Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| SEARCH ENGINE OPTIMIZATION and ANALYSIS | YMİ3114125 | Fall Semester | 1+2 | 2 | 5 |
| Course Program | Perşembe 12:00-12:45 Perşembe 12:45-13:30 Perşembe 13:30-14:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Ebru Gamze IŞIKSAÇAN |
| Name of Lecturer(s) | Lect. Ercan ULUSOY |
| Assistant(s) | |
| Aim | By explaining the workings of web search engines, it gives you the skills to optimize websites to achieve better rankings in these engines. |
| Course Content | This course contains; What is SEO, How Search Engines Work, Keyword Research, Competitor Analysis,Title Tags, Meta Descriptions, URL Configuration, Blog/Product/Page Descriptions, Internal Links,Page Speed Optimization, Mobile Compatibility, HTTPS and Security, Sitemaps,URL Configuration Principles, Category and Tag Pages, Different URL Redirection Methods, Canonical Links,Quality Content Creation, Keyword Density, Image and Video Optimization, SEO Friendly Title and Alt Tags,Backlink Strategies, Social Media Signals, Social Sharing Strategies,Using Google Analytics,Use of Google Analytics,Using Google Search Console, SEO Tools and Resources,Google My Business Optimization, Product Pages Optimization, E-Commerce SEO Tools, Product Reviews,Wordpress post insertion, Seo plugin usage,Content Marketing Basics, SEO and Content Marketing Relationship, Social Media and SEO Relationship,Mobile Friendly Design, Fast Mobile Pages (AMP) ,Creating seo strategy for any brand . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Understands the SEO performance of websites. | 10, 11, 12, 13, 14, 16, 19, 2, 20, 6, 9 | A, E, F |
| Analyzes the SEO performance of websites | 11, 12, 16, 19, 6, 9 | E, F, G |
| Defines the Functioning of Search Engines | 10, 14, 16, 20, 3, 6 | A, D, H |
| Creates a brand's SEO strategy | 10, 16, 20, 3, 6 | A, D |
| Defines Backlink Strategies, Social Media Signals, Social Sharing Strategies | 12, 14, 19, 21, 5, 6, 9 | F, G |
| Teaching Methods: | 10: Discussion Method, 11: Demonstration Method, 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 21: Simulation Technique, 3: Problem Baded Learning Model, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task, G: Quiz, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | What is SEO, How Search Engines Work, Keyword Research, Competitor Analysis | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 2 | Title Tags, Meta Descriptions, URL Configuration, Blog/Product/Page Descriptions, Internal Links | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 3 | Page Speed Optimization, Mobile Compatibility, HTTPS and Security, Sitemaps | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 4 | URL Configuration Principles, Category and Tag Pages, Different URL Redirection Methods, Canonical Links | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 5 | Quality Content Creation, Keyword Density, Image and Video Optimization, SEO Friendly Title and Alt Tags | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 6 | Backlink Strategies, Social Media Signals, Social Sharing Strategies | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 7 | Using Google Analytics | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 8 | Use of Google Analytics | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 9 | Using Google Search Console, SEO Tools and Resources | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 10 | Google My Business Optimization, Product Pages Optimization, E-Commerce SEO Tools, Product Reviews | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 11 | Wordpress post insertion, Seo plugin usage | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 12 | Content Marketing Basics, SEO and Content Marketing Relationship, Social Media and SEO Relationship | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 13 | Mobile Friendly Design, Fast Mobile Pages (AMP) | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 14 | Creating seo strategy for any brand | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| Resources |
| Grappone, J., & Couzin, G. (2020). Search Engine Optimization (SEO): An Hour a Day. Wiley. Enge, E., Spencer, S., Stricchiola, J., & Fishkin, R. (2019). The Art of SEO: Mastering Search Engine Optimization. O'Reilly Media. Google. (2021). Google's Search Engine Optimization Starter Guide. Online PDF document |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions. | X | |||||
| 3 | Analyzes the needs of the media organizations and plans and applies strategies accordingly. | X | |||||
| 4 | Plans new media projects and implements them. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Uses tools related to new media and communications, efficiently. | ||||||
| 14 | Develops and implement new media projects specifically developed for media organizations. | X | |||||
| 15 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 16 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 17 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 14 | 3 | 42 | |||
| Resolution of Homework Problems and Submission as a Report | 4 | 2 | 8 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 15 | 15 | |||
| Quiz | 3 | 1 | 3 | |||
| Midterm Exam | 1 | 21 | 21 | |||
| General Exam | 1 | 21 | 21 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 152 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(152/30) | 5 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| SEARCH ENGINE OPTIMIZATION and ANALYSIS | YMİ3114125 | Fall Semester | 1+2 | 2 | 5 |
| Course Program | Perşembe 12:00-12:45 Perşembe 12:45-13:30 Perşembe 13:30-14:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Ebru Gamze IŞIKSAÇAN |
