Introduction to SEO: Tactics and Strategy for Entrepreneurs skillshare originals badge

Rand Fishkin, Founder & CEO, SparkToro

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12 Lessons (1h 30m)
    • 1. Introduction

    • 2. An Overview of SEO

    • 3. What is SEO strategy?

    • 4. How do I use analytics to measure success?

    • 5. Ranking Factors

    • 6. Debunking Myths and Misconceptions

    • 7. Audience, Keywords, Content Strategy, and On-Page Optimization

    • 8. Crawl Friendliness and External Links

    • 9. Moment Lens: How can we evaluate the strategy?

    • 10. A New Post: How can we make the most of SEO?

    • 11. Content Tips and Tricks

    • 12. Building a Culture of SEO Success

988 students are watching this class

Project Description

Optimize a blog post (or other piece of content) for SEO.


Put your SEO knowledge into action and optimize one piece of content for your personal blog or company materials. Brainstorm some topic ideas, do some keyword research with Google AdWords and Google Suggest, write your post, and share it in the gallery. Have fun!

Note: If you're more involved in the high-level direction of your business, you're also welcome to share notes on your SEO priorities, objectives, and overall strategy.



Share your work in your Project Workspace. Use words, screengrabs, link, and even video to show your thinking. Upload:

  • Quick introduction to you and/or your business
  • Type and purpose of your content
  • Keyword research (notes, screengrabs)
  • Final post



Where do I share?

Use the community tab for quick discussions, questions, answers. Use your project workspace (just click "Start a Project") as an ongoing place to share your project and progress.

Can I download the whiteboards from the video lessons?

Yep! Scroll to the bottom of this page.

What if I'm not a writer?

No worries. Watch the "Content Tips and Tricks" lesson for ideas about using data, images, and other kinds of content. If you're interested in developing your writing skills, check out Skillshare classes like Content Marketing: Blogging for Growth (Eric Siu), Email Marketing Essentials: Writing (Kate Kiefer Lee), and The Designer's Guide to Writing and Research (Steven Heller).



*Scroll to the bottom of this page for downloadable whiteboards from the lessons!


Search & Internet Marketing

Conference & Event Recommendations

  • Mozcon – IMO, still the best large-scale web marketing conference out there; content, production value, speakers, and after-hours events are all top notch
  • Searchlove – my favorite smaller events (3-500 attendees) are those from Distilled; technical, tactical talks from high quality presenters amidst a wonderfully friendly and internationally diverse crowd
  • SMX Munich – one of the biggest and best shows in Europe; Munich attracts great content and speakers from across Europe and North America
  • SEMpdx Searchfest – for 10 years now, Searchfest has been one of the premier regional shows in the US, and is hosted in Portland, OR, one of my favorite cities

Books I've Found Valuable

  • The Billionaire Who Wasn’t – A remarkable biography of one of my personal heroes: Chuck Feeney. This is probably the book that’s inspired me most in my professional career.
  • Good to Great – From analyzing 1,435 companies over 40 years, Jim Collins’ team found 11 standouts. This book looks at the difference between the great ones and the rest.
  • Built to Last – What do companies that survive for generations do differently than those who burn out fast? Another great analysis.
  • Predictably Irrational – A phenomenal work from Dan Ariely on why we make seemingly irrational choices.
  • The Upside of Irrationality – Another excellent book from Ariely, with a lot of new research and a personal take that helps keep the text moving.
  • Influence: The Psychology of Persuasion – Robert Cialdini’s seminal work on how and why mankind thinks and acts. Essential reading.
  • Startup Communities – In 10 years, Boulder, CO transformed into one of the world’s startup Meccas. Brad Feld, who engineered this process but takes little credit, describes how this can be done in regions around the world.
  • Lean Startup – Despite all the hype, it truly is a great book on architecting early stage startups.
  • Incognito – A great take on neuroscience as it relates to behavioral psychology.
  • Nudge – Learn about libertarian paternalism, choice architecture, and the science of how human beings can make themselves better decision-makers.
  • The Absolutely True Diary of a Part-Time Indian – Empathy is at the core of my beliefs, and this is one of the best books I’ve ever read that fosters empathetic thinking. It’s also a great reminder of how hard it is to accomplish anything when your life circumstances and surroundings negatively contribute to progress and a great reminder to stay humble.

More From Me

  • — personal blog
  • Get in touch: rand at moz dot com (please don’t use Facebook or other social networks)
  • @randfish — I tweet 30-40X/week about marketing, SEO, technology, & startups

Student Projects