Chapter 1 (page
6)
Search Engines
1.1 Search Engine Basics
— Introduction to Search Engines
— Search Engine Market Share
— Major search engines and directories
— Search provider relationships
1.2 Components of Search
Engines
— How search engines rank pages
— Search engine spam
1.3 Test Questions
Chapter 2 (page 28)
Search Engine Optimization
2.1 On Page Optimization
Factors
— Keywords
— Keyword Finalization
— Use of HTML Meta Tags
— Anchor Text Optimization
— Comment Tag Optimization
— Content
— Content Optimization
— Keyword Density
2.2 Off Page Optimization
Factors
— Building Link Popularity
— Anchor Text Optimization
— Measuring Link Popularity
— Google Page rank
2.3 Test Questions
Chapter 3 (page 71)
Site Readiness
3.1 Google Toolbar
— Types of links
— Dynamic Page Optimization
— What are Doorway Pages / Cloaking
— Frames
3.2 Test Questions
Chapter 4 (page 91)
Pay Per Click
4.1 Pay Per Click Campaigns
4.2 Setting up a PPC Campaign
— Keyword Selection
— Bidding Strategies
— Advertising Text
— Developing proper landing page
— Tracking
4.3 Major PPC Search Engines
— Google AdWords
— Overture PPC Ads
— Other PPC Advertising Resources
4.4 Test Questions
Chapter 5 (page 113)
SEO Monitoring
5.1 SEO Reporting and Conversion
5.2 Visitor Traffic Analysis
5.3 Operating your own SEO Business
5.4 How to choose an SEO Consultant
5.5 Test Questions
Chapter 6 (page 122)
Latest Concepts
6.1 Emerging Trends in SEO
— Content Duplication in SEO
— CraigsList
— How to do Branding with SEO
— Podcasting
— RSS Feed Optimization
— SEO & PPC Tools for Google
— SEO & ROI
— SEO - Present and its future
— Wiki Article Inclusion
— The New Buzz in Video Optimization – YouTube
— Digg.com
— Web Analytics
6.2 Affiliate Marketing
6.3 Google Dance and its Impact on Rankings
