CURV 820 - Search Engine Optimization
Course Description
Search is constantly evolving. As search engines become more sophisticated and AI-powered search experiences reshape how people discover information, organizations need SEO professionals who can think strategically—not just optimize keywords.
In Search Engine Optimization (SEO) Strategy, you will demonstrate your ability to conduct a comprehensive SEO website audit, including SERP and competitive analysis, to diagnose performance and make strategic recommendations that improve the website’s visibility and business-aligned KPIs within evolving search engine ecosystems.
What to Expect
Once you register, you’ll gain access to resources and exercises to help you refresh your skills in Search Engine Optimization strategy. Next, you’ll complete an assessment to showcase your ability to conduct an SEO audit by aligning analysis and recommendations to goals and KPIs for an assigned scenario. An expert will review your work and provide personalized feedback. If you meet our standard for expertise, you’ll earn a Toronto Metropolitan University Curv microcredential from The Chang School that validates your ability to:
- Conduct a structured technical audit and prioritize high-impact issues
- Analyze SERPs and performance data to identify strategic opportunities
- Map high-value keywords to intent and diagnose content gaps
- Evaluate AI-search readiness and recommend machine-readable enhancements
- Synthesize findings into a prioritized, KPI-aligned strategic roadmap
Meet the Industry Expert
Meet Aisling! Aisling McCabe is an expert in the digital marketing industry and currently leads the North American team for Tug Agency, a global advertising agency. Aisling is the General Manager, overseeing both the Toronto and New York offices with departments in Paid Media, SEO, Data Science and Strategy. She began her digital marketing career in paid media and has expertise across paid search, paid social, and programmatic buying. Her experience spans across many verticals, with a particular focus on education, B2B, and eCommerce advertising.
Who Should Take This Program?
Whether you’re launching your marketing career or ready to take the next step, this microcredential validates the strategic skills employers are looking for.
It’s designed for:
- Aspiring marketing professionals who want to break into the industry with proof they can develop effective digital marketing strategies—not just use marketing tools.
- Early-career marketers looking to advance from coordinator-level roles into strategist positions by demonstrating their ability to analyze, plan, and align marketing initiatives with business goals.
Candidates may be self-taught or have educational backgrounds in Business, Marketing, Communications, Media, Computer Science, Humanities, or related fields.
Today’s employers need more than technical proficiency across search, social, display, and other digital channels. They need professionals who can connect those channels into cohesive, results-driven strategies that support organizational objectives and client needs.
This microcredential demonstrates your ability to think strategically, navigate today’s complex digital marketing landscape, and make informed decisions that drive measurable impact—giving employers greater confidence in your readiness for strategic marketing roles.
Frequently Asked Questions
What are the requirements for this microcredential?
You should have foundational knowledge and skills before enrolling. If you can answer ‘yes’ to all of the following statements, then you may be ready to enrol:
- Basic computer literacy (hardware, software, Internet, etc.)
- Awareness of basic digital marketing principles
- Knowledge of writing content for websites and LLMs, including the importance of keywords
- General knowledge of how Google crawls and ranks websites
- Ability to navigate Content Management Systems (CMS) like WordPress and an understanding of how basic website structures function
- Foundational understanding of the roles of URLs, browsers, basic HTML tags, SEO, and Generative Engine Optimization (GEO)
- Ability to interpret simple data sets and trends using tools like Google Analytics to inform decision-making
- Understanding of the distinct roles of Technical SEO, On-Page SEO, Off-Page (authority), and User Experience (UX) in a holistic digital strategy
- Familiarity with the concepts of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) as the primary benchmarks for modern content evaluation
- Understanding of how traditional organic ranking factors differ from AI-driven Generative Engine Optimization and AI Overviews
- Foundational knowledge of aligning SERP features (Rich Snippets, People Also Ask) with user intents—Informational, Navigational, and Transactional
- Ability to translate raw data (impressions, clicks, conversions) into business-ready ROI strategies based on a client brief
What do I need to do for the assessment?
You will be assigned a randomized scenario where you take on the role of an SEO strategist working with a fictional client who is experiencing challenges with visibility and search. Using the information provided to you, you will analyze the client’s current situation, identify key issues across content, technical SEO, and emerging AI search readiness, and develop strategic recommendations. Your work will focus on interpreting the given evidence, completing structured analysis tasks, and presenting your insights and prioritized solutions in a clear, business-focused format.
What are the technological requirements for the assessment?
You will need a:
- Stable Internet connection (no minimum connection speed required)
- Computer with an Internet browser (e.g., Edge, Safari, Chrome, Firefox, etc.). Note: Chrome Internet browser is recommended for optimal experience
- Mobile phone* capable of receiving an SMS text message
*Why do I need a mobile phone? To log in to the my.torontomu.ca portal and access the microcredential environment (D2L Brightspace), you will need a mobile device for two-factor authentication.
How much time do I have to complete the assessment after enrolling?
Your microcredential will last two weeks. In the first week, you will have access to the microcredential environment (D2L Brightspace) to explore the supporting materials and practice activities that prepare you for the assessment. The supporting materials are self-paced and can be completed in approximately two to seven hours, depending on your prior knowledge and experience.
In the second week, you will gain access to the assessment, scenario, and required materials. Once the assessment page becomes available, you will be able to complete the assessment at any point within that second week. It is recommended that you follow the suggested time limit for the evaluation (for example, three hours) outlined in the Assessment Information section of the microcredential.
What are my support options?
Upon enrolling, you will have access to refresher resources and exercises. Your expert assessor will be available through the D2L Support Forum for any questions prior to the assessment. If you have any questions or experience any technical issues, you may contact Toronto Metropolitan University’s Computing and Communications Services (CCS) by email or phone.
What happens once I complete the assessment?
A week after you complete the assessment, you will receive your results from an expert assessor.
If you are able to meet the criteria and pass the assessment, you will receive a shareable Curv microcredential digital credential from The Chang School at Toronto Metropolitan University. This credential can be shared on your LinkedIn profile, personal website, or anywhere you want to display your achievements.
If you are not able to meet the criteria and do not pass the assessment, you can re-enrol and try again when the next offering of this microcredential is available. Be sure to review your feedback and ensure that you have filled any gaps in knowledge or skill before registering for a future offering of this microcredential.