SEO Syllabus

 Unit -1

Introduction to The Search Engines and Basics

The Mission of Search Engines, The Market Share of Search Engines, The Human Goals of Searching, Determining Searcher Intent: A Challenge for Both Marketers and Search Engines , How People Search, How Search Engines Drive Commerce on the Web,Eye Tracking: How Users Scan Results Pages, Click Tracking: How Users , Click on Results, Natural Versus Paid

Basics: Understanding Search Engine Results, Algorithm-Based Ranking Systems:Crawling, Indexing, and Ranking, Determining Searcher Intent and Delivering Relevant, Fresh Content, Analyzing Ranking Factors, Using Advanced Search Techniques, Vertical Search 

Unit-2

Determining SEO Objectives and Defining Site’s Audience:

Setting SEO Goals and Objectives, Developing an SEO Plan Prior to Site

Development, Understanding Audience and Finding Niche, SEO for Raw

Traffic, SEO for E-Commerce Sales, SEO for Mindshare/Branding, SEO

for Lead Generation and Direct Marketing, SEO for Reputation

Management, SEO for Ideological Influence

 

First Stages of SEO:

The Major Elements of Planning, Identifying the Site Development Process and Players, Defining Site’s Information Architecture, Auditing an Existing Site to Identify SEO Problems, Identifying Current Server Statistics Software and Gaining Access, Determining Top Competitors, Assessing Historical Progress, Benchmarking Current Indexing Status Benchmarking Current Rankings, Benchmarking Current Traffic Sources and Volume, Leveraging Business Assets for SEO, Combining Business Assets and Historical Data to Conduct SEO/Website SWOT Analysis.

Unit-3

Keyword Research & Developing SEO Friendly website:

The Theory Behind Keyword Research, Traditional Approaches: Domain

Expertise, Site Content Analysis, Keyword Research Tools, Determining

Keyword Value/Potential ROI, Leveraging the Long Tail of Keyword

Demand, Trending, Seasonality, and Seasonal Fluctuations in Keyword

Demand

Developing a SEO-Friendly Website:

Making Site Accessible to Search Engines, Creating an Optimal

Information Architecture, Root Domains, Subdomains, and Microsites,

Optimization of Domain Names/URLs, Keyword Targeting, Content

Optimization, Duplicate Content Issues Controlling Content with Cookies

and Session IDs, Content Delivery and Search Spider Control, Redirects,

Content Management System (CMS) Issues, Optimizing Flash, Best

Practices for Multilanguage/Country Targeting.

Unit-4

Optimizing for Vertical Search:

The Opportunities in Vertical Search, Optimizing for Local Search,

Optimizing for Image Search, Optimizing for Product Search, Optimizing

for News, Blog, and Feed Search, Others: Mobile, Video/Multimedia

Search

Unit-5

Tracking Results and Measuring Success:

Why Measuring Success Is Essential to the SEO Process, Measuring

Search Traffic, Tying SEO to Conversion and ROI, Competitive and

Diagnostic Search Metrics, Key Performance, Indicators for Long Tail

SEO