Overview

By completing this course, you will be able to measure SEO visibility, identify high-value keyword opportunities, audit technical and competitive gaps, and track brand visibility across search and AI-driven discovery channels. SEO Visibility, Keyword Research, and Auditing introduces the foundational concepts, metrics, and tools used to understand how brands are discovered online. You’ll learn how SEO visibility is defined and measured, how keywords are evaluated for volume and competition, and how audits reveal issues that limit search performance. The course emphasizes practical application. You’ll use keyword research and planning tools to forecast traffic and cost, analyze competitor keyword data to uncover content gaps, and apply SEO auditing techniques to identify technical issues affecting crawlability and rankings. You’ll also explore brand monitoring methods to track mentions and visibility trends over time. What makes this course unique is its role as the foundation for AI-driven SEO and marketing work. The skills you build here support later courses focused on generative AI content, campaign optimization, analytics, and performance measurement. This course is ideal for learners who want a clear, structured starting point for modern SEO.

Syllabus

Boost Your Brand's SEO Visibility: Understanding SEO Metrics

You will explore the core SEO metrics that determine how visibility is measured across search engines. You’ll examine impressions, clicks, CTR, and bounce rate to understand how each metric reflects performance and audience engagement.

Boost Your Brand's SEO Visibility: Conducting Keyword Research

You will apply keyword research tools to identify high-value keywords based on search volume and competition. You’ll organize findings into structured formats to support product page and campaign planning decisions.

Boost Your Brand's SEO Visibility: Analyzing Competitor Keywords

You will analyze competitor keyword data to uncover content gaps and opportunity areas. You’ll interpret Keyword Gap results to identify keywords your competitors rank for that your brand does not.

Discover Keywords: Forecast Traffic & Costs: Keyword Discovery Basics

You will explore the process of discovering relevant keywords using filters such as location and language. You’ll examine how search intent types—informational, navigational, and transactional—connect to campaign objectives.

Discover Keywords: Forecast Traffic & Costs: Traffic & Cost Forecasting

You will apply keyword planning tools to forecast impressions, CTR, CPC, and cost estimates. You’ll compare forecasting outputs to evaluate potential return on investment and campaign feasibility.

Audit SEO Gaps with SEMrush Reports: Using Keyword Gap vs. Backlink Gap Reports

You will explore how SEMrush’s Keyword Gap and Backlink Gap reports provide different competitive insights. You’ll interpret the data from each report to determine when and how they should be used.

Audit SEO Gaps with SEMrush Reports: Running and Interpreting a Site Audit

You will use a site audit tool to detect technical SEO issues that impact crawlability, visibility, and user experience. You’ll document findings and connect technical fixes to performance improvement.

Track & Grow Brand Mentions: Understanding Brand Awareness Metrics

You will examine key metrics such as impressions, mentions, and share of voice to understand how brand awareness grows over time. You’ll interpret how these metrics connect to marketing performance.

Track & Grow Brand Mentions: Tracking Mentions with Monitoring Tools

You will apply web monitoring tools to track brand mentions and organize insights into clear reports. You’ll set up alerts and evaluate monitoring data to support awareness and campaign decisions.