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Dave Lloyd

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Advanced Search Engine Optimization Strategies

University of California, Davis

About this Course

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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.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

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Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

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Intermediate Level

At least 2 years of business or marketing experience; familiar with social media and have a basic understanding of SEO.

Approx. 24 hours to complete

English

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What you will learn

Demonstrate how to find and fix problems, heighten visibility, improve site architecture, and accelerate page load speed within your own website
Develop engaging strategies to launch a global web marketing campaign
Use tools to provide insightful data to evaluate your competitors
Conduct data analysis to bring value to stakeholders

Skills you will gain

Data Analysis
Analytics
Marketing
Mathematical Optimization

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Intermediate Level

At least 2 years of business or marketing experience; familiar with social media and have a basic understanding of SEO.

Approx. 24 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.33/5 (38 Ratings)

Dave Lloyd

Senior Manager, Global Search Marketing

Adobe Systems

48,768 Learners

1 Course

Offered by

University of California, Davis

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Syllabus - What you will learn from this course

Content Rating94%(2,652 ratings)

Week1

Week 1

7 hours to complete

Introduction

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.

7 hours to complete

12 videos (Total 66 min), 5 readings, 1 quiz

12 videos

Course Overview3mWelcome to Technical Search Engine Optimization2mDiscover What Technical SEO Can Do for Your Website4mCompare Website Performance and Analysis Tools6mCompare Plug-in Tools for Technical SEO5mFind and Fix Technical Issues on Your Website6mHeighten Visibility with Google Quick Answers4mBoost Website Accessibility5mTake Action with Analysis Tools to Improve Site Architecture6mAnalyze and Accelerate Page Load Speed6mConduct and Document a Website Audit6mAchieve Positive Change Working with Stakeholders8m

5 readings

A Note from UC Davis10mUse Canonical URLs10mIndicate Paginated Content10mInfinite Scroll Search-Friendly Recommendations10mRegistration and Subscription Sites10m

1 practice exercise

Intermediate Technical SEO30m

Week2

Week 2

7 hours to complete

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.

7 hours to complete

9 videos (Total 68 min), 4 readings, 1 quiz

9 videos

Introduction to Take Your Website Global2mPrepare Your Framework for Global Expansion9mStrategize to Grasp Global Opportunities8mUse Principles and Practices to Win on a Global Level7mAlign with Search Engines’ Global Guidance8mStructure Your URLs for Greatest Global Impact5mEmploy Localization to Best Serve Global Customers9mEngage Launch Strategies for Global Web Marketing9mValidate Global SEO and Empower Stakeholders for Global Roles6m

4 readings

International SEO Considerations10mHow to Make the Most Out of an International SEO Campaign10mMulti-regional and Multilingual Sites10mUse hreflang for Language and Regional URLs10m

1 practice exercise

Take Your Website Global30m

Week3

Week 3

7 hours to complete

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.

7 hours to complete

8 videos (Total 56 min), 7 readings, 2 quizzes

8 videos

Prepare for a Mobile Marketplace3mGrasp the Huge Opportunity in Mobile and Apps4mCheck this List of Mobile Friendly Best Practices7mBeat the Competition with Easy-to-Find Apps8mUse Keywords to Optimize and Localize Your App Store6mInterpret and Use Data to Competitive Benefit9mGenerate Great Business Results from Case Studies9mTake Advantage of Innovations and Future Trends6m

7 readings

Mobile Friendly Aspects of Web Design (Resource)10mHow to Get Started with Mobile Friendliness10mThe Larger Context of Mobile10mHow to Choose Your First Google Play ASO Keyword10mGet Discovered on Google Play Search10mSupport HTTP URLs in Your App10mApp Indexing10m

1 practice exercise

Make the Most of Mobile App SEO30m

Week4

Week 4

4 hours to complete

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.

4 hours to complete

10 videos (Total 58 min), 3 readings, 1 quiz

10 videos

Introduction to Identify Metrics to Drive Performance1mMake Sense of Today’s Data to Provide Future Insights3mOvercome Common Mistakes & Errors in Data Analysis7mQuantify Success with Many Useful Metrics13mMeasure What Matters with Data Analysis Tools5mBenefit by Learning to Use Google Analytics3mAnalyze Data Reports to Increase Revenue4mConsider Advanced Analytics to Drive Business8mEnhance Performance with Enterprise-Level Platforms4mCourse Summary4m

3 readings

Measuring & Tracking Success of Your SEO Strategy10mThe 14 Most Important SEO Metrics10mMetrics for Monitoring SEO Health10m

1 practice exercise

Identify Metrics to Drive Performance30m

Reviews

4.5

141 reviews

5 stars
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4 stars
18.09%
3 stars
7.39%
2 stars
1.75%
1 star
3.30%

TOP REVIEWS FROM ADVANCED SEARCH ENGINE OPTIMIZATION STRATEGIES

by DMFeb 20, 2019

All contents are well explained, though I think more updated material would help and also explain some of the tools in a more practical way.

by CSJan 12, 2021

The course was pretty cool, if you are already pretty deep into SEO this is a good refresher. If you are new to SEO the fundamentals course might be a better starting point.

by AGNov 15, 2016

This course was amazing. I discovered so many useful tools, had insights on what changes should I do on my website for its better performance.

by HNAug 17, 2016

This course was very helpful. The websites and plug-ins mentioned for analyzing a site's SEO are more than valuable.

View all reviews

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Advanced Search Engine Optimization Strategies

Advanced Search Engine Optimization Strategies

About this Course

What you will learn

Skills you will gain