In this module, we'll cover:

• The concept and difference between SEO and SEM.

• How search engines work.

• The difference between organic and paid search.

• The fundamentals of keyword research, search intent and keyword relevance.

• An introduction to on-page, off-page and technical SEO.

• The importance of backlinks and local search for lawyers and law firms.

• The relationship between SEO and content marketing.

• An introduction to SEO analytics and monitoring tools.