SEO: Strategy & Skills

Up-to-date SEO Courseware for Higher Ed

Bridge the gap between the classroom and the job market to set your students up for SEO success

Assignments in every chapter give
students real-world practice

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Written by authors in industry and academia for the most relevant SEO courseware on the market

Meet the authors

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SEO abstract piece

80 Resources Included

15 assignments with real-world applications (instructor and student versions)

15 auto-graded chapter quizzes

15 quiz review slides

15 lesson plans with prep recommendations and engaging class activities

15 chapter presentations (instructor and student versions)

2 student projects preparing them for an SEO job interview

Sample syllabus outlining course benefits and structure

Sample calendar to save prep time

Cumulative glossary for student reference

Key Learning Obectives

At the end of this course, students should be able to:

  • Understand the primary business function of SEO
  • Perform appropriate analysis in preparation for conducting a successful SEO campaign
  • Accomplish key tasks associated with SEO for websites and other media
  • Measure and report on SEO outcomes and make adjustments based on performance data

Table of Contents

Chapter 1 – An Overview of Search
Chapter 2 – Searcher Behavior
Chapter 3 – Search Engines
Chapter 4 – Performance Indicators
Chapter 5 – Crawlability
Chapter 6 – User Experience (UX)
Chapter 7 – Keyword Research
Chapter 8 – Site Structure & Keyword Mapping
Chapter 9 – Content Optimization
Chapter 10 – Off-page SEO
Chapter 11 – Link Building
Chapter 12 – Holistic SEO Strategy
Chapter 13 – Local SEO
Chapter 14 – YouTube SEO
Chapter 15 – Amazon SEO, Voice, & the Future of Search

 ISBN: 978-1-7374823-2-1

Additional SEO Resources

About the Authors

Steve Wiideman

Steve Wiideman

Steve Wiideman, of Wiideman Consulting Group, is a scientist and practitioner of local and e-commerce search engine optimization and paid-search advertising. He personally played a role in the inbound successes of brands such as Disney, Belkin, Public Storage, Honda, Skechers, Applebee’s, IHOP, Dole, and others. Steve works as an adjunct professor at Cal State Fullerton, UC San Diego, and Fullerton College. He teaches a variety of courses in website design, SEO, SEM, and online advertising.

Scott Cowley

Scott Cowley

Dr. Scott Cowley (@scottcowley) is an Assistant Professor of Marketing at Western Michigan University. Scott has a track record of innovation, creating award-winning projects adopted by 100+ universities, coaching students to multiple national case competition wins, and publishing award-winning digital marketing education research. Prior to becoming a professor, he spent several years as an SEO strategist.