Search Engine Optimisation (SEO) Online Course | CityVarsity Online
Introduction to Search Engine Optimisation Online Short Course: Demystifying the Art of SEO for Websites

Introduction to Search Engine Optimisation Online Short Course: Demystifying the Art of SEO for Websites

Course Features

  • Modules 9
  • Quizzes 7
  • Duration 9 Weeks
  • Skill level Beginner
  • Language English
  • Students 20
  • Certificate Yes
  • Practical Assignments

Demystifying the art of SEO for websites

Introduction to Search Engine Optimisation (SEO) Online Short Course

Welcome to our Introduction to Search Engine Optimisation Online Short Course! This course does not cover or require knowledge of web design, although it complements this aspect. Various aspects of SEO are covered in this course, and the final evaluation requires you to do a basic evaluation of an existing website, commenting on the successful implementation of relevant SEO elements (or lack thereof).

It is possible that you are interested in this course simply because you want to find out more about SEO. Or maybe you are already a web designer and realised that SEO is actually a separate field to web design, and requires special skills and knowledge. Knowledge of SEO is important since many businesses need their website(s) to rank well on search engines, to ensure many visitors and a high return on investment. Regardless of your interest and motivation, this course will expose a very interesting angle of websites and search engines to you. It will enable you to do a basic evaluation of a given website in terms of SEO.

In this course

Module 0

Orientation Module

Module 1

Search Engines and Search Engine Optimisation (SEO)

  • Demonstrate basic searching skills using the top three Western search engines
  • Identify and place the top five global search engines, and be able to explain how search and search engines work
  • Define SEO, and explain its relationship with websites and e-commerce
  • Define the value of a high degree of website visibility and usability
  • Demonstrate effective search query generation & explain the content of a typical search engine result page
  • Employ Web tools to measure and interpret aspects of SEO and search engines
Module 2

Website Analytics:

  • Describe website analytics
  • Explain the layout of a basic HTML program
  • Describe the installation of analytics code on a web page
  • Recognise trends and patterns in Google Analytics outputs
Module 3

Links and content generation

  • Locate hyperlinks, anchor text, inlinks and outlinks on a webpage and in HTML code
  • Recognise the value of high quality and quantity of inlinks
  • Describe how to create inlinks based on white-hat and black-hat principles respectively
  • Recognise relevant and well-written website content
  • Locate Content Spinning programs and recognise their output on webpages
  • Employ web tools to count inlinks and measure aspects of textual content
Module 4

Webpage text-based SEO elements: Define each one of the following, and demonstrate how to write it based on SEO best practice:

  • anchor text
  • meta-tags
  • image Alt tags
  • filenames
  • URLs
  • H tags
Module 5


  • Recognise any form of unnatural excess or misrepresentation in text, web pages, keywords and links, including the following:
  • keyword stuffing (also irrelevant keywords)
  • cloaking
  • doorway pages,
  • link farms used as link building tools
  • hidden text
  • content scraping, other forms of duplicate text
  • thin text (eg on blogs), possibly created through auto-generation software
Module 6


  • List the objectives of using SEO and PPC respectively
  • Describe the principles of applying SEO and PPC
  • Demonstrate how to write a “good” advertisement according to the Google guidelines
  • Explain click fraud and how search engines treat it
Module 7

Website Evaluation - SEO Audit

  • Identify any website to be evaluated and compared against SEO best practice guidelines
  • Identify the type of analytics used on this website
  • Employ any one or more of the Web tools to evaluate all the SEO elements on this website, as covered in previous Modules
  • Appraise the website in terms of your evaluation of the SEO elements in an Audit Report (the Audit Report is the main learning outcome of this course)
Module 8

Wrap Up

  • Synthesise your learning journey experience
  • Evaluate the course

Meet your online course lecturer

Prof. Weideman is the founder and leader of WARC - the Website Attributes Research Centre at CPUT. He graduated with a Doctorate in Information Science from the University of Cape Town in 2001. His publications have covered topics including website visibility, website usability, search engines, Internet marketing and information retrieval. He was appointed as an Associate Professor in 2004, and a full Professor at CPUT in 2008, and is an NRF rated researcher. Prof. Weideman will be the Online Course Lecturer (OCL) through the Introduction to Search Engine Optimisation course. You will be able to engage with him directly.

Meet your academic advisor

Each CityVarsity Online course is assigned their own academic advisor, who is ready and waiting to guide and assist their learners throughout their online learning experience.

The Academic Adviser who is assigned to Demystifying the Art of SEO for websites: Introduction to Search Engine Optimisation Online Short Course, is trained to build each student up to reach their fullest potential. Students can expect their Academic Adviser to answer questions, offer advice and provide further clarification on any academic aspects of the course. As a complimentary online service, students are contacted by their Academic Adviser over the phone or by email.