Class Optimization and Measurement in Web Communication

The discipline of Optimization and measurement in web communication belongs to marketing, particularly digital marketing. This discipline aims to explore the positioning of a website in search engines, both organically and in paid form. From this perspective, the course provides tools for analysis and implementation, calculating the different variables that allow brands to gauge their return on investment. Finally, it combines theory with practice through case studies and in-class exercises.

Not applicable

Optimization and measurement in web communication introduction and how it is divided; Explore the organic component (SEO) and the paid component (SEA); Create content with techniques to boost search engine rankings. Know how to take advantage of event cycles to produce content. Learning how to retain customers with exclusive content. Search and Display campaigns. Performance optimization and key metrics. Keyword optimization and planning. Goals and conversions. Operational marketing case studies

Students have a theoretical exposition about optimization and measurement in web communication, with practical examples from the national and international market that allow them to make the connection with practice. Theoretical classes are supported by online documentation in Moodle. Students will do one case studies (20% each) and one homework (80%). Students must attend 75% of the classes.

Marshall, Perry & Rhode, Mike & Tood, Bryan (2017):  Ultimate Guide to Google AdWords : How to Access 100 Million People in 10 Minutes 3rd ed. Entrepreneur Press Clarke, A. (2022). SEO 2022: Learn Search Engine Optimization with Smart Internet Marketing Strategies. Richards, R. (2020). The SEO Blueprint: How to Get More Organic Traffic Right Now.