UNIVERSITY OF CAPE TOWN

Search Engine
Optimisation
short course

Information Pack
 SEARCH ENGINE OPTIMISATION
SHORT COURSE

Need for the course Course Overview

Did you know that a massive 75% of search users only look at the first page of search This highly practical
results and 85% look no further than the first three results? In addition, research reveals 10-week course equips you
that 61% of South African customers will research businesses and products online before with the skills and confidence
choosing to make an offline purchase. As online activities become more integrated into to implement your own
daily consumer practices, it becomes essential for every business to be as visible as SEO tactics and strategies,
possible in search engine results pages. while creating your own
Locally and internationally, businesses are beginning to embrace the need for individuals optimised website using the
who understand the intricacies of search behaviour and trends. In the developing digital Wordpress platform.
climate, individuals with the core marketing and technical skills to enhance online visibility
will add value to the marketing strategies of brands of all sizes, while those who fail to COURSE DURATION:
enter the search engine optimisation (SEO) race risk obscurity. 10 weeks online, available
throughout South Africa. A
Career Opportunities typical week will entail a com-
With businesses placing more emphasis on connecting search users to their content, there mitment of approximately 10
is increased demand for individuals equipped with up-to-date and effective SEO skills. The hours.
field of SEO offers numerous exciting career opportunities in both full-time and freelance
capacities. Whether you are a current marketing professional looking to master the latest COURSE APPROVAL:
digital skills, or a new or aspiring web developer, copywriter, or graphic designer, this This course is approved by
course will provide you with the fundamental principles and practical skills you need to the University of Cape Town.
start or advance your career in search engine optimisation. If you are a business owner or You will receive a certificate
entrepreneur looking to expand your business online, this course will assist you in making issued by the University
an impact in the digital space. Experienced digital technical marketing professionals will once you have successfully
also benefit from this course, specifically if you would like to keep your skills current and completed the course.
receive feedback on your work.
COURSE STARTS:
WEEKLY Course modules 6 February 2017
The following modules are covered during the course:
CONTACT
Orientation module: Welcome to your Online Campus 021 447 7565
Module 1: SEO in the current digital landscape 021 447 8344
Module 2: SEO updates and trends enrolments@getsmarter.com
Module 3: HTML, site architecture, and technical factors
Module 4: Google Analytics, SEO goal setting and SEO tools REGISTER NOW
Module 5: Content strategy
Module 6: Writing for the web
Module 7: Inbound marketing
Module 8: PPC, AdWords, and paid advertising
Module 9: Advanced analytics and strategy
Module 10: Reporting for client satisfaction

