Thanks to this Course on Search Engines and Strategic Planning You’ll gain an understanding of SEO and strategic planning to stand out online and compete in this increasingly digital world. By the end of the course, you’ll have the knowledge to implement an effective SEO strategy, from analysing the competition and setting objectives to conducting keyword research and creating content optimised. Furthermore, we mustn’t forget that we’ll be taking an in-depth look at how search engines work and at the algorithms used by Google, the world’s most widely used search engine. Finally, you’ll have the chance to discover the keywords research and use them correctly.
Sector-specific
Digital Marketing
200 hours
Search Engines and Strategic Planning
Digital Marketing
200 hours
Introduction
Objectives
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Find out more at depth the concepts of SEO and SEM.
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Understanding the operation search engines.
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To know the algorithms from Google and how they influence search engine optimisation.
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Knowing how to carry out a planning effective strategy.
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Learn how to to investigate y select relevant keywords.
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Understanding the importance of the audience and the competition.
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Learning how to create content optimised to improve search engine optimisation.
Table of Contents
LEARNING UNIT 1. WHAT IS SEO?
1. Key concepts
2. SEO versus SEM
3. The context and evolution of SEO
4. The role of SEO in digital marketing
5. Internal and external factors in SEO
TEACHING UNIT 2. SEARCH ENGINES
1. Search engines: components and how they work
2. The process of searching for information
3. Search engine indexability
4. Types of search engines
5. Search terms and intent
TEACHING UNIT 3. THE SEARCH ENGINE PAR EXCELLENCE: GOOGLE
1. Key factors
2. The evolution of Google’s algorithms
3. The RankBrain algorithm
4. Google Crawling
5. Google Panda
6. Google Penguin 4.0
7. Google Hummingbird
8. Penalties and remedies
9. FLoC: Google’s alternative to cookies
TEACHING UNIT 4. CONTENT MANAGEMENT SYSTEM
1. What is a CMS?
2. Advantages and disadvantages of CMSs
3. WordPress and WooCommerce
4. PrestaShop and Magento
5. JavaScript and CSS
6. HTML
TEACHING UNIT 5. SETTING SEO OBJECTIVES
1. Developing an SEO plan: methodology and planning
2. Competitor research
3. Is content king?
4. Local SEO and international SEO
5. Domain types: geolocation
TEACHING UNIT 6. TARGET AUDIENCE AND MARKET NICHE
1. Defining the target audience
2. Market segmentation
3. User behaviour and purchasing decisions
4. The conversion funnel
5. Customer journey
TEACHING UNIT 7. KEYWORD RESEARCH
1. What are keywords?
2. Types of keywords
3. Keyword selection
4. Long-tail keywords
5. Search intent
6. Keyword research tools
7. Free tools
8. Browser extensions
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