MCW864 - Search Engine Optimization (SEO) Basics

Outline info
Last revision date 2018-07-20 12:00:29.263
Last review date 2018-07-20 12:00:41.28

Subject Title
Search Engine Optimization (SEO) Basics

Subject Description
Gain the knowledge to understand common language and techniques used by SEO experts in this introductory workshop. Learn the difference between legitimate "white hat" tactics that steadily increase your search rankings, and "black hat" tactics that could get you banned from mega search engines like Google. Before paying for an SEO consultant - familiarize yourself with industry practices and test the fruits of your own labour. 

Credit Status
Participating students receive a certificate of attendance.

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

1.      Understand the evolution of SEO
2.      Use various tools to develop and execute a keyword research plan
3.      Understand and optimize for human and robot visitors
4.      Develop a sound content strategy
5.      Understand links and tags and how they are used
6.      Distinguish between legitimate and illegitimate SEO practices, and how to not be deceived by the “experts”

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.

MCT100 or equivalent experience

Topic Outline
Lesson 1: AdWords – An Overview
·         Who uses GoogleAdwords?
·         How does Paid Search work for you
·         How to develop a targeted AdWords strategy
Lesson 2: The Power of Keywords
·         Keyword tactics of yesterday and how it is used today
·         Developing a keyword research plan
·         Using keyword tools to eliminate guesswork
Lesson 3: Researching Your Target Market
·         Understanding human navigation
·         Understanding how search engines navigate your site and index it
·         Optimizing your site for “findability” and usability
Lesson 4: Content Strategy
·         Defining your target audience
·         Understanding various types of content and how it is best used
·         Tactics for keeping your content fresh
Lesson 5: The Importance of Links and Tags
·         Understanding why and how links play a key role in SEO
·         Understanding various types of content and how it is best used
·         Tactics for keeping your content fresh
·         What are tags and how are they used?
Lesson 6: White Hat vs. Black Hat Tactics
·         An overview of SEO best practices
·         Illegitimate tactics that could get you banned from search engines
·         How to handle SEO “Experts” who promise you the world overnight.
·         Understanding what may need to be outsourced; and what tough questions you should be asking

Mode of Instruction
Classroom instruction and extensive hands-on experience will be provided, with each participant having exclusive use of a computer. Additional modes of instruction will include class discussion, lecture and question and answer period.  

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
There is no formal testing or process to evaluate the students understanding. It is up to the student to evaluate his/her own progress. Participating students will receive a certificate of attendance. 

Approved by: Denis Gravelle