◐ Marketing Discipline

SEOSearch

Master search engine optimization end to end — from how search works to technical SEO, content strategy, link building, and scaled/programmatic SEO. AI accelerates the production; the strategy and judgment stay yours.

14 Modules 41 Topics ~80 Hours
Prove this skill → Beat Claude on the SEO challenge
The Path — click any step to jump in
01 How Search Engines Work B
02 Keyword Research Basics B
03 On-Page SEO Essentials B
04 Technical SEO Foundations B
05 SEO Tools & Measurement B
06 Content Strategy for SEO I
07 Link Building Fundamentals I
08 Technical SEO Deep Dive I
09 Local SEO I
10 SEO Reporting & Analytics I
11 Programmatic SEO A
12 Advanced Technical Optimization A
13 SEO for E-Commerce A
14 SEO Team & Program Management A
Level:
Your Progress 0 / 0
Module 1 beginner
How Search Engines Work
Understand how Google and other search engines crawl, index, and rank web pages.
3 topics 3 hours
+
Search Engine Architecture
The fundamentals of how search engines discover, process, and serve content to users.
AI-Proof
⚡ AI Workflow
Ask an LLM to explain crawling, indexing, and ranking, then validate the mental model against Google's own documentation and your site's behavior in Search Console — the model is a fast tutor, but the architecture decisions on your site are yours.
Search Intent
Understanding what users actually want when they type a query.
AI-Proof
⚡ AI Workflow
Use AI to cluster a keyword list by likely intent in seconds, then confirm each cluster against the live SERP — the model proposes intent, you verify it against what actually ranks.
How Google Updates Work
Why rankings change and how to stay informed.
AI-Proof
⚡ AI Workflow
Have AI summarize what an algorithm update reportedly targeted, then decide your response based on your own data — the synthesis is fast, but reacting calmly instead of overcorrecting is a judgment call.
Module 2 beginner
Keyword Research Basics
Learn to find and evaluate keywords that drive traffic and conversions.
3 topics 4 hours
+
Seed Keywords & Topic Discovery
How to generate initial keyword ideas for any niche.
Augmented
⚡ AI Workflow
Prompt an LLM to brainstorm seed terms and topic clusters from your product description, then prune and reorganize them against real search-volume data — AI expands the surface area, you decide what's worth chasing.
Search Volume & Keyword Difficulty
Evaluating whether a keyword is worth targeting.
Augmented
⚡ AI Workflow
Pull volume and difficulty from your tools, then have AI help rank a shortlist by business value — but the call on which low-volume, high-intent terms matter most stays with you.
Long-Tail Keywords
The strategy of targeting specific, lower-competition queries.
Augmented
⚡ AI Workflow
Use AI to generate hundreds of long-tail variations and group them into content themes, then validate demand and intent before committing — the model fans out the ideas, you decide which themes earn a page.
Module 3 beginner
On-Page SEO Essentials
Master the fundamentals of optimizing individual web pages for search.
4 topics 5 hours
+
Title Tags & Meta Descriptions
Crafting the text that appears in search results.
Augmented
⚡ AI Workflow
Have AI draft a dozen title and meta variations per page, then pick and refine the ones that match intent and brand voice — AI handles the volume, you own the click-worthy final cut.
Header Structure & Content Organization
Using H1-H6 tags to structure content for users and search engines.
Augmented
⚡ AI Workflow
Ask AI to propose an H1-H3 outline from your target keyword and the top-ranking SERP, then edit it so the hierarchy reflects your unique angle — the model scaffolds, you ensure it actually says something.
Internal Linking
Connecting pages within your site to distribute authority and guide users.
Augmented
⚡ AI Workflow
Use AI to scan your content corpus and suggest relevant internal links with descriptive anchor text, then approve each one against your site's priority pages — automation surfaces candidates, you control where authority flows.
Image Optimization
Making images work for both users and search engines.
Automatable
⚡ AI Workflow
Batch-generate descriptive alt text and compress images with AI/automation, then spot-check that the alt text is accurate and the format choices fit the page — the work is mechanical, the accuracy check is human.
Module 4 beginner
Technical SEO Foundations
Ensure your site is technically sound so search engines can access and understand it.
3 topics 4 hours
+
Site Speed & Core Web Vitals
Page performance as a ranking factor and user experience signal.
Augmented
⚡ AI Workflow
Feed PageSpeed Insights output to an LLM to triage and explain the biggest opportunities, then prioritize fixes against engineering effort — AI translates the diagnostics, you decide what's worth the build time.
Mobile-Friendliness
Why mobile experience matters for rankings.
Augmented
⚡ AI Workflow
Use AI to interpret mobile usability reports and flag patterns, then verify the real experience on devices — the model spots categories of issues, you confirm they actually hurt users.
