Advanced Search Engine Optimization Certification Training 

Introduction to Search Engine Optimization

Overview

Introduction

What is SEO?

Eight Part Course

How Search Engines Work

Spiders Index Documents

Users Search Keywords

Algorithms Return Query Results

Universal Search Features

Thank You

Four Dimensions of SEO

Overview

Introduction

Dimensions of SEO

Ranking Factors

Page Dimension

Domain Dimension

Offsite Dimension

Keyword or Other Dimension

Negative Factors

Thank You

A Brief History of SEO

Overview

Introduction

SEO Changes Constantly

Significant SEO Events

Top Ranking Factors History

Blackhat vs Whitehat

- Directories, Off-Site, Duplicate Content

- Editorial, Universal, Negative Factors

- Localization, Personalization, Panda, Penguin

"Over-Optimization" & [not provided]

Thank You

SEO Best Practices, Part Signals of an Optimized Page

Overview

Introduction

SoLoMo & Google

Dimensions of SEO

Signals Domain, Images, Social Links

Signals Copy, Universal, Synonymous Terms

Signals URLs, Content, Navigation

Signals Info, Links, Sitemap

Thank You

SEO Best Practices, Part URL Best Practices

Overview

Introduction

Site Organization

Keyword in URL

Maintain URL

Anchor Links

URL Bad Ideas

Slashes in URLs

Static and Dynamic URLs

URL Best Practices

Thank You

SEO Best Practices, Part Title Tags & META Descriptions

Overview

Introduction

Unique Title Tags

Title Tags Keyword Proximity

Title Tag Length

Competing for Keywords

Title Tag & Breadcrumbs

Title Tag Mistakes

Meta Descriptions

Thank You

SEO Best Practices, Part Images, Copy, & Other On-Page Factors

Overview

Introduction

Image Optimization

Open Graph Metadata and Block-Level Analysis

Body Copy & Keyword Proximity

Synonyms & Readability

Text per Page

Meta Keywords & Heading Tags

Page Updates & Freshness

Linking & Page Accessibility

Conclusion

Lessons

Quiz

Keyword Research, Part Core Keyword Concepts

Overview

Introduction

Keyword Research Importance

Keyword Benefit

Short Tail vs Long Tail

Creating a Keyword Seedlist

Expanding & Evaluating Your List

Thank You

Keyword Research, Part Keyword Value & Strategy

Overview

Introduction

Evaluating User Intent

Value of User Intents

CPC Comparisons

Keywords Define SEO Strategy

Keyword Cannibalization

Key Takeaways

Thank You

Keyword Research, Part Research Demonstration

Overview

Introduction

KOB Analysis Overview

Basic Keyword Research

Advanced Keyword Research

Develop a Spreadsheet

Tools & Key Takeaways

Thank You

KOB Analysis, Part KOB Analysis Concepts

Overview

Introduction

KOB Basics

SERPs Are Competitive

Value of Keywords

KOB Order of Operations

Assessing Benefit

Upside Potential

Note on Data Quality

Assessing Opposition

Advanced Opposition Scoring

KOB in Action

Tools for KOB Analysis

Thank You

KOB Analysis, Part KOB Demonstration

Overview

Introduction

KOB Order of Operations

Keyword Priority

Benefit Tools

Spreadsheet Example

Benefit Scoring

Opposition Scoring

Tools

Review

Keyword Research Tools

Overview

Introduction

Overview

Keyword Research Process

Annie's Tool List

Ubersuggest

Google Trends, Wordtracker, SEO Book

WordStream

Yahoo! Clues, Visual Thesaurus, Yippy, SEM Rush

KeywordSpy, Moz, Keyword Lizard, Wordle

Large Seed Lists

Overview

Thank You

Introduction to Site Architecture & Taxonomy

Overview

Introduction

Information Architecture

Small Website

Blogs

E-commerce

Tag Clouds

Takeaways

Information Architecture for SEO, Part

Overview

Introduction

SEO Playbook

Search Theme Pyramids

Structuring Your Site

Internal Anchor Text

Linking Across Topics

eCommerce

French Fry

Coming Up

Information Architecture for SEO, Part

Overview

Introduction

Keyword Cannibalization

Cannibalization Examples

BootsnAll

Expedia

Blogs and Tag Clouds

Duplicate Content

Keeping Pages Static

Promoting Features

Review

Lessons

Quiz

SEO Best Practices, Part Domain Optimization

Overview

Introduction

Keyword in Domain

Anchor Text Over Optimization & Domain Hierarchy

Domain Name Best Practices

Age & History of Domain

Domain Indexation

Thank You

SEO Best Practices, Part Breadcrumbs, Canonicalization, & Sitemaps

Overview

Introduction

Breadcrumbs

Sub-domains vs Sub-directories

Canonicalization

Understanding Sitemaps

Creating Sitemaps

Sitemap Optimization

Thank You

SEO Best Practices, Part Duplicate Content

Overview

Introduction

Definition of Duplicate Content

History of Duplicate Content

Negative Impacts

On-Site Duplicate Content

On-Site Solutions

Off-Site Duplicate Content

Off-Site Solutions

Thank You

SEO Best Practices, Part Robotstxt & Redirects

Overview

Introduction

Defining Robotstxt

Importance of Robotstxt

Generating Robotstxt

Redirects

Checking for Redirects

Implementing Redirects

