India

Search Engine Marketing

This program will give you the knowledge necessary to increase the search engine visibility of your own site or client sites on the world’s most popular search engines and directories including Google, Bing and Yahoo!
Temecula, CA P.O. Box 760,, Temecula, CA 92593
(951) 9723600

Course at a Glance

Mode of learning : Online - Instructor Lead(LVC)

Domain / Subject : General/Others

Function : General

Trainer name : Kalena Jordan

Duration : 250 Hours

Difficulty : Medium

About the course

The role of Search Engine Marketing Specialist is one of the hottest technology jobs available in a unique and growing career field. The Search Engine Marketing Online Training Program is a series of five bundled courses for people who want to take advantage of the global demand for search marketing staff and jump-start their career path in the fast-paced search engine industry.

This program will give you the knowledge necessary to increase the search engine visibility of your own site or client sites on the world’s most popular search engines and directories including Google, Bing and Yahoo! Completion of this series will also help to prepare you for starting your own search engine marketing business or applying for a job in the fields of SEO (search engine optimization), SEM (search engine marketing) or online advertising.

Objectives

Upon successful completion of this program, you'll be able to:

  • Understand how Google and other search engines rank pages.
  • Understand what makes a web page search engine compatible.
  • Understand what type of content search engines love.
  • Research and select appropriate keywords to target.
  • Successfully integrate search keywords within web site copy.
  • Create effective and search engine friendly web pages.
  • Optimize large or complex web sites for better search rankings.
  • Create effective and optimized text navigation menus.
  • Use link titles and anchor text effectively.
  • Monitor search positions for target search terms.
  • Set up site architecture to be search engine compatible.
  • Create a search engine friendly site map.
  • Create a Robots.txt file.
  • Track site performance using Google Webmaster Tools.
  • Optimize dynamic and database-driven web sites.
  • Optimize a graphic-heavy web site.
  • Increase your site’s link popularity.
  • Measure the effectiveness of SEO activities.
  • Understand the difference between organic and paid search results
  • Set up a Google AdWords account (to appear in paid search results on Google)
  • Set up a Bing Ads account (to appear in paid search results on Yahoo! and Bing)
  • Increase the conversion rate of existing paid advertising campaigns
  • Attract the right audience for your web site via paid search advertising
  • Choose the right keywords to promote your web site
  • Understand the various campaign types available
  • Choose suitable demographic and geographic targeting options
  • Understand the difference between each of the keyword matching options
  • Create compelling paid search ads
  • Determine the right bid and match types for their keywords
  • Set and control campaign budgets
  • Structure an ad campaign for best performance
  • Understand key ad triggers that increase conversions
  • Recognize the features of high-converting landing pages
  • Track campaign performance and ROI
  • Report meaningful web site performance data to stakeholders. 

Course eligibility

Prerequisites

Before enrolling in this course, you should have good keyboarding skills, and you should be familiar with using search engines, Internet browsers, and e-mail. It's an advantage, but not required, to have some HTML knowledge and advanced search engine usage experience, as well. This program will benefit webmasters, students, marketers, advertisers, and anyone else who wants to learn how to promote web sites via search engines. The following persons should find this course useful:

  • Marketing executives entrusted with the responsibility of promoting their company’s or clients’ web sites.
  • Webmasters wanting to increase traffic to their web sites via search engines and/or learn how to promote their sites via Google AdWords and Bing Ads.
  • Small business owners wanting to learn how to promote their web sites on the search engines and/or increase their web site traffic and conversions via paid search advertising.
  • Owners of e-commerce sites that want to increase their site’s visitor-to-customer conversion ratios and/or sell products and services via Google AdWords and Bing Ads.
  • Web Site Designers or ad agencies wanting to offer search engine optimization and/or paid search advertising services to their clients.
  • Persons who want to improve the performance of their existing paid search campaigns.
  • Search engine optimizers and search engine marketers who want to test and improve their skills.
  • Persons wanting to gain employment in the fast-moving search engine marketing industry.
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Course Content

  • Search Engine Optimization 101
    • Introduction to SEO
    • Search Engine Basics
    • Search Industry Timeline
    • SEO Requirements Gathering
    • Keyword Research
    • Title and META Tag Creation
    • SEO Copywriting
    • SEO Integration
    • Search Engine and Directory Submission
    • Search Engine Spam
    • SEO Reporting and Conversion
  • Search Engine Optimization 201
    • Overview of SEO
    • Site Architecture
    • Text Content
    • Dynamic Content
    • Graphics
    • Flash and Splash Pages
    • Unfriendly Web Design
    • Link Popularity
    • Pay For Performance
    • Measuring SEO ROI
    • Starting Your Own SEO Business
  • Pay Per Click Marketing 101
    • An Introduction to Pay Per Click Marketing
    • Pay Per Click Campaign Preparation
    • An Introduction to Google AdWords
    • How to Set Up an AdWords Account
    • An Introduction to Bing Ads (PPC for Bing and Yahoo!)
    • The Yahoo! / Microsoft Search Alliance
    • How to Set Up a Bing Ads Account
    • Keyword Research for PPC Campaigns
    • Ad Copy Creation for PPC Campaigns
    • Landing Page Creation for PPC Campaigns
    • PPC Campaign Conversion & ROI Measurement
  • Pay Per Click Marketing 201
    • An Overview of PPC Marketing
    • Pay Per Click Search Engines
    • Key Elements of a Successful PPC Campaign
    • Regional and Niche Market Targeting
    • Building Effective PPC Ads
    • Successful PPC Bidding Strategies
    • How to Create Killer Landing Pages
    • Click Fraud & Anti-Competitive Practices
    • Landing Page Testing
    • Monitoring and Tweaking Your Campaigns
    • Pay Per Click Tools and Software
  • Elective Unit – Choice of:
    • Web Site Copywriting 101
    • Web Site Usability 101
    • Article Marketing & Distribution 101
    • Copywriting for Pay Per Click Advertising 101
    • Link Building 101
    • Keyword Research 101

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