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SEO Training
SEO online training from the top-rated social media training provider. Google SEO training course for computer or mobile
Created byEric Schwartzman
Last updated 2/2023
English
What you'll learn
- Integrate SEO into offline and online markerting initiatives
- The vocabulary of search engine optimization
- Keyword discovery, selection and validation
- Writing for search engines
- Most effective SEO strategies
- White hat vs. black hat SEO
- Citation indexing, inbound links and top level domains
- Anchor text linking strategies
- On-page and off-page optimization
- Competitive analysis
- Local and mobile SEO
- AARP and Southwest Airlines SEO case studies
- B2B SEO strategies and tactics
- How to use Google Analytics
- Keyword themes for SEO
- Press release SEO
- Bing's strategy for competing with Google
- And much, much more
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Course content
5 sections • 41 lectures • 9h 26m total length
- Overview2:47
Everything you get when you enroll for this course on SEO for Business.
- Housekeeping1:00
Before you enroll, make sure you can perform these basic tasks.
- Agenda0:45
This is an introductory course. Watch the agenda lecture for a run down of everything that's covered.
- Business Case for SEO5:28
A search for a chili recipe and an effort to make it easier to find shows the business case for search engine optimizing your web presence.
- Organic vs. Referral Track and Visits vs. Uniques1:36
This lecture distinguishes between visitors and unique visitors, and the difference between organic search traffic and refferals from social networks.
- Vocabulary of SEO5:01
Search lingo. The difference between paid and organic web search. The value proposition of optimizing content for organic search. Efficiency of pay per click advertising vs. mainstream advertising. Introduction to the taxonomy of natural search engine optimization. Concept of embracing popular language. Includes references to the book Googled by Ken Auletta.
- Unbranded Keywords1:17
Embracing generic, unbranded keyword phrases.
- Impact of Search on Reputation6:21
How to decide what type of content to create and optimize based on the buyer oriented questions your prospective customers ask when they're shopping for whatever you have to sell.
How search engine page results and your own in-site search impact your reputation.
How the introduction of Google has shortened our patience thresholds and heightened of expectations for detailed, accurate, timely information online.
Anticipating the arrival of your prospective customers online experience. Includes a case study involving STIHL chainsaws, which anticipates the arrival of their customers with YouTube videos that make it easy to start their products.
- Most Effective SEO Tactics and Most Searched Purchases 4:10
Why Google keeps their algorithm a secret and why they are continuously changing the algorithm. Which products and services people search for most online based on the Global Web Index.
The more questions people have about your products or services before they make a purchasing decision, the more important search is. The longer your sales cycle, the more important search is.
Which search engine optimization tactics are most effective, based on a report by Marketing Sherpa.
- White Hat and Black Hat SEO2:41
Ethical vs. unethical of search engine optimization tactics. Uses an All Things Digital Story by Amir Efrati title Google Penalizes Overstock for Search Tactics as an example of black hat SEO.
Manual demotion is discussed as a potential weakness of Google, since this is not a scalable response to black hat SEO. The incident highlights Google's need to launch a successful social network so they can migrate away from back links to "likes" or other social signals (i.e +1s) to continue to serve high-quality search results.
- Ethical SEO and Web Content3:35
Ethical SEO defined via a case study involving a company that wanted to come up first for the phrase "language translation" and the relationship between the quality of your web content and your search rank.
- Citation Indexing, Inbound Links and Top Level Domains10:19
How citation indexing, which is regarded to be the most important technical factor Google uses to rank search results, works. Link ranking. Leveraging link rank against landing pages. Relevancy of anchor text.
Impact of links from different top level domains and ethical link baiting strategies.
- Anchor Linking Text in Emails, Blog Posts and Word Docs13:08
Introductory lecture explains anchor text linking best practices, followed by a screencast that demonstrates how to link anchor text in emails, blog posts and word documents.
- Meta Data8:27
In this introduction to off-page SEO, browser page titles, meta page descriptions and meta keywords are discussed.
