| CODE | MRK5021 | |||||||||
| TITLE | Strategic SEO and Content Marketing | |||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | |||||||||
| MQF LEVEL | 7 | |||||||||
| ECTS CREDITS | 5 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | This study-unit provides an in-depth exploration of Search Engine Optimisation (SEO) and content marketing, focusing on their role in driving organic visibility and traffic in the digital marketing ecosystem. Students will learn how search engines function, the core ranking factors, and how SEO techniques are integrated with content strategies to maximise online engagement and conversion. Emphasis will be placed on understanding the algorithms that govern search engine rankings, as well as the tools and metrics that measure SEO success. The study-unit will cover key areas such as on-page, off-page, and technical SEO, alongside essential content marketing strategies tailored for various stages of the customer’s journey. Through practical exercises and workshops, students will gain hands-on experience in keyword research, website audits, and content optimisation, equipping them with the skills to create and implement effective SEO strategies. Additionally, the study-unit will introduce advanced topics like local SEO, the impact of AI and voice search on SEO, and the integration of SEO with omni-channel marketing efforts. By the end of the course, students will be able to develop comprehensive SEO and content strategies that are aligned with the latest industry trends and future-proofed for the evolving digital landscape. Study-Unit Aims: The aim of this study-unit is to equip you with the knowledge and practical skills required to understand and implement effective SEO and content marketing strategies. You will gain insights into how search engines work, what factors influence rankings, and how to align SEO with broader digital marketing efforts. By mastering techniques such as keyword research, on-page and technical SEO, and content optimisation, you will be prepared to drive organic traffic and improve online visibility for targeted campaigns. In addition, this study-unit aims to help you develop the ability to critically analyse SEO strategies, assess competitor performance, and use cutting-edge tools to monitor and report on SEO success. You will also explore emerging trends like voice search, AI-driven SEO, and mobile optimisation, ensuring that your SEO strategies are not only effective today but are also adaptable for the future. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - LO1: Demonstrate a comprehensive understanding of SEO principles, including how search engines operate, key ranking factors, and the importance of technical, on-page, and off-page SEO. - LO2: Analyse the role of content marketing in driving SEO performance and its integration within broader digital marketing strategies. - LO3: Evaluate the impact of search engine algorithm updates on digital marketing practices and SEO campaigns. - LO4: Explain the significance of keyword research, search intent, and user behaviour in creating effective SEO strategies. - LO5: Assess the future trends in SEO, such as the influence of AI, voice search, and mobile optimisation, and their implications for long-term strategy development. 2. Skills: By the end of the study-unit the student will be able to: Apply SEO tools (e.g., Google Analytics, SEMrush, Ahrefs) to perform comprehensive keyword research and competitor analysis, in line with LO4. Develop and implement an SEO strategy, including on-page optimisation, technical SEO audits, and off-page link-building practices, in accordance with LO1 and LO2. Create and optimise content that aligns with SEO goals and drives engagement across various digital channels, referencing LO2 and LO4. Critically analyse and report on SEO performance using relevant metrics such as organic traffic, keyword rankings, and conversion rates, building on LO1 and LO3. Design future-proof SEO strategies by incorporating emerging trends like AI, voice search, and local SEO, in line with LO5. Main Text/s and any supplementary readings: Main Texts: - Clarke, A., 2024. SEO 2024 Learn Search Engine Optimization With Smart Internet Marketing Strategies. Digital Smart Publishing. - Enge, E., Spencer, S. and Stricchiola, J., 2023. The Art of SEO: Mastering Search Engine Optimization. O'Reilly. [Only older version available via Library: The Art of SEO, 2nd Edition; Mastering Search Engine Optimization By Eric Enge, Stephan Spencer, Jessie Stricchiola, Rand Fishkin. (2012). In M2 Presswire. Normans Media Ltd. ; https://hydi.um.edu.mt/permalink/356MALT_INST/10gls9q/cdi_proquest_wirefeeds_1013472135] Supplementary Readings: - Schwartz, E., 2020. Product-Led SEO. Houndstooth Press. [Not available via the Library] - Tavosi, M., Naghshineh, N., Zerehsaz, M., & Mahboub, S. (2025). Analysis of the relationship between visual complexity and SEO rank of library websites affiliated with top universities. Information Discovery and Delivery. - Makrydakis, N. (2024). SEO mix 6 O’s model and categorization of search engine marketing factors for websites ranking on search engine result pages. International Journal of Research in Marketing Management and Sales, 6(1), 18-32. - Other papers, magazine articles and/or case studies as deemed appropriate by the lecturer. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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