SEARCH ENGINE OPTIMIZATION

Paper Code: 
GBDA 301
Credits: 
6
Periods/week: 
6
Max. Marks: 
100.00
Objective: 

The course will enable the students to

  1. Understand basic concepts of search engine optimization.
  2. Manage the page content and ranking.

Course Outcomes (COs).

Learning Outcome (at course level)

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will;

CO147. Identify suitable search keywords for an application.

CO148. Apply optimization techniques on the web application.

CO149. Apply google analytic tools on the web application.

CO150. Apply off page SEO on the web application.

CO151. Develop content marketing strategy using social media and blogs.

Approach in teaching: Interactive       Lectures, Discussion,     Tutorials, Reading    assignments, Demonstration, Learning activities for the  students:               Self learning           assignments, Effective                  questions, Simulation,       Seminar presentation,       Giving tasks.

Class test, Semester end      examinations, Quiz,             Solving problems                 in tutorials, Assignments, Presentation, Individual and group projects .

 

18.00
Unit I: 
Basics of search engines, Major functions of a search engine, Components, keywords, SERP, keywords, Different types of keywords.
18.00
Unit II: 
SEO basics, SEO Keyword Planning, Meta Tags and Meta Description, Website Content Optimization, Back Link Strategies, Internal and External Links, Optimizing Site Structure, Keywords in Blog and Articles. Domain Authority and Page Authority
 

 

18.00
Unit III: 
On Page SEO: Google keyword planner tool, difference between keywords stuffing & KW placement, Domain Name selection, Robots, Keywords, Author, SEO Friendly Content Writing, Sitemap creation, Site Tracking Tools (Google Webmaster Tool, Google Analytics Tool), Alexa
 

 

18.00
Unit IV: 
Off Page SEO: Backlinks, Difference Between Do-Follow and No-Follow backlinks, Google Page Rank, Increasing Page Rank, Search Engine Submissions, Directory Submissions, Article Writing and submissions, Press Release writing and submissions, Blog Posting and comment writing, Classifieds posting, Forum Posting, Business Listing, Social Bookmarking, Social Networking, RSS Feeds.

 

18.00
Unit V: 
Local SEO, Mobile SEO, eCommerce SEO, Optimizing with Google Algorithms, Measuring SEO Effectiveness
SEO Reporting:  Website Position Analysis, Website Monthly Reports, Rank Monitoring Software.
Content Marketing: Introduction, Benefits of content marketing, Content marketing strategy and responsibilities, Create content, optimize the content for SEO, Manage social media, Create unique and sharable content, Tutorial and events based content.
Content spinning, Grammar checking tool
Blog, article and content in image submission, key words based  content
ESSENTIAL READINGS: 
  1. Peter Kent (2012). Search Engine Optimization For Dummies, John Wiley & Sons.

 

REFERENCES: 
  1.  Jennifer Grappone(2011), Search Engine Optimization (SEO): An Hour a Day, John Wiley & Sons.

 

E RESOURCES:

• https://www.academia.edu/
• https://www.slideshare.net/

JOURNALS

 

Academic Year: 
2023-24
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