MKT 3295 - SEO and SEM
credits: 3.0
Crosslisted/Same As: DMC 3295
How do you find what you are looking for on the internet? Chances are you turn to google or another search engine. Companies use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to make sure you see them first every time you turn to a search engine. By the end of this course, you will learn how to optimize a website so that it shows up first on a search, and how to build search ads that will drive customers to your website. This online class has optional live sessions.
Course Topics:
SEO and PageRank: Page rank is vital in driving top of funnel growth. Students will learn how to use techniques such as landing pages, SEO-friendly copy, and link farming to boost page rank.
Paid Search: Paid search is often among the most effective advertising channels. Students will become familiar with Google AdWords, learn how to craft effective paid search ads, and learn how to select the correct keywords on which to advertise. Students will also learn how to use the SEMRush tool. Objectives: This course is intended to provide students with the skills they need to build and launch successful SEO and SEM campaigns through the following list of skills, and behaviors to be developed during the course. These are key behaviors that a successful student will be able to put on their resumé to stand out from the crowd: A) Detect problems with marketing websites that negatively influence conversion; B) Design user experiences to improve conversion using best practices for search engine optimization and search engine marketing; C) Create a joint SEO and SEM campaign for a business, strategizing how to increase traffic using industry best practices. Method of Evaluation: Onboarding Assignments 50 5%, Assignments 200: (4 x 50) 20%, Discussions 100: (2 x 50) 10%, Quizzes 50 5%, Certification Exams 100: (2 x 100) 20%, Midterm Project 150 15%, Final Project 250 25%.
Prerequisite(s): MKT 2250
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