Search Engine Marketing

The Search Engine Marketing certification program, offered by our accredited school partners, is designed to address the skyrocketing need for qualified search engine marketing professionals in this challenging and rewarding field. Search engine marketing has become a primary marketing tool to connect with the millions of people who use search engines like Google, Yahoo! and Bing to locate products and services of every type. Search engine marketing encompasses a wide variety of techniques and as a certified search engine marketer; you’ll be responsible for selecting the ones which best suit your client’s needs and budgets.

Enroll through one of our accredited university or college partners today!

Search Engine Optimization:
Module 1-Address SEO as a business process, identifying how it fits within traditional communications and marketing roles.
Module 2-Define the components of a web page and how each contributes to search engine rankings
Module 3-Describe how search engines find and rank web site content
Module 4-Identify strategies for enhancing search engine ranking
Module 5-Demonstrate successful application of the concepts learned to real-world scenarios.

Paid Search:
Module 1-Explain the purpose of paid search (pay-per-click) advertising
Module 2-Define search marketing, search engine marketing (SEM), and search engine optimization (SEO)
Module 3-Describe the search process and the search buying cycle
Module 4-Demonstrate how to set PPC account goals and measure them
Module 5-Explain how to build a PPC account and estimate conversion rates
Module 6-Understand and set bids
Module 7-Conduct an audit of a PPC account
Module 8-Describe different types of keyword searches
Module 9-Explain how to use keyword planners and other tools
Module 10-Describe how to use keyword matching and negative keywords
Module 11-Describe the benefits of paid search (pay-per-click) and the parts of an ad
Module 12-Explain how dynamic keywords and different ad extensions are beneficial
Module 13-Relate how a marketer can segment B2B and B2C searchers
Module 14-Describe the difference between mobile and desktop ads and landing pages
Module 15-Explain how to optimize a landing page
Module 16-Understand the difference between search and display advertising
Module 17-Describe display ad formats and the importance of contextual advertising
Module 18-Identify components of an effective paid search report
Module 19-Describe the pros and cons of A/B versus multivariate testing
Module 20-Explain how to manage the PPC channel and why editors are useful

Web Analytics:
Module 1-Define web analytics.
Module 2-Define key terms used in web analytics.
Module 3-Explain how web analytics evolved.
Module 4-Discuss how different organizations use web analytics.
Module 5-Identify who uses web analytics in an organization.
Module 6-Explain the difference between search engine optimization (SEO) and search engine marketing (SEM)
Module 7-Describe the difference between metrics and KPIs.
Module 8-Describe what segmentation is and how it can improve the usability of a website.
Module 9-Describe what dashboards are and why they are useful.
Module 10-Identify what should go into a dashboard.
Module 11-Define the difference between implicit and explicit data.
Module 12-Explain the use of dynamic content.
Module 13-Describe landing page optimization best practices.
Module 14-Articulate the importance of experimentation and testing in web analytics.
Module 15-Explain the differences between A/B and multivariate testing.
Module 16-Identify where a visitor is in the buying cycle and purchase funnel.
Module 17-Define common e-commerce metrics.
Module 18-Describe how surveys and qualitative information is used in web analytics.
Module 19-Identify when it is appropriate to include developers and page tagging

Marketing Automation:
Module 1-Define marketing automation and explain its value.
Module 2-Define key terms used in marketing automation.
Module 3-Explain the key components of marketing automation.
Module 4-Define the buying cycle and the online marketing funnel.
Module 5-Explain the aspects of prospect intent in a buying cycle (AIDA).
Module 6-Identify the key considerations in developing a content strategy.
Module 7-Name the major marketing channels.
Module 8-Define and explain what customer value is.
Module 9-Define and discuss the advantages of a single customer view.
Module 10-Describe the functions of a CRM system and an email marketing system.
Module 11-Discuss the types of data that are useful in lead capture.
Module 12-Explain the use of dynamic content.
Module 13-Explain the use of explicit and implicit data in lead nurturing.
Module 14-Articulate the value of lead scoring.
Module 15-Define strategies for building customer loyalty.
Module 16-Describe different methods of marketing automation measurement and control

Conversion Rate Optimization:
Module 1-Define conversion rate and the many factors that contribute to it
Module 2-Identify the components of a digital marketing campaign and the role each component plays in conversion rate optimization
Module 3-Identify strategies for enhancing conversion rates
Module 4-Demonstrate successful application of the concepts learned to real-world scenarios