Lynda – SEO Fundamentals

         "Author: David Booth
            Level: Beginner | Duration: 3h 29m | Released date: Sep 17, 2012
            Homepage: http://www.lynda.com/Google-Analytics-tutorials/SEO-Fundamentals/89810-2.html


In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website’s visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.

Topics include:

• What is SEO?
• Understanding how search engines index content
• Researching keywords
• Using SEO tools
• Optimizing pages for keywords
• Optimizing code and site structure
• Building links to your content
• Optimizing non-text components of a web page
• Analyzing content quality
• Defining your audience, topics, angle, and style
• Promoting your content via social media
• Measuring SEO effectiveness
• Setting up Google+ Local
• Building links for an international audience
• Optimizing ecommerce sites for search

Course View:

• Introduction
  • Welcome
  • Using the Facilitator’s Guide
• 1. Overview of Search Engine Optimization
  • What is search engine optimization (SEO)?
  • Reading a search engine results page
  • How SEO affects your business
  • Setting SEO expectations
• 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 for site structure
  • Recognizing different types of content
  • Optimizing textual page elements
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Exploring the benefits of user-generated content
• 4. Content Optimization: Technical SEO
  • Interpreting the code behind web pages
  • Understanding how search engines index content
  • Working with canonical URLs and redirects
  • Leveraging microformats
  • Working with server-side factors
  • Using Google Webmaster Tools
  • Using Bing Webmaster Tools
• 5. Long-Term Content Planning
  • Overview of long-term content strategizing
  • Planning a successful content strategy and avoiding common mistakes
  • Defining your audience, topics, angle, and style
  • Understanding different types of content
  • Getting ideas for content
  • Working with an editorial calendar
  • Promoting 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
  • Executing a link-building strategy
• 7. Measuring SEO Effectiveness
  • Measuring SEO performance
  • Analyzing keywords
  • Analyzing links
  • Analyzing the impact of social media
• 8. SEO for Ecommerce
  • Understanding SEO and ecommerce
  • Working with semantic HTML
  • The technical components of ecommerce
  • Exploring ecommerce information architecture
  • Producing ecommerce content
  • Leveraging link building and social media for ecommerce
  • Adapting ecommerce websites for international audiences
• 9. Local Search
  • Understanding local search
  • Understanding Google+ Local
  • Setting up and optimizing Google+ Local
  • Getting more citations
  • Getting more reviews for your business
  • Optimizing your website for local search
  • The future of local search
• 10. International SEO
  • Understanding cultural aspects of international SEO
  • Optimizing technical content for international audiences
  • Optimizing translated and localized content
  • Building links for an international audience
  • Analyzing and measuring an international SEO campaign
  • Avoiding pitfalls with international SEO
• Conclusion
• Determining your next steps

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