This course introduces students to the strategic and technical foundations of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), equipping them with the knowledge and tools to enhance online visibility and drive qualified web traffic. It covers essential frameworks, performance metrics, and industry tools that support the development of effective search strategies. Through a mix of theory and practice, students will explore keyword research, on-page and off-page optimization, link-building, and content alignment with search intent. The course also provides practical experience in planning, executing, and optimizing paid search campaigns on platforms like Google Ads. Emphasis is placed on integrating SEO and SEM within a broader digital marketing strategy to boost user engagement and conversion. Students will apply data-driven insights to optimize search performance and analyze real-world case studies and hands-on projects.
 

Topical coverage includes: keyword strategy, SEO audits, technical SEO, quality score optimization, bid management, campaign tracking, ROI analysis, and evolving trends in search marketing. 

Prerequisite: MKT201 Introduction to Marketing