ICT-485 / 685 Search Engine Optimization: Fall 2014

Instructor: Kevin W. Tharp, Ph.D

Office: 162 Communications Technology
Office phone: (715) 232-5621
Email: tharpk@uwstout.edu
@kwtharp

Guest Instructors: Thomson Reuters-Findlaw

has generously provided us with access to 5 SEO
professionals who will be guest instructors for
this course. Those instructors are:

Ryan Dahlen
Alison Anderson
Dan Rasmussen
Kerry Fager
Karen Hager

This syllabus is subject to revision at the instructors discretion.

Course Description
Contemporary application of strategies and technology related to the improvement of
placement in search engine and other relevant search results.

Course Objectives
Upon completion of this course, students will be able to:
1. Apply information architecture theory and techniques for optimizing website file
structure and content structure to provide for search engine results based on business
objectives.
2. Implement research based keyword strategies to improve website placement in search
engine results.
3. Develop content based upon informed keyword strategies.
4. Submit websites for inclusion in search results.
5. Plan, implement and evaluate a Pay per Click search marketing campaign.
6. Apply principles of website reputation and credibility.

Graduate Objectives:
Upon completion of this course, graduate students will be able to:

7. Employ research based analysis to identify trends in Search.

8. Analyze emerging trends to affect search strategies to achieve business objectives.

Text
The reading content for this course will pull from electronic resources used by professionals
to develop and maintain skills in the content area.

Due Date Policy for Assignments & Tests

All assigned work must be submitted to the instructor by 11:59 pm CST on the date for
which it was assigned. Due dates for all assignments, tests and discussions are on Sunday
night unless otherwise indicated. Tests must be taken during the scheduled timeframe
unless arrangements have been made prior to the date of the test. Missed tests may not be
made up at a later date.

Evaluation & Expectations

Assessment will be conducted using a combination of elements such as: projects, labs, class
participation, exams, or written assignments.
Students are expected to turn in first-class work. Correct spelling/ grammar/ formatting/
referencing is required on all material handed in for evaluation. If the instructor does not
consider your work graduate level it may be returned for revision before grading. You are
expected to use the highest level of rigor in evaluating and citing resources.
All research papers will be run through the turnitin.com originality checking system.
Other expectations include:

No late work without prior approval

All assignments handed in must be original work
You must complete all projects to receive a grade in the course.
You are responsible for all content provided by the instructor through D2L, email or
other required communication resources.

Attendance
As a hybrid course, there are many ways that students will attend class. It is expected that
you will be in attendance for every session in the manner for which you have enrolled.
Every effort has been made to ensure multiple means of attendance, including face-to-face,
synchronous and asynchronous formats.

Evaluation
The coursework consists of 5 individual assignments that collectively will build a semester
project. You will need to identify a partner organization with which you will interact all
semester, culminating in a Search Engine Optimization dossier that you will present to the
class/instructors and your partner organization.

Submitting Assignments:
Unless otherwise noted, all assignments are due by 11:59 pm (CST) on the day they are due.
Assignments will be turned into Learn@uw-stout (D2L) unless otherwise indicated. The
drop box for assignments will be closed one week after the due date for late submissions
and assignments cannot be submitted after the drop box is closed.
Grades will be issued based on the successful completion of these expectations. To earn a
passing grade in this course you need to submit all projects and participate in all activities.
Letter grades will be based on the following percentages of the total points assigned.
A

94 -100%

A-

90-93%

B+

87 - 89%

84-86%

B-

80-83%

C+

77-79%

74-77%

C-

70-73%

60-69%

59% or less

Assignments
See the semester assignment documentation in D2L.