How to find and view the meta data on any website. Where browser page titles and meta descriptions appear in search results. How to check the title tags and meta descriptions on your site.
Best practices for writing browser page titles and meta page descriptions. Importance of meta page descriptions in securing click-thrus. How to use meta keywords effectively to broaden the relevance of your page.
- Dynamic and Generic Meta Data4:50
Shortcomings if using dynamic or generic meta data and the importance of recognizing different web marketing specialties when reviewing the search engine optimization of your existing site.
- Keyword Discovery: Related Search4:54
How to find the right keyword phrases to try and rank against in search. Covers Google related search, local search results, "more like this" and keyword selection strategy. NOTE: Google has moved the access point for this feature: http://www.screencast.com/t/JEWAcZ5LGjok
- Keyword Modifiers2:02
Using keyword modifiers to splinter search results and find less competitive phrases to compete against.
- Analyzing the Meta Data of Top Ranking Sites6:28
Choosing which top ranking sites to analyze. Examining the meta data of top ranking sites.
- Density Analysis5:58
How to use a density analysis tool to discover which keywords top ranking sites appear to be search marketing against, based on the keyword density on their on-page and off-page content.
- Adwords Tool6:12
Using the Google external keyword tool for organic search marketing keyword discovery and competitive analysis by analyzing the URLs of top ranking sites.
- Keyword Validation9:55
Screencast demo covers validating potential keyword phrases with Google search and by analyzing search volume and geography with Google Insights for Search.
- Analyzing Inbound Links and Anchor Text6:54
Using Open Site Explorer to analyze inbound links to top ranking sites and the anchor text links pointing to them.
- Mobile SEO7:53
The difference between stationary and mobile search. Optimizing your website for geographic keyword modifiers with place-related content and optimizing different pages on your site for different locations. Optimizing your website for mobile search by registering on Yelp, Foursquare, Google Places and Localeze. Geotagging and Geotag generators are also covered.
- Writing for Search5:00
Best practices when writing content designed to appeal to people and search engines alike. The article This Boring Headline Is Written for Google by Steve Lohr is referenced in this lecture. Using the AP and BBC as an example of how to write tight web headlines.
- Long Tail SEO3:07
How to select keywords to optimize against by focusing on those terms with the highest probability of conversion, not necessarily the highest search volume. Features an infographic by Elliance .
- SEO for Public Companies6:01
How public companies can use financial disclosure to attract inbound links. References SEC Commission Guidance on the Use of Company Web Sites [PDF].
For more background on the use of company press releases online, download this discussion on Social Media Investor Relations discussion with former SEC Attorney Brain Lane, partner at Gibson Dunn and Crutcher and former Director of the Division of Corporate Finance at the US Securities and Exchange Commission and Broc Romanek, Editor of TheCorporateCounsel.net and a former counselor to SEC Commissioner Laura Unger.
- Next Steps0:53
Follow up materials are available in the supplemental resources of this course. You can purchase a copy of "Social Marketing to the Business Customer" here.
- Case Study: AARP10:40
This lecture uses a search engine optimized press release used by AARP to to drive traffic to their website, to walk you step-by-step through the 7 steps of the search engine optimizing a press release.
- Case Study: Southwest Airlines2:02
How Greg Jarboe, the father of the search engine optimized press release, generated millions of dollars in ticket sales for Southwest Airlines with a search engine engine optimized press release that almost got him fired.
- Gabriel Stricker of Google52:38
In this audio resource,Gabriel Stricker, the former director of global communications and public affairs at Google, Inc. delivers the afternoon keynote address at The Digital Impact, a conference produced by PRSA, which I have been co-chair with Elizabeth Albrycht.Gabriel Stricker is author of the Mao in the Boardroom: Marketing Genius from the Mind of the Master Guerrilla.
