1. Introduction to SEO (Search Engine Optimization)

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1 1. Introduction to SEO (Search Engine Optimization) SEO Introduction Brief on Search Marketing What is SEO Importance of SEO SEO Process Black hat techniques White Hat techniques SEO Algorithm SEO Industry Research, Figures How Search Engine works SEO Research & Analysis Market Research Keyword Research and Analysis Keyword opportunity Competitors Website Analysis KEI Analysis How to Choose Best Keywords Tools available for Keyword Research Website Design SEO Guidelines Content Research Content Guidelines Content Optimization Design & Layout HTML Coding Optimization & Standards XML Sitemap / URL List Sitemap 2. Basics for SEO Search Engines and Directories Important Search Engines and Directories Key Audiences for Your Site The Definition of Search Engine Compatibility So What is Search Engine Optimization? Web Site Elements Impacting Search Compatibility How Search Engines Index Pages How Search Engines Rank Pages Definition of important terms

2 What is search marketing? What is search engine marketing? History of search engine Types of search engines Basic concepts in search engine marketing Why SEM is important for your website Define traffic, links, link-back, track-back, etc. 3. Preface to SEO What is Site Architecture? What is Search Engine Compatible Site Architecture? Elements of Site Architecture That Impact Search Ranking Domain Directory Structure File Naming Page File Extensions Navigation Menus Heading Tags Robots META Tag Robots Exclusion Protocol (Robots.txt File) Error Trapping Site Maps Benefits of Search Engine Compatible Site Architecture Significance of SEO Directories vs. Search Engines Main Search Engines 4. Forms of Search Engine Optimization On Page Optimization Off page Optimization 5. On Page Optimization Keyword-Rich Body Text Text Heavy Home Page SEO Copywriting Heading Tags

3 Build Your Copy Around Your Keywords Text Links Advantages of Text Links Navigation Menus Link Title Attributes What is Dynamic Content? How Dynamic Content Impacts Search Engine Compatibility Optimization for Dynamic Web Sites The Page Title Body Text & Keyword Density Structure of Design (SEO friendly websites) Headings Bold Text Domain Names & Suggestions Canonical Tag Meta Tags Images and Alt Text Link Titles Internal Link Building The Sitemap Invisible Text Server and Hosting Check Robots Meta Tag Doorway Pages 301 Redirects Duplicate content Site Analysis Analysis of Similar websites Competitive Analysis Keyword Researching Selection of Keyword Placement of Keywords Creation of Title How to create Meta Tag Meta report formation Web site Content Optimization Keyword Thickness Structure Analysis of URL Creating the Content Optimization of Images Creation of HTML Sitemaps Creation of XML Sitemaps

4 Application of Robots.txt Doorway Pages Invisible Text 6. Off Page Optimization Search Engine and Directory Submission Article Creation and Submission Blog Creation And Submission Social Bookmarking Video Posting Forum Posting Overview of all the above sessions SEO & Web Design Text Content & Dynamic Content Link Popularity Page Rank Link Popularity Link Building in Detail Articles Links Exchange Reciprocal Linking Posting to Forums Directory Submission Blog Submission Submission to Search Engine RSS Feeds Submissions Press Release Submissions Directory Submission Checklist Forum Link Building Competitor Link Analysi 7. Search Engine Submission Article Submission Press Release Submission Directory Submission Link Building Forums Building Blogs

5 Posting Free Classifieds Google Mapping/Listing Social Book Marking RSS feeds Video Optimization 8. SEO Tools Google keyword Tool Keywords Position Checker Keywords Density Checker Google Analytics Google Webmaster Tool Google Analytics Google Keyword Reserach Tool Keyword discovery Tool Keyword Density Analyzer Tools google Tools Yahoo / Bing Tools Rich Snippet Text Tools Comparison Tools Link Popularity Tools Search Engines Tools Site Tools Miscellaneous Tools SEO Reporting Google analysis Tracking and Reporting Securing Ranks Reports Submission 9. Social Media Marketing Facebook Marketing Twitter Marketing Orkut Marketing LinkedIn Marketing i.e.

