1. Keyword Search
1.1. How to judge the value of keyword
1.1.1. Is the keyword relevant to your website's content?
1.1.2. Search for the term/phrase in the major engines
1.1.3. Buy a sample campaign for the keyword at Google AdWords and/or Bing Adcenter
1.1.4. Using the data you’ve collected, determine the exact value of each keyword.
1.2. Understand the long tail of keyword demand
1.2.1. The long tail contains hundreds of millions of unique searches that might be conducted a few times in any given day
1.3. keyword search
1.4. keyword difficulty
2. Growing popularity&Links
2.1. Link signals
2.1.1. used by search engines
2.1.2. Global Popularity
2.1.3. Local/Topic-Specific Popularity
2.1.4. Anchor Text
2.1.5. TrustRank
2.1.6. Link Neighborhood
2.1.7. Freshness
2.1.8. Social Sharing
2.2. Link buiding basics
2.2.1. "Natural" Editorial Links
2.2.2. Manual "Outreach" Link Building
2.2.3. Self-Created, Non-Editorial
2.2.4. Strategies
2.2.4.1. Get your customers to link to you.
2.2.4.2. Build a company blog. Make it a valuable, informative and entertaining resource.
2.2.4.3. Create content that inspires viral sharing and natural linking
2.2.4.4. Be newsworthy.
2.2.4.5. Find directories or listings of relevant resources.
3. How SEO operates
3.1. Search Engines
3.1.1. Crawling and Indexing
3.1.2. Providing Answers