About this Program
Have you ever clicked through to the third page of results on a Google search? Or even scrolled down to the bottom of the first page? Most people don’t. That’s why search engine optimization, or SEO, is so important — it aims to improve your website’s ranking in search results. SEO is a cost-effective way to understand and reach your target audience, which is why it’s become one of the most in-demand skills for content creators.
In this specialization, you’ll gain a basic understanding of search engine algorithms and how they impact organic search results and websites. You’ll learn how to optimize a website for Google search and conduct site audits to gauge site performance. You’ll do SEO research and incorporate the results into your site’s content and architecture to improve user experience and your marketing efforts. We'll also discuss how artificial intelligence is impacting search results and its implications for SEO. By the end of the program, you’ll know how to build effective analytics reports to drive SEO improvements.
▸ Related Article: SEO and AI: What Does the Future Hold?
Designed For
Digital marketing professionals, web content writers and developers, and other professionals who want to get started in SEO.
See Requirements
Admission Requirements
To apply, you must have:
- One year of work experience in any field
- Familiarity with word-processing and presentation software
- Previous exposure to marketing concepts, media platforms and web technologies through either work, coursework (such as a class like Marketing Foundations) or self-study
Time Commitment
Including time in class, you should expect to spend about six to eight hours each week on coursework.
English Proficiency
If English is not your native language, you should have advanced English skills to enroll. To see if you qualify, make sure you are at the C1 level on the CEFR self-assessment grid. To learn more, see English Language Proficiency Requirements – Noncredit Programs.
International Students
Because this offering is 100% online, no visa is required and international students are welcome to apply. For more information, see Admission Requirements for International Students.
Technology Requirements
You must have access to a computer, and we recommend a high-speed internet connection.
Earning the Certificate
You earn a certificate of completion by successfully completing all required courses. For more information, see Earning the Certificate.
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Skills You’ll Gain
- SEO best practices
- SEO strategy
- Google Analytics
- Search intent and keyword research
- SEO performance tracking
- Website optimization
- SEO automation
- SEO software
- SEO copywriting
- Website metrics
- Artificial intelligence and SEO
Get Real-World Experience
- Optimize a website for local and global Google searches
- Use tools such as Google Search Console and Google Analytics, link- and rank-tracking technologies, and web crawlers
- Perform, translate and present an SEO audit and optimization strategy to a general audience
EARN A DIGITAL BADGE
After successfully completing this program, you can claim a digital achievement badge that can be shared on LinkedIn and other social media sites. Learn more about digital badges.
Career Stats
15%
Projected growth in U.S. demand for SEO skills (2025–27)
12%
Projected growth in U.S. demand for Google analytics skills (2025–27)
OUR ENROLLMENT COACHES ARE HERE TO HELP
Connect with an enrollment coach to learn more about this offering. Or if you need help finding the right certificate, specialization or course for you, reach out to explore your options.