Course Overview

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From the course by University of California, Davis

Advanced Search Engine Optimization Strategies

235 оценки

University of California, Davis

Advanced Search Engine Optimization Strategies

235 оценки

Course 5 of 6 in the Specialization Search Engine Optimization (SEO)

This course focuses on technical, mobile and social strategies for increasing site traffic. Learn how to build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Discover techniques to optimize mobile-friendly websites, get mobile apps discovered, and leverage social media to drive organic SEO traffic. You will also learn how to identify key SEO metrics and collect, interpret, validate, and report success to your clients and stakeholders.

From the lesson

Introduction

Welcome to this first module where you will discover how technical search engine optimization (SEO) can improve your website. You will discuss and use web metrics as you compare performance analysis tools and plug-ins. You will be able to find and fix problems, heighten visibility, improve site architecture, and accelerate page load speed for your own website. You will be able to take the steps necessary to conduct a website audit and finally, you’ll discover strategies to achieve positive change by working well with teams and stakeholders.

Course Overview3:15

Meet the Instructors

Dave Lloyd
Senior Manager, Global Search Marketing
Adobe Systems

[MUSIC]

Hello, my name is Dave Lloyd and I'd like to welcome you to the advanced search

engine optimization strategies modules in the Coursera SEO specialization,

brought to you by UC Davis.

I'm exited to have you join me on this journey.

I've worked in the SEO field now for 15 years.

I created my first single page website by learning HTML and

SEO over four successive weekends in 2001.

It was an easier and less competitive industry back then.

Being self-taught today is nearly impossible,

given how quickly the innovations occur and

the breadth of skill sets required, so I believe you're in the right place.

I've worked as an independent consultant, as an individual contributor in-house, and

over the last six years, as a manger of an SEO team.

I've gotten to know hundreds of SEOs and find them to be naturally curious,

competent, committed to results, leaning on best practices, not spammy or

black hat techniques and have an ambition to serve the needs of their clients,

stakeholders and customers above all else.

The customer experience must always be the primary objective.

I majored in both business and psychology in college.

My mom is a teacher and my dad is an engineer.

What I find fascinating about this field is that it's a balanced combination of

art and science, of content plus technology and data.

As a result, modern SEO requires a balanced combination of strategic,

technical and creative thinking.

This makes the field inherently challenging, interesting, and

perpetually changing and not for the faint of heart.

I'll be sharing with you from my experience, and

primarily from the role I've occupied for

six years as senior manager of global search marketing for Adobe.

You'll hear about things from an in-house, and enterprise level perspective.

Some of the material will be of an intermediate to advanced level, but

I'll provide a framework for beginners as well.

I trust this approach will complement the perspectives from Rebecka, and

Eric, in what they've delivered.

I have broken this course into four major modules.

The first will examine global SEO and localization.

The second module will start where Rebecka finished on technical SEO

in her course by going deeper into strategies and tools.

Module 3 will be on mobile SEO, and app store optimization,

a very hot topic as the app economy continues to grow globally.

The last module will be on metrics and analytics, and how to gather, assess, and

report on search metrics to your stakeholders and clients.

As you have with the courses thus far,

each week you'll view a series of video presentations and screencasts.

You'll also have opportunities to practice your learning and

be tested on your knowledge.

I'm very glad you've continued with the course to this point.

I'm confident I can deliver valuable content and

information that you can act on to see results.

I think you'll enjoy the material and learn a great deal.

Let's get started.

[MUSIC]

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