The Essential Foundations course contains eight comprehensive lessons written in an easy-to-understand manner that non-technical people will appreciate. Lesson 1: What exactly is "search engine positioning," and why is it so important? How do the search engines and directories operate? Lesson 1 is a good beginning lesson that gives an overview of Web promotion and the search engines to get you started on the right track. Lesson 2: Are you using frames on your site? What about javascript or tables? Are you doing anything that could raise a red flag with the engines and destroy your ranking? What is meant by "spam?" In Lesson 2, we look at areas that could potentially create ranking problems, and we learn how to avoid them. Lesson 3: It all begins with a simple keyword, so we will spend Lesson 3 determining what keywords are important for the various pages of your site. We'll learn the significance of choosing keywords that will bring you traffic but will still give you a running chance at achieving a top search engine position. Lesson 4: Where do you put those all-important keywords? How do the search engines determine relevancy and how can you improve it? What can you do to increase your Web site's popularity, since it's such a major issue with so many of the engines. In Lesson 4 of our Web promotion training course, you'll learn the best places to put your keywords and how to boost your relevancy with the engines. Lesson 5: When your customers search for your site in one of the engines, they're presented with a title and description. If your title and description aren't captivating and designed to pull in your customers, you lose, even if you have a top ranked page. Lesson 5 is devoted to creating effective titles and descriptions for your Web pages. Lesson 6: Since each page of your Web site can only be optimized for one or two keyword phrases, what about all of the other keywords that are important to your business? And, since each engine utilizes different ranking criteria, one page won't rank high with all of the major engines. Content-rich doorway pages are the answer to this problem and are the focus of Lesson 6. Lesson 7: Lesson 7 is devoted to several Web promotion tactics: creative linking, site maps, subdomains and doorway domains. You'll learn how to utilize site maps to help your doorway pages to be found by the engines' spiders, and you'll learn the benefits of purchasing additional domains for your Website and how to utilize those domains. Lesson 7 also addresses some of the important directories that are crucial to the Web promotion business, such as the ODP, LookSmart and Direct Hit. Lesson 8: One of the best ways to study Web positioning strategies is to analyze what your competition is doing and determine why they're at the top of the search engine rankings. What tips can you learn that you can utilize at your own site? Our final lesson pulls in what you've learned so far and points out additional winning Web promotion strategies for achieving top search engine positions. Addendum Latest Tips for AltaVista Latest Tips for HotBot/Inktomi An Engine-by-Engine Recap of how each of the major search engines operate, outlined in an easy-to-read fashion. An Engine-at-a-Glance Chart Glossary of Important Terms Checklists for Search Engines and Directories A Step-by-Step Guide to Using WebPosition Gold Software Doorway Page Templates to help you create content-rich doorways into your site
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