·         Search Engine Basics

·         Ranking Factors

Keyword Research

·         Keyword Research Theory

·         Traditional approaches Domain Expertise and Site Content Analysis

·         Keyword Research options

·         Keyword Research Data from Tools

·         Leveraging the long tail of keyword Demand

·         Trending, Seasonality & Fluctuations in Keyword Demand

On-Site Optimization

·         Making the site accessible to search Engines

·         Keyword Optimization

·         Schema.org

·         Google Authorship and Author Authority

·         Google Knowledge Graph and the Knowledge Vault

·         Social Networking for Links

·         Social Media and SEO

·         Correlation between Social Signals and Google Rankings

·         User Engagement as a Measure of Search Quality

·         Document Analysis

Local and Vertical SEO

·         Optimizing for vertical search

·         Optimizing for Local Search

·         Optimizing for Image Search

·         Content optimization

·         Optimizing for blog search

·         Optimizing for News Search Google News

·         Optimizing for Video / Multimedia search

Search Algorithms

·         Diagnosing the Cause of Traffic Loss

·         Major Google Algorithms

·         Penalties

·         Recovery

SEO Strategy & Planning

·         Advanced Methods of Planning and Evaluation

·         SMART Objectives

·         Creating an SEO Plan

Tracking & Measuring SEO performance

·         Measuring SEO traffic

·         Tying SEO to conversion & ROI:

·         Redirects