Stage 1. Search Engine Marketing

Part 1: Understanding Search Engines
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Lesson (1): Classification of Search Engines
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Lesson (2): Crawler-Based Search Engines
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Lesson (3): Human-Powered Search Engines
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Lesson (4): Pay-for-Performance Search Engines
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Lesson (5): META-Engines
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Lesson (6): Who Feeds Who - Search Engine Relationships
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Lesson (7): How Search Engines Rank Pages
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Selected Reading List
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Quiz (1): Understanding Search Engines
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Part 2: On-Page Optimization
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Step 1: Picking out Keywords
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Lesson (8): Defining Your Niche and Audience
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Lesson (9): Preparing to Research Keywords and Getting Suggestions
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Lesson (10): Using Keyword Suggestion Tools
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Demo (1): Picking out Keywords
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Selected Reading List
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Quiz (2): Picking out Keywords
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Step 2: Optimization - Tuning the Pages
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Lesson (11): Key Concepts: Keyword Prominence, Density, Proximity and Frequency
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Lesson (12): HTML Elements (Page Areas) That Matter
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Lesson (13): Optimizing Layout of Your Pages
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Lesson (14): Optimizing Navigation and Menus
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Lesson (15): The Power of CSS
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Lesson (16): Duplicate Content Issues
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Lesson (17): Local SEO for Your Site
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Demo (2): Optimizing an HTML Page
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Selected Reading List
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Quiz (3): Optimization - Tuning the Pages
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Step 3: Website Submission
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Lesson (18): Search Engines' Submission Rules and Guidelines
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Lesson (19): Submitting to Search Engines
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Lesson (20): Creating a Search Engine Friendly Sitemap
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Lesson (21): Submitting to Directories
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Lesson (22): Verifying Submission Success
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Demo (3): Website Submission
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Selected Reading List
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Quiz (4): Website Submission
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Step 4: Auditing and Improving the Website
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Lesson (23): Detecting and Fixing Site Visibility Issues
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Lesson (24): Detecting and Fixing Site Usability Problems
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Lesson (25): Cleaning up the Mess. Orphan Files and Tech Waste
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Demo (4): Monitoring Site Uptime
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Demo (5): Testing Your Site and Improving Its Quality
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Selected Reading List
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Quiz (5): Auditing and Improving the Website
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Part 3: Off-Page Optimization
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Step 5: Link Marketing
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Lesson (26): Link Popularity and Link Quality
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Lesson (27): Google PageRank, Local Rank and Hilltop Algorithms
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Lesson (28): Link Building Strategies and Techniques
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Demo (6): Find Link Partners
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Selected Reading List
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Quiz (6): Link Marketing
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Part 4: Monitoring Search Engine Rankings
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Lesson (29): Issues with Automated Ranking Monitoring
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Lesson (30): Analyzing Your Rankings over Time
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Demo (7): Checking Site Rankings
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Selected Reading List
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Part 5: Techniques to Avoid or Use at Your Own Risk (Search Engine Spamming)
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Lesson (31): Black-Hat Techniques vs White-Hat Techniques
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Lesson (32): Code of Ethics
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Lesson (33): Gray Hat SEO
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Lesson (34): What to Do if Your Site Has Been Penalized
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Selected Reading List
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Quiz (7): Search Engine Spamming
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Part 6: Search Engine Advertising
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Introduction to Online Advertising
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Step 1: Pay Per Click Advertising
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Lesson (35): Introduction to PPC and Basic Concepts
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Lesson (36): Major PPC Providers (Google AdWords, Yahoo! Search Marketing, MSN AdCenter)
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Demo (8): Manage PPC Campaigns
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Selected Reading List
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Quiz (8): Search Engine Marketing
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Stage 2: E-Mail Marketing
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Lesson (37): Introduction to E-Mail Marketing. The Basics
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Lesson (38): The Six-Step Process of E-Mail Marketing
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Lesson (39): Working with Your Mailing List
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Lesson (40): Creating the Message and Choosing the Subject
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Lesson (41): Running the Campaign - E-Mail Transmission Tips
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Selected Reading List
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Stage 3: Affiliate Marketing
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Lesson (42): Introduction to Affiliate Marketing
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Lesson (43): Earning Money as an Affiliate
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Lesson (44): Starting Your Own Affiliate Program
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Lesson (45): Setting Up the Program
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Lesson (46): Choosing Your Partnership Model
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Lesson (47): Recruiting Affiliates
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Selected Reading List
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Stage 4: Web Analytics
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Introduction to Web Analytics
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Part 1: Traffic Data Sources
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Lesson (48): Different Web Traffic Data Sources
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Lesson (49): Web Analytics Pyramid Model
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Demo (9): Using the HitLens Configuration Wizard
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Quiz (9): Traffic Data Sources
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Part 2: Traffic Sources
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Lesson (50): Referring Sites and Partners
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Lesson (51): Advertising Campaigns and Organic Search Engine Results
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Lesson (52): Keywords as a Data Source
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Demo (10): Browsing HitLens Reports
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Quiz (10): Traffic Sources
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Selected Reading List
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Quiz (11): Web Analytics
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Glossary