Provides an overview of Search Engine Marketing (SEM) and Search Engine Optimization (SEO) including organic, local, and paid results. Course content investigates applications to both B2C and B2B businesses with a focus on technical considerations for achieving high search results and effective return on investment (ROI) for paid listings. Special topics covered include keyword development, landing page optimization, programmatic advertising, implications of AI and Machine Learning, and the future of Search.
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