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Course Description

The Introduction of Search Engine Marketing class explores cutting edge best practices and concepts in Search Engine Optimization (SEO) and Pay-Per-Click (PPC). An excellent companion course for Advertising in the Digital Age, and Integrated Digital and Brand Marketing, this deeper look at the multibillion-dollar SEO industry reflects on where the industry has been, and where it is headed with the evolution of APIs, accelerating AI technologies, and more.

Learner Outcomes

  • Understand the broad umbrella of Search Engine Marketing (SEM) and how it fits into a comprehensive digital marketing strategy
  • Grasp the fundamentals of Search Engine Optimization (SEO), and Pay Per Click (PPC)
  • Articulate and differentiate between strategies and/or tactics that target SEO and PPC
  • Critically think about AI’s impacts on SEM, SEO, and PPC, and how to adapt strategies to evolving and emerging technologies

Applies Towards the Following Certificates

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