It is advisable -although not strictly required- that students have previously taken or be familiarized with the following subjects: · Digital Marketing · Markup Languages · Web Content Management Systems · Spreadsheets

After completing this course, students will: ·· Know the basics of search engine optimization and analytics for decision making in relation to the visibility of web projects. ·· Be able to design and audit web projects from the SEO perspective, so that they can optimally contribute to the objectives of the organizations or entities for which they are created. ·· Be able to develop an SEO strategy that is appropriate for each project and apply the technical, content and external linking optimization techniques necessary to implement it, as well as use the methods and tools required to evaluate its results.

1. Introduction to web positioning and analytics 1.1. Introduction: Digital Marketing and SEO; Evolution of Google; Google algorithms; Ethics in SEO; Google penalties 1.2. How does Google work?; Search intent; Basic metrics of SEO success 2. On-page SEO (I): Keyword research and web architecture 2.1. SEO project planning; Keyword research; Method, sources and tools; Keyword strategy 2.2. Web architecture and SEO; Internal linking and authority; Content strategy and architecture 3. On-page SEO (II): Content optimization 3.1. Quality Guidelines; EEAT; Mapping KR with Content Strategy 3.2. Content optimization strategies: Copy, Content title and headings, Images, Search snippets, Meta-title, Meta-description, Featured snippets 3.3. Structured data markup; Rich snippets; URL optimization; Duplicate content; Thin content; Thin slicing; Canonicalizations; Canibalizations; Server response codes; Domain names 4. On-page SEO (III): Technical SEO 4.1. Controlling crawling and indexing: Robots.txt, Sitemaps, and Directives 4.2. SEO monitoring: audits, Google Search Console, connecting your site with Google Analytics through Google Tag Manager 4.3. Page experience; Core Web Vitals; Sustainability; AMP; Minification; Image optimization; Optimization tools; Accesibility; Technical implementation of Tag Manager + Complianz 5. Off-page SEO 5.1. Off-page SEO: Definition; Types of backlinks; Strategy; Auditing backlink profiles; Tools; Toxic link building; Penalties; Disavowing; Link building methods; Good quality links 6. Web analytics 6.1. Web analytics definition; Metrics 6.2. Introduction to Google Analytics 6.3. Google Analytics: Events, dimensions, metrics; Key events; Custom GTM events 7. SEO and Paid search (SEM, PPC) 8. SEO strategy 8.1. Local SEO 8.2. International/multilingual SEO 9. SEO project management 10. SEO research: methods and cases

This 6 ECTS credit course (equivalent to about 150 hours of work by the student) includes the following types of training activities, distributed over 14 weeks: + In the classroom: lectures and practical classes (28 sessions, 42 on-site hours) based on presentations, demonstrations and in-class activities. Theoretical exploration questions as preparation prior to the lectures and quick comprehension questions at the end of the sessions. A quiz for each unit, carried out in class, to support the continuous study of the course. Exercises and tasks related to a global course project that students will carry out in groups and whose results will be presented at the end of the course. + Outside the classroom: up to 106 hours of individual study of learning materials, online resources, readings, etc. Preparation of theoretical exploration questions, quizzes, exercises and assignments of the subject project. Preparation of the final exam (2 hours of exam). + Office hours: follow-up and support sessions, at the students' request. 2 hours per week, as part of the hours of preparation of the subject outside the classroom.