Course description

As search engine marketing plays a larger role in business communications than ever before, marketers and developers increasingly need to understand how to optimize websites to be found on search engines, mobile devices, and voice assistants. In this hands-on course, we explore both the theory and practice of search marketing. Students learn about how search engines work, the ways in which websites can be found, and the role of content in search marketing. Covering both search marketing and search advertising, this course provides managers with the high-level strategies they need to ensure the sites they own are findable on the web. This course also features hands-on, practical labs in which students develop a search strategy to ensure a brands prominence in the age of ambient findabilitythe permanent interconnectedness of consumers via a wide range of wearable devices, voice assistants, and more traditional online consumer behavior. This course covers both organic search engine optimization (SEO) and search-based advertising such as pay-per-click (PPC) to provide complete coverage of the topic.

Instructor

Associated Schools

  • Harvard Extension School

  • Harvard Division of Continuing Education

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