1. Module 1: Search Engine Optimization
-Elizabeth George

2. Outline Creating Pages Website Structure Creating Content
Creating Communities
Building Links
Google Analytics*
Social Media Optimization
Creating Pay-per-click Campaigns
Optimizing PPC Campaigns through Quality Score optimization
Tracking Results and Measuring Success.
Website Auditing
Identifying Current Server Statistic Software and Gaining Access
Determining Top competitors
Benchmarking Current Indexing Status
Benchmarking Current Rankings
Benchmarking Current Traffic Source and Volumes
Conduct SEO/Website SWOT analysis *

3. Website Auditing – Elements of an Audit
Usability
Accessibility/spiderability
Search engine health check
site:yourdomain.com
Keyword health checks
Duplicate content checks
inurl: and intitle:
URL check
Title tag review
External linking
Page load time
Meta tag review
Content review
Sitemaps file
Redirect checks
Internal linking checks
Avoidance of unnecessary subdomains
Geolocation
Image alt tags
Code quality

4. Identifying Current Server Statistics Software and Gaining Access
Webfile Analytics : Google Analytics
Unique visitors?
Traffic up or down?
Search terms?
Logfile Tracking : AWStats, Webalizer
Search Analytics: interaction with search engines

5. Determining Top competitors
Spammers
Seeking the Best
Fully indexed?
Keyword-rich page titles?
High PageRank scores?
Uncovering secrets
Keywords targeted
Link popularity check
Tricks for bots to cope with dynamic sites
Effect of future SEO initiatives on site traffic
Current state of SEO with past

6. Benchmarking Current Indexing Status
Track the indexing level of the site
Site:yourdomain.com
Crawl rate
Google Webmaster Central

7. Benchmarking Current Rankings : Problems with rank checking:
Google results are not consistent
Different geographies
Different data centers
Logged-in users have personalized results
No rank checker can monitor
Google API rarely matches upto what anyone sees in the search results
Matches to only heavily trafficked sites
Slow to update
Obsessing over rankings can result in poor strategic decision
Time and energy spent vs. results
Long-tail rankings are better than concentrating on few rankings at the top

8. Benchmarking Current Traffic Sources and Volume
Tools: Google Analytics and Yahoo Web analytics, Omniture.com, IBM Unica NetInsight
Which search engines deliver majority traffic to one’s site
Drill down in to bounce rate metric at the page level
Pages that get most traffic

9. Conduct SEO / Website SWOT Anlayis
Self study

10. Keyword generation
Wordtracker keyword tool Google Trends Google Adwords Keyword Discovery : Research and filter Bing Keyword tool Ubersuggest

11. Creating Pages Choose filenames Optimize Title tags
Optimize Meta Description Tags
Optimize Meta keyword tags
Create a Meta Robots Tag
Add Emphasis with header tags
Use text modifiers
Optimize images
Create links
Validate HTML

12. Website Structure Find Web hosting Establish a domain name
Optimize for Multiple browsers
Plan and design a website structure
Link within subject matter themes
Design a sitemap
Create a company information page
Create a private policy

13. Creating Content Write for people, not search engines
Avoid duplicate content
Use proper keyword density tool
Use latent semantic content
Keep content correct
Optimize non-HTML documents

14. Creating Communities
Search-engine optimized posts Use vBulletin and phpBB Add reviews to website

15. Building Links Evaluate competition
Evaluate Potential Linking Partners
Gather Link Intelligence with Open site Explorer
Acquire Quality Links
Use effective Anchor Text
Content Marketing with Guest Blogging
Content Marketing with Infographics
Encourage Community Participation
Request One-way links

16. Google Analytics
Self-learning

17. Social Media Optimization
Network with Facebook
Create a Facebook Business Page
Generate Leads with Facebook Ads
Maximize Exposure with StumbleUpon
Microblog with Twitter
Build followers with Twitter Search
Network with Google+
Grow Professional network with LinkedIn
Share Videos on Youtube
Generate Traffic with Pinterest
Network with WebmasterWorld

18. Creating Pay-per-click campaigns
Learn about Adwords Accounts
Create an Adwords Campaign
Target your campaign
Write effective Ad copy
Using Keyword Matching Options
Set Bidding strategies
Export PPC Reports
Track Conversions
Using Google Adwords Editor
Optimize your account

19. Optimizing PPC Campaigns through Quality Score Optimization
View one’s quality scores
Optimize quality score
Test Ad Copy
Utilize Ad Extensions
Test Ad Copy with Advanced Keyword Insertion
Using Display Network Targeted campaigns
Install remarketing
Optimize landing pages

20. Tracking Results and Measuring Success : Tracking Cycle: Produce, Launch, Measure, Refine
Define an SEO campaign and set goals.
Discuss your strategy
Establish a baseline
Proceed with project
Collect data
Compare baseline to the new data
Refine your campaign

21. THANK YOU