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BUS 163 W — Search Engine Optimization: Practical Marketing with Google, Bing, and Yahoo

Quarter: Spring
Course Format: Online course (System Requirements)
Duration: 5 weeks
Date(s): Apr 3—May 5
Drop Deadline: Apr 11
Unit: 1
Tuition: $405
Instructor(s): Jason McDonald
Limit: 40
Apr 3—May 5
5 weeks
Drop By
Apr 11
1 Unit
Jason McDonald

It’s common knowledge that customers often go first to search engines like Google, Bing, and Yahoo to both learn about and identify companies they’re interested in as well as products and services to purchase. Marketers may grasp the value of being at the top of Google or other search engine results, but not understand how to get there.

This online course demystifies SEO or search engine optimization, the art and science of propelling a company, product, service, or even an idea to the top of Google, Bing, and Yahoo search results. It begins with identifying keywords that are relevant to your business. After building a keyword worksheet, we’ll proceed into On Page SEO, the use of HTML page tags, content, and a well-organized website to “talk” to search engines about what you have to offer. Next, we’ll look at Off Page SEO and the use of inbound links, social mentions, and other forms of external authority. We’ll learn the differences between White Hat, Black Hat, and Gray Hat tactics. And, we’ll see how reviews on sites like Google and Yelp can assist local businesses to the top of search. You’ll leave this course not only understanding what gets websites to the top of search engine results, but also how to make a step-by-step plan to get your own website up there as well.


  • Course sizes are limited.
    You won't have 5,000 classmates. This course's enrollment is capped at 40 participants.

  • Frequent interaction with the instructor.
    You aren't expected to work through the material alone. Instructors will answer questions and interact with students on the discussion board and through weekly video meetings.

  • Study with a vibrant peer group.
    Stanford Continuing Studies courses attract thoughtful and engaged students who take courses for the love of learning. Students in each course will exchange ideas with one another through easy-to-use message boards as well as optional weekly real-time video conferences.

  • Direct feedback from the instructor.
    Instructors will review and offer feedback on assignment submissions. Students are not required to turn in assignments, but for those who do, their work is graded by the instructor.

  • Courses offer the flexibility to participate on your own schedule.
    Course work is completed on a weekly basis when you have the time. You can log in and participate in the class whenever it's convenient for you. If you can’t attend the weekly video meetings, the sessions are always recorded for you and your instructor is just an email away.

  • This course is offered through Stanford Continuing Studies.
    To learn more about the program, visit our About Us page. For more information on the online format, please visit the FAQ page.

Jason McDonald, Director, JM Internet Group

Jason McDonald is an Internet marketing consultant specializing in SEO, social media marketing, and Google AdWords. He is the author of several books on Internet marketing, including SEO Fitness Workbook: The Seven Steps to Search Engine Optimization Success on Google. He received a PhD from UC Berkeley.

Textbooks for this course:

(Required) Jason McDonald, Ph.D, SEO Fitness Workbook 2017 (ISBN 1540537692)