Main Page > BS 4-Year in Public Relations and Advertising > SEO Strategies and Brand Management (PRAD-305)
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SEO Strategies and Brand Management (PRAD-305)
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This course aims to equip students with the knowledge and skills to develop effective brand strategies that leverage the power of SEO to enhance visibility, credibility, and engagement in the digital marketplace. The course provides an in-depth exploration of Search Engine Optimization (SEO) principles and their integration into brand strategies. Students will learn how to enhance brand visibility, credibility, and relevance through effective SEO practices. The course covers the fundamentals of SEO, brand positioning, content strategy, and analytics, equipping students with the knowledge and skills to develop comprehensive brand strategies that drive organic traffic and engagement. Course Objectives: By the end of this course, students will: • Understand the principles and importance of SEO in brand building. • Analyze and assess brand positioning and competitive landscape. • Develop and implement effective SEO strategies tailored to brand objectives. • Create high-quality, optimized content for improved search engine visibility. • Utilize analytics tools to measure and optimize brand performance. Course Outline: Introduction to SEO and Branding • Overview of SEO fundamentals • Importance of SEO in brand strategies • Understanding brand positioning Keyword Research and Analysis • Techniques for keyword research • Competitive analysis and keyword mapping • Workshop: Conducting keyword research for brand relevance On-Page SEO Optimization • Optimizing website structure and navigation • Content optimization strategies (meta tags, headings, etc.) • Practical exercise: On-page SEO audit and optimization Off-Page SEO Strategies • Link building and backlink analysis • Social media optimization for SEO • Workshop: Developing off-page SEO tactics for brand visibility Content Strategy for Brand Building • Developing a content strategy aligned with brand objectives • Creating optimized content for different platforms (website, blog, social media) • Case study analysis: Successful content strategies Local SEO and Brand Visibility • Importance of local SEO for brick-and-mortar businesses • Google My Business optimization • Workshop: Implementing local SEO tactics for brand recognition Technical SEO and Website Performance • Understanding technical SEO elements (site speed, mobile-friendliness, etc.) • Website audit and optimization tools • Practical exercise: Technical SEO audit and optimization plan E-commerce SEO and Brand Sales • SEO strategies for e-commerce brands • Product page optimization and conversion rate optimization (CRO) • Case studies: Successful e-commerce SEO implementations Brand Positioning and Identity • Defining brand identity and values • Developing a unique selling proposition (USP) • Workshop: Brand positioning exercises and discussions SEO Analytics and Performance Measurement • Introduction to SEO analytics tools (Google Analytics, Search Console, etc.) • Key performance indicators (KPIs) for measuring SEO success • Practical exercise: Analyzing brand performance metrics Reputation Management and Online Brand Perception • Importance of online reputation management • Responding to reviews and managing brand sentiment • Workshop: Creating a Reputation Management Strategy Integrated Marketing Communications (IMC) and SEO • Integrating SEO with other marketing channels (PR, advertising, social media) • Workshop: Developing an integrated marketing communications plan Brand Crisis Management and SEO • Strategies for managing brand crises online • SEO considerations during crisis communication • Case studies: Brand crisis management in the digital age Emerging Trends in SEO and Branding • Current trends and future directions in SEO and branding • Innovations in AI and machine learning for SEO • Final project brainstorming: Future-focused brand strategies |
| Credit hours/ Marks:- 3 |
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