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

Quarter: Summer
Course Format: Online (System Requirements)
Duration: 5 weeks
Date(s): Jun 22—Jul 24
Drop Deadline: Jun 25
Unit: 1
Tuition: $485
Instructor(s): Jason McDonald
Limit: 80
Status: Closed
Please Note: The full tuition refund deadline for this course is June 25 at 5:00 pm (PT); 50% tuition refund deadline is June 30 at 5:00 pm (PT)
Summer
Date(s)
Jun 22—Jul 24
5 weeks
Drop By
Jun 25
1 Unit
Fees
$485
Instructor(s):
Jason McDonald
Limit
80
Closed
Please Note: The full tuition refund deadline for this course is June 25 at 5:00 pm (PT); 50% tuition refund deadline is June 30 at 5:00 pm (PT)
It’s common knowledge that customers often go first to search engines like Google, Bing, and Yahoo to 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 search engine optimization (SEO), 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 will learn the differences among White Hat, Black Hat, and Gray Hat tactics. And we will see how reviews on sites like Google and Yelp can assist local businesses in rising to the top of a search. You will leave this course understanding not only 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.



WHAT MAKES OUR ONLINE COURSES UNIQUE:

  • Course sizes are limited.
    You won't have 5,000 classmates. This course's enrollment is capped at 80 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. Click here for more information about our course formats, including FAQs.

Please Note: The required book can only be purchased on Amazon.com

Jason McDonald, Director, JM Internet Group

Jason McDonald is an internet marketing consultant specializing in SEO, social media marketing, and Google Ads (formerly AdWords). He is the author of several books on internet marketing, including Social Media Marketing Workbook, SEO Fitness Workbook, AdWords Workbook, and Social Media Tools. He received a PhD from UC Berkeley.

Textbooks for this course:

(Required) Jason McDonald, SEO Fitness Workbook, 2020 Edition (ISBN 978-1726634977)
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)