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Digital Marketing: SEO and Content Marketing

PremiumBeginnerCourse

Build job-ready SEO and content marketing skills with real tools and techniques to grow visibility, rankings, and traffic using AI optimization and growth hacking strategies.

Language

  • English

Topic

  • Marketing

Industries

  • Digital Marketing

Skills You Will Learn

  • Content Creation, Content Marketing, Content Strategy, Digital Marketing, Search Engine Optimization (SEO), Web Analytics

Offered By

  • IBMSkillsNetwork

Estimated Effort

  • 14 Hours

Platform

  • SkillsNetwork

Last Update

  • March 7, 2026
About this Course

About this course

Search Engine Optimization (SEO) and content marketing skills are essential for marketers, entrepreneurs, and growth hackers. Whether you’re seeking to advance your marketing career, build brand visibility, or scale your business, this course equips you with the strategies, tools, and insights needed to achieve measurable growth.

After completing this course, you will be able to: 
  • Explain the principles of SEO, including ranking factors and the relationship between on-page, off-page, and technical SEO.
  • Apply keyword research, meta optimization, and content structuring techniques to improve search visibility.
  • Develop effective off-page SEO strategies, including backlink building and domain authority enhancement.
  • Implement technical SEO best practices to optimize website speed, mobile responsiveness, and indexability.
  • Analyze SEO data using Google Search Console, Google Analytics, and SEO plugins to inform marketing decisions.
  • Design SEO-driven content marketing strategies that combine growth hacking, AI optimization, and high-quality content creation.
You’ll begin by exploring the foundations of SEO, learning key concepts, ranking factors, and the distinctions between on-page, off-page, content, and technical SEO. You’ll understand how search engines like Google crawl, index, and rank pages, and how to optimize elements like keyword research, meta descriptions, and page titles for better visibility. You’ll also be introduced to Artificial Intelligence Optimization (AIO) and Generative Engine Optimization (GEO) as new frontiers in digital search.
 
You’ll focus on off-page SEO and link-building, mastering techniques to strengthen domain authority, leverage backlinks, and improve search performance through guest posting, outreach, and brand reputation signals. You’ll learn to apply growth hacking principles to link-building strategies and external SEO efforts.
 
You’ll dive into technical SEO and analytics, covering topics like site speed, crawling, mobile responsiveness, and schema markup. You’ll gain hands-on experience with Google Search Console (GSC), Google Analytics (GA), and SEO plugins to audit websites, interpret performance data, and enhance visibility using structured data and AI-powered tools.
 
You’ll explore content marketing as the creative core of SEO. You’ll learn how to craft engaging, shareable content, distribute it effectively, and build authority through consistent, optimized messaging. You’ll also discover how to apply growth hacking to content strategy to attract and retain audiences. The course concludes with a final project and assessment, where you’ll apply SEO and content strategies to a real-world scenario.
 
By the end of this course, you’ll have the job-ready SEO and content marketing skills needed to drive traffic, boost rankings, and accelerate digital growth.

General Information:

  • This course is self paced. 
  • This platform works best with current versions of Chrome, Edge, Firefox, Internet Explorer, or Safari.

Recommended Skills Prior to Taking this Course

This course is suitable for anyone interested in starting a career in digital marketing. No specific prerequisites or prior experience are required to take this course, except basic computer literacy. 

Course Syllabus:

Welcome to the Course
  • Course Introduction
  • Course Overview
  • Reading: Helpful Tips for Course Completion

Module 1: Introduction to SEO and On-Page Optimization
  • Module Summary and Learning Objectives
Fundamentals of SEO
  • Introduction to SEO
  • Reading: Introduction to Generative Engine Optimization and AI SEO
  • Components of SEO
  • Reading: Developing an SEO Strategy
  • Reading: Introduction to Growth Hacking in SEO
  • Activity: Identifying and Applying Key SEO Components
  • Reading: Emerging Trends in SEO
  • Practice Quiz: Fundamentals of SEO
On-Page SEO
  • Introduction to On-Page SEO
  • Components of On-Page SEO
  • Reading: Setting Up and Structuring On-Page SEO
  • Reading: Leveraging Tools for On-Page SEO
  • Lab: Create and Optimize Content for On-Page SEO
  • Practice Quiz: On-Page SEO
Module Summary and Assessment
  • Summary and Highlights: Introduction to SEO and On-Page Optimization
  • Graded Quiz: Introduction to SEO and On-Page Optimization

