First on the list: Search Engine Optimization contests as authentic learning

Abstract

Search Engine Optimization (SEO) describes a set of techniques applied to a Website over time so it achieves a desirable position with a search engine's rankings. SEO is an important strategy for organizations and individuals in order to promote their brands online. This paper describes an online learning activity that mimics a popular real-world event known as an SEO contest. SEO contest participants make use of a variety of techniques in order to compete for the top position in a search engine's results when searching for a specified word or phrase. Results from this study show that teachers can leverage an SEO contest as an authentic learning environment to effectively develop college students' competence in implementing SEO techniques.