Search Engine Optimization (SEO) and Marketing
CSE-41157
In our current information age, Search Engine Optimization (SEO) is a method of marketing used by companies world-wide and is one of the most successful and cost-effective ways of obtaining business through a website property. Visibility in search engines can lead to better brand awareness and increased sales. Learn how to optimize your website for better positioning through search engines including Google, Yahoo, and Bing. This course covers the basics of how a website is structured, how search engines work, what they are looking for, choosing competitive keywords, writing content for your website, code optimization, link building, social media and some advanced optimization techniques. Students will learn how to effectively optimize a website, rewrite HTML code, choose competitive keywords, create copy and utilize images and other media, as well as build a successful linking plan for higher rankings in search engines.
Topics include:
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Website Architecture
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Keyword Research
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Code Optimization
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Content Generation
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Backlink Building
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Local SEO
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Black Hat vs White Hat Tactics
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International SEO
Practical Experience:
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Basic and advanced methods of search engine optimization (SEO) techniques to improve website visibility.
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Learn how to optimize websites for better traffic performance on search engine rankings
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Insight into successful digital marketing strategies
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Tools and techniques for website marketing and SEO project management
Software:
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Various online tools both free and paid will be reviewed in class.
For more information or questions, please contact bizmanagement@ucsd.edu.
Course Information
Course sessions
Section ID:
Class type:
This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
Textbooks:
No textbook required.
Policies:
- No refunds after: 7/1/2025
Schedule:
Instructor:
Alan Bush, B.A.,
Director of Strategy at Ignite Visibility
Alan Bush is certified in advanced search engine marketing strategies by Search Engine World. He is an internet marketing strategist working on SEO with the latest optimization, content distribution, influencer outreach as well as search engine marketing techniques and strategies in conjunction with web analytics and social media marketing. Bush is also a public speaker, panelist, co-creator and co-host of two premiere internet marketing podcasts that have received international attention. Since 2014, he has been an Extension instructor of SEO and marketing, providing hands on teaching of basic and advanced methods of SEO, including proper website architecture, code optimization, link earning techniques, content marketing strategies, as well as social media, local SEO and white hat versus black hat tactics. He also teaches web analytics classes, giving an overview of various web analytics platforms designed to monitor website traffic and performance using tools such as Google Analytics, Google Search Console, SEMRush, SpyFu, Ahrefs, Google AdWords, social media analytics and various free and paid tools for keyword search, website traffic monitoring, link analysis and overall website performance.
Bush is currently the VP of strategy at Ignite Visibility where he is responsible for the strategic direction and oversight of SEO marketing campaigns, working with senior management, project management teams, social media, PPC, digital PR specialists and creative content departments.
