- Shape the business case for search marketing for your business
- Identify all the barriers that cause your website to be invisible to search engines
- Discover keywords that will best suite your brand
- Create powerful search ads that really sell
- Transform your site's analytical data into meaningful, actionable plans for the future
- Go through the course material at your own pace and when you have time!
- Anyone entering into this exciting field loaded with career opportunities
- Marketing Managers and Directors
- Search marketers
- Multichannel marketers
- Webmasters
- Media Buyers
The modules include:
- Introduction to Search Engine Marketing
- Search Engine Basics
- Site Indexing Challenges and How to Fix Them
- Fundamentals of Keyword Research
- Search Engine and Directory Submission/Inclusion Tactics
- Fundamentals of Site Optimization
- Creating Powerful Content for Search
- Understanding Paid Search
- Building for Powerful Search Marketing
- Measuring Search Marketing Success
Click here for Level II information. Each module builds on skills and concepts learned in the previous module. Students will progress seamlessly from one module to another.
Module 1: Introduction to Search Engine Marketing - Explore search engine marketing and what it takes for a marketer to achieve positive search engine marketing results. Learn how to identify ethical search engine marketing practices, and how search engines define spam. Learn how to shape the business case for search marketing for your business, and how to staff this valuable marketing function.
Presented by Jeannette Kocsis - Harte-Hanks
Module 2: Search Engine Basics - If you have ever wondered how a search engine builds its database, adds new sites to its index or chooses which results to show, this module will be of particular interest to you. Learn to identify paid from algorithmic search listings, and where search listings appear beyond the search results page. You will also learn how a search marketer's efforts can impact what the user sees on the page.
Presented by Lee Odden - TopRank Online Marketing
Module 3: Site Indexing Challenges and How to Fix Them - Is your site beautiful to behold, but invisible to search engines? This program focuses on the specific page elements and design technologies that can prevent a site from being included in a search engine database. You will learn how to identify the barriers and what must be done to overcome them.
Presented by Amanda Watlington - Searching for Profit
Module 4: Fundamentals of Keyword Research - Ever wonder what keywords a searcher will use to find your site? In this module, explore the tools used for keyword research. Learn how to find the keywords that will best suit your brand and audience and lead to the highest conversions. Keywords are tough to choose, and their selection requires skill. This module will highlight how to research, organize and gain the skills needed to discover the best keywords to use in organic and paid search campaigns.
Presented by Matt Bailey - SiteLogic
Module 5: Search Engine and Directory Submission/Inclusion Tactics - Want to know how to get your Web site indexed in the search engines using the newest and best practices? This module will outline the newest tactics available for ensuring rapid and complete site submissions. Learn how to get your site included in Google using Sitemaps and explore the many features of Yahoo! Site Explorer as well as other highly effective methods.
Presented by Amanda Watlington - Searching for Profit
Module 6: Fundamentals of Site Optimization - In search, where content is king and keywords are the coins of the realm, what can you do to make your siteÕs pages most attractive to search engines and users? This module covers the steps and best practices for optimizing a site for search engines.
Presented by Joe Laratro - More Visibilty
Module 7: Creating Powerful Content for Search - How to balance pleasing search engines and users is a major challenge for search marketers. This module will explore how to create copy that is relevant to search engines and helps you meet your business objectives. With the completion of this module, you will understand the role of content creation in the search marketing process and how to optimize your copy for search.
Presented by Amanda Watlington - Searching for Profit
Module 8: Understanding Paid Search - Do you want to use paid search more effectively? This module will explore the many options and opportunities now available in paid search, and how to get results from a paid search campaign. You will learn about bidding tools and strategies, keyword research tactics, and how to create powerful paid search ads that really sell.
Presented by Sherwood Stranieri - NCC Boston
Module 9: Link Building for Powerful Search Marketing - Why are links so important for search engine marketing? In this module you will learn about the power of links and how to harness them. Learn how to judge which links are valuable and appropriate for your site. Gain an understanding of linking relationships as well as tools and sources for building links that pack a punch.
Presented by Jennifer Laycock - Search Engine Guide
Module 10: Measuring Search Marketing Success - Do you know if your search campaign is working? This module will show you how to use various analytic methods to measure the success of your paid and organic search efforts. You will gain an understanding of how to evaluate the effectiveness of SEO and PPC campaigns and tools you can use to measure your siteÕs performance against your goals, and you will learn how to turn that data into meaningful, actionable plans for the future.
Presented by John Marshall - Click Tracks
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