About this course: 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.
Who is this class for: This course is primarily aimed at people interested in SEO, but have limited to no knowledge of the subject. Expect to learn foundational, basic elements.
Created by: University of California, Davis
Taught by: Rebekah May, SEO Manager & Lead SEO Instructor
LeadQual & UC Davis Extension
| Basic Info | Course 1 of 6 in the Search Engine Optimization (SEO) Specialization |
| Language | English, Subtitles: Greek |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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, 2 readings
- Video: Course Introduction and Specialization
- Video: Introduction
- Video: Introduction to SEO
- Reading: Why a Career in SEO?
- Video: What You Can Expect from a Career in SEO
- Reading: What You Can Expect from a Career in SEO
- Video: How I Got Started in SEO
- Video: My Role as an SEO Manager
- Video: Key Skills We Look for When Hiring
- Video: Tips for Finding a Job
- Video: How I Got Started in SEO
- Video: A Day in the Life of an SEO Professional
- Video: Key Skills We Look for When Hiring
- Video: Specific Skills Managers Want
- Video: Tips for Finding a Job
- Video: Tips for Interviewing
- Video: Building a Marketable Portfolio
- Video: Overview of In-house SEO
- Discussion Prompt: Building a Successful Career in SEO
Graded: Getting Started & Introduction to SEO
WEEK 2
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, 2 readings
- Video: Evolution of SEO
- Video: How Search Engines Work
- Reading: How Search Engines Work
- Video: History of Search Engines (1945 - 1993)
- Reading: History of Search Engines (1945 - 1993)
- Video: Advancement of Search (1993 - 2000)
- Discussion Prompt: Building a Search Engine?
Graded: Evolution of SEO
WEEK 3
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, 7 readings
- Video: Current SEO Best Practices
- Video: Introduction to Search Engine Algorithms
- Reading: Introduction to Search Engine Algorithms
- Video: SEO Best Practices and Ranking Factors
- Reading: SEO Best Practices and Ranking Factors
- Video: Early Algorithms: Florida, Austin, and Brandy
- Video: Updates: Personalized, Universal, Vince, and Caffeine
- Reading: Personalized, Universal, Vince, and Caffeine
- Video: Panda: The Game Changer for Content
- Reading: Panda: The Game Changer for Content
- Video: Cleaning Up Links with Penguin
- Reading: Cleaning Up Links with Penguin
- Video: Refinements: Hummingbird, Pigeon, and Mobile
- Reading: Hummingbird, Pigeon, and Mobile
- Video: How You Can Avoid Penalties
- Reading: How You Can Avoid Penalties
- Discussion Prompt: Is SEO Spam?
Graded: Current SEO Best Practices
WEEK 4
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, 2 readings
- Video: SEO of Today, Tomorrow, and Beyond
- Video: Evolution of Keyword Optimization
- Video: Strengthening Your Keyword Strategy
- Reading: Strengthening Your Keyword Strategy
- Video: How Does Branding Influence Website Rank?
- Reading: How Does Branding Influence Website Rank?
- Discussion Prompt: Share a question
- Discussion Prompt: Poll Family & Friends
- Video: Course Summary and Wrap-Up
Graded: SEO of Today, Tomorrow and Beyond
FAQs
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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.
Pricing
| Audit | Purchase Course | |
|---|---|---|
| Access to course materials | Available | Available |
| Access to graded materials | Not available | Available |
| Receive a final grade | Not available | Available |
| Earn a shareable Course Certificate | Not available | Available |
Ratings and Reviews
I just discovered a wonderful opportunity to learn anout SEO and to engage in a new and passionate career.
Excellent introdution to SEO with excellent materials.
I appreciated the background on search engines and their development.
In terms of overall course structure I would prefer a 1hr video rather than so many 3 to 7min segments with 10 second transition times inbetween. It doesn´t allow to get into a concentrated flow state of mind, and is quite disruptive in the non-digital business model use of the term.
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JH
Very good intro to SEO. I appreciate the addition of the history to lay the ground work and give appropriate context to the remainder of the sessions. Furthermore, the links for added reading led me around the net for hours allowing me to learn even more. Thanks!