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

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.

Theoretical knowledge acquisition (3 ECTS), through lectures, teaching materials prepared by the instructor, 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.