This Specialization will teach you to optimize website content for the best possible search engine ranking. You'll learn the theory behind Google search and other search engine algorithms; you'll also build practical, real-world skills that you can apply to a career in digital marketing or online content development, including on-page and off-page optimization, optimizing for local and international audiences, conducting search-focused website audits, and aligning SEO with overall business strategies. Each course is intended to build on the skills from the previous course, thus we recommend you take the courses in the order they are listed. The Specialization culminates in a hands-on Capstone Project, in which you will apply your skills to a comprehensive SEO consulting task.

In the enterprise space, one major trend we're seeing lately is data import across the big players. Much of SEO involves working with the data Google gives you and then filling in all of the gaps. Google Search Console (formerly, Webmaster Tools) only gives you a 90-day window of data, so enterprise vendors, such as Conductor and Screaming Frog, are continually adding and importing data sources from other crawling databases (like DeepCrawl's). They're combining that with Google Search Console data for more accurate, ongoing Search Engine Results Page (SERP) monitoring and position tracking on specific keywords. SEMrush and Searchmetrics (in its enterprise Suite packages) offer this level of enterprise SERP monitoring as well, which can give your business a higher-level view of how you're doing against competitors.
Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc.[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3]
Did you know that nearly 60% of the sites that have a top ten Google search ranking are three years old or more? Data from an Ahrefs study of two million pages suggests that very few sites less than a year old achieve that ranking. So if you’ve had your site for a while, and have optimized it using the tips in this article, that’s already an advantage.