Technical Note: The fidelity of the audio has been compressed to minimize a low-end buzz which was present during the recording of this audio resource. - Danny Sullivan on SEO33:44SEO is the subject of this audio resource with Search Engine Land editor-in-chief Danny Sullivan, who talks about online newsroom SEO, press release SEO, inbound links, his transition from traditional journalism to the internet, and what he thinks about Google and other tools.
Topics Discussed:
3:01 – Search Engine Land editor-in-chief Danny Sullivan talks about what Search Engine Land is and what it covers.3:47 – Search Engine Land editor-in-chief Danny Sullivan on his background and how he transitioned from traditional journalism to the internet and Search Engine Land.5:02 – Search Engine Land editor-in-chief Danny Sullivan on what he knows about the Google algorithm and major search engines like Yahoo and Microsoft. He talks about what he thinks are the key factors that are important for most successful SEO for PR.7:05 – Search Engine Land editor-in-chief Danny Sullivan on what he thinks is the order of importance of the different factors in SEO for PR. He talks about search on the Pinkberry website.8:55 – Search Engine Land editor-in-chief Danny Sullivan on what his favorite tool is for measuring inbound links that are coming in. He talks about different tools and about what he likes and what he doesn’t like about the different tools that different companies use to cinduct SEO for PR.11:25 – Search Engine Land editor-in-chief Danny Sullivan on the variety of strategies for building inbound links and the importance of having great content.12:35 – Search Engine Land editor-in-chief Danny Sullivan on whether or not he agrees that some inbound links are more influential than others. He talks about the “secret formula,” about whether the domain of the link plays an important role, and about the two key things Google looks for in a link.14:55 - Eric Schwartzman shares a story of how one power inbound link can play a huge role in either helping or hurting an individual and an organization’s reputation.17:12 – Search Engine Land editor-in-chief Danny Sullivan on likely factors other than a powerful link that may come into play. He talks about Google’s Query Deserves Freshness initiative, what it does, and how it plays a role in SEO for PR.19:41 – Search Engine Land editor-in-chief Danny Sullivan on whether he thinks Google is indexing news quicker than regular web content. He talks about Google’s dedicated news crawler system, what it is designed to do and what that means for SEO for PR practitioners.20:11 – Search Engine Land editor-in-chief Danny Sullivan on what opportunities press releases sent over a newswire provides to companies that want to get news information about their products, brands, and services out there, on whether a certain format is necessary, on why he thinks the real opportuity oif press release SEO is not necessarily SEO for PR.22:17 – Search Engine Land editor-in-chief Danny Sullivan talks about why he doesn’t use tools for benchmarking site rank and what he advises people doing SEO for PR to measure instead.24:15 – Search Engine Land editor-in-chief Danny Sullivan on whether he thinks external key words or ad words tool are good indicators of clusters or themes and on whether or not he thinks these clusters are indicative of the types of words that would figure into Latent Semantic Indexing.26:18 – Search Engine Land Editor-in-chief Danny Sullivan on whether or not he is concerned about the potential loss of investigative journalism, on the newspaper industry business models, on what he thinks the newspaper industry is wasting time on, and on what he thinks makes the online industry unique. He talks about the Digg tool.29:23 – Search Engine Land editor-in-chief Danny Sullivan on what he thinks about Google, on whether he is worried that Google is the one company that is becoming a single point of failure for too many web activities.32:33 – End.Photo by Danny Sullivan
- CC Chapman on SEO and more41:10
Social media marketing, social media optimization and social media PR using the newly upgraded Facebook Company Page features with co-founder and managing partner of The Advance Guard, C.C. Chapman, who recently released the free white paper “About Face [PDF],” which discusses how new changes in Facebook increase the social media marketing and social media PR capacity of the popular social network, and how a organizations can leverage social media optimization to achieve tangible business goals.
Topics Discussed:
4:09 – Social media marketing is changing the ways brands interact. New media maven C.C. Chapman shares his thoughts on how the changes in Facebook impact social media optimization.
5:45 – Social media PR can be practiced on Facebook, says new media maven C.C. Chapman, who discusses the new ways that brands, businesses, and organizations use the social network for online PR.
