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Marketing & Sales / SEO & SEM

Search and Social Media Optimization Essentials

Create a holistic search and social media optimization framework while learning how to optimize your online content.

Description

This course is based on the upcoming book by Deltina Hay published by Quill Driver Books. Copyright 2014 by Deltina Hay. Used by Permission. It is no longer possible to separate search and social media optimization. A holistic approach is needed to optimize your content for all of the places it may be found online. This course addresses optimization tactics as they apply to an overall online presence – focusing on search engines, social media platforms, and the mobile web. Traditional optimization methods are discussed, as well as optimization tactics for social media, sharing, and conversion. Emphasis is placed on “semantic” optimization tactics; which is rapidly becoming the standard for successful placement in search engines and social media platforms. Optimizing for Search There is more to Google search than just finding websites; there are universal search databases and Google Plus results to optimize for as well. Social networking sites, blogs, and media communities all have their own search challenges, as does the mobile web. Search and Social Media Optimization Essentials explores optimization tactics for getting found in all of these online arenas. Optimizing for Sharing You can no longer rely on people finding your website or blog “by chance” while surfing the Web. Site content must be shared as much as possible within social media channels to get it proper exposure. Search and Social Media Optimization Essentials explores ways to make content more sharable, methods for making the content easy to share, and tactics for optimizing the content so it looks its best once it is shared. Optimizing for Conversion Google Authorship and Rich Snippets improve our visibility in Google search, while Twitter Cards and Rich Pins give our content extra exposure in their respective platforms. Search and Social Media Optimization Essentials demonstrates the semantic or “structured” markup that makes this type of exposure possible. Holistic Search Optimization Framework The course ends with a discussion on how to create a holistic optimization framework. Many worksheets, templates, and example code included!
Full details

Curriculum

  • Introduction to Optimization
    Introduction to the Course
    This lesson provides an overview of the course.
    6:07
    How to Get Found
    This lesson discusses a holistic approach to search optimization that spans across search engines, social media, and the mobile web; and explains the organization of the course.
    6:59
    Where to Get Found
    This lesson touches on organic optimization methods while introducing the main places to “get found” online – setting the stage for the remainder of the course.
    9:09
    Preparing Keywords
    This lesson covers methods for gathering keywords that can be utilized throughout the rest of the course.
    12:28
  • Optimizing for Search
    Optimizing for Search Engines
    There is more to Google search than just finding websites – there are universal search databases and Google Plus results to optimize for as well. This lesson covers these topics as well as traditional and other types of search engine optimization.
    10:32
    Optimizing for Social Networks
    This lesson discusses how search algorithms work within social networking platforms and how to optimize for them.
    12:26
    Other Social Media Platforms
    In this lesson, we discuss how to optimize content for blog posts, YouTube, and other social media platforms.
    10:51
    Optimizing for the Mobile Web
    People search from mobile devices differently than they do from desktop browsers. This lesson explores search optimization tactics specific to the mobile web.
    11:46
  • Optimizing for Sharing
    Creating Shareable Content
    This lesson covers tactics for creating shareable content on social media platforms, blogs, and websites.
    10:09
    Making Content Easy to Share
    In this lesson we discuss ways to make your website, blog, and other content easy for visitors to share, including how to create your own embed code.
    10:49
    Optimizing with Open Graph
    This lesson provides an introduction to the Open Graph Protocol, which is what social networking sites use to display content from your websites and blogs.
    11:03
  • Optimizing for Conversion
    Google Authorship
    Google Authorship allows your information to display in search results alongside all of the content you author online. This lesson shows you how to set up and utilize Google Authorship.
    8:38
    Rich Snippets and Microdata
    Rich snippets and microdata are used to improve how your content is displayed in Google Search. This lesson demonstrates how to use “structured” markup to take advantage of these features.
    7:45
    Twitter Cards and Rich Pins
    Twitter Cards and Rich Pins give your content extra exposure in their respective platforms. This lesson demonstrates the markup that makes this type of exposure possible.
    12:27
  • Conclusion: Optimization Framework
    Conclusion: Creating an Optimization Framework
    This lesson pulls everything together to help you create a holistic optimization framework based on your present online strategy.
    9:09
  • Resource
    Course Workbook
    Download the Search and Social Media Optimization Essentials by DeltinaU Course Workbook.

Skills

  • Social Media Marketing
  • Search Engine Optimization (SEO)

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