Introduction to Search Engine

Optimization
by University of California, Davis
About this Course
Ever wonder how major search engines such as Google, Bing and Yahoo rank your website
within their searches? Or how content such as videos or local listings are shown and ranked
based on what the search engine considers most relevant to users? Welcome to the world of
Search Engine Optimization (SEO). This course is the first within the SEO Specialization and it is
intended to give you a taste of SEO with some fun practices to get seen in Google. You will be
introduced to the foundational elements of how the most popular search engine, Google, works,
how the SEO landscape is constantly changing and what you can expect in the future. You
discuss core SEO strategies and tactics used to drive more organic search results to a specific
website or set of websites, as well as tactics to avoid to prevent penalization from Google. We
hope this taste of SEO, will entice you to continue through the Specialization!
 Show less

Taught by:Rebekah May, SEO Manager & Lead SEO Instructor, Lead Qual

UC Davis Division of Continuing and Professional Education

Basic Info Course 1 of 5 in the Search Engine Optimization (SEO) Specialization

Level Beginner

Commitment 4 weeks of study, 2-5 hours/week

Language English, Subtitles: Arabic, French, Portuguese (European), Greek, Italian

Spanish
 Volunteer to translate subtitles for this course

How To Pass Pass all graded assignments to complete the course.

User Ratings Average User Rating 4.6

Syllabus
WEEK 1
Getting Started & Introduction to SEO
Welcome to the first week of the course! In the lessons that follow, you will discuss and define
the foundational overview of SEO and explore types of careers and salary expectations within
SEO industry. By the end of this module, you should be able to define Search Engine
Optimization and explain the basics of SEO as a business (as well as how SEO shapes the
Internet itself.) You'll also be able to explain the differences between three main SEO job types,
and be prepared to choose a career that best suits your current goals.

16 videos, 3 readings
1. Reading: A Note from UC Davis
2. Video: Course Introduction and Specialization
3. Video: Introduction
4. Video: Introduction to SEO
5. Reading: Why a Career in SEO?
6. Video: What You Can Expect from a Career in SEO
7. Reading: Optional: What You Can Expect from a Career in SEO
8. Video: How I Got Started in SEO
9. Video: My Role as an SEO Manager
10. Video: Key Skills We Look for When Hiring
11. Video: Tips for Finding a Job
12. Video: How I Got Started in SEO
13. Video: A Day in the Life of an SEO Professional
14. Video: Key Skills We Look for When Hiring
15. Video: Specific Skills Managers Want
16. Video: Tips for Finding a Job
17. Video: Tips for Interviewing
 18. Video: Building a Marketable Portfolio
19. Video: Overview of In-house SEO
20. Discussion Prompt: Building a Successful Career in SEO

Show lessweek 1 material

Graded: Getting Started & Introduction to SEO
WEEK 2
Evolution of SEO
Welcome to Module 2! We hope you're enjoying the course so far, and are ready to learn more
about the evolution of SEO! By the end of this module, you should be able to at least summarize
the timeline of search engine development, as well as demonstrate an understanding of key time
periods and individuals who changed the way search worked and the way humans interact with
the Web. Later on in the module, you'll gain the ability to critique the role of advertisements and
corporate funding in the development of search, and explain the process by which the Web
became monetized. This high-level look at the history of SEO will give you a solid foundation for
understanding the material we'll be covering later in the course.

More
4 videos, 2 readings

1. Video: Evolution of SEO
2. Video: How Search Engines Work
3. Reading: Timeline of Google Search
4. Video: History of Search Engines (1945 - 1993)
5. Reading: History of Search Engines (1945 - 1993)
6. Video: Advancement of Search (1993 - 2000)
7. Discussion Prompt: Building a Search Engine?

