SEO and SEM: Positioning Strategies in Google

Juan González opens the course with a brief introduction about himself, how he discovered SEO, and why he decided to turn it into a professional career. He also tells you about the influences that have guided him throughout his career and motivate him to constantly improve his work.

Start by analyzing Google's role and influence in online business and discover why it's not just a simple search engine, but rather a central ecosystem in the digital environment. See why not all results pages are the same and what kind of content you need to show up on each one.

Find out what makes SEO such a complex but useful discipline and break down the different components to get a better understanding. Learn about the individual pieces, the basic theory behind them, and how to apply each one. Juan then teaches you about the specific features of YouTube, the second most-used search engine, and its algorithm.

Next, focus on the paid options available on Google and see how they work and when to use each one. Juan shows you the secrets to Google Ads and how to use search campaigns as well as display, video, and shopping campaigns.

Now it's time to put everything you've learned into practice by creating a step-by-step digital marketing plan using SEO and SEM. Do some research on keywords and your competition. Once you've analyzed the market, set your objectives, select the channels, and define your budget. To wrap up the course, Juan gives you some tips on how to implement, measure, and optimize your strategy to achieve the best results.