Transfers ToCSUDescriptionThe course introduces search marketing and the critical role that it plays in an organization’s digital marketing strategy and online presence. Search engine optimization (SEO), search engine marketing (SEM), and pay-per-click (PPC) advertising are also explored in depth. Topics include keyword research, on-page ranking factors, link building, SEO copywriting, site architecture, content optimization, and search marketing metrics. Students develop a search marketing campaign using performance indicators to evaluate the campaign’s results. 