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This course provides students with a look at how to create relevant and appealing content to increase SEO rankings, drive more traffic, and increase conversions. Participants will learn best practices for identifying and designing processes for content optimization.  Gain insight on how to identify content that needs to be optimized, and why.  Understand how to utilize consumer behavior and SEO copywriting to guide content development and how to use persona mapping to ensure your content is relevant.  Students will get practical experience exploring various media channels such as podcasts, apps, youtube, etc. 

Learning Objectives:

  • Understand how to create high-quality, relevant content for varying audiences
  • Learn how to perform keyword research, competitor analysis, and audience research to identify content gaps and opportunities and drive content planning/creation
  • Know how to utilize keyword rankings to update a website, content, linking/link building, and other factors to improve position for target keywords
  • Develop, implement, and provide detailed analytics and reporting of SEO and content efforts

Course Number: BUSA-40955
Credit: 3.00 unit(s)