SEO Foundations (2018)

Explore the concepts of search engine optimization (SEO). Learn the strategy behind great SEO including keyword planning, link building and SEO for ecommerce, and mobile audiences.

Introduction

• Leveraging the power of search to accomplish your business goals

1. Overview of SEO

• What is search engine optimization (SEO)?
• Reading search engine result pages
• Setting SEO expectations
• How SEO affects your business

2. Keywords: The Foundation of SEO

• Why you need a keyword-research plan
• How to research keywords
• Tools to help you analyze keywords
• Understanding keyword attributes
• Understanding keyword distribution
• Ongoing keyword evaluation

3. Content Optimization: How Search Engines and People View Web Pages

• Understanding content optimization
• Optimizing site structure
• Optimizing textual page elements
• Optimizing nontext components of a webpage
• Optimizing for personalized search

4. Content Optimization: Technical SEO

• Interpreting the code behind webpages
• Understanding how search engines index content
• Working with canonical URLs and redirects
• Leveraging microformats
• Working with server-side factors
• Using Google Search Console

5. Long-Term Content Planning

• Overview of long-term content strategies
• Plan a successful content strategy and avoid common mistakes
• Understanding different types of content
• Getting ideas for content
• Working with an editorial calendar
• Promote your content with social media
• Measuring content performance

6. Link-Building Strategies

• Understanding the importance of links
• Building internal links
• Building external links
• Finding link-building opportunities

7. Measuring SEO Effectiveness

• Measuring SEO performance
• Analyzing keywords
• Analyzing links

8. Ecommerce: Local and Mobile SEO Considerations

• Understanding SEO and ecommerce
• Understanding local SEO
• Understanding mobile SEO

Conclusion

• Determining your next steps