SEO Certificate Course for Communicators – Week 1: Planning & Principles

What You Must Know: Essential SEO Principles and Core Concepts

Stop chasing the latest Google updates. Instead, let search engines chase you! This session sidesteps guesswork and empty theories — and instead jumps right into timeless, core SEO principles to help you rise in the rankings no matter what changes come along. You’ll learn:

• The value of SEO and why you should rethink your content creation strategy
• Core SEO principles: How search engines assess content quality, including an overview of the E-A-T concept, BERT and what qualifies as quality content now
• The Buyer’s Journey: How SEO and your content fits into the sales funnel
• Essential keyword research steps and tools — including how to conduct competitive research for your core terms and content plans, and link building basics
• How to map these keywords to your organization’s content plan
• The latest SEO algorithm updates: what’s changed and what’s the same