Ivy Tech (Fall 2008)
Introduction to Search Engine and Internet Marketing
Ivy Tech Community College
Fall 2008
Joe Kerschbaum, Instructor |
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Course Introduction
Search engine marketing (SEM) is the art and science of ranking websites higher on Google, MSN, and Yahoo.
Why is this important for businesses and for your future employability?
- “Google” is now a verb in the American lexicon—synonymous with searching for information on the Internet.
- More than 6.7 billion searches are performed monthly on Google, MSN, and Yahoo.
- Search is now tied with email as the most popular online activity with 91% of all Internet users using search regularly.
The need for prominent search engine visibility has reached critical mass. It’s no longer acceptable for a business not to have a website. And, in a global market where Internet usage has increased 208% since 2000, it’s becoming increasingly unacceptable for businesses not to be more cognizant of how their potential customers can find them via search.
And besides, the concept of search engine marketing is compelling and makes so much sense—customers are searching for what you sell, what you need to do is make sure you come up in their search!
In this workshop you will learn about SEM—what it is, where is came from, how to do it, and where it is headed. The workshop will combine an overview of SEM with practical exercises where students will actually conduct keyword research, create a keyword structure, write ad texts, and critique existing websites to enhance their messaging and performance.
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About the Instructor
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Joe Kerschbaum
Senior Search Marketing Consultant, Hanapin Marketing
Joe Kerschbaum is a Senior Search Marketing Consultant at Hanapin Marketing. At Hanapin, Joe manages PPC and SEO campaigns for both B2B and B2C clients. He also coordinates, edits, and writes for PPC Hero, Hanapin's blog on the PPC industry. Since 2002, he has published three books of poetry and received grants from the Bloomington Area Arts Council, the Indiana Arts Commission, and the NEA. He also teaches poetry at the John Waldron Arts Center and at Ivy Tech. Joe is a graduate of Indiana University. He lives on the north side of Bloomington with his girlfriend, Valerie, and their menagerie of small pets. Joe is scheduled to teach Introduction to Search Engine and Internet Marketing at Ivy Tech Community College in the fall of 2008.
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