1. The basics of SEO friendly design and development
1.1. indexable content
1.2. crawlable link structures
1.3. keyword usage and targeting
1.4. keyword domination
1.5. title tags
1.6. meta tags
1.7. one page optimization
1.7.1. Use the keyword in the title tag
1.7.2. Once prominently near the top of the page
1.7.3. At least 2-3 times, including variations
1.7.4. Once in the URL
2. How search Marketers Succeed
2.1. Make pages primarily for users
2.2. Make a site with a clear hierarchy and text links
2.3. Create a useful, information-rich site
2.4. Use keywords to create descriptive, human friendly URLs
3. How SE Operates
3.1. Crawling
3.2. Indexing
3.3. Providing Answers
4. How people interact with SE
4.1. understanding how users search
4.2. present a compelling argument about the power of search
5. Keyword Research
5.1. value of keyword
5.1.1. Using the data you’ve collected, determine the exact value of each keyword.
5.1.2. Search for the term/phrase in the major engines
5.1.3. Buy a sample campaign for the keyword at Google AdWords and/or Bing Adcenter
5.2. search demand
5.3. keyword difficulty
6. Links
6.1. link signals
6.1.1. used by search engines
6.1.2. Global Popularity
6.1.3. Local/Topic-Specific Popularity
6.1.4. Anchor Text
6.1.5. TrustRank
6.1.6. Link Neighborhood
6.1.7. Social Sharing
6.2. Link Building Basics
6.2.1. "Natural" Editorial Links
6.2.2. Manual "Outreach" Link Building
6.2.3. Self-Created, Non-Editorial
6.3. Link Building Strategies
6.3.1. Get your customers to link to you
6.3.2. Build a company blog. Make it a valuable, informative and entertaining resource.
6.3.3. Create content that inspires viral sharing and natural linking
6.3.4. Be newsworthy
6.3.5. Find directories or listings of relevant resources