UKA TARSADIA UNIVERSITY
Syllabus, 2021-2022
Course Code: IT5033 Course Title: Search Engine Optimization
Course Credits: 4 Total Hours: 48 [Lectures:04, Tutorial:00, Practical:00]
Prerequisites: Knowledge of Web Application Development.
Prerequisites By Topics: -
To imbibe the concepts of SEO in context of website development, and apply its
Objectives:
techniques to improve search visibility.
1 Search Engine Basics [15 %]
1.1. Search Engine Optimization: Introduction and importance
1.2. SEO sites and architecture
1.3. On-page and Off-page Optimization
1.4. Search Query and its types
1.5. Layout of Search Engine Result Page
1.6. Vertical Result and its importance
2 Web Search Process [18 %]
2.1. Working mechanism of Search Engine: Crawling, Indexing, Retrieving and
Ranking
2.2. Evaluating content on a web page
2.3. Search Engine Ranking Factors: Visible On-Page Factors, Invisible On-Page
Factors, Time-Based Factors and External Factors
2.4. Potential Search Engine Penalties
3 Search Engine Friendly URLs [17 %]
3.1. Types of URL: Dynamic, Static, Numeric Rewritten and Keyword-Rich
3.2. URL Rewriting: Introduction and importance
3.3. URL Rewriting with IIS and ISAPI_Rewrite
3.4. URL Rewriting with UrlRewriter.NET
3.5. Redirection using 301 and 302
4 Keyword Research and Foreign Language Optimization [15 %]
4.1. Keyword Research: Introduction and Importance
4.2. Resources and Tools: Google AdWords Tool and Keyword Discovery Tool
4.3. Web Analytics
5 Duplicate Content, SE-Friendly HTML and JavaScript [18 %]
5.1. Causes and Effect of Duplicate Content
5.2. Methods to exclude Duplicate Content: Robot meta tag and robot.txt
5.3. Canonicalization: Introduction and Solution
5.4. Search Engine-Friendly JavaScript
5.5. Search Engine-Friendly HTML
6 White Hat SEO and Black Hat SEO Technique [17 %]
6.1. White Hat SEO and Black Hat SEO: Introduction and Importance
6.2. Black Hat SEO Technique: Keyword Stuffing, Doorway Pages, Hidden Text
or Links, Link Farms, Cloaking
6.3. Implementation of Cloaking
6.4. White Hat SEO Technique: Web Feed, Social Bookmarking, Traditional and
Search Engine Sitemaps, Link Bait
Course Outcome:
CO1: Determine basic concept of search engine.
CO2: Describe about search engine process and factors which can be affect to ranking of
website.
CO3: Describe and Implement URL rewriting.
CO4: Identify the importance of keyword research and its useful to optimize website.
CO5: Identify that when search engine consider content as a duplicate content and discuss
techniques to avoid it.
CO6: Design SEO friendly website which containing HTML or JavaScript.
CO7: Describe the concept of black hat SEO and white hat SEO with Web feed and Social
bookmarking and able to implement RSS feeds and syndication.
Course Objectives and Course Outcomes Mapping:
To imbibe the concepts of SEO in context of website development: CO1, CO2, CO3, CO6 apply its techniques to improve
search visibility: CO4, CO5, CO7
Course Units and Course Outcomes Mapping:
Unit
Unit Course Outcome
No.
CO1 CO2 CO3 CO4 CO5 CO6 CO7
1 Search Engine Basics √ √
2 Web Search Process √ √ √
3 Search Engine Friendly URLs √ √
Keyword Research and Foreign
4
Language Optimization √ √ √
Duplicate Content, SE- Friendly
5
HTML and JavaScript √ √
White Hat SEO and Black Hat SEO
6
Technique √ √
Hands-on Experience Activity:
❖ Prepare video to demonstrate Keyword Discovery Tool.
❖ Practice the usage of Social Bookmarking websites namely Pinterest and Delicious to improve website
visibility.
Modes of Transaction (Delivery):
❖ Lecture/discussion method shall be used for each topic.
❖ Case study can be used to teach in-depth for the topics of 2.3, 4.1, 6.2 and 6.4.
Activities/Practicum:
The following activities shall be carried out by the students.
❖ Analyse a particular website and prepare documentation suggesting SEO improvements in that website.
The following activities shall be carried out by the teacher.
❖ Simulation/Demonstration of Google Analytic tool and Sitemap generation website.
Text Books:
1. Cristian Darie, Jaimie Sirovich, Professional Search Engine Optimization with ASP.NET A
Developer’s Guide to SEO, Wrox-Wiley.
2. Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola, The Art of SEO: Mastering
Search Engine Optimization, O'Reilly.
Reference Books:
1. Kristopher Jones, Jim Boykin, Search Engine Optimization, Wiley 3. Jerri L. Ledford - SEO:
Search Engine Optimization Bible, Wiley India.
Assessment:
Weightage
Assessment Assessment Duration Each of
Occurrence in CIE of Remarks
Code Type of each marks
40 marks
For Theory
Shall be taken at the end
A1 Quiz 45 mins 2 20 4X2=8
of unit 2nd and 4th
Shall be taken at the end
A2 Unit Test 55 mins 3 30 4X2=12
of unit 1st and 6th.
Internal
A3 3 hours 1 60 15X1=15 -
Examination
Shall be assessed after
A4 Assignment - 1 20 5X1=5 completion of 2nd, 4th and
6th unit.
❖ A4 Guideline
• A teacher shall provide 20 questions from each unit for assignment at the starting of semester .
• Questions for assignment cover all the units equally and it shall be assess at regular interval as
per completion of unit.
• Student shall receive up to 10% penalty of full marks on 2 days late submission, and zero marks
if no submission.
❖ Syllabus for each CIE parameter shall be covered by the date of the corresponding test.
❖ No make-up work shall be accepted and no test shall be conducted for missed or failed tests
Course Assessment with Course Outcomes Mapping
Assessment Course Outcomes
CO1 CO2 CO3 CO4 CO5 CO6 CO7
A1 √ √ √ √ √
A2 √ √ √ √ √ √ √
A3 √ √ √ √ √ √ √
A4 √ √ √ √ √ √ √
Question Bank:
Question Bank must be prepared which consists of several types of questions namely Matching type questions,
Rearrangement of source code, missing code, Multiple Choice Questions, Fill in the blanks, Short type questions, long
type questions etc. Question bank must not be exactly same as of previous years.
Academic Honesty:
Journal work is assumed to be accomplished individually by a student
UFM:
❖ If two or more submitted papers are too similar for coincidence, a penalty shall be imposed that shall usually
be the same for the student who did the original as for the one copying from it.
❖ Any ascertained fact of breaking institute policy shall be associated with one or all of the following: (i) zero
marks for the work; (ii) report to the Programme coordinator; (iii) report to the Director.
Attendance:
❖ Attendance means being present for the entire class session. Those arriving significant late or leaving
significantly early without prior permission shall be counted as ABSENT for the entire class session.
❖ Concern teacher must clearly state his/her attendance policies at the first class meeting.
