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Introduction to Search Engine Optimization

University of California, Davis via Coursera

Overview

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 with some fun practices to get seen in Google.

You will be introduced to the foundational elements of how the most popular search engine, Google, works, how the SEO landscape is constantly changing 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 Google. We hope this taste of SEO, will entice you to continue through the Specialization!

Syllabus

  • Getting 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.
  • Evolution 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.
  • Current 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.
  • SEO 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!

Taught by

Rebekah May

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Reviews

3.8 rating, based on 4 reviews

Start your review of Introduction to Search Engine Optimization

  • Vinisha Bhambhani completed this course, spending 4 hours a week on it and found the course difficulty to be medium.

    The course is really thorough from a beginners point of view. I came with some knowledge of SEO but it was outdated already and this course is pretty much up to date about what really is happening in the SEO landscape until 2015. It talks about what...
  • Mohan Krishnan completed this course.

    One of the best course in SEO. Clear, deep and practical. Completed two weeks now and I am really enjoying the course.
  • Anonymous

    Anonymous is taking this course right now.

    Not good. States it is free, then you learn it is only free for 7days and you will be billed 49.99. This site use to be good free educational outlet. Not anymore.
  • Cybele Van Etten completed this course and found the course difficulty to be easy.

    Very helpful introduction to SEO for beginners. I was able to finish the whole course in a couple of days.

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