SEM AND SEO MANAGEMENT (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. LO-1 : explain the concept of SEO and SEM work as part of digital branding strategies for public relations activities.
2. LO-2 : apply SEO and SEM management to build digital branding strategies for public relations activities.
3. LO-3 : evaluate the effectiveness of SEO and SEM management to support digital branding strategies for public relations activities.

Topics :

1. How Search Engines Work
2. User Journey and Persona
3. Keyword Strategy 1
4. Keyword Strategy 2
5. Competitive Positioning
6. SEO Web Design 1
7. SEO Web Design 2
8. Creating Content 1
9. Creating Content 2
10. Linking Strategies
11. Optimizing SEO
12. SEM – Pay Per Click
13. Analyzing Results