Search Marketing

In this course, students learn all aspects of search, including organic, pay-per-click search, paid/sponsored listings, contextual listings, and paid inclusion, as well as optimization of site content through keywords, algorithms, and meta tags. Building on this foundation of planning and managing search, they learn the metrics of click-throughs, how to measure the effectiveness of search with A/B tests of listings, site content, site design, and targeted, measurable landing pages.