MKTM806:SEARCH ENGINE OPTIMIZATION

L:3 T:1 P:0 Credits:3

Course Outcomes: Through this course students should be able to

CO1 :: analyze and learn about Search Engine Optimization which increases your website's
visibility

CO2 :: apply and align SEO objectives with business objectives for the company to embrace and
get a buy-in from key stakeholders

CO3 :: compose and get an insight into keyword search and how to use them effectively for
marketing the product
CO4 :: assess and develop metrics to analyze performance of SEO and its effectiveness

Unit I
SEO fundamentals : paid versus organic search, how search engines work, keywords, SERPs,
walkthrough- search engine results pages
Unit II
Aligning SEO and business objectives : types of SEO objectives, setting objectives

Unit III
Keywords and building an SEO content plan : types of keywords, how to conduct keyword
research, walkthrough- keyword research, turning research into content
Unit IV
Optimizing organic search ranking : technical optimization, walkthrough- google search console,
on-page optimization, walkthrough- on-page grader, off-page optimization, walkthrough- ahrefs
backlink checker, SEO action plan
Unit V
Measuring SEO performance : traffic sources, types of SEO metrics, measuring success,
walkthrough- google analytics & search console measurement
Unit VI
Advanced SEO : international SEO hreflang, schema builder, testing tools, landing page optimization,
journey analysis, testing & tontent personalization - optimizely, VMO, adobe target, heatmap analysis
- hotjar or GA events tracking

Text Books:
1. THE ART OF DIGITAL MARKETING: THE DEFINITIVE GUIDE TO CREATING STRATEGIC,
TARGETED AND MEASURABLE ONLINE CAMPAIGNS by IAN DODSON, WILEY
References:
1. FUNDAMENTALS OF DIGITAL MARKETING by PUNEET SINGH BHATIA, PEARSON

Session 2022-23 Page:1/1