WOA104 - Web Optimization

Outline info
Last revision date 2018-07-20 12:02:26.675
Last review date 2018-07-20 12:03:08.88

Subject Title
Web Optimization

Subject Description
In this course students learn how to optimize their online presence through the implementation of best practices in Search Engine Optimization (SEO), Search Engine Marketing (SEM) as well as being introduced to the art of Content Marketing.  Students will learn methods to improve search engine rankings, website submissions to search engines, how to write effective online content and how to effectively use Google Analytics and other tools to understand keywork performance and 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. Use Google tolls and keyword research and analysis for SEO and long-tail opportunities
7. Create effective online content

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.

WOA100.  Some HTML knowledge would be an asset.

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 Marketing (SEM)
  • Understanding search engine marketing
  • Difference between SEM and SEO
  • Best Practices in SEM
  • Keyword research and analysis
  • Introduction to Pay Per Click (PPC)
Content Marketing
  • What is content marketing?
  • Introducing semantically related words
  • Using term frequency - inverse document frequency (TF-IDF)
  • Optimizing your content to earn a featured snippet
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: Robin Richardson