No Follow

Thank You

SEO Best Practices, Part Site Speed & Other Best Practices

Overview

Introduction

Site & Page Speed

JavaScript & AJAX

Pages

Standards & Validation

"Other" Dimension Review

Thank You

Sitemaps Reviewing Good and Bad Sitemaps

Overview

Introduction

Good Examples

Examples of Bad Sitemaps

Optimization Tips

Conclusion

Lessons

Quiz

A Guide to Linkbuilding, Part Why Links Are So Important

Overview

Introduction

Series Overview

Video Overview

Link Value

Keyword Search

SEO Con Artists vs Real Deal SEO's

Funding Your Site's Link Equity

How Linkbuilding Is Like Fishing

Review

A Guide to Linkbuilding, Part The Linkbuilding Process

Overview

Introduction

Process of Link Building

The Process of Link Building

Understanding Your Vertical & Competition

Linkdex & Develop a Discovery/Prospecting Process

Create an Approach/Outreach Strategy

A Guide to Linkbuilding, Part Equity Education

Overview

Introduction

Overview

Page Rank Paradox

Link Value

Understanding Link Value

Toolbar Link Blink Test

Major Link Factors

The Link Matrix

Review

A Guide to Linkbuilding, Part Prospecting for Links

Overview

Introduction

Overview

Tools to Search for People

Prospecting for Links

MultiLinks Firefox Addon

Top Links

Creative Link Query

Types of Keywords

Review

A Guide to Linkbuilding, Part Competitor Backlinks

Overview

Introduction

The Process of Linkbuilding

Competitor's Backlinks

The Competitive Research Tool from SEOMoz

Open Site Explorer

Majestic SEO

Site Finder from Raven Tools

Review and Thank You

A Guide to Linkbuilding, Part Approach Assessment

Overview

Introduction

Overview

Finding Contact Information

The Approach

Linkbaiting

Stretch Relevancy

Identifying Hook Opportunities

Research Your Market

Launch

Writing Quality Link Requests

Link Request Outreach

Review

A Guide to Linkbuilding, Part Relationship Building & Tools

Overview

Introduction

Overview

Link Relationship Management Tools and Why They're Important

Optimal Linking

Toolsets and Extra Resources

Exercises, Overall Series Takeaway, and Thank You

Link Health Using Google's Disavow Tool

Overview

Introduction

Link Diversity Check

Stinking Linking Thinking

Link Health Checks

Google's Solution

Penalty, Filter, Or Banning

Negative Off Site Signals

Remove 'em First

When, How to Disavow

Reconsideration Request

Review

Link Health Penalties, Filters, and Bannings

Overview

Introduction

Penalties, Filters, Banning

Penguin Violations

Reconsideration Request

Do's and Don'ts

Sample Requests

Resources

Understanding the Link Matrix

Overview

Introduction

Metrics to Document

Filling in the Link Matrix

Determining Link Value

Thank You

Lessons

Quiz

SEO for Local Business, Part Introduction to Local Search

Overview

Introduction

Local Search Stats

Growth of Local Search

Social Local Mobile

Importance of Claiming Listings

Business & Marketing Plan

Listing Your Business

Ranking Factors

Review

Thank You

SEO for Local Business, Part Understanding Local Search Ranking Factors

Overview

Introduction

Local Search Features

Ranking Factors Overview

Factors Categories, Address, NAP Consistency

Factors Citation Quality, NAP Match, Citation Quantity

Factors Domain Authority, Verified+ Page, LP Title, City Centroid

Factors Inbound Links, Google Places Reviews, Keyword in Title

Factors Local Citation Quantity, Industry Citation Quantity, POS Proximity

Factors Area Code, City State Title Tags, Quantity of Reviews, Page Authority

Foundational and Difference Making Factors

Negative Factors

Review

SEO for Local Business, Part Optimizing Your Local Presence

Overview

Introduction

Vertical Category and Geo-Location

Difference Makers and Citations

Google Tools

Local KW Research Tools

Local Citation Building

Local Reviews

Top Local Sources

Creating Offers

Credibility Indicators

Review

Lessons

Reference Top Local Search Ranking Factors

Quiz

Site Audits, Part Introduction to Site Audits

Overview

Introduction

Importance of Site Audits

Site Audit Process

Site Audit Document

Goals of a Site Audit

Resources & Questions

Tools

Thank You

Site Audits, Part Content and Crawl Issues

Overview

Introduction

Site Audit Overview

Executive Summary

Question Duplicate Content

Question Missing H Tags

Question Indexed Pages

Question Custom Page

Question Errors

Question Other Site Errors

Question JavaScript in Navigation

Recommendations

Thank You

Site Audits, Part Sitemap, Robotstxt, and Canonicalization Issues

Overview

Introduction

Sitemap Issues

Robotstxt and Canonicalization Issues

Canonicalization Recommendations

Thank You

Site Audits, Part Information Architecture, Internal Link, and Inbound Link Issues

Overview

Introduction

Overview

Question Directory Structure? and URLs?

