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Online Postgraduate Course in SEO and SEM

Program curriculum and final degree

Program Curriculum

Search Engine Optimization (SEO)

  • Functioning of directories and search engines on the Internet
  • Online SEO: concepts and life cycle
  • Alternatives to traditional search engines
  • Search engines for academic uses
  • The life cycle of an SEO campaign
  • Critical factors in SEO
  • Vertical SEO
  • Optimization of HTML code to improve SEO
  • Freeware tools to improve SEO
  • Social media optimization
  • Introduction to Google Analytics
  • Metadata on the Semantic Web

Advanced SEO and Content Marketing

  • Design and development of advanced search engine optimization (SEO) campaigns
  • External optimization factors and obtaining inbound links (backlinking)
  • Data analysis for SEO
  • Inbound marketing
  • Content marketing campaigns
  • Content curation: search, filter, edit and share
  • Online writing
  • Creation of computer graphics, FAQ and presentations for the web

Search Engine Marketing (SEM) and Website Monetization

  • Foundations of Search Engine Marketing (SEM)
  • Google AdWords Express
  • Google AdWords: introduction and launching a campaign
  • Insertion of advertising on the website: Google AdSense
  • Monitoring and optimizing campaigns
  • The Quality Score of AdWords campaigns
  • Content campaigns
  • Bing-Yahoo Ads: introduction and launching a campaign
  • Microsegmentation: key factor to success in every SEM campaign
  • Introduction to Facebook Ads
  • Introduction to retargeting
  • Defining objectives and calculating return on investment (ROI)
  • Advanced strategies for Google AdSense
  • Optimal characteristics for landing pages in AdWords campaigns
  • Website monetization: strategies, design and development

*The information published may be subject to change.

Final Degree

Postgraduate course in SEO and SEM issued by Pompeu Fabra University.