In this course you’ll learn the strategic and technical fundamentals of search engine optimization (SEO). The contents of this course include: Introduction to SEO In this chapter you’ll be introduced to search engine optimization and begin learning the skills and tools you need to get started in this powerful new industry. Search Engine Overview To understand SEO, it helps to start where your customers start, with search engines. In this chapter you’ll see how search results are organized, presented, and modified based on the searcher’s intent. Keyword Research In this chapter we’ll look at keywords, which are the core of SEO. Words show intent, associations, and motivation. Understand this, and you will understand your customer. Applying Keyword Research to Your Web Pages Now that you have a grasp of how keywords work, it’s time to put them into practice. In this chapter you'll learn how to add keywords to important page elements and show visitors that they have reached the right page. Using SEO Tools This chapter will cover some of the best software tools for SEO, which can help make many of your tasks easier. Online Marketing and SEO SEO is not just about getting people to your website – that’s just the start. Once you get them there, how do you get them to do what you want them to do? We’ll explore some ideas in this chapter. Linking Builds Rankings Links from other websites help your site gain rankings and credibility. In this section, we will look at the different types of links that exist and which links are the most valuable in terms of gaining business visitors and rankings. Link Building Through Marketing and Social Media Social media are a great way to expand your website’s visibility and gain new customers. As you’ll see in this chapter, they are also a way to develop great relationships for building links outside your immediate network. Local, Mobile, and Search Any locally based business can benefit from the free visibility that search engines and social media provide. In this chapter you’ll learn some simple strategies that can bring new customers to your door. SEO Measurement How do you know that all of your efforts have been worth the time and investment? Analytics enable you to effectively measure of all of your actions and strategies, and this chapter will show you how. SEO for Different Business Models SEO is not the same for everyone, so in this chapter we’ll break down the major differences in business models and explore the demands and opportunities presented by each. Technical Issues in SEO SEO is not simply a matter of adding a few keywords to your website. It also involves managing lots of little details, many of them technical, as you’ll see in this chapter. The lessons are wrapped in a feature-rich interface that lets you jump to any topic and bookmark individual sections for later review. Full-Screen mode provides a hi-def, immersive experience, and Watch-and-Work mode shrinks the video into a small window so you can play the videos alongside your application. Also included are exercise files that give you an easy way to try out the techniques you learn.