Search Engine Marketing: An Overview of Paid Search Advertising, Search Engine Optimization and Web Analytics Session #3

Part of the Digital and Social Media Certificate Program offered by Fordham School of Professional and Continuing Studies at Fordham Westchester.

Ever since the Web was launched close to 20 years ago, business owners, online marketers, content managers, professional service providers, website developers, web masters and entrepreneurs have needed to focus attention and resources on improving their position in search engine response results and on driving traffic to their websites. Google and the other search engines are continually refining the algorithms they use to assign rankings. This course will provide an overview of the key techniques used to optimize the content on a website and landing page, including keyword research and analysis, meta tagging, link building, and blogging. Students will learn how to integrate paid search Adwords advertising, on-site optimization and social media marketing to form the core of a successful online marketing effort. In addition, students will develop an understanding of how to use Google Analytics data to improve their online conversion rates.