Search Engine Marketing (SEM)

Course details

This course provides in-depth knowledge about Search Engine Marketing (SEM), covering the mechanics of search engines, SEO (Search Engine Optimization), and paid search advertising. Students will learn how to increase website visibility, drive traffic, and achieve business objectives through effective SEM strategies.

Start Date
TBD
Target Audience
Undergraduate students venturing into the world of blockchain, with or without a prior technical background.
Duration
14-15 weeks (28 Classes)
Learning Objectives
  • Gain a comprehensive understanding of how search engines work.
  • Master the techniques of SEO to optimize website visibility.
  • Learn to create, manage, and optimize paid search campaigns.
  • Understand analytics and measurement techniques for tracking SEM effectiveness.
Learning path
  • Unit 1: Introduction to SEM & Search Engines (4)
  • Unit 2: SEO-On-Page Optimization (6)
  • Unit 3: SEO-Off-Page Optimization (4)
  • Unit 4: Paid Search Advertising (5)
  • Unit 5: Campaign Management & Analytics (5)
  • Unit 6: Emerging Trends and Best Practices (4)

Topics covered

  • Evolution of Search Engines and SEM.
  • Understanding Search Engine Algorithms.
  • Organic vs. Paid Search Results.
  • Key Components of SEM.

  • Keyword Research and Selection.
  • Optimizing Website Structure and URL.
  • Content Optimization: Relevance, Readability, Keywords.
  • Meta Tags, Descriptions, and Rich Snippets.
  • Mobile Optimization and Speed.
  • Internal Linking and User Navigation.

  • Link Building Strategies.
  • Social Signals and their Impact on SEO.
  • Local SEO and Online Business Directories.
  • Avoiding Black Hat SEO Tactics.

  • Overview of Google Ads and Bing Ads.
  • Campaign Structure: Ad Groups, Keywords, Ads.
  • Writing Effective Ad Copy and Choosing Landing Pages.
  • Bidding Strategies and Budget Management.
  • Ad Extensions.

  • Setting Up SEM Campaigns.
  • Key Performance Indicators (KPIs) for SEM.
  • Using Analytics Tools for Performance Tracking.
  • A/B Testing in SEM Campaigns.
  • Analyzing and Adjusting Campaigns for Optimization.

  • Integration of SEM with Other Digital Marketing Strategies.
  • Voice Search and its Impact on SEM.
  • Utilizing AI and Machine Learning in SEM.
  • Future of SEM and Search Technologies.

Grading:

  • Class Participation: 10%
  • Individual and Group Assignments: 40%
  • Practical Campaign Projects: 20%
  • Final Examination: 30%

Prerequisites:

  • Introduction to Digital Marketing.

Reading Material:

  • Key SEM textbooks and online resources.
  • Case Studies on Successful SEM Strategies
  • Current articles and papers on SEM trends and Google algorithm updates.

Assignments:

  • Creating and optimizing mock SEO strategies for websites.
  • Planning and simulating Google Ads campaigns.
  • Regular quizzes and practical workshops on SEM tools and techniques.

Faculty: A renowned academic with a blend of theoretical and practical experience in blockchain technology.

Teaching Instructors: TBD