Free Online SEO Course for Executives

Bruce Clay, Inc. developed this online course for marketing managers and professionals who aren’t involved in the day-to-day of SEO but require a background in the scope of SEO initiatives. In this course you’ll learn:

• How a search engine-friendly website impacts online traffic and revenue
• What factors cause a website to rank in organic search results
• What spam tactics must be avoided to prevent loss of revenue

As Bruce Clay, an SEO thought leader and educator since 1996, said, “CMOs and other top executives need to be SEO advocates within their organizations. Without an understanding of what it takes, the boss will not be able to make crucial decisions that support a website’s organic search success.”

Table of Contents

1. Introduction
2. Why Do SEO?
3. Where Do People Click?
4. Click Through Rate by Position
5. The Top Ranking
6. “Normal” Distribution Curve
7. Standard Distribution Curves
8. Curves Need Watching!
9. Online Search Share
10. Associated Words
11. Stemming
12. Theme
13. Internal Navigation
14. Linking
15. Themed Heirarchy – Siloing
16. Behavioral Keyword Research
17. Organic Information
18. Performance Factors
19. Spiders
20. Crawl
21. Google
22. Page Rank: General Description
23. Page Rank: How it contributes to website ranking
24. Search Engine Overview
25. HTML Components: General Description
26. HTML Components: Title Tag
27. HTML Components: Description Tag
28. HTML Components: Heading Tag
29. HTML Components: Images and Alt Attributes
30. HTML Components: Links
31. HTML Components: Body Text
32. Writing Content For SEO
33. How Search Engines Classify Spam: Hidden Text/Links
34. How Search Engines Classify Spam: Cloaking
35. How Search Engines Classify Spam: Deceptive Redirection
36. How Search Engines Classify Spam: Doorway Pages
37. How Search Engines Classify Spam: Unrelated Keywords & Keyword Stuffing
38. Style Guide & Rules
39. The Floor – All The Rest: Robots Exlusion Protocol – robots.txt
40. The Floor – All The Rest: Robots Exlusion Protocol – robots.txt Detail
41. The Floor – All The Rest: Robots Meta Tag
42. The Floor – All The Rest: Custom Error Page
43. The Floor – All The Rest: What Should an Error Page Contain?
44. Blended/Universal Search
45. The Floor – All The Rest: Redirects
46. The Floor – All The Rest: Types of Redirects
47. Ending Slide