Search engine strategy

Overview of BC Marketing 241, Search Engine Strategy


Students will learn the fundamentals of search engine marketing (SEM) and search engine optimization (SEO), and how those skills impact a larger digital framework. While a hands-on course, the curriculum is focused on the application of search skills to craft an integrated marketing strategy and executive vision.

Prerequisite: MKTG 102.
Fall 2016: Monday September 19 – Thursday December 8
Course hashtag: #BCSEO


After completing this class, students should be able to

  • Implement a search engine marketing (SEM) plan, utilizing popular search engine marketing tools
  • Create a search engine optimization (SEO) strategy
  • Benchmark both organic and paid search efforts
  • Optimize current campaigns based on results, evolving strategy to maximize budget and deliver results
  • Integrate search into a larger digital marketing plan


  1. Why (and how) we search
  2. How search engines work
  3. SEO planning, audits, tools
  4. Competitors and keywords
  5. SEO, on page and off page
  6. Social media and SEO (teaching demo)
  7. Local SEO
  8. Mobile SEO
  9. Measuring success
  10. Wrap-up


E. Enge and S. Spencer. The Art of SEO, Mastering Search Engine Optimization (3rd edition), O’Reilly. 2015.