General MBA / Overview
Search Engine Optimization and Marketing
This unit will cover a range of methods, metrics and tools to optimize Web applications in terms of provided content and technical characteristics, for example to increase the number of visitors. This includes a better understanding of the determinants of organic traffic from search engines, i.e. the factors that impact the ranking of a Web site's individual pages, as well as the planning and optimization of related promotional measures such as targeted ad campaigns to create additional traffic.