| Day | Date | Topic | Readings |
| Tue | Aug 29 | Why Search Marketing is Important... and Difficult (Prof. Davison) | M&H 1 |
| Tue | Sep 5 | How Search Engines Work (Prof. Davison) | M&H 2 |
| Tue | Sep 12 | How Search Marketing Works (Prof. Davison) | M&H 3 |
| Tue | Sep 19 |
How Searchers Work (Prof.
Davison) Identify Your Web Site's Goals (Prof. Lin) |
M&H 4,5 |
| Tue | Sep 26 | Finish
Identify Your Web Site's Goals (Prof.
Lin) |
M&H 5 |
| Tue | Oct 3 | Measure Your Web Site's Success (Prof. Lin) | M&H 6 |
| Tue | Oct 10 | PACING BREAK | |
| Tue | Oct 17 | Measure Your Search Marketing Success (Prof. Lin) | M&H 7 |
| Thu | Oct 19 | Sponsored Search: Principles and Practice (Dr. Jan Pedersen, Chief Scientist, Yahoo!) | |
| Tue | Oct 24 |
Define Your
Search Marketing Strategy (Prof. Lin) Sell Your Search Marketing Proposal (Prof. Lin) |
M&H 8,9 |
| Tue | Oct 31 | Get Your Site Indexed (Prof. Davison) | M&H 10 |
| Tue | Nov 7 | Choose Your Target Keywords (Prof. Lin) | M&H 11 |
| Tue | Nov 14 | Optimize Your Content (Prof. Davison) | M&H 12 |
| Tue | Nov 21 | SEM at Avenue A / Razorfish (Guest: Andy Powers) | |
| Tue | Nov 28 | Attract Links to Your Site (Prof. Davison) | M&H 13 |
| Tue | Dec 5 | Optimize Your Paid Search Program (Prof. Lin) | M&H 14 |
| Fri | Dec 15 | FINAL EXAM, 12-3pm, Packard 208 |