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LinkedIn Learning

SEO Foundations

via LinkedIn Learning

Overview

Explore the concepts of search engine optimization (SEO). Learn the strategy behind great SEO including keyword planning, link building and SEO for ecommerce, and mobile audiences.

Modern consumers navigate the world through search. From laptops, smartphones, virtual assistants, tablets, and more, they search the wild and wondrous internet for the products and services they need. By leveraging the fundamentals of search engine optimization (SEO), you can ensure that your business pops up in these all-important search results. This course is about mastering those fundamentals. Join instructor David Booth as he covers how to make improvements that boost your website's visibility on search engines, attracting the right kind of traffic to the right pages on your site.

Explore the basics of SEO, including how to read a results page and see how rankings affect businesses large and small. Discover how to implement foundational optimization strategies and techniques, including how to conduct keyword research, build internal and external links, optimize your pages and content, measure your successes and progress, and plan for a long-term SEO strategy. Additionally, learn specific SEO tips for ecommerce, local search, and mobile audiences to expand your reach.

Syllabus

Introduction
  • Leveraging the power of search to accomplish your business goals
1. Overview of SEO
  • What is search engine optimization (SEO)?
  • Reading search engine result pages
  • Setting SEO expectations
  • How SEO affects your business
2. Keywords: The Foundation of SEO
  • Why you need a keyword-research plan
  • How to research keywords
  • Tools to help you analyze keywords
  • Understanding keyword attributes
  • Understanding keyword distribution
  • Ongoing keyword evaluation
3. Content Optimization: How Search Engines and People View Web Pages
  • Understanding content optimization
  • Optimizing site structure
  • Optimizing textual page elements
  • Optimizing nontext components of a webpage
  • Optimizing for personalized search
4. Content Optimization: Technical SEO
  • Interpreting the code behind webpages
  • Understanding how search engines index content
  • Working with canonical URLs and redirects
  • Leveraging microformats
  • Working with server-side factors
  • Using Google Search Console
5. Long-Term Content Planning
  • Overview of long-term content strategies
  • Plan a successful content strategy and avoid common mistakes
  • Understanding different types of content
  • Getting ideas for content
  • Working with an editorial calendar
  • Promote your content with social media
  • Measuring content performance
6. Link-Building Strategies
  • Understanding the importance of links
  • Building internal links
  • Building external links
  • Finding link-building opportunities
7. Measuring SEO Effectiveness
  • Measuring SEO performance
  • Analyzing keywords
  • Analyzing links
8. Ecommerce: Local and Mobile SEO Considerations
  • Understanding SEO and ecommerce
  • Understanding local SEO
  • Understanding mobile SEO
Conclusion
  • Determining your next steps

Taught by

David Booth

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