> Intro
- SEO history
- White Hat / Black Hat / Grey Hat
- How search engines work (index, Spider)
- The behavior of Internet users
> Optimisation ‘in page’
- Choosing the right keywords and using the concept of the Long-Tail
- Key tools: Google Generator / Google Insights / other tools
- Writing for the web, a discipline of its own
- Structuring editorial content H1 to H6
- Tags (Title / Meta / Image Optimization via ALT Tag)
- Ergonomics and internal linking
- Robots.txt / Sitemaps
- Choice of domain name / URL of pages / Exotic URLs
- HTTP redirection and headers
- SEO obstacles (flash, iframe, javascript)
- Internal and External Duplicate Content
> ‘Off page’ optimization
- E-reputation and PageRank
- Content of anchor link text
- Netlinking: nofollow / follow and internal linking
- Directories subscription
- Link Ninja / Linkbaiting: fishing for links
> Spreading the word
- Creating a blog and RSS feed
- SMO: Content socialization and e-reputation
- SEO vs SMO: interactions
- Google News universal SEO
- Google Maps
- SEO by press releases
