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Search Engine Specialist (SEO)

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About Course

This comprehensive SEO course takes you from understanding how search engines work all the way to executing advanced strategies that drive consistent, high-quality organic traffic. You will learn keyword research, on-page optimisation, technical SEO, link building, local SEO, and how to measure and report results like a professional.

What Will You Learn?

  • Conduct professional keyword research and competitive analysis
  • Optimise any web page for maximum search visibility
  • Perform a full technical SEO audit and fix critical issues
  • Build authoritative backlinks through ethical outreach strategies
  • Set up and analyse SEO performance using Google Analytics 4 and Search Console
  • Create an SEO content strategy that ranks and converts
  • Implement local SEO for businesses targeting geographic audiences
  • Understand Core Web Vitals and page experience signals

Course Content

SEO Foundations
This lesson builds the mental model you need to approach every SEO decision with clarity. Understanding how search engines work transforms SEO from guesswork into a principled discipline. Understanding algorithm history shows you where Google is heading, not just where it has been. Understanding SERPs tells you what kind of content Google is rewarding for any query. And mastering E-E-A-T tells you exactly what signals Google uses to evaluate whether your site deserves to rank.

  • How Search Engines Work
  • Google’s Algorithm History
  • Understanding SERPs and SERP Features
  • E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
  • Knowledge Quiz

Keyword Research
Keyword research is the cornerstone of every successful SEO strategy. This lesson covers how to identify the right keywords, understand user intent, leverage industry-leading tools, and build a structured keyword matrix to guide content creation.

On-Page SEO
On-Page SEO refers to all the optimisation techniques applied directly on a webpage to improve its position in search engine rankings. Unlike off-page SEO (which involves external signals like backlinks), on-page SEO gives you direct control over the signals search engines use to understand, index, and rank your content.

Technical SEO
Technical SEO encompasses all the non-content optimisations that help search engines crawl, index, and render your website effectively. While on-page SEO tells search engines what your content is about, technical SEO ensures they can actually access and understand it. A site with brilliant content but poor technical health will consistently underperform in search results.

Content Strategy for SEO
A Content Strategy for SEO focuses on planning, creating, optimizing, and managing content so that it ranks well in search engines while meeting user needs. The goal is not just to attract traffic, but to attract the right traffic that converts.

Off-Page SEO & Link Building
Off-page SEO refers to all optimisation activities that occur outside your website to improve its search engine rankings. While on-page SEO focuses on optimizing content and HTML source code, off-page SEO is primarily about building your site's reputation, authority, and trustworthiness through external signals, most notably backlinks from other websites.

Local SEO
Local SEO (Search Engine Optimisation) is the practice of optimising your online presence so that your business appears prominently when people search for products or services near them. Unlike traditional SEO which targets a global or national audience, Local SEO focuses on geographic relevance.

SEO Analytics & Reporting
SEO without measurement is guesswork. Analytics transforms your efforts from a series of tasks into a strategy you can defend, improve, and scale. The challenge is that SEO data is spread across multiple tools, Google Search Console, Google Analytics, third-party rank trackers, and backlink tools, each showing a different piece of the picture.

Certification Resources
Complete any of the following recognised programs to earn a verified certificate in this discipline:

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