Search Engine Optimization

In the continuing education course "Search Engine Optimization" (SEO), you learn how to increase the organic visibility of websites in order to place companies, products or services in top positions in search results. A central element of the course is the development of a comprehensive SEO strategy, which serves as the basis for technical implementation, content creation and success measurement.

The course teaches knowledge about the various areas of SEO, including technical SEO, content optimization, off-page SEO and user signals. Participants learn how to develop a keyword and content strategy and analyze the current website situation. Techniques for controlling crawling and indexing, the role of page speed and mobile-first indexing are also covered. Content on content creation and the importance of backlinks round out the knowledge.

SEO offers long-term benefits for various business models by increasing online presence and discoverability, thereby guiding potential customers through different phases of the purchasing process. The course is particularly valuable for those interested in marketing and digital marketing, or entrepreneurs who want to develop a basic understanding of optimizing their online offerings. A basic affinity for data analysis and interest in digital marketing strategies are advantageous.

Graduates learn to monitor relevant KPIs and select and use SEO tools. The continuing education concludes with insights into future SEO trends and the use of artificial intelligence in digital marketing.

Another advantage of the course is access to live sessions, which offer exclusive lectures and the opportunity to exchange ideas with experts.

This course promotes the ability to independently develop and implement well-founded SEO strategies, which is crucial for the success of companies in an increasingly digital world.

• Name what the goal of SEO is.
• Name which three questions you should answer to develop a sound strategy.
• Describe why you should perform a status quo analysis of your website and that of your main competitor.
• Name why prioritizing individual keywords within keyword clusters and keyword clusters among each other is necessary.
• Name what the goal of the technical area is.
• Name what constitutes main content and supplementary content.
• Name what the goal of measures in the off-page area is.
• Name what user signals are.
• Explain why you should keep an eye on relevant KPIs.
• Describe what other sub-areas exist besides the general Google search and what you need to consider for each of them.