AU kursuskatalog arkiv

IC SEO Search Engine Optimisation ( forår 2010 - 5 ECTS )

Rammer for udbud

• Uddannelsessprog: engelsk
• Niveau: Bachelor
• Semester/kvarter: 6 th semester - elective course
• Timer per uge: 4 hours
• Deltagerbegrænsning: 20 - 30 students
• Undervisningssted: Herning
• Hovedområde: Det Samfundsvidenskabelige Fakultet
• Udbud ID: 16966

Formål

At the end of this course the students will be able to evaluate, assess and use different methods and techniques to optimize Web Pages for Search Engine indexing and ranking (particularly Google, Yahoo!, and local Search Engines).

Indhold

The overall subject area can be described as follows:

• Introduction to Search engines and their methods of indexing and ranking Web Pages
• Making and implementing a Search Engine Optimization (SEO) strategy
• Learn the different techniques to optimize a Website.
  Techniques like e.g.: code improvement, link strategies, keyword strategies, meta tag strategies, Pay Per Click campaigns, writing content that optimizes, dynamic website optimization
• Understanding techniques which should not be used.

Faglige forudsætninger

Media Production I, Media Production II, Media Production III and Media Production IV.

Underviser

Eva Sørum Poulsen

Undervisnings- og arbejdsform

Students work individually with subjects covered by the teacher in class lectures and demonstrations. Students work with exercises and receive feedback from the teacher and other students on their work. The student will work individually or in teams on a project for the evaluation.

English

Litteratur

Books within the subjects

Relevant articles and web pages

Material handed out via Blackboard

All covered materials

Studieordning og bedømmelse

BA i international communication and multimedia

• Hj.opg. + mdt. ind., bedømt efter 7-skala med ekstern censur

Bacheloruddannelsen i international communication and multimedia

• ingen eksamen, bedømt efter 7-skala med ekstern censur

Assessment - Standard Course Evaluation                                               

• 1) Standard Course Evaluation - full time students and exchange students

See descriptions of each assessment method below

•1)      Standard Course Evaluation - full time students and exchange students

The examination for this course consists of students working in teams or individually on a project for a real company chosen by the students and approved by AU-IBT.

Exam form                            Written report, Search Engine Optimization Strategy and Oral Examination

Exam duration                     a)    10-minute individual presentation

                                                    b) 15-minute individual oral examination in English concerning the contents of the project and the course's curricula (including grading)

Exam Aids                             All

Exam evaluation                  External censor                  

Marking scale                      7-point scale

Length of report                  a) Individual Project: 8-10 pages

                                                    b) Group Project: 15 pages

Developing a complete Search Engine Optimization Strategy for a website

To analyse, develop and implement a complete Search Engine Optimization Strategy for the project company's website.

Project report

        There should be a clear reference to which sections each student is responsible for.

        Reference is made to the general "Guidelines for Written reports" document

                      Content of the report:

• The background for the project
• A general description of the project (company, target group etc.)
• A technical description of the project based on theory (tools and techniques used)
• Strategic considerations behind the Search Engine Optimization Strategy
• Design Manual in appendix: The Design manual should contain any relevant documentation needed according to the task in order for another design team to immediately take over the project without further information - such as listing facts about the different aspects used to implement the strategy, any XHTML code, CSS code, validation documentation developed during implementation of the SEO strategy. Code can be delivered in digital form as one Word document in a print-ready format on the CD-ROM .

All files in original and release-ready format should be handed in on a CD-ROM and a printed version of the project report (the number of copies will be informed to the students during the semester).