Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.
Этот курс входит в специализацию ''Специализация Поисковая оптимизация (SEO)'
Optimizing a Website for Search
от партнера
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Об этом курсе
Недавно просмотрено: 14,827
Чему вы научитесь
Use keyword research to select best keywords to optimize your website in search results
Examine how to analyze, organize, create, and build content utilizing various strategies
Use best practices to develop a high quality local SEO approach
Develop a solid approach for achieving a productive and successful relationship with your client
Приобретаемые навыки
Keyword ResearchMarketingContent MarketingMathematical Optimization
Программа курса: что вы изучите
Неделя
15 ч. на завершение
Introduction
Welcome to week 1! As you may remember from Module 4 within the last course, Search Engine Optimization Fundamentals, keywords are an extremely important tool for helping your customers find you in an often crowded field. Effective use of keywords on your optimized website can result in free targeted traffic to your site, helping you to reach your business goals. In this module, you will use the keyword research you conducted in the last course and you will learn a process for selecting the best keywords to optimize your website in search results. We will look at concepts like relevancy to the site, keyword intent, how competitive the keyword is in organic search, and how well that term might convert once it receives traffic. We’ll also discuss how to identify and evaluate competitors, how to map keywords to pages, and how to create a keyword map for your clients and your own site. There is a lot to discuss in our first module, so if you are taking this course without learning the materials of module 4 within the SEO Fundamentals course, I highly recommend you complete that module before diving into this one. So, let’s get started learning how to apply keyword research!
12 видео ((всего 53 мин.)), 1 материал для самостоятельного изучения, 1 тест
12 видео
Course Overview2мин
Applying Keyword Research Introduction48
Why do a Competitive Analysis?2мин
How to Perform a Competitive Keyword Analysis5мин
Analyzing Your Competition6мин
Develop a Plan to Compete10мин
Competing With Page Level Information4мин
Dealing with Larger Sites4мин
Mapping Keywords to Pages3мин
Questions to Ask3мин
Keyword Mapping Processes4мин
Creating a Keyword Map for Clients4мин
1 материала для самостоятельного изучения
A Note from UC Davis10мин
1 практического упражнения
Optimizing A Website For Search20мин
Неделя
27 ч. на завершение
Advanced On-Page SEO
Welcome to week 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.
12 видео ((всего 62 мин.)), 1 тест
12 видео
Benefits of a Competitive Content Analysis3мин
Dissecting the Competitive Content Analysis3мин
What Kind of Content Will Resonate with Your Customers?4мин
Conducting an Internal Content Audit2мин
How to Begin Your Content Analysis5мин
Organizing and Evaluating Content6мин
Creating a Strategy for Optimizing Content3мин
Domain Level Content Strategy7мин
What Makes Content Great?7мин
Different Types of Content and How to Use Them8мин
Creating Impactful Content6мин
1 практического упражнения
Advanced On-page SEO20мин
Неделя
35 ч. на завершение
Local SEO
Welcome to week 3! In the lessons that follow, you will take a close look at local SEO strategy. You will see how to optimize your Google business pages, on-site content and external references such as citations, backlinks, and reviews to help your local business have higher visibility in the local search landscape. By the end of this module, you should be able to not only describe a bit of the history of how Google displays local searches but also utilize best practices to develop a high quality local SEO approach.
10 видео ((всего 55 мин.)), 2 тестов
10 видео
Local SEO1мин
Why's Local SEO Important?2мин
Local SEO History3мин
Current Local SEO Landscape3мин
Organic Search Versus Paid Advertising5мин
Google My Business!8мин
Improving Your Local Visibility10мин
Importance of Off-site Citations4мин
Quality Off-site Link Building8мин
Importance of Customer Reviews7мин
1 практического упражнения
Local SEO20мин
Неделя
47 ч. на завершение
Creating an SEO Campaign
Welcome to week 4! In this module, we are going to discuss the human factor of SEO - how to manage your relationship with clients. We’ll talk about what should be discussed in the critical first meetings, how to manage your client’s expectations, and how to track and report on progress toward your client’s goals. By the end of this module, you’ll have developed a solid approach for achieving a productive and successful relationship with your client.
10 видео ((всего 51 мин.)), 1 тест
10 видео
Scoping an SEO Project5мин
Proving Your Value to Potential Clients6мин
Managing Client Expectations8мин
Asking the Right Questions7мин
Importance of Achieving Quick Wins2мин
Developing SMART Project Goals4мин
Establishing Benchmarks and Tracking Metrics8мин
Reporting Progress to Your Client5мин
Course Summary1мин
1 практического упражнения
Creating an SEO Campaign20мин
50%
начал новую карьеру, пройдя эти курсы
52%
получил значимые преимущества в карьере благодаря этому курсу
13%
стал больше зарабатывать или получил повышение
Лучшие рецензии
This course provides the essential fundamentals for optimizing a website for search. The course was a refresher in certain areas as well as helped fill in the gaps on things I didnt know.
Excellent course. There is always new and exciting information available in the ever changing world of SEO. Great insights on Google's ever-changing algorithms and methods. Thanks!
Преподаватели
Rebekah May
SEO Manager & Lead SEO Instructor, Lead QualUC Davis Division of Continuing and Professional Education
О Калифорнийский университет в Девисе
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.
О специализации ''Поисковая оптимизация (SEO)'
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.
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