Course curriculum

  • 1

    Chapter 1: Introduction

    • Aim and objectives
  • 2

    Chapter 2: What is SEO?

    • Overview

    • How Search Engines Work

    • Search Queries and Intent

    • Types of SEO
  • 3

    Chapter 3: Why SEO is Important

    • The Benefits of SEO

    • The Role of an SEO Professional

    • The Importance of Brand Appearing in Search
  • 4

    Chapter 4: SEO Specializations

    • Local and Mobile SEO

    • SEO for Content / Informational

    • SEO for e-Commerce / Transactional
  • 5

    Chapter 5: How People Search

    • Types of Keywords

    • Topics and Natural Language
  • 6

    Chapter 6: Content Planning

    • Keyword Research

    • Types of Content

    • Series vs. Standalone Content
  • 7

    Chapter 7: Onsite Components That Help with SEO

    • Title Tags

    • Meta Description

    • Body Copy
  • 8

    Chapter 8: The Power of Links

    • How Google Discovers Pages

    • Trust Factors

    • Avoiding Link Schemes
  • 9

    Chapter 9: Free SEO Tools

    • Measuring ROI with Google Analytics

    • Tracking Traffic with Google Search Console

    • Identifying Keywords with Google Keywords Planner
  • 10

    Chapter 10: Conclusion

    • Recap

    • Create a reflective journal and action plan

    • Before you go...

    • I hope you don’t mind us teasing you a little

    • Thank you so much!

Loren Baker

Founder of SEJ

Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy and development agency. Specializations in digital marketing strategy, digital content production, account management and agency growth. My career started in 1999 when I developed innovative digital marketing, organic search, content marketing & advertising strategies for companies and organizations such as Consumer Reports, Current Checks, Palm, George Washington University and Johns Hopkins. In 2003, I created Search Engine Journal, and established it as a leader in Internet marketing publications. I now oversee and advise SEJ, which has become the leader of search marketing publications. In 2009, I initiated and led the merger of SEJ's Consultancy Arm and Search & Social into Search & Social Media. During this time I led and supported the SEO, social media and content marketing strategies for projects such as Salesforce.com, Sequoia Capital funded Think Finance, Yahoo!, HomeAway, Rembrandt, ADT & Empire Today. In March of 2013, co-launched a new Los Angeles based digital agency, Foundation Digital. At Foundation I steer client strategies, digital production and development. Clients include ESPN, Apartments.com, Rakuten, Groundworks and American Eagle Outfitters.

Aims

The direction you will travel on the SEJ learner journey.

  • To expose students to the SEJ Academy learning journey, not just eLearning courses but community forums, peer review, published student blogs, and live video conferences.

  • To understand the foundations of SEO, some of the consequences and the building blocks left to explore in future courses.

Objectives

What you will be able to do at the end of the learning experience.

  • Be able to speak with confidence on SEO as a strategic concept.

  • Capture global context against your/your clients’ website metrics.

  • Understand that one size does not fit all - the different types of SEO.

  • Be able to recommend different strategies for local, mobile, e-commerce etc.

  • Undertake practical exercises in keyword research.

  • Research the external and internal links in your own (or client’s) website - and understand the important role they play.

  • Appreciate the tools and techniques for content planning and storytelling

  • Sketch the content story of your (your client’s) website and consider future potential.

  • Be exposed to the SEJ forum concept where peer-review and networking provides a foundation for skills and competency development.

  • Be invited to a live online workshop with Loren Baker and guest experts from industry.