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In this course you’ll learn the strategic and technical fundamentals of search engine optimization (SEO). The contents of this course include:
Introduction to SEO
In this chapter you’ll be introduced to search engine optimization and begin learning the skills and tools you need to get started in this powerful new industry.
Search Engine Overview
To understand SEO, it helps to start where your customers start, with search engines. In this chapter you’ll see how search results are organized, presented, and modified based on the searcher’s intent.
In this chapter we’ll look at keywords, which are the core of SEO. Words show intent, associations, and motivation. Understand this, and you will understand your customer.
Applying Keyword Research to Your Web Pages
Now that you have a grasp of how keywords work, it’s time to put them into practice. In this chapter you'll learn how to add keywords to important page elements and show visitors that they have reached the right page.
Using SEO Tools
This chapter will cover some of the best software tools for SEO, which can help make many of your tasks easier.
Online Marketing and SEO
SEO is not just about getting people to your website – that’s just the start. Once you get them there, how do you get them to do what you want them to do? We’ll explore some ideas in this chapter.
Linking Builds Rankings
Links from other websites help your site gain rankings and credibility. In this section, we will look at the different types of links that exist and which links are the most valuable in terms of gaining business visitors and rankings.
Link Building Through Marketing and Social Media
Social media are a great way to expand your website’s visibility and gain new customers. As you’ll see in this chapter, they are also a way to develop great relationships for building links outside your immediate network.
Local, Mobile, and Search
Any locally based business can benefit from the free visibility that search engines and social media provide. In this chapter you’ll learn some simple strategies that can bring new customers to your door.
How do you know that all of your efforts have been worth the time and investment? Analytics enable you to effectively measure of all of your actions and strategies, and this chapter will show you how.
SEO for Different Business Models
SEO is not the same for everyone, so in this chapter we’ll break down the major differences in business models and explore the demands and opportunities presented by each.
Technical Issues in SEO
SEO is not simply a matter of adding a few keywords to your website. It also involves managing lots of little details, many of them technical, as you’ll see in this chapter.
The lessons are wrapped in a feature-rich interface that lets you jump to any topic and bookmark individual sections for later review. Full-Screen mode provides a hi-def, immersive experience, and Watch-and-Work mode shrinks the video into a small window so you can play the videos alongside your application. Also included are exercise files that give you an easy way to try out the techniques you learn.
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|Section 1: Introduction to SEO|
Overview of the CoursePreview
The Search Industry, Market Size, and Job Prospects
|Section 2: Search Engine Overview|
Search Engine Overview
Understanding Blended Results
Understanding Search Results for SEO
Spiders, Bots, and Crawlers
The Search Engine Algorithm
Coding and Tech Primer
Search Engine Obstacles
Testing for Friendliness
|Section 3: Keyword Research|
Words Are the Key
Call It What It Is
The Keyword Longtail
Keyword Research Tools
Using a Spreadsheet to Manage Keywords
|Section 4: Applying Keyword Research to Your Web Pages|
SEO At Its Most Basic Level
Key Page Elements and Their Impact on Rankings
Optimizing Images and Files
Checklist for On-Page Optimization
SEO and Contextual Site Architecture
|Section 5: Using SEO Tools|
Google Webmaster Tools
Bing Webmaster Tools
Firefox Extensions for SEO
Web Developer Toolbar
|Section 6: Online Marketing and SEO|
SEO and Marketing
Conversion: The Goal of the Site
Little Things That Make a Big Difference
Content That Creates Conversions
|Section 7: Linking Builds Rankings|
The Importance of Links
The Types of Links
|Section 8: Link Building Through Marketing and Social Media|
Finding Your Niche
Developing a Content Plan
Social Media Accounts and Linking
4. Marketing Your Content
|Section 9: Local, Mobile, and Search|
Local Business Listings: Google+
Local Business Listings: Yahoo and Bing
FourSquare, Yelp, and Localeze
|Section 10: SEO Measurement|
Rankings Are Not the Goal
|Section 11: SEO for Different Business Models|
2. SEO Myths
SEO for E-Commerce
Creating a Shopping Feed
SEO for Lead Generation
SEO for Publishers
|Section 12: Technical Issues in SEO|
Managing Missing Pages
Internal Site Search
Managing Site Links
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