1. Introduction
    1. Welcome
  1. Overview of SEO
    1. What is search engine optimization (SEO)
    2. Reading search engine result pages
    3. Setting SEO expectations
    4. How SEO affects your business
  2. Keywords: The Foundation of SEO
    1. Why you need a keyword-research plan
    2. How to research keywords
    3. Tools to help you analyze keywords
    4. Understanding keyword attributes
    5. Understanding keyword distribution
    6. Ongoing keyword evaluation
  3. Content Optimization: How Search Engines and People View Webpages
    1. Understanding content optimization
    2. Optimizing site structure
    3. Recognizing different types of content
    4. Optimizing textual page elements
    5. Optimizing nontext components of a webpage
    6. Analyzing content quality
    7. Exploring the benefits of user-generated content
  4. Content Optimization: Technical SEO
    1. Interpreting the code behind webpages
    2. Understanding how search engines index content
    3. Working with canonical URLs and redirects
    4. Leveraging microformats
    5. Working with server-side factor
    6. Using Google Webmaster Tools
    7. Using Bing Webmaster Tools
  5. Long-Term Content Planning
    1. Overview of long-term content strategies
    2. Planning a successful content strategy and avoiding common mistakes
    3. Defining your audience, topics, angle, and style
    4. Understanding different types of content
    5. Getting ideas for content
    6. Working with an editorial calendar
    7. Promoting your content with social media
    8. Measuring content performance
  6. Link-Building Strategies
    1. Understanding the importance of link
    2. Building internal links
    3. Building external links
    4. Finding link-building opportunities
    5. Executing a link-building strategy
  7. Measuring SEO Effectiveness
    1. Measuring SEO performance
    2. Analyzing keywords
    3. Analyzing links
    4. Measuring the impact of social media
  8. SEO for Ecommerce
    1. Understanding SEO and ecommerce
    2. Working with semantic HTML for ecommerce
    3. The technical components of ecommerce
    4. Exploring ecommerce information architecture
    5. Producing ecommerce content
    6. Leveraging link building and social media for ecommerce
  9. Local Search
    1. Understanding local search
    2. Understanding Google My Business
    3. Setting up and optimizing Google+ Local
    4. Managing your citations
    5. Getting more reviews for your business
    6. Optimizing your website for local search
  10. Mobile SEO
    1. Understanding mobile SEO
    2. Configuring your site for mobile
    3. Optimizing your site for feature phones and smartphones
    4. Developing mobile-friendly content
  11. Conclusion
    1. Determining your next steps