Search Engine Marketing

The Search Engine Marketing course will teach students about the web structures that affect search engine ranking and the basics of search engine optimization. The course covers the basic concepts of On Page and Off Page optimization techniques, synthesizing online community engagement strategies, the fundamentals of web analytics, keyword and content optimization,  and setting up a SEM-PPC advertising campaign.

Students apply these tools, techniques, strategies and best practices to drive more traffic to their websites, improve awareness of optimize their web presence for search engines, and increase sales revenue understand how search engine strategy integrates with other digital marketing practices. Through practical hands-on activities, students apply SEO techniques and view examples of search optimization in practice on the web. Students will additionally develop effective communication skills for use within the industry and with third party vendors concerning the use and impact of search engine optimization on marketing strategy.