About this course: 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.
Who is this class for: This course is primary targeted at people who have either gone through the other courses within the Specialization or people who already have a basic understanding of SEO and want to expand their knowledge and apply more intermediate-to-advanced techniques.
Created by: University of California, Davis
Taught by: Dave Lloyd, Senior Manager, Global Search Marketing
Adobe Systems
| Basic Info | Course 5 of 6 in the Search Engine Optimization (SEO) Specialization |
| Level | Intermediate |
| Commitment | 4-6 weeks of study, 5-7 hours/week |
| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
Syllabus
WEEK 1
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.
12 videos, 5 readings
- Video: Course Overview
- Video: Welcome to Technical Search Engine Optimization
- Discussion Prompt: Technical SEO
- Video: Discover What Technical SEO Can Do for Your Website
- Discussion Prompt: Skills Needed for Technical SEO
- Video: Compare Website Performance and Analysis Tools
- Discussion Prompt: Excel Plugin (Activity)
- Discussion Prompt: Tools and Plug-ins
- Video: Compare Plug-in Tools for Technical SEO
- Discussion Prompt: Browser Plug-ins (Activity)
- Video: Find and Fix Technical Issues on Your Website
- Discussion Prompt: Technical Issues in Content (Activity)
- Video: Heighten Visibility with Google Quick Answers
- Discussion Prompt: Quick Answers (Activity)
- Video: Boost Website Accessibility
- Video: Take Action with Analysis Tools to Improve Site Architecture
- Discussion Prompt: Backlink Analysis Tools (Activity)
- Video: Analyze and Accelerate Page Load Speed
- Discussion Prompt: Page Load Speed Tests
- Video: Conduct and Document a Website Audit
- Video: Achieve Positive Change Working with Stakeholders
- Reading: Use Canonical URLs
- Reading: Indicate Paginated Content
- Reading: Pagination with rel=“next” and rel=“prev”
- Reading: Infinite Scroll Search-Friendly Recommendations
- Reading: Registration and Subscription Sites
Graded: Intermediate Technical SEO
WEEK 2
Take Your Website Global
In this module, you will examine what you need to take your website global. You will prepare for global expansion and grasp tremendous opportunities to reach the world. You will be introduced to tested principles and best practices to optimize your website for global expansion. You will align your site with international audiences following guidance from search engines. You will explore how to structure URLs and employ localization to serve global customers, as well as develop engaging strategies to launch a global web marketing campaign. You will work with a budget for external or in-house localization teams and empower stakeholders to fulfill their roles in a global marketplace.
9 videos, 4 readings
- Video: Introduction to Take Your Website Global
- Video: Prepare Your Framework for Global Expansion
- Discussion Prompt: Framework
- Discussion Prompt: Global SEO Comparison
- Video: Strategize to Grasp Global Opportunities
- Discussion Prompt: Downsides to Global Web Expansion?
- Video: Use Principles and Practices to Win on a Global Level
- Video: Align with Search Engines’ Global Guidance
- Discussion Prompt: Google Search Console
- Video: Structure Your URLs for Greatest Global Impact
- Discussion Prompt: Country First, Then Language (Activity)
- Video: Employ Localization to Best Serve Global Customers
- Discussion Prompt: Using Keywords to Identify Top Global Markets (Activity)
- Video: Engage Launch Strategies for Global Web Marketing
- Discussion Prompt: Global Web Launch Process and Timelines (Activity)
- Discussion Prompt: Content Optimization Plan (Activity)
- Video: Validate Global SEO and Empower Stakeholders for Global Roles
- Reading: International SEO Core Considerations
- Reading: How to Make the Most Out of an International SEO Campaign
- Reading: Multi-regional and Multilingual Sites
- Reading: Use hreflang for Language and Regional URLs
Graded: Take Your Website Global
WEEK 3
Make the Most of Mobile and App SEO
This module will provide you knowledge necessary to take advantage of innovations and future trends in the mobile marketplace. You will be able to use a clear process to make your mobile apps easier to find. Identify Key Performance Indicators (KPIs) needed for successful App Store Optimization (ASO) and receive a checklist of best practices. You will use tools that provide insightful data to evaluate and beat your competition. Become mobile-friendly by examining the factors that improve app rankings in Apple iTunes or Google Play app stores, and optimize for social search engines. Gain insight into using and interpreting app data to competitive benefit. You’ll also review case studies illustrating how to generate business results, employ real-world experience, and take advantage of unparalleled opportunities with Mobile and Apps.