6:40 – New media maven C.C. Chapman explains how to create Facebook pages and shares which companies he thinks are the most effective in using Facebook as a social media marketing tool.
8:15 – New media maven C.C. Chapman discusses specific Facebook changes and how organizations are utilizing the new features and applications for social media optimization.
12:49 – New media maven C.C. Chapman discusses which Facebook tools and applications he thinks still have room to grow.
14:20 – New media maven C.C. Chapman shares his insight on whether or not he thinks Facebook could replace online newsrooms.
16:38 – New media maven C.C. Chapman stresses why it is so important in today’s world to use Facebook as a social media marketing tool.
19:28 – New media maven C.C. Chapman discusses the relationship between a Facebook page and a company’s online newsroom or corporate website. He also shares his tips as to how The Advance Guard uses Facebook as a social media optimization tool, how the company determines the effectiveness of tools and applications, how the company figures out what is working and what is not. He reveals the easiest Facebook social media optimization application to use.
23:25 – New media maven C.C. Chapman tells us what an “fmbl” is and gives guidance to where to find out more information about them.
27:03 – New media maven C.C. Chapman discusses the differences between managing a personal brand and managing a company brand and how to use Facebook as a social media marketing communications tool for each.
29:13 – New media maven C.C. Chapman talks about why it is important to build trust with the Facebook community and shares his insight on whether or not it is tougher for social media marketers to build trust on Facebook fan pages or their online newsrooms.
30:37 – New media maven C.C. Chapman talks about dealing with potential challenges that may arise with Facebook and social media PR.
33:20 – New media maven C.C. Chapman shares what he thinks is the two most important pieces of advice for being building a successful online community.
35:35 – New media maven C.C. Chapman shares what personal sacrifices he makes to be the social media marketing and social media PR specialist. He talks about the importance of prioritizing and being passionate about social media and how this passion can help a company be the most successful in social media optimization.
38:13 – New media maven C.C. Chapman discusses why he thinks not all companies are ready for social media and what all companies should do before committing to social media.
40:00 – End
Photo by Loic LeMeur
- Rebecca Lieb on SEO19:41
Search engine optimization is public relations, Rebecca Lieb of Altimeter Group and author of The Truth About Search Engine Optimization tells guest host Sally Falkow (@sallyfalkow) in this special episode recorded today at the PRSA International Conference in DC.
The next generation of PR professional will need be know SEO, data mining and how to think a publisher. Detailed show notes for this episode are not available.
In her book, search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement. The Truth About Search Engine Optimization doesn't deliver abstract theory: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and even small business owners can actually use, no matter what kind of sites you're running, or what your goals are.
- Lee Odden on B2B SEO39:40
Photo by Top Rank Online Marketing
- Rich Devine on Mobile SEO - Pt 142:01
Mobile search volume is growing exponentially. In 2009, there were around a billion monthly searches being made from mobile devices. Today, that number has more than doubled to 2.3 billion, and analysts predict there will nearly 3.5 billion mobile searches per month by 2012.
Already, 80% of mobile searchers research their purchasing decisions within a 10 to 20 mile radius of their location.
And if you think the future of the mobile web is going to be all about apps, think again. The #1 access method for local information is the mobile web browser, with nearly 21 million users per month.
But with the use of maps and apps on rise for mobile search, and growing importance of mobile as a channel, where will tomorrow’s mobile search war be fought, who will be the winners and where are the opportunities for disruption?
In part one of this audio resource, Rich Devine (@richdevine) of ZAAZ, a design, optimization and analytics agency discusses:- How is mobile search different from web search.
- Mobile site search and social optimization
- The difference between mobile local and hyperlocal search
- How universal search impacts SEO strategy
- Optimizing for Yelp filtering criteria
- Ford’s mobile search strategy
In the second part in our two part series on Mobile Search, we’ll talk about how to optimize different pages on the same site for different locations, the benefits and drawbacks of mobile sites vs. custom apps and how to monetize more than just e-commerce transactions.
