Ever wonder how major search engines such as Google, Bing and Yahoo rank your website within their searches? Or how content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users? Welcome to the world of Search Engine Optimization (SEO). This course is the first within the SEO Specialization and it is intended to give you a taste of SEO.
You will be introduced to the foundational elements of how search engines work, how the SEO landscape has changed and what you can expect in the future. You discuss core SEO strategies and tactics used to drive more organic search results to a specific website or set of websites, as well as tactics to avoid to prevent penalization from search engines. You will also discover how to position yourself for a successful career in SEO should this subject prove interesting to you. We hope this taste of SEO, will entice you to continue through the Specialization.
This course is part of the Search Engine Optimization (SEO) Specialization
Introduction to Search Engine Optimization
Offered By
About this Course
4.6
2,469 ratings
What you will learn
Critique the role of advertisements and corporate funding in the development of search
Compare and contrast the functionality of search engine algorithms updates
Write your own content for a website that will improve search results
Develop an optimization strategy following best practices for a client to implement to help increase their ranking
Skills you will gain
Search AlgorithmSearch Engine Optimization (SEO)Mathematical OptimizationSemantics
Syllabus - What you will learn from this course
Week
1Getting Started & Introduction to SEO
Welcome to the first week of the course! In the lessons that follow, you will discuss and define the foundational overview of SEO and explore types of careers and salary expectations within SEO industry. By the end of this module, you should be able to define Search Engine Optimization and explain the basics of SEO as a business (as well as how SEO shapes the Internet itself.) You'll also be able to explain the differences between three main SEO job types, and be prepared to choose a career that best suits your current goals.
16 videos (Total 69 min), 2 readings, 1 quiz
16 videos
Introduction1m
Introduction to SEO5m
What You Can Expect from a Career in SEO6m
How I Got Started in SEO2m
My Role as an SEO Manager2m
Key Skills We Look for When Hiring3m
Tips for Finding a Job3m
How I Got Started in SEO3m
A Day in the Life of an SEO Professional3m
Key Skills We Look for When Hiring7m
Specific Skills Managers Want6m
Tips for Finding a Job5m
Tips for Interviewing5m
Building a Marketable Portfolio4m
Overview of In-house SEO5m
2 readings
Why a Career in SEO?10m
What You Can Expect from a Career in SEO10m
1 practice exercise
Getting Started & Introduction to SEO20m
Week
2Evolution of SEO
Welcome to Module 2! We hope you're enjoying the course so far, and are ready to learn more about the evolution of SEO! By the end of this module, you should be able to at least summarize the timeline of search engine development, as well as demonstrate an understanding of key time periods and individuals who changed the way search worked and the way humans interact with the Web. Later on in the module, you'll gain the ability to critique the role of advertisements and corporate funding in the development of search, and explain the process by which the Web became monetized. This high-level look at the history of SEO will give you a solid foundation for understanding the material we'll be covering later in the course.
4 videos (Total 21 min), 2 readings, 1 quiz
4 videos
How Search Engines Work2m
History of Search Engines (1945 - 1993)7m
Advancement of Search (1993 - 2000)10m
2 readings
How Search Engines Work15m
History of Search Engines (1945 - 1993)30m
1 practice exercise
Evolution of SEO20m
Week
3Current SEO Best Practices
In Module 3, we'll be discussing items that SEOs spend a great deal of time dealing with: SEO best practices, the algorithm updates that look for them and potential penalties for not adhering to them. By the end of this module, you'll be able to illustrate the concept of relevancy as it applies to search results, compare and contrast the functionality of search engine algorithm updates, and critically examine the ways in which webmasters attempt to circumvent these algorithms. You'll also be able to define important ranking factors used by modern search engines, and learn the necessary steps to avoid (or correct) any penalties applied by search engine algorithms.
9 videos (Total 58 min), 7 readings, 1 quiz
9 videos
Introduction to Search Engine Algorithms6m
SEO Best Practices and Ranking Factors7m
Early Algorithms: Florida, Austin, and Brandy6m
Updates: Personalized, Universal, Vince, and Caffeine6m
Panda: The Game Changer for Content7m
Cleaning Up Links with Penguin9m
Refinements: Hummingbird, Pigeon, and Mobile6m
How You Can Avoid Penalties5m
7 readings
Introduction to Search Engine Algorithms45m
SEO Best Practices and Ranking Factors30m
Personalized, Universal, Vince, and Caffeines
Panda: The Game Changer for Content30m
Cleaning Up Links with Penguin30m
Hummingbird, Pigeon, and Mobile30m
How You Can Avoid Penalties15m
1 practice exercise
Current SEO Best Practices30m
Week
4SEO of Today, Tomorrow and Beyond & Course Wrap-Up
You've made it to Module 4! In this module, you will gain an understanding of where SEO fits into the broader digital marketing landscape. By the end of this module, you will be able to explain how concepts like topic association and semantic analysis relate to the relevancy and trustworthiness of search results. You'll also be well prepared to write and optimize your own content for a website that will improve search results, as well as develop an optimization strategy for a client to implement that would help to increase their ranking while following best practices. Finally, by the end of this module you will be able to demonstrate the impact of brands and branding on search results, and critically analyze the role of social media and other emerging technologies on the landscape of SEO today, tomorrow, and beyond!
5 videos (Total 22 min), 2 readings, 1 quiz
5 videos
Evolution of Keyword Optimization3m
Strengthening Your Keyword Strategy7m
How Does Branding Influence Website Rank?8m
Course Summary and Wrap-Up1m
2 readings
Strengthening Your Keyword Strategys
How Does Branding Influence Website Rank?45m
1 practice exercise
SEO of Today, Tomorrow and Beyond20m
4.6
697 Reviews60%
started a new career after completing these courses
54%
got a tangible career benefit from this course
25%
got a pay increase or promotion
Top Reviews
By SS•Aug 10th 2016
Great course, very informative!! I can tell the classes are starting to be structured differently though. Not too much meat to this first course... reserving my opinion, until I go through a few more.
By AI•Jun 25th 2016
A great fundamental breakdown of SEO strategies that you need to know in order to further understand the field. Very well designed course that is perfect for someone who is new to the field of SEO!
Instructor
Rebekah May
SEO Manager & Lead SEO Instructor, Lead QualUC Davis Division of Continuing and Professional Education
About 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.
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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
More questions? Visit the Learner Help Center.
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