Search Engine Optimization (SEO) Specialization

SEO is a dynamic and growing career field that demands knowledge and skills in a variety of website optimization strategies and tactics in order to be successful. This course is designed to provide you with a solid foundation in SEO including the different elements comprising a website optimization client report, and arm you with skills you need to develop a tactical approach to SEO. Whether you have successfully completed the other courses in the Search Engine Optimization specialization or are taking just this course, this project is your chance to apply the knowledge you’ve acquired to practice important SEO tactics and optimize a site of your choice from the ground-up. You will identify optimization opportunities on a site and discover valuable tips for pitching your plan and managing your relationship with your client, you will then develop a customized SEO solution for the website you chose, and go through each of the major steps needed to execute your strategy including keyword research, competitive analysis, improving the site’s meta-data and on-page elements. Along the way, you will receive feedback through the peer review process. This community of fellow learners will provide additional input to help you refine your approach to SEO and present your findings to clients and management.

100% online course

Start instantly and learn at your own schedule.

Intermediate Level

Approx. 12 hours to complete

Suggested: 3 hours/week

English

Subtitles: English

What you will learn

Develop a customized SEO solution for any website

Identify optimization opportunities on a client's site

Improving a site’s metadata and on-page elements

Manage effective client relationships

100% online course

Start instantly and learn at your own schedule.

Intermediate Level

Approx. 12 hours to complete

Suggested: 3 hours/week

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section

11 hours to complete

Getting Started and Milestone 1: Gauging a Site's Opportunity for Improvement

In this first milestone, you will identify a potential client’s website by using your skills to gauge a website’s opportunity for improvement and higher ranking. Once you have selected a website, you will create an SEO pitch to inform and persuade a potential client to adopt a new SEO strategy. Finally, you will develop a set of kick-off questions that will help gather the information you need to begin to develop your SEO strategy. ...

2 videos (Total 9 min), 4 readings, 1 quiz

2 videos

Project Welcome and Overview3m

Milestone 1 Assignment Overview5m

4 readings

Identifying a Potential Client - Resources (Part 1)10m

Create an SEO Pitch - Resources (Part 2)30m

Develop Kickoff Questions - Resources (Part 3)20m

Kick-Off Questions Template1m

2

Section

17 hours to complete

Milestone 2: Initial Research Phase

In this milestone, you will focus on the initial research required to begin optimizing a website. This milestone has three main activities including developing a buyer persona, conducting keyword research, and performing competitive research. These activities will help you identify your target audience, frame your keyword research, and gain insight into your competition. The information you gather from this research process will help you develop a successful strategy for the website. ...

1 video (Total 8 min), 6 readings, 1 quiz

1 videos

Milestone 2 Assignment Overview7m

6 readings

Developing a Persona - Resources (Part 1)30m

User/Buyer Persona Template1m

Performing Keyword Research - Resources (Part 2)40m

Keyword Research Example & Template1m

Conducting a Competitive Analysis - Resources (Part 3)50m

Keyword Competitive Analysis Template1m

3

Section

12 hours to complete

Milestone 3: Conducting a Content Audit and Technical Review

In this third milestone, you’ll examine the content of your competitors’ sites through a content audit to better position your own SEO campaign. You’ll also conduct an internal content audit to compare your site to those of your competitors and identify areas for improvement. Also in this milestone, you will develop a keyword matrix to help you determine which keywords should be assigned to specific pages on your site. In the final part of the milestone, you’ll perform a technical review of the site to identify any technical factors that may impact the ranking of the website. Each of these activities is critical to On-Page SEO....

1 video (Total 8 min), 9 readings, 1 quiz

1 videos

Conducting a Content Audit and Technical Review8m

9 readings

Competitive Content Analysis (Part 1)30m

Competitive Analysis Template1m

Internal Content Audit - Resources (Part 2)30m

Internal Content Audit Template1m

Keyword Mapping - Resources (Part 3)50m

Keyword Mapping Template1m

Technical SEO - Resources (Part 4)20m

Error Tracking Template1m

Technical Audit Template1m

4

Section

6 hours to complete

Milestone 4: Presenting Your Findings

In this final milestone, you will develop a comprehensive presentation representing all the work you have done throughout the course. Using a standard outline, you’ll create one cohesive Word document and present your findings, analysis, and recommendations to your peers. The final presentation will also include a video in which you present your case to a potential client or employer outlining how your SEO strategy will improve ranking and business. ...

2 videos (Total 6 min), 2 readings, 1 quiz

2 videos

Milestone 4 Assignment Overview4m

Project Summary1m

2 readings

Presenting Your Findings - Resources30m

SEO Audit Template1m

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....

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 pay for this course?
If you pay for this course, you will have access to all of the features and content you need to earn a Course Certificate. If you complete the course successfully, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. Note that the Course Certificate does not represent official academic credit from the partner institution offering the course.
What is the refund policy?
Is financial aid available?
Yes! Coursera provides financial aid to learners who would like to complete a course but cannot afford the course fee. To apply for aid, select "Learn more and apply" in the Financial Aid section below the "Enroll" button. You'll be prompted to complete a simple application; no other paperwork is required.

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Search Engine Optimization (SEO) Specialization