8 videos, 7 readings
- Video: Prepare for a Mobile Marketplace
- Video: Grasp the Huge Opportunity in Mobile and Apps
- Video: Check this List of Mobile Friendly Best Practices
- Discussion Prompt: Common Issues in Mobile Web Design
- Discussion Prompt: Mobile Friendly Test (Activity)
- Video: Beat the Competition with Easy-to-Find Apps
- Discussion Prompt: App Ranking Factors
- Discussion Prompt: Dissecting Images, Descriptions, and Reviews
- Video: Use Keywords to Optimize and Localize Your App Store
- Discussion Prompt: Keyword Research (Activity)
- Discussion Prompt: Selecting and Testing Keywords (Activity)
- Video: Interpret and Use Data to Competitive Benefit
- Discussion Prompt: Enterprise Tools (Activity)
- Discussion Prompt: App Optimization Tools (Activity)
- Discussion Prompt: Dashboard for App Performance
- Video: Generate Great Business Results from Case Studies
- Discussion Prompt: Findings, Insights, & Best Practices
- Video: Take Advantage of Innovations and Future Trends
- Reading: Mobile Friendly Aspects of Web Design (Resource)
- Reading: How to Get Started with Mobile Friendliness
- Reading: The Larger Context of Mobile
- Reading: How to Choose Your First Google Play ASO Keyword
- Reading: Get Discovered on Google Play Search
- Reading: Support HTTP URLs in Your App
- Reading: App Indexing
Graded: Make the Most of Mobile App SEO
Graded: App Store Optimization
WEEK 4
Identify Metrics to Drive Performance
Welcome to the final module in this course. In this module, you will discuss the concepts to measure key metrics and conduct data analysis to bring value to stakeholders. You will recognize and use practical tips to quantify success, overcome common mistakes, and resolve data analysis errors. You will explore various tools and analytic packages, then use these to measure what matters. You will begin to use advanced analytics to drive business, and be shown how to analyze data reports to increase revenue. You will also discover enterprise-level platforms that enhance performance. All of this comes together to help you make sense of today’s data to provide future insights for yourself and your stakeholders.
10 videos, 3 readings
- Video: Introduction to Identify Metrics to Drive Performance
- Video: Make Sense of Today’s Data to Provide Future Insights
- Discussion Prompt: Questions You Must Answer
- Video: Overcome Common Mistakes & Errors in Data Analysis
- Discussion Prompt: Common Mistakes & Concerns of Analysis
- Video: Quantify Success with Many Useful Metrics
- Discussion Prompt: KPI Checklist
- Video: Measure What Matters with Data Analysis Tools
- Discussion Prompt: Google's Trends & Search Console
- Video: Benefit by Learning to Use Google Analytics
- Discussion Prompt: Google Analytics
- Video: Analyze Data Reports to Increase Revenue
- Discussion Prompt: Reporting Examples
- Video: Consider Advanced Analytics to Drive Business
- Video: Enhance Performance with Enterprise-Level Platforms
- Discussion Prompt: Marketing Dashboards
- Discussion Prompt: Enterprise Level SEO Dashboard
- Reading: Measuring & Tracking Success of Your SEO Strategy
- Reading: The 14 Most Important SEO Metrics
- Reading: 21 Metrics for Monitoring SEO Health
- Video: Course Summary
Graded: Identify Metrics to Drive Performance
FAQs
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Coursework
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Creators
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
Excellent material to study
Very useful tools are introduced. It will be great to do a demonstration of how to use different tools effectively to do a site audit using an example.
Very recommendable!!!
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Brilliant course.Loved it. The instructor who also happens to be an extremely busy professional working for one of the to tech. organizations have produced a superb course. Concise and full of actionable insight.