IPLUSO 21876

Search Engine Optimization

• ApresentaçãoPresentation

  The SEO - Search Engine Optimization curricular unit is part of the CTeSP in Digital Marketing and aims to equip students with practical and strategic competencies in search engine optimisation. In a context of growing organisational digitalisation, mastering SEO is a key skill for any marketing professional, enabling brands and businesses to increase organic visibility, attract qualified traffic and improve digital performance in a sustainable way. This unit articulates with other modules in the study cycle related to digital marketing, communication and content management, serving as an essential technical and strategic complement to the course's exit profile.
• ProgramaProgramme

  SEO Fundamentals - How search engines work; terminology and SERP analysis; SEO premises and myths Strategy and Planning - Objective setting; information architecture; keyword research and analysis; competitor analysis; tools: Google Keyword Planner, Semrush, Ubersuggest On-Page SEO - Meta tags and content structure; content quality and E-E-A-T methodology; URL structure and headings Technical SEO - Robots.txt; sitemaps; redirects; schemas and performance Off-Page SEO - Link building and online authority; directories, social media and other off-page strategies Metrics and Analysis - Google Search Console; SEO reports; data-driven continuous optimisation AI applied to SEO - Generative AI tools (ChatGPT, Gemini and others); optimised content generation; impact of Search Generative Experience
• ObjectivosObjectives

  By the end of the curricular unit, students should be able to: Understand how search engines work and the main ranking factors; Define strategic SEO objectives and conduct keyword research and analysis; Apply On-Page SEO techniques, including optimisation of meta tags, URL, headings and content; Identify and implement technical SEO best practices (robots.txt, sitemaps, redirects); Develop Off-Page SEO strategies, namely link building and digital reputation management; Use professional SEO tools such as Google Search Console, Semrush and Google Keyword Planner; Analyse performance metrics and produce SEO reports oriented towards continuous improvement; Integrate Artificial Intelligence tools into the content optimisation and SEO strategy process.
• BibliografiaBibliography

  [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)] [Preencher APELIDO], [Preencher Primeiros Nomes] - [Preencher Título]. [Preencher Edição. Local de publicação :Editor, Ano de publicação. Descrição física. Série. ISBN)  
• MetodologiaMethodology

  The curricular unit draws on active, professionally-oriented methodologies. Sessions combine theoretical exposition with real case analysis, live demonstrations of professional tools (Google Search Console, Semrush, Rank Math) and practical individual and group activities. A session with a guest professional from the field (a specialist in AI applied to SEO) is a highlight, bringing students closer to market reality. The use of generative AI tools is integrated as part of the learning process, preparing students for current industry workflows. The final group project simulates a real SEO consultancy context, promoting critical thinking, autonomy and collaborative work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  6
• NaturezaNature

  Mandatory
• EstágioInternship

  Não