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1. Understanding Search Engine Operations
- Search Engine Marketing
- Definition of SEO or Natural Positioning
- Definition of PPC (Pay-Per-Click)
- Search Tools
- Search Engines
- Directories
- How a Search Engine Works
- Opinion Articles
- Importance of SEO: Infographics
- Who says SEO is dead?
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2. Identification of SEO Principles
- What to do to get indexed by search engines
- Submission to directories
- Submission to search engines
- Making our page known
- Publishing the SITEMAP
- What to do to avoid being indexed
- Page optimization
- Header
- Meta-information area
- The Description tag
- The Keywords tag
- Information within the body of the page ( )
- Writing good texts for both search engines and users
- Defining the positioning strategy
- Concept of popularity, what can we do to increase our popularity?
- Link building
- Concept of relevance
- Techniques to avoid
- Low-trust SEO
- Buying links
- Significant changes in the algorithm
- Google Panda
- Google Penguin
- Google Hummingbird
- Studies on search result rankings
- University of Tulsa Study (USA)
- Mobile SEO
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3. Implementation and Exploitation of PPC Campaigns
- Introduction
- Ad format
- Cost of advertising on AdWords
- How it works and what to do to appear in top positions
- Creating a campaign in AdWords
- Fundamental AdWords concepts
- Account creation
- Campaign creation
- Billing information setup
- Practical case
- Maximizing an AdWords account
- Optimization of effective keywords
- Optimization of ad text
- Practical case
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4. Development of Landing Pages and Testing
- Construction of Conversion-Oriented Landing Pages
- Ingredients for a compelling offer
- Message structure
- Writing persuasive texts
- Examples of Landing Pages
- Tools for optimizing Landing Pages
- Content experiments
- Website analysis
- Types of tools
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5. Analysis of Our Website
- Visitor information
- Traffic sources
- Website content
- Goal and conversion definition
- Campaign analysis
- Campaign tagging with Google Analytics
- Some notable features of Google Analytics
- Creating a Google Analytics account
- Page analytics
- Site internal search
- Linking AdWords campaigns
- E-commerce monitoring
- Google Analytics: Universal and 360 Suite
- Practical case
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