Advanced SEO

Desired Outcome:
Students will be able to develop and implement an SEO strategy that improves website visibility and ranking on search engines. They will create a complete SEO plan for a real business and analyze its performance.

Module 1: Introduction to SEO Fundamentals

Learning Objective:
Understand the key concepts of SEO and its importance for website visibility and business growth.

Lesson Plan:

• Key Concepts: Keywords, SERP, organic vs. paid traffic.
• Real World Example: Review of a top-ranking website (e.g., a popular blog or e-commerce site) and explain how SEO impacts their visibility.

Activities:

1. Activity 1: Analyze your own search engine behavior. How do you use keywords?
   Step-by-Step Directions:
   • Search for a product/service you use.
   • List the keywords you used.
   • Discuss why certain websites appeared first.

Discussion Questions:

• How do you think SEO influences which websites appear on top in Google searches?
• What factors do you think impact your own keyword choices?

Ways to Expand Learning:

• Explore SEO tools like Google Search Console to see how businesses track keywords.

Module 2: Keyword Research and Analysis

Learning Objective:
Master keyword research tools and identify high-ranking, relevant keywords for different types of businesses.

Lesson Plan:

• Real World Example: Case study of a business that increased traffic with strategic keyword usage.

Activities:

1. Activity 2: Use Google Keyword Planner to find top keywords for a local business (your final project).
   Step-by-Step Directions:
   • Open Google Keyword Planner.
   • Search for keywords relevant to your business.
   • Compile a list of the top 10 most relevant and high-traffic keywords.

Discussion Questions:

• What makes a keyword effective for SEO?
• How do different industries or regions impact keyword choices?

Ways to Expand Learning:

• Dive into long-tail keywords and their impact on niche audiences.

Module 3: On-Page Optimization Techniques

Learning Objective:
Apply best practices for on-page SEO, including meta descriptions, title tags, and internal linking.

Lesson Plan:

• Real World Example: Dissect a successful website’s SEO strategy by reviewing its meta tags, headings, and content optimization.

Activities:

1. Activity 3: Optimize the on-page elements for your project’s business website.
   Step-by-Step Directions:
   • Write a keyword-rich meta description for your homepage.
   • Create optimized title tags for at least three pages.
   • Review and improve internal linking structure.

Discussion Questions:

• How do title tags and meta descriptions influence click-through rates (CTR)?
• What makes a well-optimized internal linking structure?

Ways to Expand Learning:

• Explore schema markup and how it can enhance on-page SEO.

Module 4: Off-Page SEO and Link Building

Learning Objective:
Understand and implement strategies to build authority through backlinks and off-page SEO techniques.

Lesson Plan:

• Real World Example: A business that gained significant traffic from high-authority backlinks.

Activities:

1. Activity 4: Identify backlink opportunities for your project’s business.
   Step-by-Step Directions:
   • Research relevant industry websites.
   • Identify three websites where you can acquire backlinks.
   • Create an outreach plan to secure these backlinks.

Discussion Questions:

• Why are backlinks essential for authority building?
• What’s the difference between high-authority and low-authority backlinks?

Ways to Expand Learning:

• Explore social media’s role in off-page SEO and traffic generation.

Module 5: Technical SEO and Site Performance

Learning Objective:
Understand the technical aspects of SEO, including website speed, mobile optimization, and structured data.

Lesson Plan:

• Real World Example: A case where a website improved its ranking by optimizing its speed and mobile performance.

Activities:

1. Activity 5: Audit your project’s website for technical SEO issues.
   Step-by-Step Directions:
   • Use a tool like Google PageSpeed Insights.
   • Analyze site speed and mobile responsiveness.
   • Implement suggestions to improve site performance.

Discussion Questions:

• How do site speed and mobile optimization affect SEO?
• What are the common technical SEO issues, and how can they be fixed?

Ways to Expand Learning:

• Learn about structured data and its impact on search engines.

Module 6: Measuring SEO Success and Continuous Optimization

Learning Objective:
Track and analyze SEO performance using analytics tools and refine strategies for ongoing improvement.

Lesson Plan:

• Real World Example: Review SEO metrics from an actual business to see how they monitor and optimize their strategies.

Activities:

1. Activity 6: Set up Google Analytics for your project and create a monthly report.
   Step-by-Step Directions:
   • Open Google Analytics.
   • Set up tracking for your project’s website.
   • Analyze key SEO metrics such as organic traffic, bounce rate, and conversions.

Discussion Questions:

• What metrics should you prioritize when analyzing SEO performance?
• How often should you refine your SEO strategy?

Ways to Expand Learning:

• Explore advanced SEO tools like SEMrush or Ahrefs for deeper insights.

Final Project:
Create a complete SEO plan for a real-world business, including keyword research, on-page and off-page optimization strategies, technical SEO fixes, and a detailed report of performance metrics. The project should include:

• A list of target keywords.
• Optimized meta descriptions, title tags, and internal linking.
• A backlink acquisition plan.
• A technical SEO audit.
• Performance analysis using Google Analytics.