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Web Metrics & SEO


IMC 642

Workload:  Intensity Level 5 out of 5 (15-20 hours per week)
This course is project based, but you will also complete certifications in Google Tag Manager and SEMrush, with a 4 out of 5 workload ranking, estimating 15-20 hours per week.

In this course, you will complete the following industry certifications: 
Ribbon Icon  Google Analytics 4
Ribbon Icon  SEMrush Certification

Web Metrics and SEO (IMC 642) examines how marketers strategically gather online information to measure traffic, engagement and potential impact on ROI. Explores search engine optimization (SEO) and social media optimization (SMO) strategies used to build an online presence for clients.

Web Metrics and SEO is an elective in the IMC master's degree program and a required course in the Digital Marketing Communications master's degree program. As part of the course, students complete the Google Tag Manager Certification and SEMrush Certification.

Course Learning Outcomes

Upon successful completion of IMC 642, students will be able to:

  • Identify the basic principles of web metrics/analytics and SEO.
  • Recognize how quantitative information gathered from the web can be used by marketers.
  • Explain how marketers use current web analytics tools and SEO to deliver ROI for their clients.
  • Discuss the strength and weaknesses of social channels as advertising mediums.
  • Cite how organizations can build and maintain a social online presence.
  • Create and maintain a blog pertaining to course discussion topics and current issues in this field of study.
  • Use modern web analytics tools to report upon and interpret web traffic.
  • Use SEO tools to measure the impact of actions taken on improving SEO.

Course Topics (Digital)

  • Intro to Web Analytics, Basics of Web Analytics and Tool Introduction and Selection
  • Google Analytics Refresher, Goals and Events and Google Tag Manager
  • SEO/On-page Optimization and Technical SEO
  • Further Thoughts on Keyword Research, Content and Introduction to SEMrush
  • SEO/Off-Page Optimization
  • Competition and Marketing Insights

Course Topics (IMC)

  • Intro to Web Analytics, Basics of Web Analytics and Tool Introduction and Selection
  • Google Analytics
  • Exploring Google Analytics View Settings and Advanced Features
  • Social Media Analytics and Advertising Channels
  • SEO/On-page Optimization and Technical SEO
  • Content Management for SEO/Keyword Research
  • SEO/Off-Page Optimization/Competition

Top 3 Takeaways from the Course

  1. How SEO, social media and web analytics facilitate and support each other.
  2. How Social Media impacts SEO directly and indirectly.
  3. How to use web analytics and Google Tag Manager to facilitate SEO.


JoAnn Catherine Burnett
Profile: Burnett
Mark Tietbohl
Profile: Tietbohl