Hello, my name is Dave Lloyd and I'd like to welcome you to the Advanced Search Engine Optimization Strategies modules in the Coursera SEO specialization, brought to you by UC Davis. I'm excited to have you join me on this journey. I've worked in the SEO field now for 15 years. I created my first single page website by learning HTML and SEO over four successive weekends in 2001. It was an easier and less competitive industry back then. Being self-taught today is nearly impossible given how quickly the innovations occur and the breadth of skill sets required. So I believe you're in the right place. I've worked as an independent consultant, as an individual contributor in-house and over the last six years as a manager of an SEO team. I've gotten to know hundreds of SEOs and find them to be naturally curious, competent, committed to results, leaning on best practices, not spammy or black hat techniques, and have an ambition to serve the needs of their clients, stakeholders and customers above all else. The customer experience must always be the primary objective. I majored in both business and psychology in college. My mom is a teacher and my dad is an engineer. So what I find fascinating about this field is that it's a balanced combination of art and science, of content plus technology and data. As a result, modern SEO requires a balanced combination of strategic, technical and creative thinking. This makes the field inherently challenging, interesting and perpetually changing, and not for the faint of heart. I'll be sharing with you from my experience and primarily from the role I've occupied for six years as Senior Manager of Global Search Marketing for Adobe. You'll hear about things from an in-house and enterprise level perspective. Some of the material will be of an intermediate to advanced level, but I'll provide a framework for beginners as well. I trust this approach will complement the perspectives from Rebecca and Eric in what they've delivered. I have broken this course into four major modules. The first will examine global SEO and localization. The second module will start where Rebecca finished on technical SEO in her course by going deeper into strategies and tools. Module three will be on mobile SEO and app store optimization, a very hot topic as the app economy continues to grow globally. The last module will be on metrics and analytics and how to gather, assess and report on search metrics to your stakeholders and clients. As you have with the courses thus far, each week you'll view a series of video presentations and screencasts. You'll also have opportunities to practice your learning and be tested on your knowledge. I'm very glad you've continued with the course to this point. I'm confident I can deliver valuable content and information that you can act on to see results. I think you'll enjoy the material and learn a great deal. So, let's get started.