Portale di Ateneo - En.Unibs.it

Module 1
How Internet was born and basics of digital communication: the revolution of TCP/IP and HTML and their impact over the marketing.
Digital as a fragmented ecosystem where people are, or believe to be, at the centre.
Framework See Think Do Care of Avinash Kaushik, buyer personas definitions and case study on their utilization and creation.
From the concept of keyword the the concept of "search entity": how to write thinking also at Google: don't write textes, but stories.
Keyword analysis for our buyer personas: how to use Google Suggest, Googe Correlated, Google Trends, Answerthepublic.com and Infinite suggest.

Module 2
SEO: how search engines work: from directories to meta search engines, from Yahoo! to Google to Alexa of Amazon.
Search engines techniques: the spidering phase and the concept of budget crawling.
A first approach to Google Search Consolle: how to use it.
Some optimizations for the spidering phase.
Robots.txt and sitemap.xms
Practises with online tools to manage the spidering phase.

Module 3
Search engines techniques: the parsing phase. How search engines think about our web pages and how they create a ranking list.
Techniques about the on page optimization: the importance of some HTML tag for the SEO.
Practises on html tag and page analysis.

Module 4
Technical optimizations to improve the speed of web pages and, consequently, their ranking, above all for mobile first projects.
Focue and practises with Google Search Consolle and Google Lighthouse.

Module 5
Search engines techniques: rendering phase and why the first position has not always the same effect with the Universal Search.
How to use structured data to improve also estetically our ranking in search enginge listing.
Practises on Schema.org and case studies.
How to use the Google structured data validation tool.
Not just onpage; the offpage optimizations: from the link building to the link earning and citations.

Module 6
Introduction to the web analytics: from logs to cookies.
Basice metrics and first practises with Google Analytics and ShinyStat.
How to segment data, how to normalize data with rates.
Important information on data visualization.
Practises with Google Analytics and ShinyStat.

Module 7
Advanced Metrics of web analytics: complex segmentations with Google Analytics and ShinyStat.
Advanced Analytics: tag management systems.
Practises with Google Tag Manager.

Module 8
Advanced Analytics: how to use a data layer and how to create custom variables in Google Analytics to have more data and to boost our measurement matrix and how to customize our Analytics tools.
Data layer and custom variables case studies.
Practises with Google Tag Manager, Google Tag Assistant and Dataslayer.
Advanced SEO: how to transform texts in vectors with NPL systems and AI as the new frontier for search engines.
The vocal search as a revolutions and the danger of the "just one result".
Mental approaches and company roles of data analyst and SEO specialist.