| Name of Lecturer(s) | Lect. Ercan ULUSOY |
| Assistant(s) | |
| Aim | By explaining the workings of web search engines, it gives you the skills to optimize websites to achieve better rankings in these engines. |
| Course Content | This course contains; What is SEO, How Search Engines Work, Keyword Research, Competitor Analysis,Title Tags, Meta Descriptions, URL Configuration, Blog/Product/Page Descriptions, Internal Links,Page Speed Optimization, Mobile Compatibility, HTTPS and Security, Sitemaps,URL Configuration Principles, Category and Tag Pages, Different URL Redirection Methods, Canonical Links,Quality Content Creation, Keyword Density, Image and Video Optimization, SEO Friendly Title and Alt Tags,Backlink Strategies, Social Media Signals, Social Sharing Strategies,Using Google Analytics,Use of Google Analytics,Using Google Search Console, SEO Tools and Resources,Google My Business Optimization, Product Pages Optimization, E-Commerce SEO Tools, Product Reviews,Wordpress post insertion, Seo plugin usage,Content Marketing Basics, SEO and Content Marketing Relationship, Social Media and SEO Relationship,Mobile Friendly Design, Fast Mobile Pages (AMP) ,Creating seo strategy for any brand . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Understands the SEO performance of websites. | 10, 11, 12, 13, 14, 16, 19, 2, 20, 6, 9 | A, E, F |
| Analyzes the SEO performance of websites | 11, 12, 16, 19, 6, 9 | E, F, G |
| Defines the Functioning of Search Engines | 10, 14, 16, 20, 3, 6 | A, D, H |
| Creates a brand's SEO strategy | 10, 16, 20, 3, 6 | A, D |
| Defines Backlink Strategies, Social Media Signals, Social Sharing Strategies | 12, 14, 19, 21, 5, 6, 9 | F, G |
| Teaching Methods: | 10: Discussion Method, 11: Demonstration Method, 12: Problem Solving Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 19: Brainstorming Technique, 2: Project Based Learning Model, 20: Reverse Brainstorming Technique, 21: Simulation Technique, 3: Problem Baded Learning Model, 5: Cooperative Learning, 6: Experiential Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task, G: Quiz, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | What is SEO, How Search Engines Work, Keyword Research, Competitor Analysis | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 2 | Title Tags, Meta Descriptions, URL Configuration, Blog/Product/Page Descriptions, Internal Links | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 3 | Page Speed Optimization, Mobile Compatibility, HTTPS and Security, Sitemaps | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 4 | URL Configuration Principles, Category and Tag Pages, Different URL Redirection Methods, Canonical Links | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 5 | Quality Content Creation, Keyword Density, Image and Video Optimization, SEO Friendly Title and Alt Tags | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 6 | Backlink Strategies, Social Media Signals, Social Sharing Strategies | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 7 | Using Google Analytics | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 8 | Use of Google Analytics | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 9 | Using Google Search Console, SEO Tools and Resources | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 10 | Google My Business Optimization, Product Pages Optimization, E-Commerce SEO Tools, Product Reviews | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 11 | Wordpress post insertion, Seo plugin usage | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 12 | Content Marketing Basics, SEO and Content Marketing Relationship, Social Media and SEO Relationship | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 13 | Mobile Friendly Design, Fast Mobile Pages (AMP) | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| 14 | Creating seo strategy for any brand | SEO'nun Sanatı: Arama Motoru Optimizasyonunu Ustalaştırmak. O'Reilly Media. Google. (2021). |
| Resources |
| Grappone, J., & Couzin, G. (2020). Search Engine Optimization (SEO): An Hour a Day. Wiley. Enge, E., Spencer, S., Stricchiola, J., & Fishkin, R. (2019). The Art of SEO: Mastering Search Engine Optimization. O'Reilly Media. Google. (2021). Google's Search Engine Optimization Starter Guide. Online PDF document |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to New Media and Communication Systems and analyzes these facts with various dimensions. | X | |||||
| 3 | Analyzes the needs of the media organizations and plans and applies strategies accordingly. | X | |||||
| 4 | Plans new media projects and implements them. | X | |||||
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 7 | Observes the theoretical and factual problems with scientific methods related to new media and communication systems disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | X | |||||
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | |||||
| 9 | To be able to communicate orally and in writing in a foreign language at least at the B1 level of the European Language Portfolio. | ||||||
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 11 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | |||||
| 13 | Uses tools related to new media and communications, efficiently. | ||||||
| 14 | Develops and implement new media projects specifically developed for media organizations. | X | |||||
| 15 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
| 16 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 17 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |