This Search Engine Optimization student textbook provides a comprehensive curriculum for higher education students and professionals alike, offering a deep understanding of the subject and covering strategies beyond basic keywords and PPC marketing. Written by industry experts with over 25 years of experience, this textbook delves into on-page and off-page SEO techniques, incorporating insights from various online marketing channels. It takes a broad view by exploring SEO strategies across multiple platforms and geographic regions, ensuring a well-rounded understanding of the field. With a focus on current industry best practices, the curriculum equips students with practical knowledge to create and optimize content for optimal search engine visibility. Additionally, students will learn how to leverage SEO data to effectively convert qualified leads into sales. By the end of the course, students will have gained valuable skills and insights to succeed in the ever-evolving field of Search Engine Optimization.