XCPD-738 - Search Marketing

Course Description

Paid advertising campaigns are often the first area considered for marketing. Search engines powerfully shape the way that an audience receives an organization's message. As more than ninety percent of internet users find information and products through search engines, participants in Search Engine Optimization (SEO) will learn how to improve web site rankings and increase web traffic, often at little or no cost.

Participants will explore opportunities to use search engine marketing (SEM), analyze search engine results, and improve website content to increase traffic to a targeted website.

Course topics will include:

• Surveying the field
• Analyzing website traffic
• Optimizing website content and structure
• Monitoring search engine ranking
• Indexing by search engines
• Analyzing and maximizing ranking results
• Improving link structure

Course Objectives

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

• Describe the fundamentals of analyzing website traffic, optimizing website content and structure, monitoring search engine ranking, indexing by search engines, analyzing and maximizing ranking results, improving link structure.
• Improve web site rankings and increase web traffic at little or no cost by apply search engine marketing (SEM).
• Analyze and present search engine results.
• Improve website content to increase traffic to a targeted website.

Notes