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(3 Months Course Duration with NPR 15,000 startup salary)
Description
The Search Engine Marketing program is a direct response to the skyrocketing growth of the search engine industry.
No longer the territory of geekdom, search engine marketing has exploded into the mainstream. Today, thousands of businesses are falling all over themselves to capture online searchers. And they'll pay big bucks to search engines for the privilege. Giants like Google, Yahoo and AOL can't fail to make money because everybody wants a bit of their search action.
As a search engine marketer, you'll pay for Web advertising that appears when consumers type specific search terms into a search engine. Using a combination of search optimization techniques, copywriting skills, and bidding dollars to pay for targeted advertising, you'll be able to place a product or a business directly in front of the right consumer at the right time.
This extreme demand means Search Engine Marketers can pick and choose their jobs and/or clients. The more skilled marketers are head-hunted regularly.
Job candidates who hold specific industry certification in Search Engine Marketing may well have an edge over their fellow applicants when it comes to interview selection. The Search Engine Marketer series is a bundle of 5 courses designed for persons who want to jump-start their career path in the fast-paced search engine industry.
The Search Engine Marketer series consists of the following 5 individual courses:
Objectives
Upon successful completion of this program, you'll be able to:
- Set up, monitor, and maintain successful search engine optimization or pay-per-click campaigns for your sites on the world's most popular search engines and directories
- Make Web sites that are compatible with search engines that will attract the kind of visitors who are more likely to buy or sign up from the moment they arrive on a site
- Prepare for starting your own search engine marketing business or applying for a job as an SEO (search engine optimizer), SEM (search engine marketer), PPC (pay-per-click) marketer, online advertising executive, or Web site copywriter
Course Outline:
-
Search Engine Optimization 101
- Introduction to SEO
- Search Engine Basics
- 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 Conversions
- Search Engine Optimization 201
- Overview of SEO
- Site Architecture
- Text Content
- Dynamic Content
- Graphics
- Flash and Splash Pages
- Frames and Tables
- Link Popularity
- Pay For Performance
- Measuring SEO ROI
- Starting Your Own SEO Business
- Pay-Per-Click Marketing 101
- 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 Yahoo! Search Marketing
- How to Set Up a Yahoo! Sponsored Search Account
- Keyword Research for PPC Campaigns
- Ad Copy Creation for PPC Campaigns
- Landing Page Creation for PPC Campaigns
- PPC Campaign Conversion and ROI Measurement
- Pay-Per-Click Marketing 201
- Overview of PPC Marketing
- Pay-Per-Click Search Engines
- Key Elements of a Successful PPC Campaign
- Building Effective PPC Ads
- How to Structure Your PPC Campaign
- Effective PPC Bidding Strategies
- How to Create Killer Landing Pages
- Tracking PPC Conversions
- A/B Split Testing
- How to Measure ROI on PPC
- Web Site Copywriting 101
- Program Introduction
- THE Most Important (and most overlooked) Aspect of Copywriting
- Discover What Copy Type Fits Your Target Audience Best
- Guess What? Men and Women Are Different!
- Writing to Please Everybody
- Headlines: The Beginning and the End
- Features vs. Benefits: Do You Really Know the Difference?
- Adding Emotions and Dreams and Tugging On Heartstrings
- The Power Points of Your Copy
- A.I.D.
- and the Buying Process
- Search Engine Optimization: Copy Is Crucial
- Final Thoughts
Prerequisite
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 marketers, advertisers, and anyone else who wants to promote Web sites on search engines. Webmasters and business owners who want to increase traffic to their sites will also find this course useful. Additionally, search engine optimizers and search engine marketers who want to improve their skills will get what they want from this program.
