Discover the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.
This course is part of the Search Engine Optimization (SEO) Specialization
Advanced Content and Social Tactics to Optimize SEO
Offered By
About this Course
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What you will learn
Use content marketing campaigns to drive higher SEO rankings
Build relationships with influencers to help build your audience
Create influencer relationships and collaborations
Analyze data to see which content gets the most shares
Skills you will gain
Social Media MarketingSocial MediaContent MarketingMathematical Optimization
Syllabus - What you will learn from this course
Week
13 hours to complete
Introduction
Welcome to Week 1! This week we will explore the content marketing ecosystem. We will begin by recapping some basics of SEO to recall how on-page and off-page SEO work together. By the end of this module, you will be able to identify and demonstrate the "do’s and don’ts" of obtaining links, and build your own optimized links. You will build your reputation and visibility online by developing a content marketing campaign as well as build your own audience. I’m excited about this topic, so let’s dive in!
10 videos (Total 61 min), 2 readings, 1 quiz
10 videos
Content Marketing Ecosystem53s
Basics of SEO Recap3m
Value Links9m
Link Building7m
Do's & Don'ts Obtaining Links10m
Guest Posting6m
Basic Concepts of Content Marketing4m
Building Your Audience3m
The Content Marketing Ecosystem & SEO10m
2 readings
A Note from UC Davis10m
The Art of SEO - Chapter 830m
1 practice exercise
Content Marketing Ecosystem30m
Week
22 hours to complete
Social Media Marketing
This week we will discuss in-depth how social media supports the development of a company’s online reputation and visibility, which ultimately helps with SEO. By the end of this module you will practice tips on building relationships with social media influences, which can help build your audience. You will analyze your audience demographics and choose the appropriate social media platforms for your intended audience. And finally, you will use successful social media strategies to build your audience and create audience engagement.
6 videos (Total 45 min), 1 reading, 1 quiz
6 videos
Social Media Links & SEO7m
Platform Demographics10m
Picking Your Platform7m
Principles of Building Audiences13m
Case Studies5m
1 reading
The Art of SEO - Chapter 930m
1 practice exercise
Social Media Marketing20m
Week
32 hours to complete
Influence Marketing
Influencer marketing is the focus of this week’s topic. At the end of this module, you will be able to define what influencer marketing is and the role it plays in driving reputation and visibility. You will examine what influencers can do for you and the best approaches in building a relationship with an influencer, hint it’s not about manipulation, but building a strong positive relationship!
5 videos (Total 32 min), 1 reading, 1 quiz
5 videos
What Can Influencers Do For You?7m
Building the Relationship4m
First Steps in Collaboration12m
Advanced: Targeted Advertising6m
1 reading
Influencer Marketing - What it is, and Why YOU need to be doing it15m
1 practice exercise
Influence Marketing20m
Week
49 hours to complete
Creating World Class Content
This week’s topic focuses on why world class content is a must! At the end of this module, you will be able to identify great content, analyze which content gets the most shares, and create world class content of your own. You will also create successful partnerships that can help develop your content and ultimately drive your content marketing efforts. Did we mention that content is KING?!?
8 videos (Total 37 min), 2 readings, 2 quizzes
8 videos
Market Data on Content Marketing6m
Anchor Content3m
Types of Enhanced Content6m
Partnerships3m
Case Studies7m
Review of the Basics6m
Course Summary1m
2 readings
Content, Shares, and Links: Insights from Analyzing 1 Million Articles15m
A Clear Path for Marketers to Surviving Content Shock15m
1 practice exercise
Creating World Class Content20m
4.5
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started a new career after completing these courses
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got a tangible career benefit from this course
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got a pay increase or promotion
Top reviews from Advanced Content and Social Tactics to Optimize SEO
Great course. Huge amount of content. Lecturers are easy to listen to. Be sure to allow enough time for the reading and major assignments. The readings take much longer than indicated.
Very practical, thorough and well presented. The presenter's self confidence comes through and adds great credibility to the course. Very easy to comprehend and listen too.
Instructor
Eric Enge
Co-Author of "The Art of SEO"CEO, Stone Temple Consulting
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.