Introduction to Search Engine Optimization
4.6
1,950 ratings
Course 1 of 6 in the Search Engine Optimization (SEO) Specialization
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.
You will be introduced to the foundational elements of how search engines work, how the SEO landscape has changed 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 search engines. You will also discover how to position yourself for a successful career in SEO should this subject prove interesting to you. We hope this taste of SEO, will entice you to continue through the Specialization.
What you will learn
- Clean up links using penguin and learn how to avoid penalties
- Define search engine optimization and understand the basics of SEO as a business
- Gain insight on the evolution of search engines
- Strengthen your keyword strategy
Skills you will gain
Search Engine OptimizationMathematical OptimizationMarketingKeyword Research
Syllabus - What you will learn from this course
1
Section
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.
16 videos (Total 69 min), 2 readings, 1 quiz
16 videos
Introduction1m
Introduction to SEO5m
What You Can Expect from a Career in SEO6m
How I Got Started in SEO2m
My Role as an SEO Manager2m
Key Skills We Look for When Hiring3m
Tips for Finding a Job3m
How I Got Started in SEO3m
A Day in the Life of an SEO Professional3m
Key Skills We Look for When Hiring7m
Specific Skills Managers Want6m
Tips for Finding a Job5m
Tips for Interviewing5m
Building a Marketable Portfolio4m
Overview of In-house SEO5m
2 readings
Why a Career in SEO?10m
What You Can Expect from a Career in SEO10m
1 practice exercises
Getting Started & Introduction to SEO20m
2
Section
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.
4 videos (Total 21 min), 2 readings, 1 quiz
4 videos
How Search Engines Work2m
History of Search Engines (1945 - 1993)7m
Advancement of Search (1993 - 2000)10m
2 readings
How Search Engines Work15m
History of Search Engines (1945 - 1993)30m
1 practice exercises
Evolution of SEO20m
3
Section
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.
9 videos (Total 58 min), 7 readings, 1 quiz
9 videos
Introduction to Search Engine Algorithms6m
SEO Best Practices and Ranking Factors7m
Early Algorithms: Florida, Austin, and Brandy6m
Updates: Personalized, Universal, Vince, and Caffeine6m
Panda: The Game Changer for Content7m
Cleaning Up Links with Penguin9m
Refinements: Hummingbird, Pigeon, and Mobile6m
How You Can Avoid Penalties5m
7 readings
Introduction to Search Engine Algorithms45m
SEO Best Practices and Ranking Factors30m
Personalized, Universal, Vince, and Caffeine0m
Panda: The Game Changer for Content30m
Cleaning Up Links with Penguin30m
Hummingbird, Pigeon, and Mobile30m
How You Can Avoid Penalties15m
1 practice exercises
Current SEO Best Practices30m
4
Section
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!
5 videos (Total 22 min), 2 readings, 1 quiz
5 videos
Evolution of Keyword Optimization3m
Strengthening Your Keyword Strategy7m
How Does Branding Influence Website Rank?8m
Course Summary and Wrap-Up1m
2 readings
Strengthening Your Keyword Strategy0m
How Does Branding Influence Website Rank?45m
1 practice exercises
SEO of Today, Tomorrow and Beyond20m
4.6
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Top Reviews
By AI•Jun 25th 2016
A great fundamental breakdown of SEO strategies that you need to know in order to further understand the field. Very well designed course that is perfect for someone who is new to the field of SEO!
By JL•Mar 7th 2018
I really liked how the course is able to insert someone that doesn't know anything about SEO into the right path, I been searching for a course like this a lot time ago and I'm happy to found it.
Instructor
Rebekah May
SEO Manager & Lead SEO InstructorAbout 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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