Search Engine Optimization (SEO) | PageRank

Throughout the blogosphere, one can find untold informational references when it comes to search engine optimization. The problem, however, is that there are aspects of SEO, such as text-to-code ratio and link buying, in which a knowledge seeker could find many articles from opposite sides of the issue. Where is the real authority in the realm of SEO?

Organic or Paid? Links or Content? These questions often spur much research from search professionals, but in the end are akin to the “tastes great vs. less filling” dilemma of endless debating.

A movement is beginning, however, to canonize the best practices of SEO in order to educate the next generation of search professionals coming up through the collegiate ranks, as well as those who are already involved in the industry. An example of this is taking place at Rice University, where courses on SEO are beginning to be offered to students.

Here’s a course description for the university’s current offering in Search Engine Optimization:

In this new course designed for those with varying levels of knowledge and experience in search engine optimization (SEO), participants will learn how to improve their websites' rankings across the major search engines and how to increase qualified traffic. They will also learn how to analyze search engine results and edit a website to achieve top placement.

The basic theory of how search engines work will be discussed as well as advanced SEO techniques, including how to optimize dynamic pages and how to increase conversion rates without sacrificing rankings. Training materials will include the latest in industry developments.

I’m curious to see what the curriculum might be for a course such as this. What methodology did the instructor, Amir Zaman, implement in order to develop a course that he feels represents the “correct” way to carry out the practice of search engine optimization? Was the information gathered independently, or is it a conglomeration of perspectives gathered from those considered to be the cream of the crop when it comes to SEO?

I’m eager to see the syllabus for this class.