UARUEN
+38 050 410 98 76
UARUEN
SEO expert
Marketing
Development and implementation of effective SEO strategies
Practical experience in SEO promotion and achieving top search engine rankings
Analytical tools for evaluating and optimizing SEO campaigns
For whom is the course?
For Marketing Department Heads
Building an effective SEO strategy to promote a business is one of the key components of creating a successful overall marketing strategy for the company. Managers need to have a clear understanding of how to leverage SEO for growth and customer acquisition while effectively overseeing SEO specialists or contractors.
For Marketers and Digital Marketers
Marketing department specialists need to develop a unified business promotion concept that encompasses both SEO and other marketing activities. Marketers should have a deep understanding of SEO processes to collaborate effectively with specialists in this field and to adjust strategies as needed to achieve optimal results.
For Entrepreneurs, Business Owners, and Startups
It is crucial for business leaders and owners to understand which SEO strategy will be most effective, how to increase organic traffic, attract their target audience, and achieve top positions in search engine results. Additionally, they need to properly oversee and adjust the efforts of SEO specialists or contracting organizations.
For University and Business School Graduates Aspiring to Become SEO Specialists
Young professionals need to understand the knowledge and skills required to succeed in the SEO field. Practical examples are the easiest way to learn how to build an effective SEO strategy, what tools to use for implementation, how to evaluate results, optimize campaigns, and much more.
Sent request
By completing the course, you will learn to:

1

Develop and implement effective search engine optimization strategies.

2

Use various tools for automating and optimizing SEO processes, such as Serpstat, Ahrefs, Google Analytics, and more.

3

Analyze target audiences and competitors, conduct SEO audits of web resources, set goals, and identify promotion tools.

4

Select relevant keywords and build semantic cores.

5

Create technical tasks for resource optimization and enhance site performance through improved markup, content quality, internal linking systems, and more to achieve top search engine rankings.

6

Develop link-building strategies and place external links on third-party resources.

7

Apply analytical tools to evaluate the effectiveness of SEO campaigns.

8

Conduct SEO audits, identify issues, and optimize SEO strategies.

