Search Engine Optimization and Social Media Marketing (SEO)

Increase Online Visibility: Learn how websites achieve better search rankings and how to strategically use social media to drive growth.

Contents

• OnPage Optimization with keyword analysis, structuring, structured data, conversion rate and server speed
• OffPage Optimization with Pagerank, backlinks and link building, RSS news feed, blog and social signals, Google Analytics, AdWords and GDPR
• YouTube channel building with followers, likes and playtime, creation of good content, timestamps, monetization and the partner program, acquisitions
• Twitter, Instagram, TikTok, Xing, LinkedIn

Competencies

• carry out on-page and off-page optimization for a website and to advise customers.
• set up a successful YouTube channel.
• establish successful accounts on social media platforms such as Twitter, Instagram, TikTok, Xing and LinkedIn.

Literature

• Torsten Schwarz, Danylo Vakhnenko: Erfolgreiches Online-Marketing: Das Standardwerk; 5. Auflage 2021; Haufe-Verlag; https://doi.org/10.34157/9783648149706
• Dirk Lewandowski: Suchmaschinen verstehen; 3., vollständig überarbeitete und erweiterte Auflage; Springer Vieweg; https://doi.org/10.1007/978-3-662-63191-1
• Udo Raaf: Der SEO Planer - Suchmaschinenoptimierung in Unternehmen richtig organisieren und umsetzen; Springer Gabler Verlag; 2021; https://doi.org/10.1007/978-3-658-33192-4

Lecturer

• Prof. Dr. Frank Dopatka

Recommended Previous Knowledge 

• Web-based Systems (WEB)

Module Details

Weekly Hours (SWS) 

Work Load