Search Engine Optimization

The process used to optimize a website’s technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant and popular towards user search queries.


Application Deadline

• April 22, 2019
• The course starts on April 23, 2019


• Tuesday, Thursday, Saturday from 18:00 – 21:00 • 9 hours per week* 3 times per week* in a total of 30 hours
Search Engine Basics

How search engines work, what kind of search results exist today. We’ll also talk about how the web works, a bit of search engine history and why it matters for SEO.



<li>Introduction to Search Engines</li>

<li>Using a Search Engine</li>

<li>SERP Features</li>

<li>Advanced searches</li>

<li>How Search Engines work</li>




<li>Q&A: Test your Knowledge</li>


Search Operator Basics

In this module we’ll explore advance query operators that give you more specific and high quality results. The whole module will be interactive, students will be given specific tasks and time to complete them.


<li>Getting started with query operators</li>

<li>Searching page titles</li>

<li>Searching in URLs</li>

<li>Restrict your search to a specific TLD</li>

<li>Return the most recent cache of a page</li>

<li>Find PDFs on a site using filetype</li>

<li>Use negative operators</li>

<li>Combine negative with advanced operators</li>


On-page SEO

For a page to start ranking in Google, it has to be well-optimized. In this module we’ll talk about title tags, meta description tags, how to optimize images for SEO and accessibility, fixing/preventing duplicate content issues and more.



<li>Title Tags</li>

<li>Meta Description</li>

<li>Alt Text</li>

<li>Duplicate Content</li>

<li> Markup</li>


Technical SEO

With lots of different technologies being used to build websites nowadays, it’s very important to understand the relationship between that specific technology and search engines to make sure that websites are crawlable & can get indexed/ranked.


<li>Technical SEO Importance in 2019?</li>

<li>Crawling and Indexing</li>

<li>  Optimizing Crawl Budget</li>

<li>Page Speed</li>

<li>HTTP Status Codes</li>

<li>URLs - Construction and Optimization</li>


<li>International SEO (hreflang)</li>

<li>Sitemaps </li>

<li>Common Mistakes (robots.txt exclusion, etc)</li>

<li>Technologies and Tools To Know</li>


Keyword Research

Keyword research allows us to identify what search phrases people are using when searching for product/services relevant to our offering. In this module we’ll learn how to choose the right keywords, how to prioritize them, tools that can help in process and more.


<li>What is a keyword and what is keyword research?</li>

<li>The evolution of keyword research</li>

<li>Keyword data quality & sources</li>

<li>Types of keywords</li>

<li>Building a seed list</li>

<li>Keyword research tools</li>

<li>Grasping keyword themes and concepts</li>

<li>Understanding your competition</li>

<li>Valuing a keyword target</li>

<li>Keyword targeting, website architecture and content strategy</li>



Information Architecture

In this module we'll learn how to set-up an effective information architecture that helps people and search engines to easily find the content they're looking for. We'll also discuss tools, common pitfalls and methodologies for improving sites' architectures.


<li>Introduction to Information Architecture</li>

<li>Examples of Typical Navigation Structures</li>

<li>Search Engine Limitations</li>

<li>Using Sitemaps to Diagnose Architecture Problems</li>

<li>Internal Linking</li>

<li>Controlling Search Engines</li>

<li>Introduction to Faceted Navigation</li>

<li>International Information Architecture</li>




Competitor Research

In this module we’ll learn how to research what the competition is doing in regard to SEO, what’s their strategy, is it working for them etc. We’ll also discuss how all this data can be used in you advantage while building your own strategy.


<li>Introduction to Competitor Research</li>

<li>Competitive Analysis of Targeted Keywords</li>

<li>Analysis of Competitor’s Business and Website</li>

<li>Competitive Link Analysis</li>

<li>Competitive Link Growth</li>

<li>Additional Useful Tools and Resources</li>


Off-Site SEO

Links from other sites are one of the most important ranking factors. In this module we’ll learn why they’re so important, what link types exist, what’s anchor text, explore different link building techniques, learning to differentiate good links from bad links & tools that will help in this process.


<li>Intro to Link Building</li>

<li>Authority & Value of Linking Page</li>

<li>Topical Relevance of Linking Pages</li>

<li>Anchor Text</li>

<li>Link Building Techniques</li>

<li>Quantity vs Quality</li>

<li>Characteristics of Bad Links</li>

<li>Tools for Link Analysis</li>


Google Analytics Setup

In this module we’ll talk shortly about SEO goals & KPIs and the proceed to create an Google Analytics account, implement it on a live website, check the most important reports that this platform offers & explore Dashboards.



<li>Setting up Google Analytics</li>


Google Search Console Setup

In this module we’ll talk shortly about the importance of GSC and proceed to create an Google Search Console account, implement it on a live website, submit sitemaps, add new users, check robots.txt and other features that this platform offers.



<li>Setting up Google Search Console</li>


Granit Dolshaku | Instructor

Granit Doshlaku is a SEO/SEM passionate person obsessed with results. He has been in Search Marketing world for more than 6 years.

Specialties: Search Engine Optimization, Pay Per Click Advertising, Content Marketing, Affiliate Marketing.

Co-Founder & Head of Search at Manaferra Search Marketing & Development Agency Certified Lecturer @ Digital Marketing Institute.
You can learn more about him on his Personal Blog or Follow him on Twitter