SEARCH ENGINE OPTIMIZATION

Paper Code:

MBM426

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

This course will enable the students to boost website visibility, drive organic traffic, optimize content, analyze SEO metrics, and deploy effective strategies, preparing them for success in digital marketing and web management.

Course Outcomes:

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MBM426

Search Engine Optimization(Practical

CO833: Assess search engines' major functions, components, and various types of keywords, providing foundational knowledge.

CO834: Examine the overview of keyword planning, meta tags, content optimization, offering a holistic approach to effective search engine optimization techniques.

CO835: Explain On-Page SEO involving strategic keyword usage and site tracking tools to enhance website visibility and performance.

CO836: Apply Off-Page SEO diverse strategies aimed at enhancing website authority and search engine visibility.

CO837: Analyze Local SEO, Mobile SEO, and e-commerce SEO, with focus on optimizing for Google algorithms.

CO838:Contribute effectively in course- specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

Learning activities for the students: Self- learning assignments, presentations, practical exercise

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

12.00

Unit I:

Introduction to SEO:

Introduction: Search engines, Major functions of a search engine, Components, keywords, SERP, keywords, Different types of keywords.

12.00

Unit II:

Overview of SEO:

Overview of SEO: SEO Keyword Planning, Meta Tags and Meta Description, Website Content Optimization, Back Link Strategies, Internal and External Links, Optimizing Site Structure, Keywords in Blog and Articles. Domain Authority and Page Authority.

12.00

Unit III:

On Page SEO:

On Page SEO: Google keyword planner tool, difference between keywords stuffing & KW placement, Domain Name selection, Robots, Keywords, Author, SEO Friendly Content Writing, Sitemap creation, Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool), Alexa

12.00

Unit IV:

Off Page SEO:

Off Page SEO: Backlinks, Difference Between Do-Follow and No-Follow backlinks, Google Page Rank, Increasing Page Rank, Search Engine Submissions, Directory Submissions, Article Writing and submissions, Press Release writing and submissions, Blog Posting and comment writing, Classifieds posting, Forum Posting, Business Listing, Social Bookmarking, Social Networking, RSS Feeds.

12.00

Unit V:

Measuring SEO Effectiveness:

Local SEO, Mobile SEO, e-Commerce SEO, Optimizing with Google Algorithms, Measuring SEO Effectiveness
SEO Reporting: Website Position Analysis, Website Monthly Reports, Rank Monitoring Software.

Essential Readings:

1.SEO 2020 Learn Search Engine Optimization With Smart Internet Marketing Strategies, Adam Clarke
2. The Art of SEO, Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola, O'Reilly Media.

References:

SUGGESTED READINGS:

1.https://jstor-iisu.refread.com/stable/j.ctt7t8z9 2.https://www.youtube.com/embed/iLDyGOotlWk

E-RESOURCES:

1. https://www.youtube.com/embed/BZWS7X7KazU

Academic Year:

2024-2025