The 6 modules of the SEO course cover all aspects of Search Engine Optimization to ensure marketers focus their efforts on what counts.

1.Keyword Research & Mapping

After completing this module, you will be able to:

• Understand the universe of keywords
• Ensure searchers can more effectively map your content

• Consideration of several keyword tools
• Review of techniques for keyword mapping and prioritization
• Review of best practices

2.Fundamentals & Best Practices

This module will help you ensure your site is search friendly to encourage maximum number of visits through:

• A review of how search engines work
• An appreciation of the 4 fundamentals of SEO:
  • Indexability (ensuring that all of the pages on your site are seen by search engines)
  • Relevance (making sure your pages are relevant to the query through the appropriate use of keywords)
  • Authority (the usefulness of links and how to successfully build them)
  • Clickability (encouraging more clicks by ensuring that your SERP snippets are relevant)

3.Project Management

From this module you will learn how to:

• Use direct marketing principles to integrate SEO into a marketing strategy and plan SEO programs through:
  • Identification of projected revenue and costs
  • Ability to prove to prove the usefulness
• Make SEO operational, in particular how to:
  • Monitor activity
  • Use scorecards to motivate teamwork
  • Select the right metrics to monitor
  • Establish early warning systems when things go wrong
  • Set up central teams to assist the extended teams in larger organizations
• Differentiate between running SEO campaigns and using project management principles to:
  • Align SEO into your strategy
  • Plan out programs
  • Use tactics to identify problem areas

4.Link Building

Upon completing this module, you will be able to:

• Define links and appreciate their importance for SEO
• Differentiate between internal, external and incoming links, as well as reciprocal, triangular and one-way links
• Develop efficient link-building strategies through:
  • Identification of why users should link to you
  • Construction of an asset matrix of content to satisfy needs
  • Construct an efficient content distribution strategy
• Identify key link acquisition concepts and how to choose quality links
• The steps in the SEO process

5.Research

In this module we consider the items that should be periodically reviewed in a search program to ensure it is being optimized, covering the key SEO diagnostics that you need. In particular, by the end of the module you will be able to answer the questions:

• How are we doing and how to benchmark
• How and what is my competition doing?
• What opportunities am I missing?

• Understand your business goals
• Baseline your current state and desired outcomes
• Monitor performance against baseline
• Develop "cost of not ranking" analysis
• Develop missed opportunity analysis
• Use multiple tools to monitor competition
• Diagnose site performance