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Essential Objectives

Web Schedule Spring 2021

Search Engine Marketing & Optimization

Semester Dates: Last day to drop without a grade: 02-15-2021 - Refund Policy
Last day to withdraw (W grade): 03-28-2021 - Refund Policy
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This course has started, please contact the offering academic center about registration

Comments: Flex section - students will work at their own pace to complete course objectives by the end of the term. Contact a CCV advisor for more information about this format.

Browse the Canvas Site for this class.

Course Description:

This course introduces students to the technologies, techniques, and strategies required to achieve high rankings on search engines. Students will learn how to create an effective search engine marketing campaign to achieve promotional goals. Students will explore the role of search engine optimization in increasing website traffic and improving visitor experience. Topics will include information architecture and navigation, content structure, and internal page and link strategy. Prerequisite: Introduction to Digital Marketing or equivalent knowledge.

Essential Objectives:

1. Provide an overview of search engine marketing (SEM) and search engine optimization (SEO), including their uses and application.
2. Define pay-per-click (PPC) advertising and describe PPC history.
3. Describe the basic components and structure of a PPC advertising campaign.
4. Develop and create a PPC campaign applying the basic components and structure of advertising campaigns.
5. Explain basic PPC metrics and how to utilize metrics to optimize a PPC campaign.
6. Evaluate the effectiveness of campaigns using sample data.
7. Define SEO and describe how it is used to improve website interaction for users and search engines.
8. Describe and define basic SEO concepts and technical terminology, and explore the relationship of SEO to web design.
9. Demonstrate the connection between website architecture, SEO, and SEM.
10. Explore tools for SEO and SEM-related tasks.
11. Research and establish educational, career, and professional goals related to the fields of search engine marketing and search engine optimization.


Spring 2021 textbook data will be available on December 2. On that date a link will be available below that will take you to eCampus, CCV's bookstore. The information provided there will be for this course only. Please see this page for more information regarding the purchase of textbooks.


The last day to use a Financial Aid advance to purchase textbooks is the 3rd Tuesday of the semester. See your financial aid counselor at your academic center if you have any questions.

Accessibility Services for Students with Disabilities: CCV strives to mitigate barriers to course access for students with documented disabilities. To request accommodations, please

  1. Provide disability documentation to the Accessibility Coordinator at your academic center.
  2. Request an appointment to meet with accessibility coordinator to discuss your request and create an accommodation plan.
  3. Once created, students will share the accommodation plan with faculty. Please note, faculty cannot make disability accommodations outside of this process.

Academic Honesty: CCV has a commitment to honesty and excellence in academic work and expects the same from all students. Academic dishonesty, or cheating, can occur whenever you present -as your own work- something that you did not do. You can also be guilty of cheating if you help someone else cheat. Being unaware of what constitutes academic dishonesty (such as knowing what plagiarism is) does not absolve a student of the responsibility to be honest in his/her academic work. Academic dishonesty is taken very seriously and may lead to dismissal from the College.

Course description details subject to change. Please refer to this document frequently.

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