Singapore University of Social Sciences

Search Engine Optimisation

Search Engine Optimisation (MKT553)


The objective of MKT553 Search Engine Optimisation is to equip students with up-to-date knowledge and skills on search marketing strategies. Search engine optimisation or SEO is the process to optimise a website to rank on top of the search engine results pages (SERPs) for targeted keywords, which are search queries that potential consumers key in to the search engines. SEO is one of the most important methods employed by marketers to generate organic online traffic and organic traffic is among the most effective digital marketing channels for customer conversion. By completing this course, the students will learn how to align SEO strategy with marketing strategy, on-page SEO, off-page SEO, technical SEO and content strategy. By completing this course, students will have an extensive understanding of effective search keywords, link building opportunities and relevant SEO tools. In this course, students will have hands-on experience, which allow them to experiment how changes of web content will affect their web. The course also encourage today’s marketing professionals to rethink their strategies as the business environment undergoing changes in the digital economy.

Level: 5
Credit Units: 2.5
Presentation Pattern: EVERY REGULAR SEMESTER


  • Principles behind SEO
  • Keyword targeting
  • On-page and off-page SEO
  • Backlink building
  • Technical SEO
  • Content strategy

Learning Outcome

  • Synthesise the principles behind SEO
  • Analyse targeted keywords
  • Develop an SEO strategy that fulfill the marketing goal
  • Assess the return on investment of SEO activities
  • Apply systematic approach to assist decision making
  • Demonstrate proficiency in communication
  • Demonstrate proficiency in group work
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