SMD103 - Search Engine Strategies

Outline information
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Last revision date 2017-05-29 00:01:00.802
Last review date 2017-07-17 00:16:10.067

Subject Title
Search Engine Strategies

Subject Description
Search Engine Marketing (SEM), including Search Engine Optimization (SEO) and Pay-Per-Click (PPC) is part of an integrated marketing communications strategy. This subject will look at the purpose of a search engine, how SEO can help organizations improve search engine rankings, PPC tools and techniques.

Credit Status
One credit toward the Social Media Graduate Certificate Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Describe the search engine business model to guide tactical decisions around SEO (Search Engine Optimization) and PPC (Pay-Per-Click).
2. Apply On-Page and Off-Page techniques to develop or increase search visibility and website traffic.
3. Construct a keyword research and analysis methodology for SEO and PPC.
4.  Advocate the use of white hat SEO practices to maintain organizational integrity.
5. Understand how to apply Web Analytics fundamentals to report and measure the success of SEO & SEM strategies.
6. Use online advertising techniques as part of a search engine marketing strategy. 

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.