Beginner · 8h 28m · 36 lessons
SEO
Every number worked on screen, so you can tell advice from folklore.
What you'll learn
- ✦Explain crawling, indexing and ranking well enough to diagnose why a page is invisible
- ✦Choose target queries by intent and realistic difficulty rather than by search volume
- ✦Prioritise a technical audit by impact, and explain why the easiest fixes are rarely the highest-impact ones
- ✦Rewrite titles and descriptions for the clicks you are already losing at your current position
- ✦Decide between refreshing an existing page and writing a new one, using the return per hour
- ✦Price a backlink on relevance and placement instead of an authority score
- ✦Run local and e-commerce SEO: business profiles, category pages, faceted URLs and out-of-stock pages
- ✦Report conversions and revenue, state your attribution model, and forecast in three cases
- ✦Diagnose a traffic drop from four questions, and recover a migration in dependency order
Part of these career paths
- Digital Marketer path · course 2 of 6
- Freelancer path · course 4 of 5
- Search Specialist path · course 1 of 5
- Creator & Monetisation path · course 2 of 5
Certification projects
Build 6 projects to earn your certificate
Hands-on work that proves you can apply what you learned — part of the certificate requirements.
Syllabus
Module 1 · 57m
How search engines work Free
What you'll be able to do
- Can name which of crawling, indexing, ranking or clicking has failed for a page that isn't performing
- Can explain why search engines optimise for ending the search, not for the single best-written page
- Can separate a confirmed ranking signal from a widely repeated guess
- Can crawl a real site and sort its findings by impact instead of by list order
Module 2 · 58m
Keyword research and intent Locked
What you'll be able to do
- Can sort a keyword by its intent before deciding whether to target it
- Can weigh a keyword's volume and difficulty against their own site's authority
- Can group a keyword list into a page plan instead of a page-per-keyword list
- Can build a keyword map that sequences pages by what's actually winnable now
Module 3 · 57m
Technical SEO Locked
What you'll be able to do
- Can explain how site architecture and crawl budget decide whether a page gets seen at all
- Can choose the right directive — robots.txt, noindex, canonical or redirect — without cancelling one against the other
- Can separate page speed's modest ranking effect from its much larger conversion effect
- Can triage a technical audit and fix its highest-impact findings first
Module 4 · 58m
On-page SEO Locked
What you'll be able to do
- Can rewrite a title and description to close a click-through gap at an unchanged position
- Can use internal links to move authority to a page that deserves to rank higher
- Can choose which structured data types are worth adding, and explain why they change clicks, not position
- Can find and rewrite the snippets worth rewriting first on a real page
Module 5 · 56m
Content that ranks Locked
What you'll be able to do
- Can match a page's format to what a query's current results expect, before writing it
- Can name a page's information gain over what already ranks for the same query
- Can decide whether a decaying page should be refreshed, pruned or left alone
- Can choose between refreshing and writing new content using a return-per-hour estimate
Module 6 · 56m
Links and authority Locked
What you'll be able to do
- Can price a backlink by relevance and placement instead of by an authority score alone
- Can pick a link-earning method more likely to convert than generic outreach
- Can explain what actually happens when links are bought, and when a disavow is the right move
- Can plan a link-building portfolio that balances a near-term and a long-term target
Module 7 · 53m
Local and e-commerce SEO Locked
What you'll be able to do
- Can explain why a local ranking position is different for every searcher
- Can complete a Business Profile in the order that returns the most ranking value per minute
- Can structure an e-commerce site so category pages, not just product pages, are built to rank
- Can audit a shop's technical SEO and fix its highest-value findings first
Module 8 · 57m
Measurement and proving value Locked
What you'll be able to do
- Can tell a measured Search Console number from an estimated third-party one
- Can choose a metric worth reporting to a stakeholder instead of a vanity ranking number
- Can state which attribution model they're using and explain why the choice changes the numbers
- Can forecast an SEO plan's return across a pessimistic, realistic and optimistic case
Module 9 · 56m
Recovering and staying ranked Locked
What you'll be able to do
- Can diagnose a traffic drop using four checkable questions before touching a page
- Can respond to an algorithm update by studying what now outranks them, not by guessing
- Can plan a site migration's redirects so it doesn't lose the traffic it built
- Can recover a broken migration by fixing the one blocking issue before anything else