DM403
Introduction to SEO and Visibility in LLMs
Faculty
Natalia Witczyk
CEO at Mosquita Digital
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This course provides a comprehensive introduction to Search Engine Optimisation (SEO) as well as to visibility in LLMs. Students will learn the fundamentals of traditional search engines and their modern counterparts, conduct keyword research, develop content strategies, and master on-page and off-page optimisation techniques.
The curriculum covers the use of industry-standard tools for analysis, performance tracking, and the development of effective SEO strategies. By integrating theoretical concepts with practical, case-based learning, participants will gain the skills necessary to improve website visibility and drive organic growth in a strategic way.
A range of case studies from varied industries will be explored to connect theory with practical outcomes and real-world KPIs.
Learning highlights
Understand the basic principles and importance of SEO in digital marketing.
Follow the mechanisms behind major Search Engines and LLMs.
Conduct effective keyword research and competitive analysis.
Master on-page and off-page SEO optimisation techniques.
Utilise SEO tools for analysis and performance tracking.
Develop a basic SEO strategy for improving website visibility.
Understand the general scope of Google algorithm.
Course outline
15 classes
Session 1
Introduction to SEO & How Search Engines Work
Session 2
Introduction to Google algorithm
Session 3
Workshop: design your own Search Engine
Session 4
Keyword Research, Search Intent, & Tools
Session 5
On-Page Optimisation (Meta tags, URL structure, Content)
Session 6
On-Page Optimisation Practical Workshop
Session 7
Off-Page Optimisation (Backlinks, Social Media, Local SEO)
Session 8
Introduction to Search Engines beyond Google. Introduction to LLMs.
Session 9
AI in Google products. AI Overviews, AI Mode and Gemini.
Session 10
Information Retrieval. How Generative AI works. Query fan-out.
Session 11
SEO Tools: Google Search Console
Session 12
SEO Tools: Semrush and Screaming Frog
Session 13
SEO Strategy Case Studies. SEO KPIs
Session 14
SEO Strategy Workshop. SEO KPIs part 2
Session 15
Final assessment
Prerequisites
Familiarity with the fundamentals of digital marketing and competence in written English.
Methodology
Lectures, collaborative group projects, individual work, and case-study presentations.
Grading
Apply for this course
Introduction to SEO and Visibility in LLMs
by Natalia Witczyk
Total hours
45 Hours
Dates
Oct 19 - Nov 06, 2026
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