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IBM

Search Engine Optimization and Content Marketing

IBM via Coursera

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Overview

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Strong Search Engine Optimization (SEO) and content marketing skills are essential for marketers, entrepreneurs, and growth hackers. Whether you're looking to enhance your career in digital marketing, boost your brand’s visibility, or grow your business, this course gives you the skills you need to achieve powerful results. This course provides a strong foundation in SEO – from core concepts to cutting-edge technologies like Generative Engine Optimization (GEO) and Google Artificial Intelligence Optimization (AIO). You’ll learn how to implement on-page and off-page SEO strategies, conduct keyword research, optimize content and meta tags, and build high-authority backlinks. You’ll discover how to craft engaging, high-quality content that ranks well and drives user engagement. Additionally, you'll explore growth hacking techniques tailored specifically to SEO. You’ll also examine technical SEO, including site speed, mobile optimization, schemas, and indexability. You'll also gain hands-on experience with tools like Google Analytics, Search Console, and YoastSEO to analyze and improve performance. To build the SEO and content skills you need to boost visibility, engagement, and business growth, enroll today!

Syllabus

  • Introduction to SEO and On-Page Optimization
    • This module provides a foundational understanding of search engine optimization (SEO), covering key concepts and ranking factors. Explore the core components of SEO—on-page, off-page, content, and technical SEO. You will also explore how search engines crawl, index, and rank websites and the best practices for optimizing web pages. This module also introduces you to Google Artificial Intelligence Optimization (AIO) and growth hacking in SEO. The module also introduces how to optimize on-page SEO elements such as keyword research, meta descriptions, page titles, and content structuring to enhance visibility on search engine results pages (SERPs). By the end of this module, you’ll be equipped with the knowledge, tools, and strategies to enhance search performance and boost website traffic.
  • Off-Page SEO and Link-Building
    • This module introduces off-page SEO and its role in improving search engine rankings. You will learn about the importance of domain authority, backlink strategies, and the impact of external signals, such as social media and online reputation, on SEO performance. The module provides practical insights into building high-quality backlinks, leveraging guest posting, and identifying authoritative sites for link-building opportunities. On completing this module, you will be equipped with the necessary foundational knowledge of off-page SEO and link-building. Further in this module, you will explore techniques of growth hacking that can be applied in off-page SEO.
  • Technical SEO and Analytics
    • This module provides an in-depth understanding of technical SEO, focusing on essential concepts such as crawling, indexing, website speed, and mobile responsiveness—the key factors in enhancing user experience and search visibility. You’ll learn to conduct technical SEO audits using third-party tools, implement schema markup and rich snippets, and leverage structured data to improve content visibility. Additionally, you’ll gain knowledge of SEO analytics, learning how to interpret data from Google Search Console (GSC) and Google Analytics (GA) to make data-driven decisions that enhance SEO performance.
  • Content Marketing
    • This module covers the role of content marketing as a critical component of SEO. You will explore the fundamentals of content marketing, including its role in building brand authority and engaging audiences. The module also covers content distribution strategies, marketing approaches, and best practices for creating high-quality, shareable content that improves search visibility and drives traffic. Further, this module covers techniques and methods to leverage growth hacking principles for content marketing.
  • Assessment and Final Project 
    • The module includes a final project based on the concepts covered in the course. In this module, you will also attempt a graded quiz to test and reinforce your understanding of concepts.

Taught by

IBM Skills Network Team and Rajesh Menon

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Reviews

5.0 rating, based on 1 Class Central review

4.9 rating at Coursera based on 29 ratings

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  • Anonymous
    Good morning, my name is Ndubuisi Blessing Ngozika, the course is very good, and the instructor make it easy to understand, I also like that there are Lab test, short quizzes and also assignments .
    Please, my assignment was supposed to be due today, but unable to submit, what can I do kindly assist please

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