Course program
1. Introduction to SEO
  • Basics of SEO: what it is and its importance.
  • Which companies SEO is suitable for.
  • Main tools and structure of SEO.
  • Advantages and disadvantages of search engine optimization. Comparison with other tools.
  • Tasks that SEO solves.
  • Analysis and evaluation of search engine optimization results.
  • What SEO work consists of.
2. Principles of Search Engine Operation. Ranking Factors
  • Features of algorithms and the working principles of Google.
  • Indexing in search engines.
  • Principles of search engine operation: crawling, indexing, ranking, relevance, and geo-dependence.
3. Audit and Building an SEO Strategy
  • Comprehensive website audit:
    • Technical audit
    • Content audit
    • External profile audit
    • Basic usability audit
  • Project evaluation for feasibility of promotion.
  • Forecasting and goal setting for the business, assessing their effectiveness.
  • SEO competitor analysis.
  • Development of an initial promotion strategy.
  • Work plan and hypothesis list. Forecasting traffic, rankings, and leads.
  • Data compilation and conclusions.
4. Webmaster Tools. Google Search Console
  • Key tools used by SEO specialists.
  • Basics of HTML layout and browser debugging mode.
  • What is Google Search Console.
  • Working with Google Search Console.
  • Overview of main reports and functions.
  • Setting up and configuring the tool for marketing tasks – Google Tag Manager.
  • Connecting analytics systems using Google Tag Manager.
  • Creating triggers and tags.
5. Semantics core and Structure
  • Semantic core, types, and features of search query formation.
  • Methods for quickly collecting semantics.
  • Main tools for keyword selection. Services for evaluating and selecting keywords.
  • Types of queries by frequency, competition, seasonality, and user needs.
  • Division and grouping of queries by frequency. Query clustering.
  • Expanding the semantic core.
6. Website Architecture Design
  • Developing semantics for creating the site structure: sections, pages, blocks.
  • Formation of required page types.
  • Recommendations for expanding the site structure based on the semantic core and clustering.
  • Creating a summary matrix of groups, queries, and URLs.
  • Developing a promotion map.
7. Mastermind: Meeting with the Curator
8. Technical Optimization
  • Basics of technical search engine optimization.
  • Goals and objectives of technical website optimization.
  • Algorithm for prioritizing technical errors and implementing improvements.
  • Checking server response codes, site mirrors, redirects, and site loading speed.
  • Essential technical components of a website: SEO-friendly URLs, internal linking, breadcrumbs, connection protocols, robots.txt, sitemap.xml.
  • Development of technical specifications.
  • Optimization of page URLs: separators, length, and formatting.
  • Responsiveness & AMP (Accelerated Mobile Pages).
  • Task and hypothesis tracking.
9. Internal optimization
  • Optimization of different types of website pages.
  • Preparing templates for SEO data, content, and internal linking.
  • Methods for optimizing pagination, filtering, and sorting.
  • Identifying duplicate pages and content duplication.
  • Manual refinement of optimization templates for standard and high-value pages.
  • Analyzing snippets and providing recommendations for improvement.
  • Indexing and caching the website.
10. On-Page SEO (Page-Specific Search Engine Optimization)
  • Data schema markup.
  • Optimization of titles (title) and meta descriptions.
  • Keyword usage in text: density, placement, context.
  • Optimization of headers (H1, H2, H3, etc.) and internal linking.
  • Working with multimedia content: images, videos, audio.
  • Enhancing user experience (UX) and its impact on SEO.
  • Proper configuration of the 404 error page.
  • Redirect setup.
  • Implementing noindex and nofollow tags on the website.
11. Content Strategy Development
  • Detailed page-by-page semantic analysis based on the developed site structure.
  • Creation of a page-specific content strategy.
  • Preparation of technical specifications (TS) for improving existing pages and/or creating new ones, including block-by-block breakdowns.
  • Requirements for copywriters when writing content.
  • Preparation of TS for writing texts for web pages.
  • Content development for e-commerce websites.
  • Use of various types of content on the website.
12. Mastermind: Meeting with the Curator
13. Off-Page Optimization
  • What is off-page optimization: concepts and terminology.
  • Key methods of off-page optimization.
  • Overview of the Ahrefs tool for competitor and own tactics analysis.
  • Identifying growth opportunities and preparing detailed technical specifications (TS).
  • Analysis of the website's and competitors' backlink profiles.
  • Types of links and their ranking.
  • Purchasing and distributing backlinks.
  • Which links are filtered by search engines and what penalties are applied.
  • Selecting websites for backlink placement.
14. Link Building and Its Functions
  • What is link promotion and how it works.
  • Analysis of the backlink profile.
  • Strategy for increasing external links.
  • Calculating the required number of links and their distribution.
  • Technical aspects of linking.
  • Link monitoring.
  • Link requirements.
  • Creating anchor plans.
  • Features of the PageRank algorithm and creating relevant anchor text.
  • Which links are filtered by search engines and what penalties are applied.
  • Link marketplaces.
  • Crowd links.
  • Outreach.
  • Submissions.
15. Secret topic
16. Reporting
  • Using Google Analytics and Google Search Console for SEO.
  • Reports and metrics: what is important to track.
  • Analysis and optimization based on data: CTR, average position, conversions.
  • KPI metrics and key performance indicators.
  • Developing proposals and recommendations for further growth.
  • Transparency and communication.
17. Promotion in Western Markets
  • Principles of working with international projects.
  • Features of SEO promotion in different countries.
  • Projects in the USA, traffic from India, and how results are manipulated.
  • EAT factors for YMYL (Your Money, Your Life) websites.
18. Using AI for SEO
  • Utilizing neural networks in SEO: texts, images, title optimization, and more.
  • Analyzing the impact of artificial intelligence on search engine algorithms.
  • Using AI to evaluate the effectiveness of SEO strategies.
  • SEO tasks that can be delegated to AI.
  • Automating SEO processes.
19. SEO for Online Stores, Aggregators, and Marketplaces
  • Promotion of large websites.
  • Semantics for large online stores.
  • Structure of large online stores.
  • SEO for large-scale projects.
  • Link-building strategies for marketplaces, aggregators, and large online stores.
  • Multi-regional promotion.
20. Mastermind: Meeting with the Curator

Project Defense