- Rich Devine on Mobile SEO - Pt 253:05
Mobile marketing is all about social, and all about local. But what about businesses with multiple locations? Or brands sold by resellers at locations that aren’t their own? How should marketers approach this type of scenario? And what mobile marketing trends should advertisers be paying attention to?
And what about the user interface? It’s one thing to lead a horse to water. It’s another thing to get them to actually drink. We know, by now, that the user experience on a mobile device is very different than it is on the desktop. What’s the best way for mobile marketers to ensure a positive small screen experience, so that once customers find them, they stick around and convert.
Rich Devine of ZAAZ, a design, optimization and analytics agency specializing in mobile advertising, and one of the mobile marketing companies, discusses:- Mobile marketing campaigns for impulse purchases vs. considered purchases.
- Using Google Webmaster Tools to localizes sections and pages on your site.
- Designing websites for the mobile user.
- How to convert websites designed for stationary computers to work for mobile browsers.
- Mobile browsers vs, mobile apps. How to decide which one is right for you?
- User agent detection and mobile agent detection.
- WordPress themes like Themedy and Thesis to convert your website to mobile.
- Microformats and hCards for geosegmenting different pages on the same site.
- How to generate Geocode http://www.geo-tag.de/generator/en.html
- Monetizing microconversions.
This is the second part of a two-part series on Mobile Marketing with Rich Devine. - Google Analytics Pt 129:29
Google Analytics can show your ROI of your online and offline marketing efforts, as long as you know how to use it. Welcome to the second half part of our two part series on Google Analytics with Justin Cutroni. Don't miss Part One of this series as well.
From paid search, to display advertising, to social media, to email, marketers are working in a variety of different channels. In this episode, we discuss how to use your web analytics to get actionable business intelligence beyond just the last page visited before the conversion.
We also discuss segmenting direct traffic by geographic region to correlate offline marketing with web traffic, analyzing conversions based on referring domains, filtering reports in real time using Advanced Segmentation to identify which segments are performing best, using the “Visits with Conversions” and “Visits with Transactions” default Advanced Segments to see the effectiveness of your web content, looking beyond last click attribution modeling with the Google Analytics v5 multi channel funnels, now in limited beta release, to see what combination of channels work best together and understand every touch point on the path to conversion, campaign tracking or link tracking to identify traffic from individual tweets and Facebook status updates, Justin’s appearance on “Beyond Web Analytics 44” podcast hosted by Adam Greco and Rudi Shumpert, the significance of the release of Google Analytics v5, custom dashboards and custom reports, event tracking on page interactions and advanced visualizations with word clouds.
Justin Cutroni is Director of Digital intelligence at Cardinal Path, an online marketing and analytics firm based in Phoenix. Justin prefers the term Digital Intelligence to web analytics, because he believes we need to focus on drawing actionable business intelligence from web data. That’s the direction he says web analytics is moving.
Justin has written two books on web analytics:- Google Analytics published by O’Reilly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA.
- Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.
- And his firm Cardinal Path is certified by Google to teach a series of workshop in using Google Analytics called Seminars for Success.
- Google Analytics Pt 232:14Google Analytics can show your ROI of your online and offline marketing efforts, as long as you know how to use it. Welcome to the second half part of our two part series on Google Analytics with Justin Cutroni. Don't miss Part One of this series as well.
From paid search, to display advertising, to social media, to email, marketers are working in a variety of different channels. In this episode, we discuss how to use your web analytics to get actionable business intelligence beyond just the last page visited before the conversion.
We also discuss segmenting direct traffic by geographic region to correlate offline marketing with web traffic, analyzing conversions based on referring domains, filtering reports in real time using Advanced Segmentation to identify which segments are performing best, using the “Visits with Conversions” and “Visits with Transactions” default Advanced Segments to see the effectiveness of your web content, looking beyond last click attribution modeling with the Google Analytics v5 multi channel funnels, now in limited beta release, to see what combination of channels work best together and understand every touch point on the path to conversion, campaign tracking or link tracking to identify traffic from individual tweets and Facebook status updates, Justin’s appearance on “Beyond Web Analytics 44” podcast hosted by Adam Greco and Rudi Shumpert, the significance of the release of Google Analytics v5, custom dashboards and custom reports, event tracking on page interactions and advanced visualizations with word clouds.
