MKT42360 Advanced SEO & SEM

Academic Year 2023/2024

Since Google’s inception in 1997, search engine optimization (SEO) has grown increasingly nuanced each year. Not only does this course aim to make you an expert at SEO as it is today, it also sets you up to anticipate and adapt to future algorithm tweaks. As well as SEO we will also be focusing on search engine marketing or PPC (pay per click). You’ll learn how to design and optimise a PPC account that will perform and deliver positive returns on major search engines.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

What Will I Learn?

• Upon completion of this course, students will have advanced knowledge of how search engines work, the difference between SEO and PPC and how the two channels can best work together.
• They will choose a client/website to work on and create an AdWords account with a view to driving PPC traffic to that site.
• From an SEO perspective they will benchmark their chosen sites Organic performance and then carry out best practice SEO techniques to improve and boost performance.
• They will also learn about Google Analytics and its importance in measuring on-site actions.
• Over the course of the module the students will complete the Google Ads exams and so will be Google certified
• In the final two weeks the students will present their search strategies to the wider team and touch on insights, discoveries they have made.

Indicative Module Content:

How will I learn?

Student Effort Type	Hours
Lectures	24
Total	24

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Assignment: Google Certification	Coursework (End of Trimester)	n/a	Graded	No	30
Continuous Assessment: Active Class Participation	Throughout the Trimester	n/a	Graded	No	10
Continuous Assessment: SEA/SEO Applied Project	Throughout the Trimester	n/a	Graded	No	60

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Summer	No

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

We will debrief assignments in class or via a debriefing document

When is this module offered?


Spring
Lecture	Offering 1	Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33	Tues 18:00 - 20:50