Abstract: Search Engine Optimization (SEO) describes a set of techniques applied to a Web site so it achieves optimal position with a search engine's rankings. SEO is an important strategy for organizations and individuals in order to promote their brands online. Techniques for achieving SEO are relevant to students of marketing, computing, media arts, and other disciplines, and many college courses have begun to include SEO as part of their curricula. This paper describes an exercise for learning about SEO that mimics a popular online event known as an SEO contest. Contest participants implement a variety of SEO techniques in order to achieve the top position for a specified word or phrase in a search engine's results. This paper also examines the learning benefits that such an exercise provides.

Keywords: search engine optimization(SEO), Web 2.0, Curriculum, contest, Learning

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Recommended Citation: Frydenberg, M., Miko, J. (2011). Taking it to the Top: A Lesson in Search Engine Optimization . Information Systems Education Journal, 9(1) pp 24-40. http://isedj.org/2011-9/ ISSN: 1545-679X. (A preliminary version appears in The Proceedings of ISECON 2010)