CERT X487 - SEO and Analytics for Digital Marketing
Description
Use SEO and analytics to improve website performance and digital marketing results.Outline
SEO and Analytics for Digital Marketing provides a practical foundation in how organizations optimize digital content, improve website performance and measure results. Designed for professionals who work with digital channels, this noncredit course focuses on how search visibility, user experience and data-driven decision-making support effective marketing.
Learners will examine the fundamentals of search engine optimization (SEO) and basic website structure to understand how content and technical elements affect discoverability and performance. The course emphasizes creating a user-friendly digital experience that supports both search engines and real people.
Participants will also gain hands-on experience using analytics tools to track performance, monitor key performance indicators and interpret marketing data. These skills enable learners to evaluate what is working, identify opportunities for improvement and make informed adjustments to digital campaigns.
The course introduces how artificial intelligence influences consumer behavior and marketing decisions. Learners will assess how AI-driven recommendations affect purchasing patterns and how these tools can be considered as part of modern digital marketing strategies.
Course Outcomes
Learners will be able to:
- apply SEO techniques and basic website development strategies to improve search visibility, website performance and user experience.
- analyze digital marketing metrics and key performance indicators using analytics tools to support informed decision-making.
- integrate SEO principles with digital marketing strategies to improve campaign effectiveness and audience engagement.
- evaluate how artificial intelligence influences consumer decision-making and purchasing behavior.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week learners will:
- attend one 60-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three to four hours of assignments or project work
Learners will be graded based on completion of assessed assignments/projects.
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Applies Toward the Following:
- Digital Marketing Certificate : Required Courses