Boost your website’s online presence with strategic SEO strategies
10 weeks, excluding
orientation
10 hours per week,
entirely online
Weekly modules,
flexible learning
1
The skills to drive traffic to your website, track attribution and conversion using an event-based approach, improve user experience, and impact your business’s online presence in line with the latest SEO best practices.
2
Experience in practising SEO tactics on a live eCommerce Wordpress website.
3
The skills to design paid media content strategies and analyse SEO performance using advanced tools and features from Google Analytics 4 and Core Web Vitals.
4
A digital certificate from Africa’s leading university,1 validating your skills in an advancing field.
1QS Top University (2024).
Grant Oosterwyk
Lecturer, Department of Information Systems, Faculty of Commerce, UCT
Prior to joining the University of Cape Town (UCT), Oosterwyk worked in the financial services and information and communication technology sector in the areas of IT networking, IT web security, web development, and digital marketing, collectively over a period of 12 years. His last industry role was chief technology officer for an international digital communications agency based in France and Johannesburg. He graduated from UCT with a MCom in Information Systems in 2013 and is currently completing a PhD in Information Systems with a focus on big data analytics and decision-making in financial services organisations. Oosterwyk also actively serves on the board of the Southern African Chapter of the Association for Information Systems (AISSAC) as at-large director.
Over the duration of this online short course, you’ll work through the following modules:
MODULE 1
SEO in the Current Digital Landscape
Explore the world of Search and how SEO can boost your online presence.
MODULE 2
SEO Updates and Trends
SEO changes as search engines evolve. Discover the changes that have redefined SEO.
MODULE 3
HTML, Site Architecture, and Technical Factors
Web design and web development have their place in SEO – learn how to adopt best practices to maximise your efforts.
MODULE 4
Google Analytics 4, SEO Goal Setting, and SEO Tools
Google Analytics 4, Core Web Vitals, and Google Search Console can supply you with a wealth of data, but how do you tie data to strategy?
MODULE 5
Content Strategy
Explore how content marketing partners with SEO to attract and engage search users.
MODULE 6
Writing for the Web
Discover ways to create compelling content and explore the ethics around different SEO practices.
MODULE 7
Inbound Marketing
Learn how to build quality links from trusted sites; discover the power of brand engagement via social networking, and find out how the mobile revolution impacts the search process.
MODULE 8
PPC, AdWords, and Paid Advertising
Learn how to integrate your search marketing strategy by combining organic optimisation with paid search advertising campaigns.
MODULE 9
Advanced Analytics and Strategy
Turn data and statistics into valuable insights with granular conversion tracking and attribution models informed by an advanced, event-based approach.
MODULE 10
Reporting for Client Satisfaction
Discover how to compile an accurate SEO audit report after assessing your client's website.
Please note that module titles and their contents are subject to change during course development.
This UCT online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities and institutions, entirely online and in your own time.
Enjoy a personalised, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.