This Specialization will teach you to optimize website content for the best possible search engine ranking. You’ll learn the theory behind Google search and other search engine algorithms; you’ll also build practical, real-world skills that you can apply to a career in internet marketing or online content development, including on-page and off-page optimization, optimizing for local and international audiences, conducting search-focused website audits, and aligning SEO with overall business strategies. Each course is intended to build on the skills from the previous course, thus we recommend you take the courses in the order they are listed. The Specialization culminates in a hands-on Capstone Project, in which you will apply your skills to a comprehensive SEO consulting task.
第 1 门课程
Introduction to Search Engine Optimization
当前班次：5月 2 — 6月 6。每隔 3 周会有一个新班次开课。
Learn the foundational elements of how search engines work, how the SEO landscape has changed and what you can expect in the future. You will learn 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 learn how to position yourself for a successful career in SEO.
第 2 门课程
Search Engine Optimization Fundamentals
即将开课的班次：5月 9 — 6月 13。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 1-3 hours/week
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.
第 3 门课程
Optimizing a Website for Search
即将开课的班次：5月 16 — 6月 20。每隔 3 周会有一个新班次开课。
课程学习时间 4 weeks of study, 2-3 hours/week
Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.
第 4 门课程
于 May 2016 开始
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.
第 5 门课程
Advanced Content and Social Tactics to Optimize SEO
于 June 2016 开始
Understand the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Learn how to leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.
于 July 2016 开始
The Capstone Project will allow you to implement your SEO knowledge and gain practical experience optimizing a website, with a focus on On-Page SEO and client relationship management. The resulting plan may become part of your professional portfolio for interviewing prospective employers and/or clients.
You will identify a medium size website of your choosing (25 – 100) pages. You will conduct a full website audit and create an SEO report with specific recommendations for the website to increase its organic search engine optimization. You will also develop a measurement plan for the client site going forward, with ongoing goals they can track and list what metrics they can track.
Specific activities will include:
• Identify a medium size website (25 – 100 pages)
• Analyze the site and note any areas for improvement
• Prepare interview questions for the client
• Analyze the site audience and demographics
• Perform keyword research for the website
• Prepare a competitive keyword analysis
• Select focus keywords
• Perform a basic technical audit and note any issues