Nov 28, 2022  
Catalog 2013-2014 
Catalog 2013-2014 [ARCHIVED CATALOG]

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CIS 2180 - Search Engine Marketing & Optimization

Credits: 3
This course introduces students to the technologies, techniques, and strategies required to achieve high rankings on search engines. Students will learn how to select the best search engine marketing method and create an effective search engine marketing campaign to achieve promotional goals. The main search engines such as Google, Yahoo, and Bing will be addressed. Search engine optimization provides a means to maximize web site traffic by optimizing the visitor experience at the web site. Students will learn organic search engine optimization practices and pay-per-click approaches as well as the ability to compare and contrast these strategies. Through case studies and practical application, students will learn to define, track, evaluate, and optimize web sites to improve visitor conversion goals. Students will be introduced to topics such as information architecture and navigation, content structure, internal page and link strategy, and the optimization of internal web site search engines.


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