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