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Week - 1
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Course introduction, presentation of course structure and assessment method, the importance of search engine optimization and web analytics, their position within digital marketing and an overview of the modern web ecosystem.
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Week - 2
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The working logic of search engines, crawling, indexing and ranking stages, basic principles of ranking algorithms and examination of real search results.
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Week - 3
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Fundamentals of on page optimization, title tags, metadata, semantic HTML usage, heading hierarchy and hands on studies on content structuring.
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Week - 4
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URL structure, internal linking strategies, detection of broken links, image optimization, use of alternative text and improvements for image search results.
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Week - 5
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Technical search engine optimization, creating sitemaps and robots files, structured data markup, obtaining and validating rich results.
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Week - 6
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Mobile friendliness, page speed and core web vitals, performance optimization applications and measurement with developer tools.
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Week - 7
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Off page optimization, backlink strategies, domain authority, credibility of external sources, black hat practices and approaches to avoid penalties.
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Week - 8
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Midterm examination.
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Week - 9
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Keyword research, use of research tools, search intent analysis, long tail keywords, competitor analysis and content planning.
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Week - 10
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Introduction to web analytics, Google Analytics account setup, tag manager integration, installation of tracking codes, validation of data collection flow.
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Week - 11
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Basic metrics and reports, users, sessions, page views, bounce rate, acquisition channels and behavior flow analyses.
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Week - 12
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Goal and conversion tracking, event based measurement, conversion funnel analysis, definition of micro and macro conversions, conversion rate optimization approaches.
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Week - 13
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Use of Search Console, search performance reports, detection of indexing issues, monitoring submitted sitemaps, interpretation of manual action notices.
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Week - 14
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Reporting and the optimization cycle, dashboard design, reporting for stakeholders, introduction to A/B testing and applied project evaluation.
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