Advanced Search Engine Optimization Strategies

About this course: 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.

Who is this class for: This course is primary targeted at people who have either gone through the other courses within the Specialization or people who already have a basic understanding of SEO and want to expand their knowledge and apply more intermediate-to-advanced techniques.

Created by:  University of California, Davis

  • Dave Lloyd
    Taught by:  Dave Lloyd, Senior Manager, Global Search Marketing
    Adobe Systems
Basic Info
Commitment4-6 weeks of study, 5-7 hours/week
How To PassPass all graded assignments to complete the course.
User Ratings
Average User Rating 4.4See what learners said
Welcome to this first module where you will discover how technical search engine optimization (SEO) can improve your website. You will discuss and use web metrics as you compare performance analysis tools and plug-ins. You will be able to find and fix problems, heighten visibility, improve site architecture, and accelerate page load speed for your own website. You will be able to take the steps necessary to conduct a website audit and finally, you’ll discover strategies to achieve positive change by working well with teams and stakeholders.
12 videos5 readings
  1. Video: Course Overview
  2. Video: Welcome to Technical Search Engine Optimization
  3. Discussion Prompt: Technical SEO
  4. Video: Discover What Technical SEO Can Do for Your Website
  5. Discussion Prompt: Skills Needed for Technical SEO
  6. Video: Compare Website Performance and Analysis Tools
  7. Discussion Prompt: Excel Plugin (Activity)
  8. Discussion Prompt: Tools and Plug-ins
  9. Video: Compare Plug-in Tools for Technical SEO
  10. Discussion Prompt: Browser Plug-ins (Activity)
  11. Video: Find and Fix Technical Issues on Your Website
  12. Discussion Prompt: Technical Issues in Content (Activity)
  13. Video: Heighten Visibility with Google Quick Answers
  14. Discussion Prompt: Quick Answers (Activity)
  15. Video: Boost Website Accessibility
  16. Video: Take Action with Analysis Tools to Improve Site Architecture
  17. Discussion Prompt: Backlink Analysis Tools (Activity)
  18. Video: Analyze and Accelerate Page Load Speed
  19. Discussion Prompt: Page Load Speed Tests
  20. Video: Conduct and Document a Website Audit
  21. Video: Achieve Positive Change Working with Stakeholders
  22. Reading: Use Canonical URLs
  23. Reading: Indicate Paginated Content
  24. Reading: Pagination with rel=“next” and rel=“prev”
  25. Reading: Infinite Scroll Search-Friendly Recommendations
  26. Reading: Registration and Subscription Sites
Graded: Intermediate Technical SEO
Take Your Website Global
In this module, you will examine what you need to take your website global. You will prepare for global expansion and grasp tremendous opportunities to reach the world. You will be introduced to tested principles and best practices to optimize your website for global expansion. You will align your site with international audiences following guidance from search engines. You will explore how to structure URLs and employ localization to serve global customers, as well as develop engaging strategies to launch a global web marketing campaign. You will work with a budget for external or in-house localization teams and empower stakeholders to fulfill their roles in a global marketplace.
9 videos4 readings
  1. Video: Introduction to Take Your Website Global
  2. Video: Prepare Your Framework for Global Expansion
  3. Discussion Prompt: Framework
  4. Discussion Prompt: Global SEO Comparison
  5. Video: Strategize to Grasp Global Opportunities
  6. Discussion Prompt: Downsides to Global Web Expansion?
  7. Video: Use Principles and Practices to Win on a Global Level
  8. Video: Align with Search Engines’ Global Guidance
  9. Discussion Prompt: Google Search Console
  10. Video: Structure Your URLs for Greatest Global Impact
  11. Discussion Prompt: Country First, Then Language (Activity)
  12. Video: Employ Localization to Best Serve Global Customers
  13. Discussion Prompt: Using Keywords to Identify Top Global Markets (Activity)
  14. Video: Engage Launch Strategies for Global Web Marketing
  15. Discussion Prompt: Global Web Launch Process and Timelines (Activity)
  16. Discussion Prompt: Content Optimization Plan (Activity)
  17. Video: Validate Global SEO and Empower Stakeholders for Global Roles
  18. Reading: International SEO Core Considerations
  19. Reading: How to Make the Most Out of an International SEO Campaign
  20. Reading: Multi-regional and Multilingual Sites
