3.00 Credits
Search engine optimization (SEO) is a complex and ever-evolving field that plays an important role in any organization to be discovered on the internet, improve brand awareness, increase website traffic and conversion rates, and improve ROI on digital marketing campaigns. This course is designed for marketing majors, students interested in a career in digital marketing, and those seeking to create an effective web presence for an organization. This course provides students with a comprehensive understanding of search engine optimization and marketing. Students will learn various aspects of SEO, including keyword research, on-page optimization, off-page optimization, and technical SEO. They will also learn various types of search engine marketing (SEM), such as pay-per-click (PPC) advertising, display advertising, and integration with social media marketing (SMO). Students will gain hands-on experience with SEO and SEM tools and techniques and create a comprehensive SEO/SEM strategy for a real-world company to apply the knowledge and skills learned in the class. **COURSE LEARNING OUTCOMES (CLOs)** At the successful conclusion of this course students will: 1. Define and apply the key components of search engines and their algorithms. 2. Demonstrate the ability to discover search engine optimization practice skills and mechanisms to evaluate, adapt, and measure the search engine result pages (SERP). 3. Conduct keyword research and design effective search keywords, phrases, tags, and landing pages to optimize the online presence and searchable results of websites based on target audiences. 4. Design and Implement on-page SEO best practices to enhance website structure, content, and user experience. 5. Apply web analytics and SEO tools to evaluate the SEO strategy. 6. Develop and present a comprehensive marketing program for an organization that integrates content marketing strategies with SEO, SEM, and Social Media Optimization (SMO) to create engaging and search-friendly content to amplify content reach and improve brand visibility and conversions. Prerequisites: MKTG 3010 and MKTG 3500 (Grade C- or higher). SP