Marketing & design
SEO & Search Strategy
Build an evidence-led SEO & Search Strategy foundation you can explain in a real workplace or interview.
Create useful search-focused content without manipulative tactics.
About this course
Learn search intent, content planning, technical basics, measurement, quality and sustainable optimisation.
Career relevance
Where this can take you
Designed for learners exploring marketing careers and building a practical, honest portfolio.
Portfolio project: Create a SEO & Search Strategy capstone pack that documents your purpose, method, evidence, quality check and next action.
Skills you will gain
Practical skills, not just theory
What you will learn
Understand the core workflow behind seo & search strategy.
Create practical evidence using controlled, workplace-ready methods.
Make evidence-led decisions, communicate limitations and escalate appropriately.
Present a portfolio-ready capstone and development plan.
Objective map
A numbered, measurable syllabus
Every lesson, knowledge check and practical activity maps to the objectives below. Domain weights show how much of the programme each area represents.
Domain 1
SEO & Search Strategy: role and foundations to Content planning
- 1.1Plan and produce seo & search strategy: role and foundations in a realistic seo & search strategy context: establish the purpose, professional boundaries and workplace context for seo & search strategy.
- 1.2Demonstrate search intent in a realistic seo & search strategy context: apply search intent to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
- 1.3Plan and produce content planning in a realistic seo & search strategy context: apply content planning to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Domain 2
Technical basics to Quality
- 2.1Demonstrate technical basics in a realistic seo & search strategy context: apply technical basics to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
- 2.2Demonstrate measurement in a realistic seo & search strategy context: apply measurement to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
- 2.3Demonstrate quality in a realistic seo & search strategy context: apply quality to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Domain 3
Sustainable optimisation to Portfolio lab: SEO & Search Strategy case
- 3.1Demonstrate sustainable optimisation in a realistic seo & search strategy context: apply sustainable optimisation to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
- 3.2Plan and produce integrated seo & search strategy workflow in a realistic seo & search strategy context: connect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.
- 3.3Plan and produce portfolio lab: seo & search strategy case in a realistic seo & search strategy context: create a portfolio-safe seo & search strategy artefact from a realistic workplace scenario and explain the choices made.
Domain 4
Final SEO & Search Strategy capstone
- 4.1Plan and produce final seo & search strategy capstone in a realistic seo & search strategy context: complete and review an end-to-end seo & search strategy case with evidence, quality checks, limitations and a professional recommendation.
How the programme works
Learn, practise, explain and prove it
This is a long-form, eight-week guided programme rather than a stack of short articles. Each module contains six substantial lessons that move from concepts and methods into a worked case, a quality clinic, a workplace lab and assessed reflection.
1. Guided learning
Study the purpose, process, risks and professional standard through structured readings and active notes.
2. Worked cases
Compare plausible options, expose missing evidence and defend a decision under realistic constraints.
3. Quality clinics and labs
Diagnose weak work, revise it against a rubric and create portfolio evidence with a full audit trail.
4. Hard assessment
Pass applied checks and the final assessment at 85%, with no unresolved critical-error questions.
Curriculum
A complete programme, module by module
The curriculum below shows the actual learning pathway, objective and evidence for every module. Full lessons remain locked until enrolment.
Build the base
Standards, vocabulary and the core method you will use throughout the programme.
01SEO & Search Strategy: role and foundationsEstablish the purpose, professional boundaries and workplace context for seo & search strategy.+
Measured objectivePlan and produce seo & search strategy: role and foundations in a realistic seo & search strategy context: establish the purpose, professional boundaries and workplace context for seo & search strategy.
Evidence you will produceA professional seo & search strategy: role and foundations work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
02Search intentApply search intent to a realistic seo & search strategy brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate search intent in a realistic seo & search strategy context: apply search intent to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Evidence you will produceA professional search intent work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
03Content planningApply content planning to a realistic seo & search strategy brief, documenting the decision, evidence and next action.+
Measured objectivePlan and produce content planning in a realistic seo & search strategy context: apply content planning to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Evidence you will produceA portfolio-ready content planning brief and artefact showing audience, rationale, accessibility check, feedback and revision.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can explain the fundamentals and complete a first guided task.
Develop core skills
The working skills and tools of the role, practised one at a time.
04Technical basicsApply technical basics to a realistic seo & search strategy brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate technical basics in a realistic seo & search strategy context: apply technical basics to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Evidence you will produceA professional technical basics work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
05MeasurementApply measurement to a realistic seo & search strategy brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate measurement in a realistic seo & search strategy context: apply measurement to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Evidence you will produceA professional measurement work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
06QualityApply quality to a realistic seo & search strategy brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate quality in a realistic seo & search strategy context: apply quality to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Evidence you will produceA professional quality work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can carry out routine work independently and check it properly.
