| Lecture # |
Subject Title |
| Week 1: |
SEO Architecture |
| Presenters: |
Joe Laratro, BA
Jon Henshaw, MA
Alan K’necht, BA |
| 1 |
Introduction to Advanced Search Engine Marketing |
| 2 |
Technology |
| 3 |
Navigation |
| 4 |
HTML Sitemaps |
| 5 |
Robots |
| 6 |
Content Management Systems and Template Engines |
| 7 |
CSS and Page Load |
| 8 |
Crawling Tools |
| 9 |
XML Sitemaps |
| 10 |
Google Webmaster Tools |
| 11 |
Yahoo Site Explorer |
| 12 |
Bing Webmaster Central |
| 13 |
Mega Site SEO |
| Week 2: |
SEO Content and Link Building Core Concepts |
| Presenters: |
Jon Henshaw, MA
Joe Laratro, BA
Alan K'necht, BA |
| 14 |
Titles |
| 15 |
Descriptions |
| 16 |
Keywords |
| 17 |
Semantic and Accessible HTML Elements and Attributes |
| 18 |
Content Rules |
| 19 |
Standard Content for SEO |
| 20 |
Creative Content Strategies for SEO |
| 21 |
Long-Term Content Strategies |
| 22 |
Link Building Concepts |
| 23 |
Directories |
| 24 |
Social Network Profiles for Links |
| 25 |
Local Search |
| Week 3: |
SEO Content and Link Building Advanced Topics |
| Presenters: |
Jon Henshaw, MA
Joe Laratro, BA |
| 26 |
Press Releases |
| 27 |
Link Bait |
| 28 |
Link Buys |
| 29 |
Rogue Link Building |
| 30 |
Black Hat SEO |
| 31 |
Comment Spam |
| 32 |
Link Tracking and Reporting |
| 33 |
Rank Tracking |
| 34 |
SEO Tools |
| 35 |
Monitoring SEO Improvements |
| 36 |
Paid SEO Tools, Part I |
| 37 |
Paid SEO Tools, Part II |
| Week 4: |
Social Media and Other Search Topics |
| Presenters: |
Jon Henshaw, MA
Joe Laratro, BA
Alan K'necht, BA |
| 38 |
Blogs |
| 39 |
Public Relations |
| 40 |
Twitter |
| 41 |
Facebook |
| 42 |
Image Optimization |
| 43 |
Video Optimization |
| 44 |
SEO for Mobile |
| 45 |
Other Types of Social Sites |
| 46 |
International SEO, Part I (Canada, Europe and Other English-Speaking Countries) |
| 47 |
International SEO, Part II (Pacific Rim and Latin America) |
| 48 |
Reputation Management |
| 49 |
Monitoring Industry News |
| Week 5: |
PPC Concepts |
| Presenters: |
Kate Morris, MBA
Alan K'necht, BA
Joe Laratro, BA |
| 50 |
Bidding |
| 51 |
Keywords |
| 52 |
Ad Groups |
| 53 |
Ad Copy |
| 54 |
Geo Targeting |
| 55 |
Landing Pages |
| 56 |
Other Targeting Options |
| 57 |
Content Networks |
| 58 |
Demographic Targeting |
| 59 |
Search Re–targeting |
| 60 |
PPC ROI Tracking |
| 61 |
Video/Mobile PPC |
| Week 6: |
Advanced Google AdWords |
| Presenters: |
Kate Morris, MBA
Joe Laratro, BA
Alan K'necht, BA |
| 62 |
Google AdWords, Part I |
| 63 |
Google AdWords, Part II |
| 64 |
Google AdWords Editor, Part I |
| 65 |
Google AdWords Editor, Part II |
| 66 |
Conversion Optimizer |
| 67 |
PPC Reporting |
| 68 |
Website Optimizer |
| 69 |
Conversion Tracking |
| 70 |
Google AdWords Tools (Opportunities) |
| 71 |
Google AdWords and Google Analytics |
| 72 |
Google’s MCC Interface |
| 73 |
Importing Google AdWords Campaigns to Yahoo or Bing |
| Week 7: |
Yahoo and Bing PPC |
| Presenters: |
Kate Morris, MBA
Joe Laratro, BA |
| 74 |
Yahoo Search Marketing, Part I |
| 75 |
Yahoo Search Marketing, Part II |
| 76 |
Yahoo Search Marketing Desktop Beta |
| 77 |
Yahoo’s Agency Interface |
| 78 |
Microsoft adCenter (Bing), Part I |
| 79 |
Microsoft adCenter (Bing), Part II |
| 80 |
Microsoft adCenter Desktop |
| 81 |
Bing’s Excel Plug–Ins |
| 82 |
Overview of Bid Management Tools / Services |
| 83 |
Vendors of Bid Management Tools |
| 84 |
2nd Tier PPC Engines |
| 85 |
Other Types of PPC Advertising (Social Media, Ad Networks, Shopping) |
| Week 8: |
Case Studies Tracking/Testing |
| Presenters: |
Alan K'necht, BA
Jon Henshaw, MA
Joe Laratro, BA
Kate Morris, MBA |
| 86 |
SEO Key Performance Indicators |
| 87 |
A/B Testing |
| 88 |
Measuring SEO ROI |
| 89 |
Using Analytics for SEO |
| 90 |
SEO Failure – Site Penalties |
| 91 |
SEO Failure – Site Redesign |
| 92 |
SEO Success – Steady Growth |
| 93 |
Link Building Campaigns |
| 94 |
Reputation Management |
| 95 |
Optimizing PPC Campaigns |
| 96 |
Success in Content Targeting |
| 97 |
Creative PPC Campaigns |
| 98 |
Course Conclusion |