion monthly unique visitors, Google is the most visited online platform. There is no way you can ignore Search Engines in your Digital Marketing Campaigns.
- Search Engine Generates Intent Oriented Traffic: Search Engine allows business to target intent of online users through keywords which makes it very relevant for business objectives like Lead Generation, Online Reputation Management etc.
- Organic results generates 15 times more clicks: Whether you should care about organic results or paid results, actually it depends on the type of business. The research by GroupM UK and Nielsen suggests that on search engines, users click on organic results on Google and Bing by a margin of 94% to 6%.
- Long term returns for content investment: Unlike Social Media where content shelf life is few hours, Content is optimized for Search Engines which continue to generate search traffic for years.
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
Virtual Classroom. Prior to the start date of the course, an email will be sent to all registered students containing instructions on how to access the online Learning Management System.
Certificate of Completion is available upon finishing studying the course.
