Integrated Search Engine Marketing Campaigns

Catalog description

This course provides students with the knowledge and skills to develop effective search engine optimization campaigns with particular attention to integrated content marketing strategies. Content marketing includes effective web writing and storytelling. Students explore the various components that go into creating websites resulting in high page rankings, leading to customer engagement and achieving organizational objectives and integration with programmatic and email marketing campaigns. Topics include SEO architecture, key navigation and linking principles and content development and design principles. Dashboards and A-B testing are used to assess ROI and optimize website performance in terms of traffic and conversion. Certifications are available in Google Analytics.