Marketing · Intermediate · 388 minutes · free · updated Sep 2026

SEO & Content Strategy

Win search and AI answers with intent-led, people-first content, AI-assisted operations and clear measurement

Lessons

17 in 7 modules

Video lectures

17 lectures, 139 minutes

Updated

Sep 2026

Tools you'll use

• Google Search Console
• Search Console API
• Google Trends
• Google Keyword Planner
• GA4
• Screaming Frog
• PageSpeed Insights
• CrUX API
• Rich Results Test
• Semrush
• Ahrefs
• Google Sheets
• Looker Studio
• Python
• pandas
• Claude
• ChatGPT
• Gemini
• Google Business Profile

Start the course

About this course

Search remains one of the most valuable long-term channels for businesses, creators and agencies — and in 2026 it includes AI Overviews, AI Mode and answer engines. This course teaches modern SEO and content strategy end to end: reading search intent, researching keywords customers actually use, and creating non-commodity, people-first pages that demonstrate E-E-A-T.

You will learn Google's spam policies that matter to content teams (scaled content abuse, site reputation abuse, expired domains), technical foundations, topic clusters and topical authority, and local SEO essentials. You will build a reusable content brief, run an AI-assisted workflow with human editorial QA, and keep content healthy with refresh, consolidation and pruning.

Finally, you'll separate AI-search facts from hype using Google's own guidance on generative AI features and llms.txt, and measure performance with Search Console, its new AI reports, GA4, Python and Google Sheets. Examples span Pakistan, the UAE, Saudi Arabia, the UK and the US.

What you will learn

• Classify search intent, research keywords and build a prioritised, cannibalisation-free keyword and cluster map
• Create people-first, non-commodity pages that demonstrate E-E-A-T and pass on-page checks
• Apply Google's spam policies to content programmes, including AI-generated content at scale
• Diagnose core crawling, indexing, structured data and Core Web Vitals issues
• Write content briefs and run an AI-assisted content workflow with human editorial QA
• Refresh, consolidate and prune content using Search Console data
• Separate AI-search facts from hype and measure SEO and AI visibility with Search Console, GA4, Python and Sheets

Before you start

• Digital Marketing Foundations

Course content

Search intent and keyword research

Understand what searchers really want and find the keywords and questions worth targeting.

• Search intent: the foundation of SEO — 11 min
• Keyword research that finds real opportunities — 12 min

On-page SEO and E-E-A-T

Optimise pages so search engines and people understand them, and demonstrate experience, expertise, authoritativeness and trust.

• On-page SEO essentials — 11 min
• E-E-A-T and people-first content — 11 min
• Google spam policies every content team must know — 12 min

Technical SEO basics

Make sure search engines can crawl, render and index your site, and that it is fast and stable for users.

• Crawling, indexing, sitemaps and structured data — 12 min
• Core Web Vitals, speed and mobile experience — 11 min

Content clusters and local SEO

Build topical authority with pillar and cluster content, and win local searches with a strong Google Business Profile and local signals.

• Topic clusters and content planning — 11 min
• Topical authority and internal linking that compounds — 13 min
• Local SEO for businesses and service areas — 11 min

AI-assisted content operations with editorial QA

Turn strategy into consistent, high-quality pages with a reusable content brief and an AI-assisted workflow that keeps humans responsible for facts, experience and voice.

• Hands-on: a content brief template that produces great pages — 12 min
• An AI-assisted content workflow with human editorial QA — 14 min

Content refresh, consolidation and pruning

Find decaying content with data, refresh what deserves it, and consolidate or remove what no longer serves readers.

• Content decay and the refresh playbook — 13 min
• Content pruning and consolidation without losing value — 12 min

AI search and measuring SEO

Adapt to AI-powered answer engines and measure SEO performance with Google Search Console.

• AI search, answer engines and llms.txt: what actually matters — 12 min
• Measuring SEO with Google Search Console — 12 min
• Hands-on: Search Console data with Python and Google Sheets — 14 min

Certificate: Certified SEO & Content Strategist

The holder can research intent and keywords, plan clusters with strong internal linking, write briefs and run AI-assisted content workflows with editorial QA, apply Google's spam policies, resolve core technical issues, refresh and prune content, and measure SEO and AI visibility with Search Console, GA4, Python and Sheets.

Final assessment

30 questions, 45 minutes

Passing score

80%