Off-site SEO. 
Creating link-worthy content. Top 5 link-building techniques in 2019. How to assess the value of a link

Content Marketing Strategy. 
Understanding what users want. Developing a list of topics. Mapping content to buyer’s journey.   content production

Developing a perfect-SEO
 website, part 1. 
Making a website accessible to search engines. Creating an optimal information architecture. Optimally distributing internal PageRank.
On-page content optimization

Doing a world-class
SEO-technical audit. 
Page performance, crawling errors, indexation, HTML validation, click-depth analysis, etc

How to prevent Google penalties and other SEO Mistakes. 
Review of Google’s Webmaster Guidelines. Top 10 SEO mistakes

Developing a perfect-SEO website, part 2. 
Structured data markup. Making your site mobile friendly. Blocking content. Redirects. Duplicated content. Pagination. Multilingual/Country Targeting

Tracking and measuring
SEO success.
Google Search Console. SERPWoo. Ahrefs keyword tracker

Putting it all together: SEO Strategy, part 2. 
What to do in the first 3 months, 6 months, 12 months, 24 months, and 48 months after launch

Decoding TripAdvisor, Booking.com, and other giants’ growth strategies and
 growth hacks

Introduction to
Google Search.
The value of SEO. The Mission of Search Engines. How People Search. How Search Works: Crawling, Indexing, and Rankings

First steps in SEO Strategy. 
Setting SEO Goals. Understanding your audience. Discovering your competitive edge. Basics of site-architecture. SEO for Branding vs SEO for Direct Response.

Market research, part 1. 
Introduction to Keyword research. Understanding the different types of keywords. Keyword research tools. Assessing the value and difficulty of a keyword

Characteristics of
High Quality Sites.
Fundamental principles behind the ranking factors. Overview of the top ranking factors. Review of Google’s Search Quality Evaluators Guidelines 

Building authority through links.
What is PageRank? Domain Authority vs Page Authority. Analyzing the backlink profile of a site. Analyzing the internal linking of a site

Market research, part 2. 
Building a keyword expansion map. Trending and seasonality in keyword demand.  Competitive analysis. User experience research