Search Engine Optimisation

Paper Code: 
MRM 426
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objective

• To acquaint student about the core search engine optimisation techniques for any website, including keyword research, writing optimised content, getting web pages indexed by search engines and tracking the outcomes.

                                       Course Outcomes (COs):           

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Describe the main search engine optimisation techniques for business websites
  2. Discuss the process of effective SEO, including keyword research
  3. Write optimised content, getting web pages indexed by search engines and tracking the outcomes
  4. Gain access to new online tools and resources to help implement successful SEO campaigns
  5. Learn ‘link popularity’ and understand why it is an important part of the optimisation process

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

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

 

  

 

18.00
Unit I: 
basics of search engines,

Basics of search engines, Major functions of a search engine, Components, keywords, SERP, keywords, Different types of keywords.

18.00
Unit II: 
SEO basics

SEO basics, 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

18.00
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

18.00
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.

18.00
Unit V: 
Local SEO

Local SEO, Mobile SEO, eCommerce SEO, Optimizing with Google Algorithms, Measuring SEO Effectiveness
SEO Reporting: Website Position Analysis, Website Monthly Reports, Rank Monitoring Software.
Content Marketing: Introduction, Benefits of content marketing, Content marketing strategy and responsibilities, Create content, optimize the content for SEO, Manage social media, Create unique and sharable content, Tutorial and events based content.
Content spinning, Grammar checking tool
Blog, article and content in image submission, key words based content

Essential Readings: 

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

Academic Year: 
2020-2021
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