SEO Analytics Program
Learn how search engines rank content and how to measure what actually matters. This program covers tracking systems, interpreting user behavior data, and making informed decisions based on numbers rather than guesswork.
How the program works
Tracking fundamentals
Set up proper tracking systems that capture accurate data. Learn what metrics reveal actual user behavior versus vanity numbers that look impressive but don't help.
Reading search data
Understand how to interpret keyword rankings, click patterns, and search console reports. Find opportunities hidden in the data that competitors miss.
User signal analysis
Decode bounce rates, dwell time, and engagement patterns. Learn what these signals tell you about content quality and user satisfaction.
Applied optimization
Take insights from analytics and turn them into actionable improvements. Test changes systematically and measure real impact on rankings.
What you'll learn in detail
The curriculum moves from setting up tracking infrastructure to interpreting complex data patterns. Each module builds on previous knowledge with practical exercises using real analytics platforms.
Analytics platform setup
Configure Google Analytics 4, Search Console, and third-party SEO tools. Learn proper event tracking, goal configuration, and data filtering to ensure you're collecting clean, useful information.
Keyword performance measurement
Track ranking changes accurately across different search result features. Understand impression share, average position, and CTR patterns to identify content that underperforms relative to its ranking.
Content engagement metrics
Analyze time on page, scroll depth, and interaction rates to assess content quality. Learn which engagement patterns correlate with better rankings and higher conversion.
Technical SEO monitoring
Track crawl efficiency, indexation status, and Core Web Vitals. Set up automated alerts for technical issues that impact rankings before they cause significant traffic loss.
Competitor analysis systems
Build dashboards that track competitor visibility, content gaps, and backlink profiles. Use comparative data to prioritize optimization efforts where you have the best chance of gaining ground.
Reporting and forecasting
Create reports that communicate insights clearly to stakeholders. Learn basic forecasting techniques to predict traffic changes and justify resource allocation for SEO initiatives.
Hendrik van Rensburg
Spent eight years analyzing search data for e-commerce and publishing sites. Focuses on teaching practical interpretation skills rather than tool-specific features that change every quarter.
Lerato Nkosi
Works with international clients to diagnose ranking issues through data analysis. Teaches students how to connect technical problems with their measurable impact on search performance.
Ready to understand your search data?
The program includes access to analytics sandboxes with real data sets and weekly review sessions where you present your findings.