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Western Kentucky University

Market Motive - SEO

Search Engine Optimization (SEO) (45 Hours)

Take your SEO training to the next level with Comprehensive SEO Training. Join Todd Malicoat, Matt Bailey, and Jennifer Cario as they take you through everything from on-page fundamentals to keyword research, SEO copywriting, site architecture, link building, and local search optimization strategies. You'll learn all you need to know to take on small, medium, or large SEO projects and work them from start to finish.

This course qualifies graduates for OMCP® Certification.

Recommended prerequisites: Fundamentals: SEO


Sections Include:

Section 1: Introduction to SEO

In this comprehensive SEO overview, Todd and Matt team up to illustrate the key components of search engine optimization and set the stage with a high-level overview of the history of SEO. With an additional guest appearance from Rand Fishkin of SEOMoz, all the basics are laid out to give you a solid foundation for further SEO study.


Section 2: SEO Design and Architecture – Foundations of Quality SEO

Don't start building your website before watching this module. As Todd and Matt explain, good site design and architecture is critical not only for user experience, but for your site to rank well. Without good structure, your site will ultimately be abandoned by users and ignored by search engines.


Section 3: Keyword Research

Keyword research remains one of the most important aspects of the search engine optimization process. Knowing which keywords are most sought after and understanding your ability to rank for those keywords ensures your website gets in front of the right eyeballs. Learn which tools to use, how to use them, and what to look for in the critical research module.


Section 4: Competitive Analysis

Now that you've mastered Keyword Research, it's time to tackle Competitive Analysis. This second piece of the puzzle lets you evaluate your keyword decisions outside of a vacuum and look at them in relation to your competition. This will give you a good idea of how much success you can expect to have against your competition, and thus, where best to focus your SEO efforts.


Section 5: SEO Copywriting and On Page Factors

Understanding how search engines see on-page content, title tags and meta descriptions, and how users view your search results, is critically important to good rankings, good conversions, and lower bounce rates. Learn from on-page expert Jennifer Cario as she teaches you how to give the search engines what they want in order to rank well for your target keywords.


Section 6: Link Building Strategies, Techniques, and Tools

Once your SEO optimization techniques are in place, there's another important part of the SEO puzzle to be mastered: link-building. The way that search engines see it, the more important the sites are that link to you, the more important your site must be. Therefore, it becomes critically important to understand the delicate art and science of getting the right sites to link to you in the right way for the right reasons.


Section 7: Optimizing for Local Search Results

Local search expert David Mihm joins Todd and Matt for an in-depth discussion about ranking in local search markets. Learn from their experience and make certain your optimization includes a comprehensive list of techniques to get ranked when people are searching for your services near their own hometowns.


At the conclusion of this course, you will receive a Certificate of Completion from WKU.

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 Last Modified 9/25/14