Search Engine Optimization (SEO) Specialization

Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research; consumer psychology and search behavior; and how to conduct on-page SEO analysis to identify opportunities to improve a website’s search optimization.

100% online course

Start instantly and learn at your own schedule.

Approx. 13 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week

English

Subtitles: English

What you will learn

Define technical SEO and learn best practices to define your own strategy

Direct ideal buyers with keyword theory and research

Optimize keywords in metadata

Understand off-page SEO and how to build links

Skills you will gain

Keyword ResearchMathematical OptimizationMarketingSocial Media

100% online course

Start instantly and learn at your own schedule.

Approx. 13 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section

7 hours to complete

Getting Started and Introduction to On-page SEO

Welcome to Week 1. This module will introduce you to On-page SEO. The lessons will start with introducing you to key areas of SEO so you’ll have a strong understanding of the differences amongst the strategies. Then we’ll dive into using On-page SEO techniques so that you’ll know how to optimize keywords in meta data as well as perform competitive analysis on a web page. By the end of this module, you’ll know how to identify meta-tags and use these to make recommendations for On-page SEO. ...

11 videos (Total 66 min), 3 readings, 1 quiz

11 videos

Course Introduction1m

Introduction to On-page SEO0m

Key Areas of SEO2m

Meta Data and Meta Tags4m

Title Tags 10110m

Meta Descriptions Help Too!11m

A Note About Meta Keywords3m

URL Optimization6m

How to Use Heading Tags8m

Creating and Optimizing Unique Content8m

Analyzing a Website Using a Web Crawler5m

3 readings

SEO 101: Getting the On-page SEO Basics15m

Blame the Meta Keywords Tag - Duane Forrester15m

The Basics of Search Engine Friendly Design & Development15m

1 practice exercises

On-page SEO Review20m

2

Section

5 hours to complete

Introduction to Off-page SEO

Welcome to Week 2. This module will introduce you to Off-page SEO. While these strategies are more indirect than On-page SEO, they’re still important to maximize page authority. This module will clarify what Off-page SEO is as well as help you understand building links to your site and understanding brand recognition through social media. Once you complete this module, you’ll be able to understand link analysis as well as how social media can help improve your page authority. ...

4 videos (Total 19 min), 2 readings, 1 quiz

4 videos

Introduction to Off-page SEO0m

Off-site SEO Elements6m

Who is Linking to Your Content?6m

Social Media: Help or Hinder?5m

2 readings

Growing Popularity & Links15m

Suggested Reading - Do Social Signals Drive SEO15m

1 practice exercises

Off-site SEO Review20m

3

Section

6 hours to complete

Introduction to Technical SEO

Welcome to week 3! In the lessons that follow, you will take a close look at the third leg of a solid SEO Strategy: Technical SEO. You’ll see how important structural components like sitemaps, redirects and other components lay a foundation for your content that will help your site get noticed. By the end of this module, you should be able to define Technical SEO and explain some of the basic aspects of this strategy. As you begin creating sitemaps and robot.txt files as well as planning redirects and managing site errors, you’ll learn how to employ best practices in your Technical SEO strategy. ...

7 videos (Total 39 min), 2 readings, 1 quiz

7 videos

Introduction to Technical SEO1m

Laying the Structural Foundation With Technical SEO2m

HTML Sitemap vs. XML Sitemap8m

The robots.txt File Protocol6m

Overcoming Pesky Error Codes6m

Redirects 1018m

404 Pages Best Practices5m

2 readings

The Beginner's Guide to Technical SEO: 7 Resources You Should Use15m

Art of SEO30m

1 practice exercises

Technical SEO Review20m

4

Section

11 hours to complete

Keyword Theory & Research

Welcome to week 4! In this module, we are going to discover a variety of strategies for developing keywords for your site. This critical step is what helps direct your ideal buyer to the content that meets his or her needs. In the lessons that follow, we’ll learn about keyword theory and how understanding the common behaviors of web searchers can help you hone your list of keywords. We’ll also see how you can use a variety of SEO tools to conduct an audience and use this data to develop personas of your ideal buyer. Once you’ve completed this module, you should be able to craft a list of optimal keywords that will help get your site recognized....

8 videos (Total 38 min), 1 reading, 2 quizzes

8 videos

Keyword Theory & Research Introduction0m

Choosing the Right Keywords4m

Stages of Search7m

Heads, Tails, and Long Tail Keywords5m

The Science of How Users Conduct Searches5m

Getting to Know Your Audience6m

Creating Your Ideal Buyers Persona6m

Course Summary and Wrap-up1m

1 readings

The Art of SEO30m

1 practice exercises

Keyword Theory & Research Review20m

Instructor

Rebekah May

SEO Manager & Lead SEO Instructor

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....

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Search Engine Optimization (SEO) Specialization