Crawlability & Indexation
Making sure search engines can find and access your content.
Augmented
⚡ AI Workflow
Have AI generate robots.txt rules, meta robots directives, and XML sitemaps from your site structure, then review every directive before shipping — a single wrong `noindex` can deindex a section, so the human sign-off is non-negotiable.
Module 5 beginner
SEO Tools & Measurement
Get hands-on with the essential tools every SEO practitioner needs.
3 topics 4 hours
+
Google Search Console
Your primary free tool for monitoring search performance.
Augmented
⚡ AI Workflow
Export Search Console data and let AI surface trends, anomalies, and opportunity queries, then investigate the ones that matter to the business — the model reads the table fast, you decide what's worth acting on.
Google Analytics for SEO
Measuring the impact of organic search on your business.
Augmented
⚡ AI Workflow
Use AI to query GA4 and pull organic-channel trends and top landing pages, then connect those numbers to revenue and goals yourself — AI accelerates the reporting, you own the interpretation.
SEO Audit Basics
How to evaluate a site's SEO health.
Augmented
⚡ AI Workflow
Run a crawl, then have AI cluster and prioritize the issues by likely impact, but make the final fix-order call based on business value — the tooling finds problems, you decide which ones are worth fixing first.
Module 6 intermediate
Content Strategy for SEO
Build a systematic approach to creating content that ranks and converts.
3 topics 6 hours
+
Topic Clusters & Pillar Pages
Organizing content around themes to build topical authority.
AI-Proof
⚡ AI Workflow
Use AI to map a keyword set into candidate clusters and pillar topics, then make the strategic call on which clusters to own based on your business and competitive position — the model proposes structure, you commit the resources.
Content Briefs & Production
Creating a repeatable process for high-quality SEO content.
Augmented
⚡ AI Workflow
Have AI analyze the SERP and draft a detailed brief (intent, outline, entities, gaps), then layer in the expertise and point of view that competitors lack — AI builds the skeleton, your originality is the ranking edge.
Content Refresh & Optimization
Updating existing content to maintain and improve rankings.
Augmented
⚡ AI Workflow
Use AI to flag decaying pages and suggest specific updates (stale stats, missing subtopics, weak sections), then decide whether to refresh, consolidate, or retire — the model triages at scale, the editorial call is yours.
Module 7 intermediate
Link Building Fundamentals
Learn ethical, sustainable approaches to earning backlinks that boost authority.
3 topics 6 hours
+
Link Building Strategy
Understanding why links matter and how to earn them.
AI-Proof
⚡ AI Workflow
Use AI to research prospects and draft outreach, but the strategy — which links are worth earning and how you'll genuinely deserve them — is judgment that protects you from spammy, penalty-prone tactics.
Digital PR & Content-Led Link Building
Creating linkable assets that earn coverage naturally.
AI-Proof
⚡ AI Workflow
Let AI help analyze datasets and draft pitches, but the newsworthy angle and the journalist relationships that earn real coverage are human work the model can't replace.
Competitor Backlink Analysis
Learning from what's already working in your space.
Augmented
⚡ AI Workflow
Export competitor backlink profiles and have AI cluster them into repeatable tactics and link-gap opportunities, then prioritize the prospects worth pursuing — the model finds the patterns, you choose the targets.
Module 8 intermediate
Technical SEO Deep Dive
Go beyond the basics to handle complex technical SEO challenges.
3 topics 5 hours
+
JavaScript SEO
Ensuring JS-heavy sites are properly crawled and indexed.
Augmented
⚡ AI Workflow
Use AI to explain rendering trade-offs and draft a rendering-strategy recommendation, then verify the actual rendered output with the URL Inspection tool — the model reasons about the options, the live test settles it.
International SEO
Optimizing for multiple languages and regions.
Augmented
⚡ AI Workflow
Have AI generate hreflang mappings and draft localized copy, then route every translation through a native reviewer and validate the tags — automation handles the matrix, humans guarantee the localization is right.
Site Architecture & Crawl Budget
Designing a site structure that scales.
Augmented
⚡ AI Workflow
Use AI to parse log files and crawl data into a picture of how Googlebot spends its budget, then make the architecture and indexation calls yourself — the model surfaces the waste, you decide what to prune or block.
Module 9 intermediate
Local SEO
Optimize for local search results and Google Business Profile.
2 topics 4 hours
+
Google Business Profile Optimization
Making the most of your GBP listing.
Augmented
⚡ AI Workflow
Use AI to draft your GBP description, categories, posts, and review responses at scale, then personalize the responses and keep the human touch that local customers expect — AI drafts, you make it sound like a real business.
Local Search Ranking Factors
Understanding what drives local pack and map rankings.
Augmented
⚡ AI Workflow
Have AI audit NAP consistency across directories and surface citation gaps, then prioritize the local relationships and links that actually move the needle — the cleanup is automatable, the community relationships are human.