6 10. Getting started with Facebook Case study 1 : Showcasing optimum use of Facebook by three brands from diverse backgrounds How to create pages? How to drive traffic to pages? Applications on Facebook/FBML/Iframes Facebook content management Starting off How to source content for your campaign? Frequency of updates, timing, tonality A small mistake can lead to big repercussions How to avoid them? Tools to be used How to connect current topics with your content Case Study 2. Facebook - How to promote, measure? Facebook Advertisement and Marketing ads CTC/CPM and more Targeting right geography, age, interests Setting the right bid to ensure maximum visibility Tracking your advertisements Facebook Insights Tracking the progress of your page Active users, fan base increase, media consumption ie. Key factors of tracking that define success Feedback from insights for creating right strategy Case Study 3. Twitter Why is the World tweeting? Twitter and its phenomenal growth across the World How has tweeting played a role in spreading news far and wide and faster than any other medium How are brands using it? Indian brands on twitter Twitter terminologies? Follow/ Mention/ Retweets/ Hash Tags/ Blocking What to tweet about? Framing a perfect tweet Using URL shorteners Twitter clients (PC/Phone/BlackBerry)

7 Tweetdeck Hootsuite Snaptu Some more ession Five: Twitter Twitter Applications Twitpic/Plixi We Follow Monitter Twitaholic Twitstra Who.unfollowed.me Tracking Twitter Klout Twitter Counter Twitalyzer Twitter grader Tweet stats Case Studies Leveraging twitter for success How twitter has led to maligning trust of brands Individuals Successes/failures Case Study 4. LinkedIn The Business Network How is LinkedIn changing the way companies hire across the World? How has business changed after LinkedIn gained prominence? What all do people use LinkedIn for? Creating effective profiles Making an impact with your personal profile Describing your role to make it look most professional Recommendations Profiles for your company Groups Which groups to join? When to lead a conversation? Which discussions should you participate in? Tonality - What to say? Job Hunting through LinkedIn Where to look for jobs on LinkedIn?

8 How to get in touch with prospective employees? How to crack that job interview online Case Study 5.: Video and Presentation sharing (YouTube, Slide share, more) How important can videos become in a campaign Case Studies How are Indian brands using YouTube When do videos work? YouTube Creating your customized channel Importance of tags, titles and descriptions How to make videos viral Integrating videos with other platforms to help brand grow Presentation sharing and how it is helping businesses slideshare and what it is doing for businesses What to share while you share Content Design ratio Key differences while making regular presentations and ones that you share online 11. PPC (Pay per click) Introduction to (PPC) Pay Per Click Benefits and Significance of PPC PPC Campaigning Google Ad word Account Configuration pay Per Click Search Engines Key Elements of a Successful PPC Campaign Regional and Niche Market Targeting Building Effective PPC Ads Successful PPC Bidding Strategies How to Create Killer Landing Pages Click Fraud & Anti-Competitive Practices Landing Page Testing Monitoring and Tweaking Your Campaigns 12. PPC-Keyword Research

9 Introduction to Keyword Research SEO-PPC keyword Difference Significance of Aimed Keywords Top Class Targeted Keywords Competitors Keywords Analysis Search Volume and Keywords Popularity 13. PPC Keyword Tools & Resources Ad Creation for PPC Campaigning Create Effective Ads Groups & Titles Measurement of Title, Description & URL Enhanced ROI from Creative Ads Pre-Requisites of Effectual Ads Bid Management in PPC Importance of Bid Significance of Bidding Techniques Effects of Quality Score on Bids Ways to Increase rankings Ad position Bidding Management of Bid User Defined Bids Google Automatic Bids Competitor's Analysis for Bidding 14. Landing Page for PPC PPC Landing Page Landing Page Importance Landing Page vs. Ads Landing Page Optimization Increase Conversion Rates Click-through-Rates 15. PPC Reporting Report-Keywords Performance Report- Campaign Performance Report- Ad group Performance

10 Report-Ad Performance PPC Campaigning Tools Google Ad word Tools Google Ad word Preview Tools Google Ad word Editor 14. Google Ad Sense (Maximize revenue from your online content ) PPC Campaign PPC Campaign Set-up Utilize Manifold Accounts PPC Advertising Routing Use My Client Center MCC Click-Through-Rates-CTR s Association of Impression Acquaintance to Conversion Knowledge of Cost-Conversion Amplify CTR and Conversion Tracking Code 15. Final Live Project Project based live testing Project based on real time domains project based real time blogging project based real time forums project based social media marketing domain and hosting web server handling project based ranking final project submission

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