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.

K1: Know the principles and values of democracy and sustainable development, in particular, respect for human rights and fundamental rights, gender equality and non-discrimination, the principles of universal accessibility and climate change. K2: Know basic humanistic contents, oral and written expression, following ethical principles and completing a multidisciplinary training profile. K3: Identify and analyze research methodologies and sources to develop academic work in the field of digital information management K4: Understand and apply the fundamental theories, instruments and techniques to manage information in digital media, covering its organization, control, communication and preservation K5: Know the fundamental theories, instruments and techniques for managing information in digital media, covering its organization, control, communication and preservation K6: Know models of information retrieval and visualization using database systems and visual representation methods. K7: Understand the fundamentals of statistics and quantitative analysis to interpret data, as well as the appropriate techniques for their collection and processing, understanding different structures, social contexts and user needs. K8: Know the fundamentals of digital marketing and the management of presence on social media in order to build loyalty to user communities around digital products. S1: Plan and organize teamwork by making correct decisions based on available information and gathering data in digital environments. S2: Use the information by interpreting relevant data, avoiding plagiarism, and in accordance with the academic and professional conventions of the area of study, being able to evaluate the reliability and quality of said information. S3: Apply digital information management principles in different organizational environments, ensuring effective communication of processes and results to stakeholders. S5: Be able to design, manage, and operate with information through database systems, demonstrating skill in information retrieval and the use of query languages to meet complex information needs. S6: Be able to collect, process, cleanse and aggregate data by understanding the needs of users and organizations and how they need them. S7: Experiment with data visualization tools to represent information intuitively, properly presenting the results to different types of audiences. S8: Develop skills in the creation of digital content and multimedia editing by applying usability principles. S9: Execute digital marketing strategies and analysis of results for the promotion and optimization of products online S10: Apply statistical analysis techniques and metric studies to evaluate and measure the impact of data in digital environments. S11: Operate on social networks and manage user communities, ensuring audience growth and loyalty. S12: Be able to advise on the definition of strategy and project management regarding tracking, indexing, content structuring, link building, etc C1: Know and be able to manage interpersonal skills on initiative, responsibility, conflict resolution, negotiation, among others, which are required in the professional field. C2: Be able to apply knowledge in a professional way in solving specific digital information management problems using the tools and techniques learned in the academic field C3: Demonstrate ability in the development and execution of digital content projects autonomously working in multidisciplinary teams. C4: Capacity for continuous autonomous learning that facilitates adaptation to new situations and the updating of knowledge in the field of digital information.

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. Quick questions at the beginning of sessions and comprehension questions at the end of 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 in a guided but independent way 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, etc. Preparation of class 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.