Hard prerequisites
None. No coding, no prior marketing experience required.
// DIGITAL MARKETING FOUNDATIONS
Digital Marketing Foundations - SEO and Website Visibility
Learn to rank a website, research keywords, audit pages, and build backlinks, the core SEO skills used by every digital marketing professional.
4 weeks · Practical, hands-on
In-Person
Online
Hybrid
Four weeks. One website. Real ranking movement you caused.
SEO is the skill that makes websites findable, and every business with an online presence needs it. This module of Digital Marketing Foundations teaches the fundamentals completely: how search engines work, how to find the keywords your audience uses, how to optimise pages, how to build authority through backlinks, and how to audit a site and fix what is broken. You work on a real website throughout, not a demo, not a simulation.
AI tools are used throughout to accelerate research and production tasks. Keyword clustering, content briefs, outreach templates, audit interpretation, all faster with AI assistance and all verified against real data before acting on them. The AI supports the craft; the craft is the foundation.
This module is a strong entry point into digital marketing. Students who complete it and want the full program, paid advertising, content strategy, social media strategy, email marketing, and a live campaign project, have a solid foundation for the AI-Native Digital Marketing flagship program.
Built for beginners who want practical SEO skills
This course is designed for:
- Students from any stream who want to enter digital marketing, agency, or freelance SEO work quickly
- Small business owners and entrepreneurs who want to understand and improve their own website's visibility
- Working professionals in any field who want to add a marketable digital skill
- Students preparing to join the AI-Native Digital Marketing flagship program who want a solid SEO foundation first
- Anyone who has tried to learn SEO from YouTube videos and wants structured, practical, hands-on training with a trainer to ask questions
No technical background required. You do not need to know how to code. You need a website to work on, and we help you set one up if you do not have one.
Straightforward entry requirements
Soft prerequisites
Basic computer familiarity, comfortable using a browser, Google Docs and Sheets, and following step-by-step setup instructions.
Website required
You need a website to work on throughout the four weeks. If you do not have one, we help you set one up before or during the first week. WordPress, a simple business site, or a site you manage for a local business all work.
From search fundamentals to a complete SEO delivery
Build the strategic foundation before any optimisation work. You understand how Google finds and ranks pages, how to research keywords your audience actually uses, and how to set up the tools that measure everything that follows.
Day 1 - Search engine fundamentals
Topics:
- What SEO is and why it matters for every business
- How Google crawls, indexes, and ranks pages, the three stages, what affects each
- Types of SEO, on-page, off-page, technical, the overview before the detail
- Search intent, informational, navigational, commercial, transactional, matching what you create to what people are looking for
- How Google's algorithm has evolved, what used to work that now harms you
Hands-on: analyse Google search results for five keywords in a real business category, observe the types of pages that rank, the formats, the intent signals.
Day 2 - Keyword research
Topics:
- What keywords are and why they are the foundation of everything
- Short-tail vs long-tail keywords, volume vs competition, the beginner mistake of only targeting high-volume terms
- Seed keywords, how to generate them for any business
- Keyword research methodology, expand, filter, prioritise, map to content
- Tools: Google Keyword Planner (free), Ubersuggest (free tier), Google Search Console
- AI in keyword research: using ChatGPT and Claude to generate seed keyword ideas, identify search intent, suggest content angles, then validating every suggestion in a real tool before acting on it
Hands-on: build a 30-keyword research sheet for a real local business, Tiruvallur or Chennai context, Tamil Nadu search patterns included.
Day 3 - Competitor analysis
Topics:
- Why competitor analysis comes before content creation
- Identifying your real search competitors, not always your business competitors
- What to look for: their top-ranking pages, their keyword gaps, their backlink sources, their content format
- Tools: Ahrefs (free tier), SEMrush (free trial), Google search itself
- AI in competitor analysis: using AI to summarise competitor positioning from their web copy, identify their content themes, and suggest differentiation angles
Hands-on: analyse the top three competitors for the business from Day 2, a one-page brief with specific opportunities identified.
Day 4 - Website structure for SEO
Topics:
- URL structure, clean, descriptive, hyphenated, the patterns that rank
- Site architecture, flat vs deep, how pages link to each other, the crawl path
- Internal linking, distributing link equity, anchor text, how internal links signal importance
- Sitemaps, what they are, how to generate one, how to submit to Google
Hands-on: audit the URL structure and internal linking of a real website, identify and document the issues.
Day 5 - Tool setup
Topics:
- Google Search Console, verifying a site, submitting sitemap, reading the performance report
- Google Analytics 4, connecting to a website, navigating the basic reports, setting up a conversion goal
- Connecting both tools and understanding the data flow
Hands-on: connect a real website to both tools, navigate to the five most useful reports in each.
Turn keyword research into visible page improvements. You optimise titles, content, images, and technical basics on a live site, and deliver a professional on-page audit by the end of the week.