Apply it in realistic scenarios
Case studies and simulations with competing priorities and incomplete information.
07Sustainable optimisationApply sustainable optimisation to a realistic seo & search strategy brief, documenting the decision, evidence and next action.+
Measured objectiveDemonstrate sustainable optimisation in a realistic seo & search strategy context: apply sustainable optimisation to a realistic seo & search strategy brief, documenting the decision, evidence and next action.
Evidence you will produceA professional sustainable optimisation work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
08Integrated SEO & Search Strategy workflowConnect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.+
Measured objectivePlan and produce integrated seo & search strategy workflow in a realistic seo & search strategy context: connect the programme topics into one controlled workflow with clear inputs, checks, handover points and escalation boundaries.
Evidence you will produceA professional integrated seo & search strategy workflow work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
09Portfolio lab: SEO & Search Strategy caseCreate a portfolio-safe seo & search strategy artefact from a realistic workplace scenario and explain the choices made.+
Measured objectivePlan and produce portfolio lab: seo & search strategy case in a realistic seo & search strategy context: create a portfolio-safe seo & search strategy artefact from a realistic workplace scenario and explain the choices made.
Evidence you will produceA professional portfolio lab: seo & search strategy case work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You can make and justify decisions in realistic situations.
Prove it and plan your next step
Portfolio evidence, final review and a development plan you can show an employer.
10Final SEO & Search Strategy capstoneComplete and review an end-to-end seo & search strategy case with evidence, quality checks, limitations and a professional recommendation.+
Measured objectivePlan and produce final seo & search strategy capstone in a realistic seo & search strategy context: complete and review an end-to-end seo & search strategy case with evidence, quality checks, limitations and a professional recommendation.
Evidence you will produceA professional final seo & search strategy capstone work sample with a clear brief, method, completed output, quality review and next action.
Six guided lessons + worked case + quality clinic + workplace lab + hard knowledge check
Milestone: You have portfolio-ready evidence and a clear next step.
Suggested pace
Eight-week study plan
Plan for roughly 5–9 hours each week across readings, worked cases, practice, portfolio production and assessment remediation. Repeat a week when the knowledge checks show a gap.
Week 1
SEO & Search Strategy: role and foundations to Search intent
- •Complete the six guided lessons for SEO & Search Strategy: role and foundations and Search intent and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the seo & search strategy: role and foundations and search intent portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 2
Content planning
- •Complete the six guided lessons for Content planning and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the content planning portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 3
Technical basics
- •Complete the six guided lessons for Technical basics and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the technical basics portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 4
Measurement
- •Complete the six guided lessons for Measurement and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the measurement portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 5
Quality to Sustainable optimisation
- •Complete the six guided lessons for Quality and Sustainable optimisation and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the quality and sustainable optimisation portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 6
Integrated SEO & Search Strategy workflow
- •Complete the six guided lessons for Integrated SEO & Search Strategy workflow and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the integrated seo & search strategy workflow portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 7
Portfolio lab: SEO & Search Strategy case
- •Complete the six guided lessons for Portfolio lab: SEO & Search Strategy case and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the portfolio lab: seo & search strategy case portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Reach at least 85% on the week’s checks, resolve every critical error and save the reviewed portfolio evidence before continuing.
Week 8
Final SEO & Search Strategy capstone
- •Complete the six guided lessons for Final SEO & Search Strategy capstone and build structured notes against the objective codes.
- •Analyse the worked case, compare two defensible options and submit a reasoned decision record.
- •Complete the quality clinic, correct the weak draft and document every revision against the rubric.
- •Produce the final seo & search strategy capstone portfolio evidence and complete the hard knowledge checks.
- •Review every incorrect answer, explain why each distractor fails and schedule targeted retrieval practice.
Checkpoint: Submit the capstone evidence pack, defend the key decision, remediate every weak objective and pass the final assessment at 85% with no critical misses.
Marketing & design
Continue your learning path
Brand Strategy Foundations
Build a clear, consistent brand approach around audience and value.
55–66 hours
Content Strategy & Creative Production
Plan useful, audience-led content and production workflows that support a real communication goal.
60–72 hours
Copywriting & Conversion
Write clear, useful digital copy that helps people make informed decisions.
60–72 hours
Assessment and certificate
A scenario-led seo & search strategy case, practical portfolio review and final knowledge assessment. It is a UGEN ACADEMY completion record, not an external professional credential.
Who this is for
- ✓Learners exploring marketing careers.
- ✓Job seekers building practical seo & search strategy evidence.
- ✓Professionals developing a structured new capability.