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Web Metrics and SEO

IMC 542

This course is offered in:

M.S. Integrated Marketing Communications
M.S. Digital Marketing Communications

And required in:

Digital and Social Media Specialization (M.S. IMC) and Digital and Social Media Graduate Certificate

Top Three Course Takeaways

  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.

Course Topics

  • 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

WORKLOAD:   (8-10 hours per week)

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

This course examines how marketers strategically gather online information to measure traffic, engagement and potential impact on ROI. Students explore search engine optimization (SEO) and social media optimization (SMO) strategies used to build a presence for clients.

Course Learning Outcomes:

  • Identify and apply the basic principles of web metrics/analytics and SEO.
  • Show 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.
  • Use SEO tools to measure the impact of actions taken on improving SEO.

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Web Metrics and SEO Instructors

Burnett headshot
JoAnn Catherine Burnett Instructor and Web Marketing Consultant
jburnet1@mix.wvu.edu Read More