Tel: +27 21 447 7565 | Fax: +27 21 447 8344

Website: www.getsmarter.com | Email: info@getsmarter.com

Page 2 of 6
 SEARCH ENGINE OPTIMISATION
SHORT COURSE
Module 1
SEO IN THE CURRENT DIGITAL LANDSCAPE
Search engine optimisation (SEO) is the practice of connecting
search engine users with the content they need. The first
module offers an overview of the evolution of search engines,
how search engines have changed research and buying habits,
and how search engine optimisation can affect sales. You will
be introduced to all of the relevant terms and insights needed
to argue for the value of SEO in the current digital landscape,
and engage with other students in a discussion on the value
of SEO and the future of the SEO industry.
Module 2
SEO UPDATES AND TRENDS
SEO is a young, dynamic, field, and as such is constantly
evolving. Here you will gain a comprehensive understanding
of the changes SEO has undergone and where it is likely to go
in the future. Web resources, infographics and entertaining
videos are used to navigate the daunting but exciting world of
search algorithm updates and SEO trends. You will be coached
in the best practices for remaining up-to-date on SEO changes,
and engaging with vibrant SEO communities. To guide you in
entering and engaging in the SEO industry, you will have the
opportunity to research reliable sources and contribute to a wiki.
Module 3
HTML, SITE ARCHITECTURE, AND TECHNICAL FACTORS
One of the most timeless skills in SEO is the ability to analyse
and optimise website structures for search engine crawlers to
navigate. An understanding of basic HTML is a highly valued
skill across several relevant industries, and will continue to
grow in relevance and demand as more and more industries
come to rely on the internet for daily operations. In this module
you will take a practical look at the effect of website structures
on SEO efforts, including the influence of platforms, directory
management, and page structure on crawler navigation.
You will also learn to analyse code and page structure and
recommend remediation strategies for improved SEO.
Tel: +27 21 447 7565 | Fax: +27 21 447 8344
Website: www.getsmarter.com | Email: info@getsmarter.com
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Module 4
GOOGLE ANALYTICS, SEO GOAL SETTING AND SEO TOOLS
Every professional needs an effective complement of tools,
and SEO is no exception. In this module you will learn how to
access and interpret industry-standard tools for tracking and
planning your SEO efforts. You will be introduced to the Google
Webmaster Tools to complete technical audits to prevent costly
errors and improve user experience. You will also become
comfortable with the basics of Google Analytics, and learn
essential skills for setting up appropriate SEO goals and
metrics for you or your clients business.
Module 5
CONTENT STRATEGY
Compelling content is the cornerstone of outstanding SEO.
This module takes a practical approach to search user
behavior, keyword research and keyword tools, and looks
at the importance of content strategy. You will be guided
through the underlying principles of creating an effective
content marketing strategy, and will explore the importance
of understanding marketing principles to optimise content
effectively in other words, the need for a marketing brain
beneath the SEO hat.
these security threats.
Module 6
WRITING FOR THE WEB
The online audience has an expanding wealth of content to
choose from. Good copy is the key to catching and keeping
your audiences interest. This module explores the specifics
of online copywriting, and how to optimise copy for effective
reader engagement and increased search engine visibility.
You will discover how online audiences read, and how to
structure content for SEO, as well as how to address
authorship concerns.In particular, this module focuses on the
fundamental SEO principle of connecting search users to the
content they need, and how to create content that search users
want. You will be asked to optimise content for your ongoing
website project, as well as engage with the ethical concerns of
SEO, including the need for white hat tactics.
 SEARCH ENGINE OPTIMISATION
SHORT COURSE
Module 7
INBOUND MARKETING
Inbound marketing drives search users towards a brand using
a sound content strategy, engaging content and effective
optimisation, and an understanding of the most appropriate
content channels. This module delves into how content can
create a conversation that improves SEO efforts, and how this
conversation can be maintained across content channels. You
will engage with the use of social media for SEO, evaluate
social media strategies to improve SEO efforts, and examine
how SEO efforts can be improved for mobile platforms.
Module 8
PPC, ADWORDS AND PAID ADVERTISING
When only 25% of search users ever look at the second page
of search results, visibility is at an all-time premium, and is
especially difficult to come by for smaller or newer businesses.
For many, an effective Search Engine Marketing (SEM) strategy
can mean the difference between total obscurity and early
traffic gains. The eighth module will guide you through the
best practices for SEM and PPC strategies, and how to engage
with the available paid advertising tools.
Tel: +27 21 447 7565 | Fax: +27 21 447 8344
Website: www.getsmarter.com | Email: info@getsmarter.com
Page 4 of 6
Module 9
ADVANCED ANALYTICS AND STRATEGY
An SEO strategy is only as good as its data. This module
provides a comprehensive overview of data analysis for
successful SEO, and includes practical demonstrations of
how adjust SEO strategies based on applicable metrics.
You will review the concepts of attribution and conversion,
and explore how mastering the use of collectable data can
form the backbone of a powerful SEO approach.
Module 10
REPORTING FOR CLIENT SATISFACTION
Reporting on SEO efforts can be a rewarding, but daunting,
task. This module handles SEO reporting from defining
the nature and function of an SEO audit, to evaluating
completed reports and improving strategy. You will look at
the fundamental aspects of SEO audits and reports, as well as
some more challenging aspects such as performing a needs
assessment. On completion of this module, you will be able to
produce thorough SEO reports and analyses, evaluate
progress, and determine new goals for your own website
and client scenarios.
 SEARCH ENGINE OPTIMISATION
SHORT COURSE

