Principles of Search Engine Marketing
Provides an overview of Search Engine Marketing (SEM) and Search Engine Optimization (SEO) including organic, local, and paid results. Course content investigates applications to both B2C and B2B businesses with a focus on technical considerations for achieving high search results and effective return on investment (ROI) for paid listings. Special topics covered include keyword development, landing page optimization, programmatic advertising, implications of AI and Machine Learning, and the future of Search.
At the end of this course, students will be able to:
Explain how search engines work and how web pages and content achieve rank.
Evaluate how search results vary in features and results based on keywords, context, and intent.
Demonstrate proficiency in Google Analytics and understand the difference between session and user based analytics.
Identify keyword opportunities and execute on keyword research tactics.
Create Paid Search campaigns and achieve optimal ad rank.
Create website content and/or landing pages that are optimized for Search Engines.
Explain the intersection of Search Engine Marketing, Display Advertising, Retargeting, and Remarketing.
Examine tactics and techniques to improve the performance of paid search campaigns.
Examine topics or considerations that affect the performance or measurability of SEM performance.
Analyze trends in Search Engine usage and experience and evaluate how Artificial Intelligence, Machine Learning, and Programmatic Advertising will continue to influence how consumers find information.