Strategic approach to Search Engine Optimization (SEO)

Search engine optimization (SEO) is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results. SEO is as much about people as it is about search engines themselves. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.

In this learning objective we focus on understanding the customer journey and your audience. Then it continues to methods of researching customers’ online behavior and keyword research. Finally, focus is on search engine behavior and persona data in order to plan a keyword strategy.