Show lessweek 2 material

Graded: Evolution of SEO
WEEK 3
Current SEO Best Practices
In Module 3, we'll be discussing items that SEOs spend a great deal of time dealing with: SEO
best practices, the algorithm updates that look for them and potential penalties for not adhering
to them. By the end of this module, you'll be able to illustrate the concept of relevancy as it
applies to search results, compare and contrast the functionality of search engine algorithm
updates, and critically examine the ways in which webmasters attempt to circumvent these
algorithms. You'll also be able to define important ranking factors used by modern search
engines, and learn the necessary steps to avoid (or correct) any penalties applied by search
engine algorithms.

More
9 videos, 7 readings
 1. Video: Current SEO Best Practices
2. Video: Introduction to Search Engine Algorithms
3. Reading: Introduction to Search Engine Algorithms
4. Video: SEO Best Practices and Ranking Factors
5. Reading: SEO Best Practices and Ranking Factors
6. Video: Early Algorithms: Florida, Austin, and Brandy
7. Video: Updates: Personalized, Universal, Vince, and Caffeine
8. Reading: Personalized, Universal, Vince, and Caffeine
9. Video: Panda: The Game Changer for Content
10. Reading: Panda: The Game Changer for Content
11. Video: Cleaning Up Links with Penguin
12. Reading: Cleaning Up Links with Penguin
13. Video: Refinements: Hummingbird, Pigeon, and Mobile
14. Reading: Hummingbird, Pigeon, and Mobile
15. Video: How You Can Avoid Penalties
16. Reading: How You Can Avoid Penalties
17. Discussion Prompt: Is SEO Spam?

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Graded: Current SEO Best Practices
WEEK 4
SEO of Today, Tomorrow and Beyond & Course Wrap-Up
You've made it to Module 4! In this module, you will gain an understanding of where SEO fits into
the broader digital marketing landscape. By the end of this module, you will be able to explain
how concepts like topic association and semantic analysis relate to the relevancy and
trustworthiness of search results. You'll also be well prepared to write and optimize your own
content for a website that will improve search results, as well as develop an optimization strategy
for a client to implement that would help to increase their ranking while following best practices.
Finally, by the end of this module you will be able to demonstrate the impact of brands and
branding on search results, and critically analyze the role of social media and other emerging
technologies on the landscape of SEO today, tomorrow, and beyond!

More
5 videos, 2 readings
1. Video: SEO of Today, Tomorrow, and Beyond
2. Video: Evolution of Keyword Optimization
3. Video: Strengthening Your Keyword Strategy
 4. Reading: Strengthening Your Keyword Strategy
5. Video: How Does Branding Influence Website Rank?
6. Reading: How Does Branding Influence Website Rank?
7. Discussion Prompt: Share a question
8. Discussion Prompt: Poll Family & Friends
9. Video: Course Summary and Wrap-Up

Show lessweek 4 material

Graded: SEO of Today, Tomorrow and Beyond
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How It Works
General

How do I pass the course?

To earn your Course Certificate, you’ll need to earn a passing grade on each of the required
assignments—these can be quizzes, peer-graded assignments, or programming assignments.
Videos, readings, and practice exercises are there to help you prepare for the graded
assignments.

What do start dates and end dates mean?

Once you enroll, you’ll have access to all videos, readings, quizzes, and programming
assignments (if applicable). If you choose to explore the course without purchasing, you may not
be able to access certain assignments. If you don’t finish all graded assignments before the end
of the course, you can reset your deadlines. Your progress will be saved and you’ll be able to
pick up where you left off.

What are due dates? Is there a penalty for submitting my work after a due date?

Within a course, there are suggested due dates to help you manage your schedule and keep
coursework from piling up. Quizzes and programming assignments can be submitted late without
consequence. However, it is possible that you won't receive a grade if you submit your peer-
graded assignment too late because classmates usually review assignment within three days of
the assignment deadline.

Can I re-attempt an assignment?

Yes. If you want to improve your grade, you can always try again. If you’re re-attempting a peer-
graded assignment, re-submit your work as soon as you can to make sure there’s enough time
for your classmates to review your work. In some cases you may need to wait before re-
submitting a programming assignment or quiz. We encourage you to review course material
during this delay.