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Course Content

SEO Online Training Course Content

Search Engines and Directories
Important Search Engines and Directories
Who Owns Who?
The Beginnings of Search
The Search Industry Today
Who Powers Who?
Key Audiences for Your Site
The Definition of Search Engine Compatibility
So What is Search Engine Optimization?
Web Site Elements Impacting Search Compatibility
How Search Engines Index Pages
How Search Engines Rank Pages
Web Site Relevancy Factors
Algorithm Chasing is for the Birds
What is Site Architecture?
What is Search Engine Compatible Site Architecture?
Domain
Directory Structure
File Naming
Page File Extensions
Navigation Menus
Multiple Entry Points
Heading Tags
Robots META Tag
Robots Exclusion Protocol (Robots.txt File)
Error Trapping
Site Maps
Cascading Style Sheets (CSS)
Server Side Includes (SSI)
Remaining Site Architectural Elements
Benefits of Search Engine Compatible Site Architecture
Further Reading
Keyword-Rich Body Text
Text Heavy Home Page
SEO Copywriting
Heading Tags
Build Your Copy Around Your Keywords
Text Links
Sqoop
Advantages of Text Links
Navigation Menus
Link Title Attributes
Assignment 1 (Tutor-Graded)
Assignment 2 (Tutor-Graded)
What is Pay For Performance?
Pay For Performance Options
Express Paid Submission to the Yahoo! Directory
Pay For Performance Search Engine Models
Google AdWords
Google AdSense
Google Places
Bing Ads
Yahoo! Local Listings
Other Pay-Per-Click Providers
Learn More About Pay Per Click Campaigns
Further Reading
Does SEO Truly Deliver ROI?
Measuring SEO Success
Track your site’s search engine rankings.
Track the amount of traffic your site is receiving.
Track the number of returning visitors to your site.
Track the number of sales / conversions your site receives
Track the link popularity of your site.
Key Site Metrics to Look At Regularly
Visitor pathways and conversion funnels.
Top exit pages.
Top entry pages.
Top content.
Landing pages for PPC and other campaigns.
Traffic sources
Search engine referrals.
Search keywords and phrases
Metric values that show a radical change.

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