Search Engine Optimization

TEACHING UNIT 1. INTRODUCTION

1. General Concepts of SEO.
1. – What Are We Talking About When We Talk?
2. – Why Google?
3. – What is SEO?
4. – Website. General Considerations.
5. – Is our site indexed?
2. Search Engines: How They Work and Their Algorithms.
1. – Tools to find out if your site is indexed and how it is indexed.
2. – How Google sees our website.
3. – Tools.
4. – What happens when there are problems.
5. – Webmaster Tools.
6. – Google Algorithm: PageRank I.
7. – Google Algorithms: PageRank and TrustyRank II.
8. – Google Algorithms: PageRank and TrustyRank III.
3. Practical Content
1. – Reading related to SEO
2. – Analysis of the Importance of a Business’s Ranking in General Search Engines

TEACHING UNIT 2. ON-SITE FACTORS.

1. Keyword Selection.
2. «On-page» factors. On-page.
3. «On-server» factors. On server.
4. Content creation.
5. Black Hat SEO: SEO practices that can result in penalties.
6. Practical Content .
1. – Summary of the on-site factors that influence our website’s ranking among the top search engine results.
2. – Selecting keywords with the goal of creating a website that appears at the top of search engine rankings.

TEACHING UNIT 3. OFF-SITE FACTORS.

1. Link building and kinkbaiting.
2. Web Analytics.
3. Google's Algorithm, PageRank, and TrustRank.
4. Best and worst practices.
5. Practical content.
1. – Summary of the concepts of link building and link baiting.
2. – Google's search algorithm, PageRank, and TrustRank.
3. – Identification of best and worst practices related to off-site factors.

TEACHING UNIT 4. OBJECTIVES.

1. Introduction.
2. Success Stories.
3. Real-life cases.
4. Practical content.
1. – Understanding the importance of setting the goals you want to achieve through search engine optimization.
2. – Analyze a trend-setting success story in search engine optimization.
3. – Discussion regarding the steps to take to optimize a website for search engines.

TEACHING UNIT 5. STRATEGY AND METHODOLOGY. CONCLUSIONS AND FOLLOW-UP.

1. What.
2. Why.
3. How.
4. Who.
5. Where.
6. How much.
7. Conclusions.
8. Practical content.
1. – Determining the most appropriate strategies and methodologies for achieving effective search engine optimization.