Module 2: Off-Page SEO and Link-Building
  • Module Summary and Learning Objectives 
Off-Page SEO and Backlinking
  • Introduction to Off-Page SEO
  • Domain Authority and Backlinking
  • Reading: Components of Off-Page Activity
  • Lab: Identifying Off-Page Activities and Backlink Opportunities
  • Practice Quiz: Basics of Off-Page SEO
Link-Building Strategies
  • Introduction to Link Building and Best Practices
  • Reading: Domain Authority and Page Authority
  • Lab: Considerations for Link Building
  • Reading: Link-Building Approaches
  • Reading: Growth Hacking in Link Building
  • Practice Quiz: Link-Building Strategies
Module Summary and Assessment
  • Summary and Highlights: Off-Page SEO and Link Building
  • Graded Quiz: Off-Page SEO and Link Building

Module 3: Technical SEO and Analytics
  • Module Summary and Learning Objectives
Technical SEO
  • Introduction to Technical SEO
  • Reading: Technical SEO Audits
  • Lab: SEO Audit
  • Reading: Best Practices in Technical SEO
  • Practice Quiz: Technical SEO 
Schema Markup and Structured Data
  • Introduction to Schema Markup
  • Reading: Leveraging Tools for Schema Markup and Data Structuring
  • Reading: Setting Up and Structuring Schema Markup
  • Lab: Optimize Rich Snippets and Schema Markups
  • Practice Quiz: Schema Markup and Structured Data
SEO Analysis and Performance Tracking
  • SEO Analytics and Performance Tracking
  • Reading: Google Search Console
  • SEO Performance Analysis
  • Reading: Data Analysis for SEO
  • Lab: SEO Data Analysis
  • Reading: Growth Hacking Insights for SEO
  • Practice Quiz: Content for SEO

Module 4: Content Marketing
  • Module Summary and Learning Objectives
Content Marketing Fundamentals
  • Introduction to Content Marketing
  • Reading: Content Marketing Strategy
  • Content Distribution and Marketing
  • Reading: Content Distribution Approaches
  • Lab: Content Marketing Activity
  • Reading: Growth Hacking Content Marketing Approaches
  • Practice Quiz: Content Marketing
Role of Content in SEO
  • Key Considerations for Content in SEO
  • Content Planning for SEO
  • Reading: Leveraging Tools for Content
  • Reading: The Content Planning Process for SEO
  • Lab: Creating Content for SEO
  • Practice Quiz: Role of Content in SEO
Integrated Content and SEO Strategy
  • Integrated Approach to Content and SEO
  • Developing an Integrated Strategy
  • Reading: Plan Construct for an Integrated Approach
  • Reading: Crafting an Integrated Content and SEO Strategy
  • Lab: Developing a Strategic Outline
  • Practice Quiz: Integrated Content and SEO Strategy 
Module Summary and Assessment
  • Summary and Highlights: Content Marketing
  • Graded Quiz: Content Marketing

Module 5: Assessment and Final Project
  • Module Summary and Learning Objectives
Final Project
  • Reading: Project Overview
  • Final Project: Crafting a Portfolio-Ready SEO Content
  • Final Submission: Crafting a Portfolio-Ready SEO Content 
Glossary and Final Exam
  • Course Glossary: Search Engine Optimization & Content Marketing
  • Final Quiz: Search Engine Optimization and Content Marketing
Course Wrap-Up
  • Course Wrap-Up
  • Congratulations and Next Steps
  • Thanks from the Course Team