Who should attend How to register

This course is suited to anyone interested in developing their understanding of SEO tools Click here to register for
to increase online visibility through marketing, community building, data analysis and the UCT Search Engine
effective content. More specifically, the course is suitable for digital marketers; small or Optimisation short course.
medium business owners; entrepreneurs, community managers, graphic designers, web
designers and social media managers from both the public and private sectors. Specialist Entry Requirements
eMarketing professionals will also benefit from a highly practical approach to SEO. The only entry requirement for
this course is a desire to learn
Course delivery and advance your career; no
The course is delivered through the unique GetSmarter Learning website, and has been prior knowledge
designed in such a way that it allows you to study anywhere and anytime, at your own of search engine optimisation
pace. The content is divided into manageable weekly modules. On each Wednesday is needed. In order to do this
of the course, you will receive one module to complete throughout the week. Each course, you will need to:
module is broken up into distinct work units based on core learning outcomes covering Have a current email account
concise, meaningful units of the module content, followed by short activities to apply Have access to a computer
the concepts. In this way, you are able to cover the course content in a meaningful and the internet
way and prepare adequately for course assignments and projects. Some of the typical Be able to open and read PDF
components include course notes; video lectures; online multiple-choice practice documents
quizzes; interactive video activities; wiki activities and resources, and written or practical Be able to create documents
activities for submission. The Head Tutor, Rafiq Phillips will provide you with academic in Microsoft Word
support through the discussion forum. A designated Course Coach will also be available Read and write in the English
on email and telephone to provide you with administrative support. language

Assessment and award of the certificate Any course requirements

The course is focused on teaching you practical, formal skills that you can apply in that are for assessment
your career. You are not required to write any exams. Assessment is based on a series purposes must be completed
of practical weekly assignments completed online. You will need to achieve a combined in English. Students will
final mark of at least 50% to receive the certificate as issued by the University of be required to access and
Cape Town. make use of various external
websites to complete
Course APPROVAL certain assignments.
This course is approved by the University of Cape Town. You will receive a certificate
issued by the university once you have successfully completed the course. The course is During the course presentation
developed and presented by the University of Cape Town in partnership with GetSmarter. you will be required to submit
a digital copy of formal
About GetSmarter identification, which reflects
GetSmarter aims to improve lives through better education by helping working the name you provided upon
professionals advance their careers. We collaborate with the worlds leading universities to registration.
deliver a portfolio of online short courses and programmes.

REGISTER NOW

Tel: +27 21 447 7565 | Fax: +27 21 447 8344

Website: www.getsmarter.com | Email: info@getsmarter.com

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 SEARCH ENGINE OPTIMISATION
SHORT COURSE

Payment details Contact us:

february Presentation Should you have any queries,
PAYMENT OPTIONS: please contact GetSmarter:

1. ONCE-OFF PAYMENT CONTACT:

R11,900 by 31 January 2017 021 447 7565
021 447 8344
2. PAYMENT PLAN enrolments@getsmarter.com
R12,971 paid as follows:
First Instalment: R4,411 by 31 January 2017 REGISTER NOW
Second Instalment: R4,280 by 24 February 2017
Third Instalment: R4,280 by 31 March 2017

JUNE Presentation
PAYMENT OPTIONS:

1. ONCE-OFF PAYMENT
R11,900 by 30 May 2017

2. PAYMENT PLAN
R12,971 paid as follows:
First Instalment: R4,411 by 30 May 2017
Second Instalment: R4,280 by 30 June 2017
Third Instalment: R4,280 by 28 July 2017

Payment methods
1. ELECTRONIC FUNDS TRANSFER (EFT)
Please make use of your invoice number as a reference.

2. CREDIT CARD (MASTERCARD AND VISA)

Students will be contacted by telephone to obtain details.

Banking details
ACCOUNT NAME: GetSmarter
BANK: Standard Bank
BRANCH: Claremont
BRANCH CODE: 025109
ACCOUNT NUMBER: 07 251 0684
SWIFT CODE: SBZAZAJJ

Tel: +27 21 447 7565 | Fax: +27 21 447 8344

Website: www.getsmarter.com | Email: info@getsmarter.com

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