Checking date: 22/01/2024

Course: 2023/2024

Analytics and web positioning
Bachelor in Management of Information and Digital Contents (Plan: 376 - Estudio: 340)

Coordinating teacher: CALZADA PRADO, FCO JAVIER

Department assigned to the subject: Library and Information Sciences Department

Type: Compulsory
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
It is advisable -although not required- that students have previously taken or be familiarized with the following subjects: >Digital Marketing >Markup languages >Web content management systems >Spreadsheets
Skills and learning outcomes
Description of contents: programme
1. Digital marketing and search engine positioning. 1.1. The role of web positioning in digital marketing. Pillars: crawling/indexing, content, popularity/authority. 1.2. How does Google work? Crawling, indexing, ranking (search algorithms, updates and penalties). SEO ethics. 2. Search Engine Optimization (SEO): 2.1. On-page SEO: Web architecture for SEO; Keyword research and SEO strategy. Technical and content optimization strategies. 2.2. Off-page SEO: Link building strategies. 2.3. Introduction to SEA/PPC for SEO. 3. Web analytics (on-site and off-site). 3.1. The industry and ecosystem of digital analytics. 3.2. SEO metrics. 3.3. Results reports. Analysis, visualization and strategic interpretation of web analytics.
Learning activities and methodology
Theoretical knowledge acquisition (3 ECTS), through lectures, learning materials, online tutorials, readings, and students' individual study. Acquisition of skills and abilities (3 ECTS), through the realization of web positioning projects, analytics and digital marketing plans, both individually and/or in groups. The methodology of this course involves learning as a process of construction, and teaching as a support. Thus the teaching-learning process will encourage continuous learning and collaborative students, facilitating the exchange of experience between them. The practical activities of the course are organized around the phases of realization of a group project, the objective of which is to create and position a website, as well as the necessary utilities and applications. The completion and delivery of the activities is therefore necessary for the progressive realization of the project.
Assessment System
  • % end-of-term-examination 30
  • % of continuous assessment (assigments, laboratory, practicals...) 70
Calendar of Continuous assessment
Basic Bibliography
  • Enge, E.; Spencer, S.; Stricchiola, J. The Art of SEO: Mastering Search Engine Optimization. O'Reilly. 2022
  • Kelsey, T. Introduction to Google Analytics: A Guide for Absolute Beginners. O'Reilly. 2017
  • Kelsey, T. Introduction to Social Media Marketing: A Guide for Absolute Beginners. O'Reilly. 2017
  • Khan, G.F. Creating Value With Social Media Analytics: Managing, Aligning, and Mining Social Media Text, Networks, Actions, Location, Apps, Hyperlinks, Multimedia, & Search Engines Data. CreateSpace. 2018
Additional Bibliography
  • Juska, Jerome M.. Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge. 2017
  • Kotler, P.; Keller, K.L. Marketing Management. Pearson. 2016

The course syllabus may change due academic events or other reasons.