Course in

Search Engine Optimization: SEO and SEM

Search Engine Optimization: SEO and SEM
> Español

Course in Search Engine Optimization: SEO and SEM

On the internet there is a saying: "If you are not on Google, you do not exist." With the arrival of new technologies and analysis tools, the saying has evolved to “if you are not well positioned in Google, you do not exist”. The importance of a good positioning professional has grown like foam to be one of the most demanded and paid professions.

Therefore, this course, taught by Pablo Martín, offers the student the possibility of specializing in one of the sectors with the highest employability rate. You will learn the most important concepts of search engine marketing, as well as tools and techniques in SEO and SEM in order to be able to define your own strategy.

Do not miss out on this opportunity and become a search engine positioning professional, one of the jobs of the future.


  • Be able to solve problems, make decisions and judgments in the specific field of advertising and communication on the Internet.
  • Establish a communication and relationship strategy with consumers through digital social media.
  • Perform a search engine positioning strategy through the tools learned in the course.
  • Analyze and select the most important keywords for the specific plan.


  • Apply the acquired knowledge in the context of organizations and companies, as well as especially in the field of commercial communication and the digital environment.
  • Solve problems and make effective decisions in view of problems and situations of a highly competitive level.
  • Integrate the acquired knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social, economic and ethical aspects.
  • Communicate their conclusions and knowledge and the ultimate reasons that support them in a clear and effective way to both specialized and non- specialized audiences.
  • Understand and know how to apply the principles and approaches of construction/branding strategies and branding in the online environment.
  • Acquire and demonstrate a strategic mentality in order to apply it to the selection of digital media, knowing how to design the strategy, selecting the agents and interpreting and developing the online media plans.
  • Possess, understand and know how to apply the advanced concepts of digital advertising and know how to implement online advertising actions based on objectives and strategies.
  • Possess, understand and know how to apply the SEO and SEM concepts and techniques for online positioning.
  • Understand and know how to apply the latest trends in the brand-consumer relationship through mobile marketing and new emerging media.

Course program

Module 1

  • UNIT 1: Introduction to search engines
  • Searching is part of our daily lives
  • Types of searches
  • How a search engine works
  • Anatomy of a SERP
  • The once golden triangle
  • Vertical search engines
  • Man does not live by Google alone
  • Differences between SEO and Paid Search (SEM)

  • UNIT 2: Introduction to SEO 3
  • Definition
  • SEO on and offpage
  • White and Black SEO
  • The “Google Dance” and changes in the algorithm
  • The starting point of any SEO project: define objectives
  • From the conversion funnel to the consumer's journey
  • Business objectives vs. Performance Marketing KPI
  • SEO and business. Beyond the objectives

Module 2

  • UNIT 3: The Four Fundamental Elements of SEO
  • First fundamental element: Keywords
  • Keyword Analysis
  • Tools for keyword analysis
  • How to select the effective keywords to optimize
  • Keyword selection is a live process
  • Second fundamental element: contents
  • Content writing.
  • Definition of meta information and other tags
  • Beyond the keywords: semantics
  • Schemas
  • Algorithm changes linked to keywords and content.
  • Panda.

  • UNIT 4: The Four Fundamental Elements of SEO (continuation)
  • Third fundamental aspect: link strategy
  • Anatomy of a link
  • Quality links
  • Link strategy
  • Tools for link analysis
  • Social networks. A mechanism to make ourselves known.
  • Penguin: the hell of pages with poor quality links
  • Manual actions (penalty)
  • Fourth fundamental aspect: technical factors.
  • Technical factors
  • Programming factors related to indexing
  • Factors linked to user experience
  • Factors linked to content
  • Tools to perform technical audits.

Module 3

  • UNIT 5: Beyond SEO. Introduction to Paid Search. SEO-Paid Search synergies.
  • Beyond SEO
  • SEO for mobile sites
  • Types of mobile web pages
  • Mobile optimization
  • Mobile optimization. Common mistakes
  • SEO for applications
  • ASO: App Store Optimization
  • Optimization for indexing the contents of the App.
  • Local Optimization - Maps
  • Youtube
  • Introduction to Paid Search
  • Where can ads appear?

  • UNIT 6: Fundamentals of Paid Searchh
  • Paid Search campaign structure
  • Keywords and concordance
  • Broad Concordance
  • Broad Match Modifiers
  • Phrase Concordance
  • Exact Concordance
  • Negative Concordance
  • Anatomy of Ads
  • Dynamic keyword insertion.
  • Ad extensions
  • Extension of site links
  • Location extension