Define Your Path

MBA 5594 Search Engine Optimization


Master the core areas of SEO to strengthen your company’s online presence.

Format: Online
Duration: 8 weeks

Making sure your website comes up early in searches can be achieved through search engine optimization (SEO). You will examine this discipline — from its history to its best practices — in MBA 5594 Search Engine Optimization. You will realize how SEO works by becoming familiar with design and architecture, keyword research, copyrighting, and project management. As you learn the basics of SEO, you will discover the 20 signals of an optimized page as well the various on-page optimization factors, such as URL, title, and body copy.

Internet search success is driven by keywords that have been carefully identified, analyzed and selected. You will consider a number of tools and strategies for quality keyword research. Proper site architecture is also key to SEO success and you will learn to diagram a website’s internal linking structure and design effective blog architecture.

What You will Learn in MBA 5594

You will gain a strong foundation in on-page optimization, including purposefully constructed titles, internal linking strategy, effective page copy and more. You will also turn your attention to duplicate content and understand the pros and cons of working with a content management system (CMS) for blog-based websites. A site’s design can increase traffic, and so can inbound links. You will consider techniques to develop specific link development strategies.


You will wear the hat of an SEO professional in a course-long, four-part project. You will either choose to be the in-house SEO for a large retailer, or start a small, self-funded retail website. This project will include competitive analysis and keyword research, information architecture planning, documentation, and an inbound link analysis.

Site audits often require a review of hundreds of checkpoints to root out areas that negatively affect SEO rankings. You will evaluate a checkpoint list, consider what is needed to build your own list, and learn the step-by-step process required to conduct a thorough site audit. In addition to global optimization, local search results can be optimized to give your business a solid local presence and target customers in your own backyard. You will consider the top factors involved in local SEO. You will also look at SEO careers, from being an independent SEO consultant to working in-house for a corporation doing SEO on their sites working for an agency that offers SEO services to other companies.

Course Topics

Throughout this course, weekly topics may include but are not limited to:

  • Introduction to SEO and Keyword Research
  • On-Page Best Practices
  • Keyword Research and Competitive Analysis
  • Design and Architecture
  • Site Optimization & Best Practices
  • Link-Building
  • Conducting SEO Site Audits
  • SEO for Local Search and SEO Tracking, Career Path and Tools

Course Learning Outcomes

Upon successful completion of MBA 5594, you will be able to:

  • Design a website incorporating current best SEO practices.
  • Improve an existing website with the goal of increasing search engine placement for a variety of keywords.
  • Create a comprehensive list of keywords for a website.
  • Compose effective, search engine-friendly copy for your web pages, title tags, and meta-tags.
  • Architect a complete site structure and taxonomy.
  • Evaluate the effectiveness of an inbound link.
  • Generate and maintain a comprehensive inbound link-building program.
  • Optimize websites for local search results.

Request More Information Today

To learn more about the online Master of Business Administration curriculum from Benedictine University, including Search Engine Optimization, call (866) 295-3104 to speak with a program manager or request more information.

Course content and outcomes may vary and are subject to change without notice.