Course curriculum

  • 1

    Section 1: Introduction to SEO

    • 1.1 Welcome to this unit!

    • 1.2 Introducing SEO

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: How search works

    • 2.1 Welcome to section 2

    • 2.2 Introduction to search engines

    • 2.3 Understanding how search engines work

    • 2.4 Understanding crawling

    • 2.5 Understanding indexing

    • 2.6 Understanding ranking

    • 2.7 Google's 200 Ranking Factors

    • 2.8 Search Engine Result Pages (SERPs)

    • 2.9 The difference between paid and organic search

    • 2.10 Organic search formats

    • 2.11 The global search engine landscape

    • 2.12 How Australians search

    • 2.13 Section 2 quiz
  • 3

    Section 3: On-page optimisation

    • 3.1 Welcome to section 3

    • 3.2 Introducing the three pillars of SEO

    • 3.3 Know your target audience

    • 3.4 Getting started on keyword research

    • 3.5 Using SEMrush for keyword research

    • 3.6 Analysing keyword research

    • 3.7 Long tail vs short tail keywords

    • 3.8 Understanding search intent

    • 3.9 Applying your keyword research

    • 3.10 Understanding website structure

    • 3.11 Understanding HTML and meta tags

    • 3.12 Optimising beyond content

    • 3.13 Google Search Quality Rater Guidelines

    • 3.14 Key on-page SEO elements to optimise

    • 3.15 Section 3 quiz
  • 4

    Section 4: Off-page optimisation

    • 4.1 Welcome to section 4

    • 4.2 Off-page SEO overview

    • 4.3 Understanding backlinks

    • 4.4 Managing backlinks

    • 4.5 Conducting a backlink audit using SEMrush

    • 4.6 How to encourage backlinks

    • 4.7 Understanding brand mentions

    • 4.8 Understanding social media signals

    • 4.9 Using local SEO

    • 4.10 Section 4 quiz
  • 5

    Section 5: Technical optimisation

    • 5.1 Welcome to section 5

    • 5.2 Technical SEO overview

    • 5.3 Managing the technical side of technical SEO

    • 5.4 Using Google Search Console

    • 5.5 Improving crawlability

    • 5.6 Using Screaming Frog to crawl a website

    • 5.7 Optimising Core Web Vitals

    • 5.8 Making your site secure

    • 5.9 Optimising site speed

    • 5.10 Being mobile-first and mobile-friendly

    • 5.11 Using structured data

    • 5.12 Section 5 quiz
  • 6

    Section 6: Developing & evaluating SEO strategies

    • 6.1 Welcome to section 6

    • 6.2 Evaluating SEO performance

    • 6.3 Using SEMrush’s site audit tool

    • 6.4 Measuring success

    • 6.5 Developing an SEO strategy

    • 6.6 SEO strategy template

    • 6.7 Developing SEO action plans

    • 6.8 SEO action plan template

    • 6.9 Evaluating SEO strategies

    • 6.10 Preparing and communicating SEO recommendations

    • 6.11 SEO performance report template

    • 6.12 Considering international SEO strategies

    • 6.13 Being mindful of legal and ethical considerations

    • 6.14 Section 6 Quiz
  • 7

    Section 7: SEO summary

    • 7.1 Welcome to section seven

    • 7.2 Key takeaways

    • 7.3 The future of SEO

    • 7.4 How to keep your knowledge up to date

    • 7.5 Congratulations and what’s next
  • 8

    BONUS SECTION: Additional Resources

    • 8.1 Bonus section introduction

    • 8.2 The evolution of SEO

    • 8.3 SEO Trends in 2024

    • 8.4 Conductor 2024 State of SEO Report

    • 8.5 How to Increase Website Traffic in 30 Days

    • 8.6 Case Study - How Mention Increased Organic Search Traffic in 6 Weeks

    • 8.7 SEO Competitor Analysis - How to Find the Strategies Used by Your Competition

    • 8.8 SEO for China – How to Rank on Baidu

    • 8.9 SEO Audit Checklist

    • 8.10 How Search Engines Work

    • 8.11 On-Page SEO Guide

    • 8.12 Link Building Guide

    • 8.13 A Guide to Local SEO

    • 8.14 Advanced Technical SEO Guide

    • 8.15 State of In-house SEO Report

    • 8.16 State of Agency SEO Report

    • 8.17 Search Engine Journal State of SEO 2024

    • 8.18 Content Quality Checklist

    • 8.19 On-page SEO Checklist for B2B Companies

    • 8.20 SEO Survey to Tech Companies

    • 8.21 Drive Traffic to Your Website Cheat Sheet.pdf

    • 8.22 How to Win Local Search in 2024 and Beyond

    • 8.23 Leveraging Generative AI Tools for SEO

    • 8.24 Glossary of Digital Marketing Terms