Justin Cutroni is Director of Digital intelligence at Cardinal Path, an online marketing and analytics firm based in Phoenix. Justin prefers the term Digital Intelligence to web analytics, because he believes we need to focus on drawing actionable business intelligence from web data. That’s the direction he says web analytics is moving.
Justin has written two books on web analytics:- Google Analytics published by O’Reilly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA.
- Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.
- And his firm Cardinal Path is certified by Google to teach a series of workshop in using Google Analytics called Seminars for Success.
- Keyword Themes with Russell Wright53:31Russell Wright is the co-founder of ThemeZoom, an online marketing intelligence platform that takes a radical approach to search engine optimizing online content. Wright, better known as “the keyword guy,” is a search engine optimization auditor and is known as an expert in finding profitable keywords.Show Notes:3:07 - Wright gives tips on how to conduct SEO services with little to no budget.3:37 - Wright recommends free tools to monitor web traffic for beginners.4:28 - Wright reveals the most valuable information Google Analytics provides.5:42 - Wright on the possible vulnerabilities of Google and the new engine Cuil.16:47 - Wright on the social keywords versus business keywords.24:44 – Wright’s guidelines for using social media sites for business applications.25:39 - Wright talks about using keywords in URLs versus using Tinyurls.34:09 - Wright on the profitability of online content.35:09 - Wright on Google Connect and how that will affect the future of SEO services.37:14 - Wright on the affects of Google’s recent release of the social graph API.41:42 - Wright on the future of local mobile search.43:27 - Wright on the conversion of social networking and mobile networking for business owners.44:41 - Wright on social search and algorithmic search.52:59 - EndSchwartzman is the founder of online newsroom provider iPressroom, which also provides SEO services for PR practitioners.
- How Black Hats Game Search 19:08
Are black hat SEO specialists getting better at outsmarting Google? And is Google Local Search particularly susceptible to gaming?
Earlier this year, JC Penny and Overstock.com had to be manually demoted by Google because they were paying for inbound links to artificially inflate their rankings.
Last month a Chinese start-up that uses illicit SEO tactics to outrank a number of major consumer brands for keywords like “summer dresses” secured a $15 million dollar investment from Sequoia Capital.
And credit card provider Capital One piggy backs off an online car dealership’s display ad widget to rank number one for the phrase “auto loans.”
Most recently, lead gen companies have gotten so good at gaming local search, it’s become exceedingly difficult, if not impossible for local locksmiths to get found by customers. Instead, the lead gen companies, or affiliate marketers, intercept the leads and sell them to the highest bidder, driving up the cost of service.
Online search expert Doug Pierce, available via LinkedIn, Twitter or email, who is the co-founder of Digital Due Diligence, which helps investors evaluate online business models, talks about the shady schemes of black hat SEOs, and whether or not they’ll ever gut Google search of its usefulness.
Topics Discussed:- How national lead gen companies outranking local companies in Google Local Search.
- How lead gen sites use NAPs -- name, address and phone number -- to curry favor.
- Was including Local Search in its current state in Universal Search Results a bad idea?
- Inside the unseemly Chinese Internet web of inbound link purchasing networks.
- How to use ALT tags to give inbound links from JPEGs SEO relevancy.
- Did JC Penny know what it was doing, or was management digitally illiterate?
- What http://www.opensiteexplorer.org/ does that Yahoo! Site Explorer doesn’t.
Since this podcast was recorded, Google made significant changes to the Goolge Local search algorithm, promptomg Doug to write this blog post detailing what's wrong and what more can be done. - Bonus for Students Only1:07
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