Understand how Google and AI assistants find and choose pages, then research, write, fix and measure a site so it gets found and cited.
SEO advice online is full of confident rules that nobody can trace to a source: magic word counts, secret ranking factors, tricks that stopped working years ago. Meanwhile AI assistants now answer many questions directly, and small businesses wonder whether search still matters. This course teaches from what Google itself publishes about how Search works, what it rewards and what it penalises, and from what is known about how AI assistants pick the sources they cite. You then apply it to one real site, from keyword research to fixes to a monthly check in Search Console, so you can tell useful work from busywork.
The three stages of Google Search as Google documents them, what its ranking systems look at, how it describes helpful content and E-E-A-T, and what its spam policies punish.
How to read search intent, use keyword tools without trusting their numbers too much, and map the searches that matter to your business onto specific pages.
The on-page elements Google documents: title links, snippets, headings, content, internal links, images, URLs and structured data, and how to fix them on a real page.
Control what Google crawls and indexes, submit a sitemap, make sure the mobile version is complete, and check page experience and Core Web Vitals without chasing perfect scores.
Plan content that matches what searchers want, adds something the current results lack, stays accurate over time and connects to related pages on your site.
Why links still matter to Google, which link practices breach its policies, how to mark paid and user links, and practical ways a small business earns links and mentions.
How Google ranks local results, how to set up and keep a Google Business Profile accurate, and how to earn and respond to reviews within Google's rules.
What is known about how AI Overviews and AI assistants retrieve and cite sources, what Google says about appearing in its AI features, how AI crawlers are controlled, and how to check your visibility.
Set up Google Search Console, read the Performance and Page indexing reports, inspect URLs, and turn the data into a monthly review that feeds your fix list.
About twelve hours across nine modules, including the exercises. Search changes take weeks to show, so most people spread it over six to eight weeks while their fixes take effect.
No coding is needed. You need to be able to edit pages on your site and change basic settings. Some technical fixes may need a developer, and the course shows you how to brief one.
Google says its AI features use its search index and the same SEO fundamentals, and other assistants also rely on web search when they cite sources. Module 8 covers what that means in practice.
It covers Google Search Console in depth. Setting up GA4, tracking conversions and attribution are taught in Marketing analytics: GA4, attribution and testing.
No one can, and Google says so too. The course teaches the methods Google's own documentation supports, and how to measure whether they are working for your site.
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