DIGT06011 2022 Search Engine Marketing Introduction
Full Title
Search Engine Marketing Introduction
Transcript Title
Search Engine Marketing Introd
Code
DIGT06011
Attendance
N/A %
Subject Area
DIGT - Digital
Department
MKTS - Marketing, Tourism & Sport
Level
06 - Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Alan Kelly, Aine Doherty, Aileen Brennan, Rachel Kane
Programme Membership
SG_BDIGI_S06 202200 Certificate in Digital Marketing Practice
Description
This module will equip students with the practical skills required to promote a website using paid and unpaid search engine marketing techniques. Students are taught best practice Search Engine Optimisation (SEO) techniques and will learn how to use Google Ads to drive traffic to a website.
Learning Outcomes
On completion of this module the learner will/should be able to;
1.
Conduct a search engine optimisation audit of a website.
2.
Implement best practice search engine optimisation techniques.
3.
Navigate Google Ads software.
Teaching and Learning Strategies
This module is designed for blended learning. It will be assessed using 100% continuous assessment.
The teaching and learning strategy includes interactive lectures. Moodle is used as a repository.
Module Assessment Strategies
This module is assessed using 100% continuous assessment. Students will complete two continuous assessments:
- SEO Audit 30%
- SEO & Google Ads Plan 70%
Repeat Assessments
Students will have an opportunity to resubmit failed elements of the continuous assessment.
Indicative Syllabus
1. Conduct a search engine optimisation audit of a website
- Understand the importance of SEO for website performance
- Identify the factors influencing Local SEO ranking
- Describe the factors influencing YouTube SEO ranking
- Explain the difference between on page and off page Website SEO
2. Implement best practice search engine optimisation techniques
- Utilise contemporary SEO software
- Identify emerging trends in SEO (Voice, Social)
- Recognise the role of the target audience in SEO
- Implement best practice SEO keyword research
- Appreciate the importance of competitor research in SEO
- Implement best practice search engine optimisation techniques
- Appreciate the importance of creating a measurement plan for SEO
3. Navigate Google Ads software
- Recognise the role of Google Ads in driving traffic to a website
- Understand the Google Ads auction process
- Explain the factors influencing Google Ads performance
Coursework & Assessment Breakdown
Coursework & Continuous Assessment
100 %
Coursework Assessment
| Title | Type | Form | Percent | Week | Learning Outcomes Assessed | |
|---|---|---|---|---|---|---|
| 1 | SEO Audit | Coursework Assessment | Assessment | 30 % | Week 8 | 1 |
| 2 | SEO & Google Ads Plan | Coursework Assessment | Assessment | 70 % | End of Semester | 2,3 |
Online Learning Mode Workload
| Type | Location | Description | Hours | Frequency | Avg Workload |
|---|---|---|---|---|---|
| Online Lecture | Online | Online Lecture | 1.25 | Weekly | 1.25 |
| Independent Learning | Online | Independent Learning | 6 | Weekly | 6.00 |
Total Online Learning Average Weekly Learner Contact Time 1.25 Hours
Module Resources
Non ISBN Literary Resources
Journal Resources
URL Resources
- Moz
- HubSpot
- Google Skillshop
- Ubersuggest
- Screaming Fog SEO
- Google Analytics
- Yoast
- Google Search Console
- SEM Rush
Other Resources
Additional Information