SEO Training


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Course Outline

In order to make it easy for search engines to find websites, one must understand the role of links pointing to the site and how to use keywords for optimal performance. This SEO training class will take some of the mystery out of SEO, or search engine optimization. Participants will learn about creating pages that search engines can read, using the right keywords, and keeping track of how their websites are performing.

  1. Surveying the Search Engine Landscape
    1. Investigating Search Engines and Directories
    2. Where Do People Search?
    3. Search Engine Magic
    4. Gathering Your Tools
  2. Search Results, Deconstructed
    1. The Big Two: Organic and PPC
    2. Looking at Local Results
    3. Checking Out Shopping Results
    4. Viewing Video and Image Results
    5. Getting Friendly with Social Results
    6. Collecting Bits n' Pieces
  3. Your One-Hour, Search Engine-Friendly Website Makeover
    1. Is Your Site Indexed?
    2. Taking Action If You're Not Listed
    3. Picking Good Keywords
    4. Examining Your Pages
    5. Getting Your Site Indexed
  4. Beating the Competition – Planning a Powerful Search Engine Strategy
    1. Don't Trust Your Web Designer
    2. Understanding the Limitations
    3. Eyeing the Competition
    4. Going Beyond Getting to #1
    5. Controlling Search Engine Variables
    6. Determining Your Plan of Attack
    7. Look Away for a Few Minutes
    8. Two Things to Remember
  5. Making Your Site Useful and Visible
    1. Learning from Amazon
    2. Revealing the Secret but Essential Rule of Web Success
    3. Making Your Site Work Well
    4. Panda – Google Endorses Good Design
    5. Keep it Fresh (Perhaps)
  6. Picking Powerful Keywords
    1. Understanding the Importance of Keywords
    2. Thinking Like Your Prey
    3. Starting Your Keyword Analysis
    4. Using a Keyword Tool
    5. Choosing Your Keywords
  7. Creating Pages that Search Engines Love
    1. Preparing Your Site
    2. Seeing Through a Search Engine's Eyes
    3. Understanding Keyword Concepts
    4. Creating Your Web Pages
  8. Bulking Up Your Site: Competing with Content
    1. Creating Content Three Ways
    2. Writing Your Own Stuff
    3. Convincing Someone Else to Write Content
    4. Using OPC (Other People's Content)
    5. Understanding Copyright
    6. Hunting for Other People's Content
    7. A Word About Duplicated Content
  9. Finding Traffic Through Local-Search Marketing
    1. Understanding Local-Search Marketing's Importance
    2. Looking Through Local Search
    3. How Does Local Search Work?
    4. Two Ways to Reach People Locally
    5. Localizing Your Web Pages
    6. Registering for Local Search
    7. Finding More Local Systems
    8. Don't Forget Local-Local Directories
    9. Working with Review Sites and the Yellow Pages
  10. Getting Your Pages Into the Search Engines
    1. Linking Your Site for Inclusion
    2. Simple Link Submissions to the Major Systems
    3. Submitting an XML Sitemap
    4. Submitting to Secondary Systems
    5. Using Registration Services and Software Programs
  11. Submitting to the Directories
    1. Pitting Search Directories Against Search Engines
    2. Why Are Directories so Significant?
    3. Finding Specialized Directories
    4. Using "Local" Directories
    5. Submitting to Second-Tier Directories
  12. Using Link Popularity to Boost Your Position
    1. Why Search Engines Like Links
    2. Understanding Page Value and PageRank
    3. Page Relevance
    4. Hubs and Neighborhoods
    5. Trust in TrustRank
    6. Inserting Keywords into Links
    7. Good Links and Bad
    8. Recognizing Links with No Value
    9. Recalling a Few Basic Rules about Links
  13. When Google Bites Back: A Guide to Catastrophe
    1. How, and How Much?
    2. Is it Really a Penalty? A Little Analysis
    3. Pulling It All Together: Have You Been Penalized?
    4. Why Aren't You Indexed?
    5. Digging Your Way Out of the Hole
  14. Ten-Plus Ways to Stay Updated
    1. The Search Engines
    2. Google's Webmaster Pages
    3. Google's Search Engine Optimization Starter Guide
    4. Bing SEO Tips
    5. Search Engine Watch
    6. The Official Google Webmaster Help Group
    7. WebMaster World
    9. Get the Search Engine Buzz
  15. Ten-Plus Useful Things to Know
    1. Managing Sitelinks (Multiline Search Results)
    2. Checking Your Site Rank
    3. Checking for Broken Links
    4. Assessing Traffic with Alexa Toolbar
    5. Installing Firebug
    6. Finding Your Keyword Density
    7. Analyzing Your Sites' Traffic
    8. Checking for Duplication and Theft
    9. Using 301 Redirects
    10. Getting Multiple Results on a Search Page
    11. Identifying Fake PageRank
    12. You Need and Attractive Site
    13. Finding More SEO Tools
    14. Fixing Your Reputation

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