SEO and Analytics for Digital Marketing provides a practical foundation in how organizations optimize digital content, improve website performance and measure results. Designed for professionals who work with digital channels, this noncredit course focuses on how search visibility, user experience and data-driven decision-making support effective marketing.
Learners will examine the fundamentals of search engine optimization (SEO) and basic website structure to understand how content and technical elements affect discoverability and performance. The course emphasizes creating a user-friendly digital experience that supports both search engines and real people.
Participants will also gain hands-on experience using analytics tools to track performance, monitor key performance indicators and interpret marketing data. These skills enable learners to evaluate what is working, identify opportunities for improvement and make informed adjustments to digital campaigns.
The course introduces how artificial intelligence influences consumer behavior and marketing decisions. Learners will assess how AI-driven recommendations affect purchasing patterns and how these tools can be considered as part of modern digital marketing strategies.
Course Outcomes
Learners will be able to:
- apply SEO techniques and basic website development strategies to improve search visibility, website performance and user experience.
- analyze digital marketing metrics and key performance indicators using analytics tools to support informed decision-making.
- integrate SEO principles with digital marketing strategies to improve campaign effectiveness and audience engagement.
- evaluate how artificial intelligence influences consumer decision-making and purchasing behavior.
Course Format
This six-week course blends elements of asynchronous and synchronous components to provide learners with flexibility in project work, while also having face-to-face time with instructors and fellow learners via Zoom.
Each week learners will:
- attend one 90-minute Zoom, during which students will participate in discussions and workshop their project with the instructor and peers
- complete three to four hours of assignments or project work
Learners will be graded based on completion of assessed assignments/projects.
FAQ
Do I need to attend all Zoom sessions?
You are encouraged to attend all Zoom sessions of the course. During the live Zoom sessions, you will participate in valuable discussions and workshops that will aid in meeting the course learning objectives.
When is the course open?
The course Canvas site will open on the Wednesday before the first day of the course. All the modules will open on the first day of the course.
How do I successfully complete the course?
You will receive a grade of incomplete or complete based on your demonstration of course learning objectives. Learning objectives are demonstrated by completing assessed projects.
The instructor will assess each learning outcome as “not demonstrated,” or “demonstrated.” Completion of a course means that you have demonstrated achievement of all learning outcomes. Continuing Education Units (CEUs) and the certificate of completion for the course will be awarded only if you receive a grade of ‘complete’ for the course.
While participation in Zoom sessions and engagement with other non-assessed learning activities do not count towards the final grade, these activities are designed to be an integral part of achieving the course learning outcomes.
If you receive a grade of ‘incomplete’ after turning in an assessed project, you will have the opportunity to resubmit your project once. Please note, receiving a grade of “Incomplete” or failure to demonstrate a learning outcome will not result in a refund.
When do I need to turn in assignments?
Assessed projects and other learning activities must be submitted on or before the due date, unless specific extensions are granted by the instructor. Instructors may not grant extensions more than two weeks after the course end date.
What happens if I need to resubmit a project?
If you do not successfully demonstrate course learning outcomes in your first attempt on an assessed project, you will have the opportunity to resubmit your project one time. Resubmissions cannot be submitted more than 2 weeks after the original due date.
How can I request accommodations?
The University of Minnesota views disability as an important aspect of diversity, and is committed to providing equitable access to learning opportunities for all learners. The Disability Resource Center (DRC) is the campus office that collaborates with learners who have disabilities to provide and/or arrange reasonable accommodations.
- If you have, or think you have, a disability in any area such as, mental health, attention, learning, chronic health, sensory, or physical, please contact the DRC office on your campus (UMN Twin Cities: 612.626.1333) to arrange a confidential discussion regarding equitable access and reasonable accommodations.
- If you are registered with the DRC and have questions or concerns about your accommodations, please contact your access consultant/disability specialist.
- If you need ASL Interpretation Services, please fill out the request form for your class.
Please submit your request for accommodations at least two weeks in advance to guarantee we can accommodate the request.
Additional information is available on the DRC website or reach out by email: [email protected].
Transfer and Refund Policies
Transfer policy
You can transfer without additional charge to the next session if you inform CCAPS staff within the first two weeks of class of the need to transfer.
Refund Policy
CCAPS is able to provide partial refunds for the first two weeks of the course. Please see the refund timeline below:
- Before the first day of the course: 100% refund
- 1–7 days after start of course: 75% refund
- 8–14 days after start of course: 50% refund
- After 15 days: No refund available
Cancellation Policy
In the event CCAPS has to cancel the course due to low enrollment or unforeseen circumstances, we will offer you a transfer to another section of the course or full refund of the course registration fee.
