Introduction

1. How search engines think
2. Mythbusting
3. The SEO opportunity

Planning

1. The keyword map
2. The triage
3. Goal-setting
4. Analytics 101

Onsite SEO

1. Building site visibility
   1. Crawling your site – tools and techniques
   2. Feeds and sitemaps
   3. NERD STUFF: Log analysis
   4. NERD STUFF: Getting real (time)
2. Site structure
   1. Internal linking
   2. Hub pages
   3. NERD STUFF: PageRank mapping
3. Page structure: On-page edits and tags
4. Managing onsite edits (without going insane)

Content Strategy

1. Why this matters more than anything else
2. Rules for good online copy
3. Editing existing copy for better SEO (without sounding stupid)
4. Writing
5. Production 101 for online writing
6. Why blogging is still writing
7. Setting an editorial calendar

Offsite SEO

1. Basic link building
   1. Directory submission
   2. Social media profiles
2. Syndication
   1. Content spinning
   2. Blog syndication
   3. Press releases
   4. Why you shouldn’t get too excited about syndication
3. Link sleuthing
   1. What the hell does that mean, anyway?
   2. Broken link repair & redirection
   3. Finding non-linking citations
   4. Begging for links
4. Making friends and influencing influencers
5. Who your link building audience really is

Blended search

1. Image optimization
2. Video optimization
3. Shopping feed optimization

1. What you should not track
2. What you should track, and how
3. NERD STUFF: Attribution
4. Analytics 201
5. NERD STUFF: Advanced analytics reports