Search Engine Marketing (SEO)

The Search Engine Optimisation module examines the various tactics for enhancing your website’s position and ranking with search engines. The module covers the key concepts and terminology used within the field of SEO and equips marketing professionals with the technical know­how, understanding and insight to build and maintain an effective SEO strategy. You will learn about the range of specialist tools that are available to help common search engines find, view and rate websites. With this in mind, you will learn about on­page optimisation techniques and understand the process of effective keyword research and selection.

You will understand the importance of content updates and will learn about applying appropriate meta tags in order to drive site optimisation. Students will understand the concept of ranking and be able to perform a range of off­page optimisation activities to improve your site ranking and positioning, such as link building. At the end of this module, you will be able to monitor and manage your SEO activity by setting a baseline and regularly measuring activity against expectation. You will also be aware of data protection and privacy issues associated with SEO.

Topics covered in the Search Engine Optimisation Module include:


  1. Key SEO Concepts
  2. Search Results & Position
  3. Benefits of Search Position
  4. Stakeholders in Search
  5. Mechanics of Search
  6. On­Page Optimisation
  7. The SEO Process
  8. Customer Insights
  9. Analysis & Review
  10. Keyword Research & Selection
  11. Content Updates & Layout
  12. Meta Tags
  13. SEO Site Map
  14. SEO Webmaster Tools
  15. Off­Page Optimisation
  16. Inbound Links & Link Building
  17. Ranking
  18. Laws & Guidelines

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