INP 233: Overview
Web Analytics & SEO
This course focuses on strategies and technologies for increasing first-time website traffic, understanding what those users did while visiting the website, and ensuring that they return in the future.
The key areas considered for increasing unique traffic are search engine optimization, web marketing, and social media. Web analytics is the core consideration when tracking user activity and evaluating the impact of website changes. Website performance optimization is the focus when considering why users return to a website.
Upon successful completion of this course, students will have:
- Conducted an SEO analysis of a website, documenting the findings in a formal report
- Developed a web marketing strategy for a website, including numerous recommendations for increasing site traffic and conversion rates, documenting the findings in a formal report
- Explored a web analytics dataset and identified testing strategies and trends in the data, with those recommendations and findings documented in a formal report