Course Code: MKT502
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Synopsis

Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are two core components of any successful digital marketing strategy. SEO focuses on optimising website content to improve its ranking in organic search results, thereby attracting organic traffic. SEM, on the other hand, uses paid advertising (such as Google Ads) to display products and services in search engine results, quickly increasing brand exposure. This course will delve into SEO strategies, including on-page, off-page, and technical SEO, as well as content optimisation and link building, helping students learn how to improve a website's organic ranking. Additionally, the course will introduce SEM on the Google AdWords platform, teaching students how to run text ad campaigns and maximise return on investment (ROI) through AdWords optimisation. By mastering SEO and SEM skills, students will be able to drive both organic and paid traffic, enhancing online visibility and customer conversion rates."" 搜索引擎优化（SEO）和搜索引擎营销（SEM）是成功数字营销策略的两大核心。SEO 通过优化网站内容，提高其在自然搜索结果中的排名，从而吸引有机流量；而 SEM 则通过付费广告（如 Google 广告）在搜索引擎结果中展示产品和服务，迅速提升品牌曝光率。本课程将深入讲解 SEO 策略，包括页面内、页面外和技术 SEO，以及内容优化和链接建设，帮助学生掌握如何提高网站的自然排名。同时，课程还将介绍 Google AdWords 平台下的 SEM，教授学生如何运行文本广告活动，并通过优化获得最大投资回报率（ROI）。通过掌握 SEO 和 SEM 技能，学生将能够推动有机和付费流量，提升在线可见性和客户转化率。
Level: 5
Credit Units: 5
Presentation Pattern: EVERY JULY

Topics

  • SEO Principles SEO 原理
  • Keyword Targeting 关键词定位
  • SEO On-Page and Off-Page SEO 页面内和页面外优化
  • Backlink Building 反向链接建设
  • Technical SEO 技术性 SEO
  • Content Strategy 内容策略
  • Google Ads Auction, AdWords Bidding, and Daily Budget Google 广告拍卖、AdWords 竞价与每日预算
  • Google Ads Quality Score Google 广告质量计分
  • Creating Campaigns with Google AdWords 使用 Google AdWords 创建广告活动
  • Ad Extensions - Sitelinks, Call Extensions, Location Extensions 广告扩展 - 网站链接、电话扩展、位置扩展
  • Reporting and Analysis 报告与分析
  • Optimisation and Opportunities Tab 优化与机会选项卡

Learning Outcome

  • Create and run search engine marketing campaigns on Google AdWords 创建并运行 Google AdWords 上的搜索引擎营销活动
  • Select and filter keywords 选择并筛选不同关键词
  • Evaluate and optimise ad campaigns to achieve the best results 评估和优化广告活动，以获得最佳效果
  • Propose a systematic approach to support digital marketing decisions 提出系统化的方法来辅助数字营销决策
  • Improve communication skills with clients 提高与客户沟通的熟练技巧
  • Build smooth and efficient teamwork 建设顺畅高效的团队工作
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