Search Engine Optimization (SEO)

University of California, Davis via Coursera Specialization

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Overview

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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 digital 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.

Syllabus

Course 1: Introduction to Google SEO
Course 2: Google SEO Fundamentals
Course 3: Optimizing a Website for Google Search
Course 4: Advanced Content and Social Tactics to Optimize SEO
Course 5: Google SEO Capstone Project

Courses

2 reviews
9 hours 27 minutes
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Gain a foundational understanding of search engine algorithms and how they influence organic search results and website performance. Building on this knowledge, you’ll explore the key components of a successful SEO strategy—including keyword selection and research, consumer psychology, and search behavior. The course also covers on-page SEO analysis techniques to uncover optimization opportunities. In addition, you’ll examine how AI is reshaping SEO—from content generation to algorithm updates—and how to adapt your strategy accordingly. Learn the latest best practices for building resilient, effective SEO strategies that align with current search trends, user expectations, and ethical guidelines in an increasingly automated search landscape.
6 reviews
16 hours 3 minutes
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Unlock the secrets of SEO! Dive into the fascinating world of Search Engine Optimization (SEO) and discover how major search engines like Google rank websites and content. This introductory course is your gateway to mastering the art of SEO, offering a thrilling blend of theory and hands-on practice to boost your visibility on Google. Course Highlights: Demystifying SEO - Uncover the inner workings of Google, the world's most popular search engine. Gain insider knowledge on how search algorithms evaluate and rank content, giving you a competitive edge in the digital landscape. SEO Evolution and Future Trends - Stay ahead of the curve by exploring the ever-changing SEO landscape. Learn to anticipate and adapt to future developments, ensuring your skills remain cutting-edge and relevant. Proven Strategies and Tactics - Master core SEO techniques to drive organic search traffic to your websites. Discover powerful methods to improve your search rankings while avoiding Google penalties. Hands-on Experience - Put theory into practice with exciting exercises designed to enhance your Google visibility. These engaging activities will solidify your understanding and provide immediate, real-world application of SEO principles, or help you create your own portfolio so you can get started with a career in SEO. This course is the first in our comprehensive SEO Specialization. By the end, you'll have a solid foundation in SEO and delve deeper into this exciting field. Get ready to transform your digital presence and unlock new opportunities in the world of search engine optimization.
1 review
13 hours 14 minutes
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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.
0 reviews
13 hours 56 minutes
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Discover the content marketing and social media ecosystems and how these interconnected channels drive search results to a website. Leverage content marketing and social media as part of your SEO strategy, and how to use influence marketing to establish a website’s authority.
1 review
10 hours 40 minutes
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This capstone project is your opportunity to pull everything together into a polished portfolio piece. Throughout the course, you’ll walk through what a real SEO engagement looks like—from kicking off a project and identifying opportunities to making a case for updates, resourcing the work, and managing stakeholder expectations. It’s designed to mirror what it’s actually like stepping into an SEO role, whether that’s in-house, at an agency, or working with your own clients. Your projects will showcase the full range of your SEO skills: from technical know-how and strategic thinking to analysis, communication, and execution. It’s a chance to demonstrate not just what you’ve learned, but how you apply it. SEO continues to grow as a career field, and standing out means knowing how to deliver results across multiple areas of website optimization. Whether you’ve completed the full SEO Specialization or you’re just diving into this course, this project is built to help you take what you’ve learned and turn it into real, practical experience. You’ll choose a site to work on, identify optimization opportunities, and build a custom SEO strategy from the ground up. That includes keyword research, competitive analysis, on-page and metadata improvements, and a plan for presenting your recommendations clearly. You'll also practice how to pitch your ideas and manage client relationships—skills just as important as the technical work itself. By the end, you’ll walk away with a concrete example of your skills—ready to use in interviews, client work, or your next career move.