Module 10 intermediate
SEO Reporting & Analytics
Build dashboards and reports that demonstrate SEO value to stakeholders.
2 topics 4 hours
+
SEO KPIs & Goal Setting
Defining what success looks like for your SEO program.
AI-Proof
⚡ AI Workflow
Use AI to benchmark metrics and model scenarios, but choosing which KPIs tie SEO to business outcomes — and setting targets leadership will trust — is strategic judgment the model can't own for you.
Building SEO Dashboards
Creating automated reports that tell a story.
Automatable
⚡ AI Workflow
Use AI to wire GSC and GA4 into a dashboard and auto-generate the recurring charts and summaries, then add the narrative that explains what the numbers mean to stakeholders — the plumbing is automatable, the story is yours.
Module 11 advanced
Programmatic SEO
Build systems that generate thousands of optimized pages at scale.
3 topics 7 hours
+
Programmatic SEO Strategy
When and how to create pages at scale from data.
AI-Proof
⚡ AI Workflow
Use AI to model templates and stress-test for thin-content risk, but the call on which programmatic opportunities deliver genuine value per page — and which would just generate doorway spam — is strategic judgment that protects the whole domain.
Data Sources & Content Generation
Building the data pipeline that feeds programmatic pages.
Automatable
⚡ AI Workflow
Use AI to generate and enrich templated content from your data pipeline at scale, then enforce a human quality-review gate on samples from every template — generation is automatable, but the accuracy and uniqueness checks keep it from going thin.
Technical Implementation
Building the infrastructure for programmatic SEO.
Automatable
⚡ AI Workflow
Lean on AI to scaffold page-generation code, dynamic sitemaps, and indexation monitoring, then have an engineer review the architecture before it ships 100K pages — the build is automatable, the architectural review is not optional.
Module 12 advanced
Advanced Technical Optimization
Handle complex technical challenges that block SEO at enterprise scale.
3 topics 6 hours
+
Site Migration Management
Planning and executing site migrations without losing rankings.
AI-Proof
⚡ AI Workflow
Use AI to generate redirect maps and pre-migration checklists, then own the high-stakes sequencing and rollback plan yourself — a botched migration can erase years of equity, so the human runs the launch.
Advanced Schema & Knowledge Graph Optimization
Leveraging structured data for competitive advantage.
Automatable
⚡ AI Workflow
Generate complex nested JSON-LD with an LLM and validate it with the Rich Results Test before shipping, then decide which schema bets are worth maintaining — the markup is automatable, the strategy of what to mark up is yours.
Core Web Vitals at Scale
Performance optimization for large, complex sites.
Augmented
⚡ AI Workflow
Use AI to mine RUM data for the worst-performing templates and propose fixes, then make the engineering trade-off calls and set performance budgets — the model finds the bottlenecks, you decide what ships.
Module 13 advanced
SEO for E-Commerce
Specialized optimization for online stores and product-driven businesses.
3 topics 5 hours
+
Product Page Optimization
Making product pages rank and convert.
Augmented
⚡ AI Workflow
Use AI to draft unique product descriptions at scale from spec data, then edit for accuracy and brand voice and wire up product schema — AI escapes duplicate manufacturer copy, you guarantee the details are correct.
Category & Faceted Navigation SEO
Managing complex site architectures for e-commerce.
Augmented
⚡ AI Workflow
Have AI map your facet combinations and recommend index/block rules, then make the final indexation decisions to keep crawl budget focused — the model surfaces the combinatorial mess, you decide what Google should see.
E-Commerce Content Strategy
Building content that drives both traffic and revenue.
Augmented
⚡ AI Workflow
Use AI to scale buying guides and comparison content and theme UGC at volume, then connect the content to assisted-conversion data to prove revenue impact — AI produces the assets, you tie them to the money.
Module 14 advanced
SEO Team & Program Management
Build, scale, and manage an SEO function within an organization.
3 topics 5 hours
+
Building an SEO Team
Hiring and structuring a team that can execute at scale.
AI-Proof
⚡ AI Workflow
Use AI to draft role profiles and workflow docs, but hiring decisions, team structure, and building an SEO culture across departments are leadership judgment the model can inform but not make.
SEO Roadmap & Prioritization
Building a strategic SEO roadmap that drives business results.
AI-Proof
⚡ AI Workflow
Use AI to populate an impact-effort matrix and draft the roadmap, then make the prioritization and trade-off calls that align SEO with revenue goals — the model organizes the options, the strategy is the human's edge.
SEO Business Cases & Executive Buy-In
Communicating SEO value to leadership and securing investment.
AI-Proof
⚡ AI Workflow
Use AI to build financial models and draft the business case, but framing the narrative, reading the room, and persuading leadership to invest are human skills that close the deal.

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