Course Content

search engine ranking course content

Course Description

Search Engine Ranking course content: This course covers the fundamental techniques companies use to “get found” on the Internet and build a credible online brand presence through content marketing, social media, and search engine optimization (SEO). Through a mixture of lectures, case studies, and projects students will learn core concepts relating to online brand management, social media marketing, and content development. Students will gain an understanding of the role of content and social media in SEO and learn about leveraging current Internet marketing channels including social networks, blogger outreach, content networks, and more. See below for specific unit descriptions and topics covered within each unit.

Research and Planning
  • What is keyword research
  • Introduction to keyword ranking
  • Keyword research tips
  • Using the Google keyword tool and keyword generator
  • Search engine ranking factors, including top Google ranking factors
On Page Optimizations
  • Keyword density
  • Technical SEO
  • What is mobile SEO, including Google mobile SEO
  • Mobile SEO best practices and strategy
  • Overall SEO on page optimization
Off Page Optimizations
  • Off page SEO
  • Off page ranking factors
  • Local SEO ranking factors and strategies
  • Special focus on Utah SEO and Salt Lake City SEO markets
Analytics and Tracking
  • How does Google Analytics work?
  • What is Google Analytics used for?
  • Google Analytics how to and events
  • Use of UTM variables
Social Media
  • General Social Media SEO strategies
  • Special focus on Facebook Edgerank
  • Discussion of Twitter, Snapchat, and Instagram tools

University of Utah David Eccles School of Business

About Professor Tony Passey

About the Utah SEO Class