Welcome to module 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. You’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content. And finally, you'll review the topic of local SEO, what local SEO is, and how it is both similar to and different from regular SEO tactics and best practices. Let's get started!