Search Engine Optimization (SEO) Specialization

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.

100% online course

Start instantly and learn at your own schedule.

Approx. 10 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week

English

Subtitles: English

What you will learn

Analyze your audience demographics and choose the appropriate social media platforms

Define influencer marketing and drive visibility

Identify and demonstrate the "do’s and don’ts" of obtaining links

Know your audience and choose the right keywords

Skills you will gain

Content MarketingSocial Media MarketingSocial MediaMathematical Optimization

100% online course

Start instantly and learn at your own schedule.

Approx. 10 hours to complete

Suggested: 4 weeks of study, 1-3 hours/week

English

Subtitles: English

Syllabus - What you will learn from this course

1

Section

3 hours to complete

Introduction

Welcome to Week 1! This week we will explore the content marketing ecosystem. We will begin by recapping some basics of SEO to recall how on-page and off-page SEO work together. By the end of this module, you will be able to identify and demonstrate the "do’s and don’ts" of obtaining links, and build your own optimized links. You will build your reputation and visibility online by developing a content marketing campaign as well as build your own audience. I’m excited about this topic, so let’s dive in!...

10 videos (Total 61 min), 1 reading, 1 quiz

10 videos

Course Overview2m

Content Marketing Ecosystem0m

Basics of SEO Recap3m

Value Links9m

Link Building7m

Do's & Don'ts Obtaining Links10m

Guest Posting6m

Basic Concepts of Content Marketing4m

Building Your Audience3m

The Content Marketing Ecosystem & SEO10m

1 readings

The Art of SEO - Chapter 830m

1 practice exercises

Content Marketing Ecosystem20m

2

Section

2 hours to complete

Social Media Marketing

This week we will discuss in-depth how social media supports the development of a company’s online reputation and visibility, which ultimately helps with SEO. By the end of this module you will practice tips on building relationships with social media influences, which can help build your audience. You will analyze your audience demographics and choose the appropriate social media platforms for your intended audience. And finally, you will use successful social media strategies to build your audience and create audience engagement....

6 videos (Total 45 min), 1 reading, 1 quiz

6 videos

Social Media Marketing1m

Social Media Links & SEO7m

Platform Demographics10m

Picking Your Platform7m

Principles of Building Audiences13m

Case Studies5m

1 readings

The Art of SEO - Chapter 930m

1 practice exercises

Social Media Marketing20m

3

Section

2 hours to complete

Influence Marketing

Influencer marketing is the focus of this week’s topic. At the end of this module, you will be able to define what influencer marketing is and the role it plays in driving reputation and visibility. You will examine what influencers can do for you and the best approaches in building a relationship with an influencer, hint it’s not about manipulation, but building a strong positive relationship! ...

5 videos (Total 32 min), 1 reading, 1 quiz

5 videos

Influence Marketing0m

What Can Influencers Do For You?7m

Building the Relationship4m

First Steps in Collaboration12m

Advanced: Targeted Advertising6m

1 readings

Influencer Marketing - What it is, and Why YOU need to be doing it15m

1 practice exercises

Influence Marketing20m

4

Section

9 hours to complete

Creating World Class Content

This week’s topic focuses on why world class content is a must! At the end of this module, you will be able to identify great content, analyze which content gets the most shares, and create world class content of your own. You will also create successful partnerships that can help develop your content and ultimately drive your content marketing efforts. Did we mention that content is KING?!?...

8 videos (Total 37 min), 2 readings, 2 quizzes

8 videos

Creating World Class Content1m

Market Data on Content Marketing6m

Anchor Content3m

Types of Enhanced Content6m

Partnerships3m

Case Studies7m

Review of the Basics6m

Course Summary1m

2 readings

Content, Shares, and Links: Insights from Analyzing 1 Million Articles15m

A Clear Path for Marketers to Surviving Content Shock15m

1 practice exercises

Creating World Class Content20m

Instructor

Eric Enge

Co-Author of "The Art of SEO"

About 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....

Frequently Asked Questions

When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I pay for this course?
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Search Engine Optimization (SEO) Specialization