Search Engine Optimization

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1 Module Presenter s Manual Search Engine Optimization Effective from: April 2015 Ver. 1.0 Presenter s Manual Aptech Limited Page 1

2 Amendment Record Version No. Effective Date Change Replaced Pages 1.0 April 2015 New - Presenter s Manual Aptech Limited Page 2

3 TABLE OF CONTENTS INTRODUCTION SEARCH ENGINE OPTIMIZATION... 4 MODULE - SESSION ALLOCATION... 5 MODULE DELIVERABLES... 6 WEEK WISE SCHEDULE... 8 SESSION COVERAGE... ERROR! BOOKMARK NOT DEFINED. Presenter s Manual Aptech Limited Page 3

4 Introduction Search Engine Optimization At the end of this module, the student will be able to: Identify the need for search engines Describe crawling by search engines Describe indexing by search engines Identify the importance of SEO Describe how to submit pages to various search engines List various types of SEO techniques Describe On-page optimization Create title tags for a Web page Create meta tags for a Web page Explain how to perform keyword research and analysis List commonly used research tools Optimize images and videos Explain how to implement Off-page optimization Describe various link building strategies Describe inbound and outbound links Describe the concept of Search Engine Marketing Describe the process of creating effective SEM Campaigns Identify the options to use Google Adwords Presenter s Manual Aptech Limited Page 4

5 Module - Session Allocation Module Duration Skill Book Code Name Theory Lab Total Code Code Name Tool OV- SEO Search Engine Optimization OV-SEO0002 Search Engine Optimization - Grand Total Presenter s Manual Aptech Limited Page 5

6 Module Deliverables To aid the teaching process, following are the deliverables Faculty Deliverables: 1. Presenter Manual (PM) To aid the learning process, following are the deliverables Student Deliverables: 1. (ebook) Resources available on OnlineVarsity for Students: Icons Feature - Description / Functionality Availability Download Book - Student has the option to download Available the subject related e-book and read offline Glossary - Student can access a list of subject related specialized words with their definitions. Available FAQ - Student can access frequently asked questions and their answers Available Show Me How - Student can view a step-wise simulation / demonstration of the module related topics. Not Applicable - Student can solve scenario based lab assignments (Hands-on). The faculty will evaluate and give their feedbacks. Available Download Source code / Files Student can download courseware related source files. Not Applicable Presenter s Manual Aptech Limited Page 6

7 References - Student can access additional subject related material for reading. Not Applicable Feedback - Student can provide feedback on the course material Available Ask to Learn Student can submit subject related technical queries. Queries submitted will be directed to the particular course coordinator/head. Available Presenter s Manual Aptech Limited Page 7

8 Week wise Schedule Theory vs. Lab Coverage (2 hrs a day/ 3 days a week) Weeks / Modules OV-SEO D1 D2 D3 OV-SEO O1-O9 Search Engine Optimization O10 O11 T Theory session; L Lab session; O - Online Session Presenter s Manual Aptech Limited Page 8

9 Session Coverage Session No. Session Details Deliverables Mapping 1. Session Topic: Working of Search Engines Introduction to Search Engines Crawling by Search Engines Indexing by Search Engines Popular Search Engines Search Techniques and Strategies Customizing Search Results User Interaction with Search Engines 2. Session Topic: Introduction to SEO What is Search Engine Optimization (SEO)? Webmaster Guidelines for Search Engines Submitting Pages to Search Engines Limitations of Search Engines Myths and Misconceptions 3. Session Topic: How to Optimize? Overview of Optimization Techniques On-Page Optimization Techniques Title Tags Meta Tags URL Structures Anchor Texts Rich Snippets Navigation and Site Map Robots.txt Presenter s Manual Aptech Limited Page 9

10 4. Keywords and Content Keyword Research and Analysis Keyword Research Tools Optimizing Images and Videos Canonicalization Creating Quality Content User Experience 5. Link Building and Social Media Optimization Off Page Optimization Link Building Strategies Inbound and Outbound Links Forum Postings Directory Submissions Article Submission Social Bookmarking Blogging Infographics Social Media 6. Search Engine Marketing Introduction to Search Engine Marketing Search Engine Marketing Tools Google Adwords Bing Ads Social Media Marketing Presenter s Manual Aptech Limited Page 10

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