This is a computer lab based module delivered through practical demonstrations, practical exercises, and industry level projects. Critical analysis will take place on both projects and existing SEO/ SEM campaigns while participants are assisted to prepare for Google Ads Certification.
Module Aim:
This module will provide participants with opportunities to improve both their theoretical knowledge and practical skills of Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Understand the role of Search Engine Optimisation & Search Engine Marketing, including tools and strategies for best practice
LO2
Distinguish between individual factors impacting on and off-page Search Engine Optimisation, design tests to assess efficacy and analyse a company's position both in isolation of and against stakeholders
LO3
Plan, create, optimise and measure a profitable Google Search Campaign
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
Module Content & Assessment
Indicative Content
On-Page & Technical Search Engine Optimisation
Explore the on-site tactics that help search engines to better understand and rank website content as well as the aspects of a site that directly impact the indexing and crawling by search engines
Content Marketing & Social Media
Gain skills in off-page tactic including link building, content marketing & social media to create a comprehensive SEO strategy
AdWords Campaign Management
Understand how to plan, create & optimise a Google Search Campaign targeting the appropriate audience.
Google Professional Certification
Identification of & preparation for professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of Google Ads
Assessment Breakdown
%
Continuous Assessment
100.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Using an existing case study or business, apply knowledge of SEO
1,2
50.00
n/a
Project
Using an existing case study or business, research, plan & create an Google AdWords Campaign as a part of an existing Digital Marketing Strategy. Guided by best practice, advise on optimisation & measurement.
3
50.00
n/a
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment