Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.
This course is part of the Search Engine Optimization (SEO) Specialization
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Search Engine Optimization (SEO) SpecializationUniversity of California, DavisAbout this Course
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Learner Career Outcomes
42%
started a new career after completing these courses
47%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level
At least 2 years of business or marketing experience and has conducted initial keyword search activities.
Approx. 25 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
What you will learn
Use keyword research to select best keywords to optimize your website in search results
Examine how to analyze, organize, create, and build content utilizing various strategies
Use best practices to develop a high quality local SEO approach
Develop a solid approach for achieving a productive and successful relationship with your client
Skills you will gain
Keyword ResearchMarketingContent MarketingMathematical Optimization
Learner Career Outcomes
42%
started a new career after completing these courses
47%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 3 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Intermediate Level
At least 2 years of business or marketing experience and has conducted initial keyword search activities.
Approx. 25 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Offered by
University of California, Davis
UC Davis, one of the nation’s top-ranked research universities, is a global leader in agriculture, veterinary medicine, sustainability, environmental and biological sciences, and technology. With four colleges and six professional schools, UC Davis and its students and alumni are known for their academic excellence, meaningful public service and profound international impact.
Syllabus - What you will learn from this course
6 hours to complete
Introduction
Welcome to week 1! As you may remember from Module 4 within the last course, Search Engine Optimization Fundamentals, keywords are an extremely important tool for helping your customers find you in an often crowded field. Effective use of keywords on your optimized website can result in free targeted traffic to your site, helping you to reach your business goals. In this module, you will use the keyword research you conducted in the last course and you will learn a process for selecting the best keywords to optimize your website in search results. We will look at concepts like relevancy to the site, keyword intent, how competitive the keyword is in organic search, and how well that term might convert once it receives traffic. We’ll also discuss how to identify and evaluate competitors, how to map keywords to pages, and how to create a keyword map for your clients and your own site. There is a lot to discuss in our first module, so if you are taking this course without learning the materials of module 4 within the SEO Fundamentals course, I highly recommend you complete that module before diving into this one. So, let’s get started learning how to apply keyword research!
6 hours to complete
12 videos (Total 53 min), 1 reading, 1 quiz
8 hours to complete
Advanced On-Page SEO
Welcome to week 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. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.
8 hours to complete
12 videos (Total 62 min)
5 hours to complete
Local SEO
Welcome to week 3! In the lessons that follow, you will take a close look at local SEO strategy. You will see how to optimize your Google business pages, on-site content and external references such as citations, backlinks, and reviews to help your local business have higher visibility in the local search landscape. By the end of this module, you should be able to not only describe a bit of the history of how Google displays local searches but also utilize best practices to develop a high quality local SEO approach.
5 hours to complete
10 videos (Total 55 min)
7 hours to complete
Creating an SEO Campaign
Welcome to week 4! In this module, we are going to discuss the human factor of SEO - how to manage your relationship with clients. We’ll talk about what should be discussed in the critical first meetings, how to manage your client’s expectations, and how to track and report on progress toward your client’s goals. By the end of this module, you’ll have developed a solid approach for achieving a productive and successful relationship with your client.
7 hours to complete
10 videos (Total 51 min)
Reviews
TOP REVIEWS FROM OPTIMIZING A WEBSITE FOR SEARCH
by DDApr 6, 2021
The course was very good. Overall, the courses in this specialization require tools that are no longer free to use. It would be really helpful to have something provided for the duration of the class.
by SPNov 24, 2020
Amazing! must do for the people who wants to work in the SEO and Web optimization field. General people and Entrepreneurs who owns and manages their own site can also find this course really helpful.
by SHSep 2, 2019
This has to be the most informative and useful SEO course on the internet. The instructor has provided so much value. I highly recommend this course for anyone seeking in-depth value of SEO.
by SRJan 16, 2017
This course provides the essential fundamentals for optimizing a website for search. The course was a refresher in certain areas as well as helped fill in the gaps on things I didnt know.
About the Search Engine Optimization (SEO) Specialization
This Specialization will teach you to optimize website content for the best possible search engine ranking. You'll learn the theory behind Google search and other search engine algorithms; you'll also build practical, real-world skills that you can apply to a career in digital marketing or online content development, including on-page and off-page optimization, optimizing for local and international audiences, conducting search-focused website audits, and aligning SEO with overall business strategies. Each course is intended to build on the skills from the previous course, thus we recommend you take the courses in the order they are listed. The Specialization culminates in a hands-on Capstone Project, in which you will apply your skills to a comprehensive SEO consulting task.
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