WOA104 - Web Optimization

Outline info
Last revision date 2017-11-21 11:10:31.961
Last review date 2017-11-21 11:10:45.214

Subject Title
Web Optimization

Subject Description
Students learn to improve search engine ranking through SEO best practices with A/B testing, usability surveys and effective writing. Google Analytics and other tools will be used to understand keyword performance and how to make data-driven optimization decisions.

Credit Status
Participating students who attend at least 70% of scheduled classes receive a certificate of attendance. This subject is part of the Web Optimization Recognition of Achievement program.

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

1. Understand key website and search engine optimization concepts.
2. Implement SEO best practices on websites to help improve search engine rankings.
3. Leverage tools to measure SEO performance.
4. Describe the role of design, information architecture, and user-experience in SEO.
5. Execute an A/B test and understand key A/B test concepts for marketing.
6. Set up Google Website Optimizer and measure test results.
7. Use keyword research and analysis for SEO and long-tail opportunities.
8. Write effective blogs, press releases and articles for marketing.

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 http://library.senecacollege.ca 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 student.conduct@senecacollege.ca.

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.


Topic Outline
Search Engine Optimization (SEO) I

•    What is search engine optimization?
•    How businesses today use SEO to reach a wider scope and niche of consumers
•    SEO best practices to improve search engine rankings
•    Using HTML meta tags and best practices to improve SEO
•    Tools for measuring SEO performance

Search Engine Optimization (SEO) II
•    The role of design, information architecture, and user-experience in SEO
•    How to write blogs, press releases, and articles for SEO
•    Keyword research and analysis for long tail opportunities
•    Creating back-links to your website
•    Site-maps and the use of Google web master tools
Google Website Optimizer & A/B testing
•    How to execute A/B tests for optimizing website and marketing performance
•    Setting up Google Website Optimizer for landing page optimization
•    Analyzing A/B test results and ongoing optimization strategies
•    Developing a testing plan and gaining stakeholder support
Other optimization strategies
•    Email marketing optimization and key performance metrics
•    Conversion funnel analysis and optimization
•    Marketing testing and PPC optimization
•    Analyzing for actionable insight and web optimization

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction, and hands on labs. Additional modes of instruction include class discussion, lecture and question and answer period.

Prescribed Texts

Required Supplies
USB Flash Drive

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 (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.

Modes of Evaluation
This subject is part of the Web Optimization Analyst program. Those students choosing to pursue their Web Optimization Analyst Recognition of Achievement are required to complete assessment(s). The passing grade for each course is 70%. All courses are graded as SAT (Satisfactory) for students who achieve 70% or higher or UNSAT (Unsatisfactory) for students who achieve less than 70%.

Approved by: Sharon Estok