BUS 163 W — Search Engine Optimization: Practical Marketing with Google, Bing, and Yahoo
Course Format: Flex Online (About Formats)
Duration: 5 weeks
Date(s): Sep 21—Oct 23
Drop Deadline: Sep 24
Instructor(s): Jason McDonald
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 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.
This course is the first of a two-course series on internet marketing offered this Fall, along with BUS 166 W: “Social Media Marketing.” While these courses build upon one another, each course can be taken independently as well.
Jason McDonald, Director, JM Internet GroupJason 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)