BUSA 3950 Search Engine Optimization/Search Engine Marketing

How do you find what you're 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.

Registration Name

Search Engine Optimization

Lecture Hours

Lab Hours

Credits

Prerequisite

none

Offered

Online: Fall and Spring

Student Learning Outcomes

At the successful completion of this course, students will be able to:

Describe user experiences on marketing websites using technical terminology from the field of digital marketing
Evaluate the causes of poor conversion on marketing websites by conducting root-cause analysis
Detail traffic and visibility patterns on marketing websites by creating on-page audits to problems
Characterize user experiences from the perspective of various consumers to guide marketing strategies
Identify opportunities to improve conversion rates on specific marketing sites by taking on the perspective of users
Improve conversion rates using a combination of on-page and off-page optimization strategies
Identify opportunities to improve SEO strategy by analyzing brand performance over time
Formulate hypotheses for search engine strategy to improve site performance through A/B testing
Determine the most appropriate key performance indicators (KPI) to assess the efficacy of search engine optimization and search engine strategy
Create strategic plans to improve conversion on marketing websites by building thirty, sixty, and ninety-day roadmaps