Day 6 - Page-level optimisation
Topics:
- Title tags, the most important on-page element, the format that performs, character limits
- Meta descriptions, not a ranking factor but a CTR factor, the copy that gets clicks
- Header structure, H1 through H4, how search engines read them, how readers read them
- Keyword placement, where keywords belong, where they do not, the over-optimisation penalty
Hands-on: optimise three pages of a real website, rewrite titles, meta descriptions, and header structure.
Day 7 - Content optimisation
Topics:
- Writing for search intent, not just keyword density
- LSI keywords, semantically related terms, how to find and use them
- Readability, paragraph length, subheadings, bullet points, the scannable format
- Content length, the myth of word count targets, the reality of topical completeness
- Featured snippet optimisation, the format that wins position zero
- AI for content: using Claude and ChatGPT to draft an SEO-optimised blog post from a keyword brief, then editing for accuracy, voice, and originality before publication. The verification checklist: every statistic sourced, every claim checked, no generic filler
Hands-on: write and publish one SEO-optimised blog post on a real website, using the AI-assisted workflow.
Day 8 - Image and media SEO
Topics:
- Alt text, what it is, why it matters for rankings and accessibility, how to write it
- Image file naming, descriptive, hyphenated, relevant
- Image compression, file size impact on page speed, tools (Squoosh, TinyPNG)
- Next-gen formats, WebP conversion, the ranking benefit
Hands-on: audit and fix all images on two pages of a real website.
Day 9 - Technical SEO basics
Topics:
- Page speed, why it is a ranking factor, how to measure it (PageSpeed Insights, GTmetrix), the fixes that make the most difference
- Mobile-first indexing, what it means, how to audit, the common mobile issues
- Sitemap and robots.txt, what each does, common mistakes
- Canonical tags, preventing duplicate content issues
- HTTPS, verification, mixed content issues
Hands-on: technical audit of a real website, document every issue found, prioritise by impact, fix the top three.
Day 10 - Full on-page SEO audit
Topics:
- The audit methodology, crawling a site with Screaming Frog (free version), reading the output
- Title and meta issues, missing, duplicate, too short, too long
- Header issues, missing H1, multiple H1s, skipped hierarchy
- Internal link issues, broken links, orphaned pages
- Image issues, missing alt text, oversized files
- A complete audit delivered as a structured document
Hands-on: complete audit of a real website, delivered as a professional audit report with prioritised recommendations.
Build authority beyond your own pages. You learn link building, local SEO, and brand signals, and apply them to a real business with measurable outreach and profile work.
Day 11 - Backlinks and domain authority
Topics:
- Why backlinks are a ranking factor, the original PageRank insight, why it still applies
- What makes a backlink valuable, relevance, authority, anchor text, placement
- Domain Rating vs Page Authority, what each measures, how to read them
- The link profile, natural vs manipulative, what Google's guidelines say
Day 12 - Link building techniques
Topics:
- Guest posting, finding opportunities, writing the pitch, creating the content
- Digital PR, the content that earns links naturally, press mentions
- Resource page link building, identifying resource pages, the outreach template
- Broken link building, finding broken links on authority sites, the replacement pitch
- Unlinked brand mentions, finding mentions that have not linked, converting them
- AI for link building: using AI to generate prospecting lists, personalise outreach emails at scale, and draft guest post pitches, with human review before every send
Hands-on: build five real backlinks to a live website, using the techniques above.
Day 13 - Social SEO and branding signals
Topics:
- The indirect SEO value of social presence, traffic, brand searches, content amplification
- Consistent NAP (Name, Address, Phone) across all platforms, the local SEO foundation
- Social profiles as ranking assets, LinkedIn, Instagram, Facebook pages in search results
- Branded search, how brand recognition correlates with ranking
Hands-on: audit the social presence of a local business for NAP consistency, identify and fix discrepancies.
Day 14 - Local SEO
Topics:
- Why local SEO is different, the local pack, Google Maps ranking, near-me searches
- Google Business Profile, setup, optimisation, categories, posts, photos, Q&A, review management
- Local citations, directories, listings, the consistency requirement
- Review strategy, generating reviews ethically, responding to negative reviews, the impact on local pack ranking
- Local keyword targeting, city + service combinations, Tamil Nadu vernacular search patterns
Hands-on: complete Google Business Profile setup and optimisation for a real local Tiruvallur or Chennai business, before and after screenshots showing the improvement.
Day 15 - Backlink analysis and toxic links
Topics:
- Reading a backlink profile in Ahrefs, what to look for, what to be concerned about
- Toxic backlinks, identifying them, the disavow tool, when disavowal is necessary vs unnecessary
- Monitoring new and lost backlinks, the ongoing maintenance task
Move from execution to strategy and reporting. You cover advanced SEO topics, build a live dashboard, and prepare for the Day 20 final delivery and assessment.
