SEO Analytics Learning Program
This program covers everything from understanding search engine behaviour to interpreting complex data patterns. You'll work through ranking analysis, traffic attribution, and conversion tracking using industry-standard tools and methodologies.
Program Structure
The curriculum is organised into six modules, each focusing on specific analytical competencies required for effective SEO measurement and optimisation.
Search Engine Fundamentals
How crawlers process content and how ranking algorithms evaluate relevance signals.
- Indexing mechanics and crawl budget allocation
- Query interpretation and semantic matching
- Algorithm updates and their analytical impact
- Technical factors affecting visibility
Keyword Research Methods
Data-driven approaches to identifying search opportunities and competitive gaps.
- Volume estimation and trend analysis
- Intent classification frameworks
- Competitive keyword mapping
- Long-tail opportunity identification
Traffic Analysis Techniques
Interpreting organic traffic patterns and attributing performance to specific optimisation efforts.
- Segmentation by device, location, and query type
- Landing page performance evaluation
- Session quality metrics and bounce patterns
- Year-over-year growth tracking
Ranking Monitoring Systems
Setting up reliable tracking for position changes across different search contexts.
- SERP feature tracking and visibility share
- Local vs. national ranking variations
- Competitor movement analysis
- Volatility detection and alert systems
Conversion Tracking
Connecting organic traffic to measurable business outcomes and revenue attribution.
- Goal configuration in analytics platforms
- Multi-touch attribution models
- Assisted conversion analysis
- Revenue per session calculations
Reporting and Insights
Presenting analytical findings in formats that inform strategic decisions.
- Dashboard design for different audiences
- Automated reporting workflows
- Identifying actionable patterns in data
- Forecasting and projection methods
Program Details
Duration and Format
The program runs for twelve weeks with live sessions every Tuesday and Thursday evening. Each session lasts ninety minutes and includes practical exercises using real datasets.
Tools and Platforms
You'll work with Google Analytics, Search Console, SEMrush, Ahrefs, and Screaming Frog. We provide access to premium tools during the program so you can learn without subscription costs.
Practical Assignments
Weekly tasks involve analysing actual websites, diagnosing ranking issues, and creating reports. You'll build a portfolio demonstrating your ability to extract insights from messy data.
Prerequisite knowledge: Basic familiarity with websites and spreadsheets is sufficient. We don't assume prior SEO experience but you should be comfortable working with numerical data.
What You'll Achieve
- Set up comprehensive tracking for organic search performance across multiple dimensions
- Diagnose ranking fluctuations by correlating algorithm updates with traffic changes
- Build keyword research frameworks that prioritise opportunities based on difficulty and value
- Create automated dashboards that surface critical performance indicators
- Attribute conversions to specific organic channels using proper attribution models
- Evaluate technical SEO factors affecting crawling, indexing, and ranking
- Present analytical findings to stakeholders with clear recommendations
- Forecast organic traffic potential using historical data and trend analysis
Real outcome: Participants typically gain the analytical skills needed for junior SEO analyst roles or to manage organic search performance within broader marketing positions.