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.
本课程是 Search Engine Optimization (SEO) 专项课程 专项课程的一部分
Optimizing a Website for Search
提供方
课程信息
4.7
557 个评分
您将学到的内容有
Use keyword research to select best keywords to optimize your website in search results
Examine how to analyze, organize, create, and build content utilizing various strategies
Use best practices to develop a high quality local SEO approach
Develop a solid approach for achieving a productive and successful relationship with your client
您将获得的技能
Keyword ResearchMarketingContent MarketingMathematical Optimization
教学大纲 - 您将从这门课程中学到什么
周
1Introduction
Welcome to week 1! As you may remember from Module 4 within the last course, Search Engine Optimization Fundamentals, keywords are an extremely important tool for helping your customers find you in an often crowded field. Effective use of keywords on your optimized website can result in free targeted traffic to your site, helping you to reach your business goals. In this module, you will use the keyword research you conducted in the last course and you will learn a process for selecting the best keywords to optimize your website in search results. We will look at concepts like relevancy to the site, keyword intent, how competitive the keyword is in organic search, and how well that term might convert once it receives traffic. We’ll also discuss how to identify and evaluate competitors, how to map keywords to pages, and how to create a keyword map for your clients and your own site. There is a lot to discuss in our first module, so if you are taking this course without learning the materials of module 4 within the SEO Fundamentals course, I highly recommend you complete that module before diving into this one. So, let’s get started learning how to apply keyword research!
12 个视频 （总计 53 分钟）, 1 个测验
12 个视频
Applying Keyword Research Introduction分钟
Why do a Competitive Analysis?2分钟
How to Perform a Competitive Keyword Analysis5分钟
Analyzing Your Competition6分钟
Develop a Plan to Compete10分钟
Competing With Page Level Information4分钟
Dealing with Larger Sites4分钟
Mapping Keywords to Pages3分钟
Questions to Ask3分钟
Keyword Mapping Processes4分钟
Creating a Keyword Map for Clients4分钟
1 个练习
Optimizing A Website For Search20分钟
周
2Advanced On-Page SEO
Welcome to week 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.
12 个视频 （总计 62 分钟）, 1 个测验
12 个视频
Benefits of a Competitive Content Analysis3分钟
Dissecting the Competitive Content Analysis3分钟
What Kind of Content Will Resonate with Your Customers?4分钟
Conducting an Internal Content Audit2分钟
How to Begin Your Content Analysis5分钟
Organizing and Evaluating Content6分钟
Creating a Strategy for Optimizing Content3分钟
Domain Level Content Strategy7分钟
What Makes Content Great?7分钟
Different Types of Content and How to Use Them8分钟
Creating Impactful Content6分钟
1 个练习
Advanced On-page SEO20分钟
周
3Local SEO
Welcome to week 3! In the lessons that follow, you will take a close look at local SEO strategy. You will see how to optimize your Google business pages, on-site content and external references such as citations, backlinks, and reviews to help your local business have higher visibility in the local search landscape. By the end of this module, you should be able to not only describe a bit of the history of how Google displays local searches but also utilize best practices to develop a high quality local SEO approach.
10 个视频 （总计 55 分钟）, 2 个测验
10 个视频
Local SEO1分钟
Why's Local SEO Important?2分钟
Local SEO History3分钟
Current Local SEO Landscape3分钟
Organic Search Versus Paid Advertising5分钟
Google My Business!8分钟
Improving Your Local Visibility10分钟
Importance of Off-site Citations4分钟
Quality Off-site Link Building8分钟
Importance of Customer Reviews7分钟
1 个练习
Local SEO20分钟
周
4Creating an SEO Campaign
Welcome to week 4! In this module, we are going to discuss the human factor of SEO - how to manage your relationship with clients. We’ll talk about what should be discussed in the critical first meetings, how to manage your client’s expectations, and how to track and report on progress toward your client’s goals. By the end of this module, you’ll have developed a solid approach for achieving a productive and successful relationship with your client.
10 个视频 （总计 51 分钟）, 1 个测验
10 个视频
Scoping an SEO Project5分钟
Proving Your Value to Potential Clients6分钟
Managing Client Expectations8分钟
Asking the Right Questions7分钟
Importance of Achieving Quick Wins2分钟
Developing SMART Project Goals4分钟
Establishing Benchmarks and Tracking Metrics8分钟
Reporting Progress to Your Client5分钟
Course Summary1分钟
1 个练习
Creating an SEO Campaign20分钟
4.7
115 个审阅36%
完成这些课程后已开始新的职业生涯
83%
通过此课程获得实实在在的工作福利
11%
加薪或升职
热门审阅
创建者 SR•Jan 17th 2017
This course provides the essential fundamentals for optimizing a website for search. The course was a refresher in certain areas as well as helped fill in the gaps on things I didnt know.
创建者 AH•May 23rd 2017
Excellent course. There is always new and exciting information available in the ever changing world of SEO. Great insights on Google's ever-changing algorithms and methods. Thanks!
讲师
Rebekah May
SEO Manager & Lead SEO Instructor, Lead QualUC Davis Division of Continuing and Professional Education
关于 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.
关于 Search Engine Optimization (SEO) 专项课程
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.
常见问题
我什么时候能够访问课程视频和作业？
注册以便获得证书后，您将有权访问所有视频、测验和编程作业（如果适用）。只有在您的班次开课之后，才可以提交和审阅同学互评作业。如果您选择在不购买的情况下浏览课程，可能无法访问某些作业。
我订阅此专项课程后会得到什么？
您注册课程后，将有权访问专项课程中的所有课程，并且会在完成课程后获得证书。您的电子课程证书将添加到您的成就页中，您可以通过该页打印您的课程证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。
退款政策是如何规定的？
有助学金吗？
还有其他问题吗？请访问 学生帮助中心。
