Search Engine Optimization Fundamentals

4.7
838 ratings
199 reviews

Course 2 of 6 in the Search Engine Optimization (SEO) Specialization

Gain an understanding of search engine algorithms and how they affect organic search results and websites. Building on this knowledge, you’ll learn the key elements for creating an effective SEO strategy, including how to select keywords and perform keyword research; consumer psychology and search behavior; and how to conduct on-page SEO analysis to identify opportunities to improve a website’s search optimization.
Globe

100% online course

Start instantly and learn at your own schedule.
Clock

Approx. 10 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week
CommentDots

English

Subtitles: English

What you will learn

  • Check
    Define technical SEO and learn best practices to define your own strategy
  • Check
    Direct ideal buyers with keyword theory and research
  • Check
    Optimize keywords in metadata
  • Check
    Understand off-page SEO and how to build links

Skills you will gain

Keyword ResearchMathematical OptimizationMarketingSocial Media
Globe

100% online course

Start instantly and learn at your own schedule.
Clock

Approx. 10 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week
CommentDots

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section
Clock
7 hours to complete

Getting Started and Introduction to On-page SEO

Welcome to Week 1. This module will introduce you to On-page SEO. The lessons will start with introducing you to key areas of SEO so you’ll have a strong understanding of the differences amongst the strategies. Then we’ll dive into using On-page SEO techniques so that you’ll know how to optimize keywords in meta data as well as perform competitive analysis on a web page. By the end of this module, you’ll know how to identify meta-tags and use these to make recommendations for On-page SEO. ...
SvgReading
11 videos (Total 66 min), 3 readings, 1 quiz
Video11 videos
Introduction to On-page SEO0m
Key Areas of SEO2m
Meta Data and Meta Tags4m
Title Tags 10110m
Meta Descriptions Help Too!11m
A Note About Meta Keywords3m
URL Optimization6m
How to Use Heading Tags8m
Creating and Optimizing Unique Content8m
Analyzing a Website Using a Web Crawler5m
SvgReading3 readings
SEO 101: Getting the On-page SEO Basics15m
Blame the Meta Keywords Tag - Duane Forrester15m
The Basics of Search Engine Friendly Design & Development15m
Quiz1 practice exercises
On-page SEO Review20m

2

Section
Clock
5 hours to complete

Introduction to Off-page SEO

Welcome to Week 2. This module will introduce you to Off-page SEO. While these strategies are more indirect than On-page SEO, they’re still important to maximize page authority. This module will clarify what Off-page SEO is as well as help you understand building links to your site and understanding brand recognition through social media. Once you complete this module, you’ll be able to understand link analysis as well as how social media can help improve your page authority. ...
SvgReading
4 videos (Total 19 min), 2 readings, 1 quiz
Video4 videos
Off-site SEO Elements6m
Who is Linking to Your Content?6m
Social Media: Help or Hinder?5m
SvgReading2 readings
Growing Popularity & Links15m
Suggested Reading - Do Social Signals Drive SEO15m
Quiz1 practice exercises
Off-site SEO Review20m

3

Section
Clock
6 hours to complete

Introduction to Technical SEO

Welcome to week 3! In the lessons that follow, you will take a close look at the third leg of a solid SEO Strategy: Technical SEO. You’ll see how important structural components like sitemaps, redirects and other components lay a foundation for your content that will help your site get noticed. By the end of this module, you should be able to define Technical SEO and explain some of the basic aspects of this strategy. As you begin creating sitemaps and robot.txt files as well as planning redirects and managing site errors, you’ll learn how to employ best practices in your Technical SEO strategy. ...
SvgReading
7 videos (Total 39 min), 2 readings, 1 quiz
Video7 videos
Laying the Structural Foundation With Technical SEO2m
HTML Sitemap vs. XML Sitemap8m
The robots.txt File Protocol6m
Overcoming Pesky Error Codes6m
Redirects 1018m
404 Pages Best Practices5m
SvgReading2 readings
The Beginner's Guide to Technical SEO: 7 Resources You Should Use15m
Art of SEO30m
Quiz1 practice exercises
Technical SEO Review20m

4

Section
Clock
11 hours to complete

Keyword Theory & Research

Welcome to week 4! In this module, we are going to discover a variety of strategies for developing keywords for your site. This critical step is what helps direct your ideal buyer to the content that meets his or her needs. In the lessons that follow, we’ll learn about keyword theory and how understanding the common behaviors of web searchers can help you hone your list of keywords. We’ll also see how you can use a variety of SEO tools to conduct an audience and use this data to develop personas of your ideal buyer. Once you’ve completed this module, you should be able to craft a list of optimal keywords that will help get your site recognized....
SvgReading
8 videos (Total 38 min), 1 reading, 2 quizzes
Video8 videos
Choosing the Right Keywords4m
Stages of Search7m
Heads, Tails, and Long Tail Keywords5m
The Science of How Users Conduct Searches5m
Getting to Know Your Audience6m
Creating Your Ideal Buyers Persona6m
Course Summary and Wrap-up1m
SvgReading1 readings
The Art of SEO30m
Quiz1 practice exercises
Keyword Theory & Research Review20m
4.7
Briefcase

83%

got a tangible career benefit from this course

Top Reviews

Highlights
Practical and applicable
(19)
Great introduction
(3)
By AAJul 1st 2017

This is not a trivial subject. Nevertheless, I feel completely confident in my newfound knowledge of it. Not only that, but I am very motivated to keep going with the rest of the specialization now.

By GHJun 24th 2016

Sometimes it's not important to be able to DO the subject, but just understand the language to ask the right questions. This was an informative and helpful insight into optimization fundamentals.

Instructor

Avatar

Rebekah May

SEO Manager & Lead SEO Instructor

About 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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