  21. Reading: Use hreflang for Language and Regional URLs
Graded: Take Your Website Global
Make the Most of Mobile and App SEO
This module will provide you knowledge necessary to take advantage of innovations and future trends in the mobile marketplace. You will be able to use a clear process to make your mobile apps easier to find. Identify Key Performance Indicators (KPIs) needed for successful App Store Optimization (ASO) and receive a checklist of best practices. You will use tools that provide insightful data to evaluate and beat your competition. Become mobile-friendly by examining the factors that improve app rankings in Apple iTunes or Google Play app stores, and optimize for social search engines. Gain insight into using and interpreting app data to competitive benefit. You’ll also review case studies illustrating how to generate business results, employ real-world experience, and take advantage of unparalleled opportunities with Mobile and Apps.
8 videos7 readings
  1. Video: Prepare for a Mobile Marketplace
  2. Video: Grasp the Huge Opportunity in Mobile and Apps
  3. Video: Check this List of Mobile Friendly Best Practices
  4. Discussion Prompt: Common Issues in Mobile Web Design
  5. Discussion Prompt: Mobile Friendly Test (Activity)
  6. Video: Beat the Competition with Easy-to-Find Apps
  7. Discussion Prompt: App Ranking Factors
  8. Discussion Prompt: Dissecting Images, Descriptions, and Reviews
  9. Video: Use Keywords to Optimize and Localize Your App Store
  10. Discussion Prompt: Keyword Research (Activity)
  11. Discussion Prompt: Selecting and Testing Keywords (Activity)
  12. Video: Interpret and Use Data to Competitive Benefit
  13. Discussion Prompt: Enterprise Tools (Activity)
  14. Discussion Prompt: App Optimization Tools (Activity)
  15. Discussion Prompt: Dashboard for App Performance
  16. Video: Generate Great Business Results from Case Studies
  17. Discussion Prompt: Findings, Insights, & Best Practices
  18. Video: Take Advantage of Innovations and Future Trends
  19. Reading: Mobile Friendly Aspects of Web Design (Resource)
  20. Reading: How to Get Started with Mobile Friendliness
  21. Reading: The Larger Context of Mobile
  22. Reading: How to Choose Your First Google Play ASO Keyword
  23. Reading: Get Discovered on Google Play Search
  24. Reading: Support HTTP URLs in Your App
  25. Reading: App Indexing
Graded: Make the Most of Mobile App SEO
Graded: App Store Optimization
Identify Metrics to Drive Performance
Welcome to the final module in this course. In this module, you will discuss the concepts to measure key metrics and conduct data analysis to bring value to stakeholders. You will recognize and use practical tips to quantify success, overcome common mistakes, and resolve data analysis errors. You will explore various tools and analytic packages, then use these to measure what matters. You will begin to use advanced analytics to drive business, and be shown how to analyze data reports to increase revenue. You will also discover enterprise-level platforms that enhance performance. All of this comes together to help you make sense of today’s data to provide future insights for yourself and your stakeholders.
10 videos3 readings
  1. Video: Introduction to Identify Metrics to Drive Performance
  2. Video: Make Sense of Today’s Data to Provide Future Insights
  3. Discussion Prompt: Questions You Must Answer
  4. Video: Overcome Common Mistakes & Errors in Data Analysis
  5. Discussion Prompt: Common Mistakes & Concerns of Analysis
  6. Video: Quantify Success with Many Useful Metrics
  7. Discussion Prompt: KPI Checklist
  8. Video: Measure What Matters with Data Analysis Tools
  9. Discussion Prompt: Google's Trends & Search Console
  10. Video: Benefit by Learning to Use Google Analytics
  11. Discussion Prompt: Google Analytics
  12. Video: Analyze Data Reports to Increase Revenue
  13. Discussion Prompt: Reporting Examples
  14. Video: Consider Advanced Analytics to Drive Business
  15. Video: Enhance Performance with Enterprise-Level Platforms
  16. Discussion Prompt: Marketing Dashboards
  17. Discussion Prompt: Enterprise Level SEO Dashboard
  18. Reading: Measuring & Tracking Success of Your SEO Strategy
  19. Reading: The 14 Most Important SEO Metrics
  20. Reading: 21 Metrics for Monitoring SEO Health
  21. Video: Course Summary
Graded: Identify Metrics to Drive Performance
How It Works
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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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