The 2020 pandemic has changed the way we interact and many businesses, government agencies and not-for-profit/community organisations are needing to reinvent themselves (see K Sneader, B Sternfels - New York: McKinsey & Company, 2020 for an overview). They are also moving their operations online. According to demographer Bernard Salt (AIEC presentation 13/10), many will stay online once the pandemic is over as so many have demonstrated a preference for online interactions and wish to keep working, studying and shopping from home. Online operations also mean new audiences, reach and possibilities. To meet the 'new normal', organisations and individuals need quick and intensive skill training personalised to their context.
In this this unit we focus on an industry problem: How can individual operators and organisations stay competitive online in a digital world by being highly visible among other online options? We focus on Search Engine Optimisation (SEO) skills and techniques for thriving in a digital marketplace. SEO is the process and strategies to improve the ranking of a project, service or organisation in an internet search, usually a Google search.
Students will be coached to develop SEO strategies and solutions appropriate for a particular industry case study. Plans will be implemented and the SEO campaigns monitored across the course time-frame.