Question Breadcrumbs?

Question Dynamic URLs?

Question Non-Descriptive URLs?

Question Broken Links?

Architecture Recommendations

Question Top Linked Pages?

Question Excessive Outbound Links?

Internal Link Recommendations

Question Over-Optimized Achor Text?

Question Decline in Inbound Links?

Question Link Authority?

Inbound Link Recommendations

Thank You

Site Audits, Part Image, Title, Meta Description, and Site Speed Issues

Overview

Introduction

Overview

Image Issues

Image Recommendations

Title Issues

Title Recommendations

Meta Description Issues

Meta Description Recommendations

Site Speed Issues

Site Speed Recommendations

Conclusion and Executive Summary

Thank You

Establishing an Audit Framework w

Overview

Introduction

Subdomain Reporting Errors

Minimize Index Bloat

PPC Traffic Reporting in Organic

Dirty Sitemaps

Sitemap Hasn't Been Submitted

Loss of Valuable Links

Using Annie's Audit Checkilist

Using Annie's Audit Template

Lessons

Document Annie's Simple Site Audit Template

Document Annie's Full Site Audit Template

Document Todd's Site Audit Checklist

Reference Annie's Must-Have Tool List

Content Creation and SEO Strategy Post-Panda How the Panda Update Changed SEO

Overview

Introduction

What is the Panda Update?

What Did the Panda Update Do?

Who Lost in the Panda Update?

How to Tell if You were Affected

What does Google Suggest?

What You Can Do

Additional Resources

Understanding the Penguin Update, Part Overview

Overview

Introduction

What is Penguin?

Penguin Filter

Recovery from Penguin

SEO The Price is Right

Understanding the Penguin Update, Part Link Health Checks

Overview

Introduction

Checking Root Linking Domains

Checking Anchor Text

Checking Site-Wide Links

Authority Distribution Check

Checking Link Diversity

Checking Link Velocity

Recap

Understanding Google's Hummingbird Update

Overview

Introduction

Overview

What is Hummingbird?

Penalty, Filter, or Banning?

Differences among Panda, Penguin, and Hummingbird

What Does Hummingbird Do?

Conversational Search

Keyword Data

Solutions Content Analytics and rd Party Tools

Solutions Page Prioritization and Quality

Solution Improve Engagement

Conclusion

Tracking SEO Performance

Overview

Introduction

When Do You Track?

How Do You Track?

What Do You Track?

Ranking Report Caveats

Tracking Traffic

Tracking Conversions

Awareness and Engagement

Pitfalls of Tracking Ranking

Final Considerations

Conclusion

Search Engine Optimization Analytics

Overview

Introduction

What We Track and How We Track

Impressions, Clicks, and Visitors

Improve Your Keywords

Tracking Awareness and Engagement

Economic Value

Analytics for SEO Marketers, Part Activity on Websites

Overview

Introduction

Buckets of Activity

not provided Challenge

Overall SEO Impact

Channel Attribution Analysis

Landing Page Analysis

Contrast with PPC

Thank You

Analytics for SEO Marketers, Part Activity on Search Engines

Overview

Introduction

Search Engine Performance

Keyword Analysis

Landing Page Analysis

Competitive Intelligence Tools

Thank You

Careers in Online Marketing, Part Growth and Opportunity

Overview

Introduction

Opportunities in Online Marketing

Where Is The Growth Coming From?

Conclusion

Careers in Online Marketing, Part Choosing Your Path

Overview

Introduction

Overview

Career Paths

Pay-Per-Click / Display Media

Web Analytics

Social Media

Search Engine Optimization

Conversion Optimization

Affiliate Marketing

Online Marketing Titles

How to Get the Job

Conclusion

Careers in Online Marketing, Part Getting the Job

Overview

Introduction

First

Register Your Name

More Ways to Own Yourself in Search

Conclusion

Launching and Managing Your SEO Consultancy

Overview

Introduction

How I Started

RANCEMS Defined

The Main Goal

Review Their Site

Analyze the Competitors

Negotiate the Budget

Process and Disclosures

Examine the ROI

Manage Expectations

Sign the Contract

Conclusion

Introduction to SEO Tools

Overview

Introduction

SEO Toolset

Type of Tools Overview

Free Tools

Review

Untitled-

A Guide to Moz Tools

Overview

Introduction

Visualization Tool

Keyword Difficulty

Term Extractor

Moz Bar

Backlink Analysis

Term Target

Crawl Test

LinkScape

Juicy Link Finder

Competitive Link Finder

Strongest SubPage

Conclusion

SEO Practitioner Training Test

Quiz