Day 16 - Advanced SEO strategies
Topics:
- Topic clusters and pillar pages, the content architecture that builds topical authority
- Content gap analysis, what your competitors rank for that you do not
- E-E-A-T in practice, how to demonstrate experience and expertise in your content
- Core Web Vitals, the metrics, the targets, the fixes
Day 17 - E-commerce SEO
Topics:
- Product page optimisation, title, description, images, schema markup
- Category page optimisation, the often-ignored pages with the highest commercial intent
- Technical e-commerce issues, duplicate content from faceted navigation, pagination, canonicalisation
- Platforms: Shopify and WooCommerce-specific considerations
Day 18 - SEO reporting
Topics:
- The monthly SEO report, the format, the metrics, the narrative
- Google Looker Studio, building a simple live SEO dashboard connecting GSC and GA4
- Reporting to a client vs reporting to a manager, the level of detail, the framing
- Presenting results honestly, what moved, what did not, what the next priority is
Hands-on: build a Looker Studio SEO dashboard for a real website.
Day 19 - Career and next steps
Topics:
- Career paths, in-house SEO executive at a brand or startup, SEO analyst at a digital agency, independent consultant
- What employers and clients look for, the portfolio piece, how the final project functions as proof of work
- Continuing to build skills, staying current with algorithm updates, the resources and communities worth following
- The upgrade path, how this module connects to the AI-Native Digital Marketing flagship program for students who want to go further into paid advertising, content strategy, social media, and campaign management
Day 20 - Final project and assessment
Deliverables: a complete SEO delivery for one real website:
- Keyword research document, 20 target keywords with intent mapping and priority ranking
- On-page optimisation, titles, metas, headers, content improvements implemented on at least five pages
- Technical audit report, issues identified, fixes implemented, issues flagged for the site owner
- Backlink strategy document, five link-building opportunities with outreach templates
- One published SEO blog post (AI-assisted, human-edited, live on the site)
- Google Search Console and GA4 setup verified and reading correctly
- A one-page summary report, the work done, the expected impact, the recommended next steps
Assessment: 15-minute presentation of the final project, walk through each deliverable, explain two decisions you made and why, answer one "what would you do next" question.
A complete SEO delivery for one real website
Day 20 is your proof of work. You deliver a complete SEO package for one real website, not a template exercise, but work you can show in an interview or client conversation.
Day 20 deliverables
- Keyword research document, 20 target keywords with intent mapping and priority ranking
- On-page optimisation, titles, metas, headers, and content improvements on at least five pages
- Technical audit report, issues identified, fixes implemented, and issues flagged for the site owner
- Backlink strategy document, five link-building opportunities with outreach templates
- One published SEO blog post, AI-assisted and human-edited, live on the site
- Google Search Console and GA4 setup verified and reading correctly
- A one-page summary report, the work done, the expected impact, and recommended next steps
Assessment
- 15-minute presentation of the final project, walk through each deliverable, explain two decisions you made and why, and answer one "what would you do next" question.
What you will use to build
Search and analytics: Google Search Console, Google Analytics 4, Google Keyword Planner, Ahrefs (free tier), SEMrush (free trial), Ubersuggest
Technical and reporting: Screaming Frog (free version), Google PageSpeed Insights, Google Looker Studio
Content and AI: Canva (for content visuals), ChatGPT, Claude, Gemini
All tools have free tiers adequate for this course.
A standalone qualification and a gateway to the flagship program
SEO Executive
Digital Marketing Executive (SEO)
Content and SEO Writer
Junior Digital Marketing Analyst
What you take into interviews and client conversations: the final project is a complete SEO delivery for a real website, keyword research, on-page optimisation, technical audit, backlink strategy, a published content piece, and a live GSC and GA4 setup. That is demonstrable, specific proof of work that a portfolio of certificates cannot replace.
Students who complete this module and want the full marketing program, paid advertising, social media strategy, email marketing, content at scale, and a live campaign project, have a strong foundation for the AI-Native Digital Marketing flagship program.
What you walk in with vs. what you walk out with
| Walk in with | Walk out with |
|---|---|
| No SEO knowledge | Keyword research, on-page optimisation, and technical audit skills on a live site |
| No tool experience | GSC, GA4, Ahrefs, Screaming Frog, and Looker Studio in practical use |
| YouTube fragments | Structured workflow from research through delivery and reporting |
| No proof of work | A complete SEO delivery package for a real website |
| Unclear career path | Clear roles in agency, in-house, or freelance SEO work |
Pick a mode that fits your life
In-Person
Tiruvallur campus: live sessions, hands-on website work, immediate feedback on audits and optimisations. Recommended if you benefit from working alongside a trainer when tools or reports are new.
Online
Live instructor-led sessions via Zoom or Google Meet. Screen sharing, live audits, shared exercises. Same curriculum and outcomes, you need a reliable connection and a website you can edit remotely.
Hybrid
Attend in-person for the first week if you can, then switch to online once your tools, site access, and daily workflow are established.
All three modes deliver the same curriculum and the same Day 20 assessment. No mode is a reduced version.
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