Dette kurset fører til Certified Digital Marketing Specialist - Search sertifiseringen. [+]
Search marketing is one of the most important digital disciplines as over 90% of web users rely on search engines to find what they are looking for. As such, knowledge of how to increase visibility of a brand and convert relevant traffic from within search engines is crucial to nearly every business operating in the modern marketplace.
Designed by the Digital Marketing Institute, this industry aligned certification will equip professionals with the skills and knowledge needed to become a search marketing specialist. Learn how to plan, execute and measure an effective search marketing strategy to help any business rank higher in search engine results and get found faster by quality prospects.
THERE ARE TEN MODULES IN THIS PROGRAM:
Introduction to Search Marketing
SEO - Setup
SEO – Content
SEO - Workshop
PPC Advertising - Search
PPC Advertising – Display Networks
PPC Advertising - Video
Analytics - Setup
Analytics - Applied
Strategy and Planning
INTRODUCTION TO SEARCH MARKETING
The Introduction to Search Marketing module introduces the key technical concepts and terminology in search marketing. You will learn how search sits within wider digital marketing practice and understand how the core search elements work together to achieve targeted and high converting traffic.
SEO – SETUP
This module develops the knowledge and skills needed to implement search engine optimisation in a technically effective way. You will also be introduced to a number of common issues encountered in search engine optimisation and how to combat them.
SEO – CONTENT
The SEO content module enables participants develop their understanding of content relevance and the technical aspects of on-page optimisation. You will know the role content plays in SEO rankings whilst also exploring technicalities such as tags, filenames, URL choices, CTR influencers, off-page optimisation and more.
SEO – WORKSHOP
The SEO module is a workshop format in which participants will be asked to implement their considered SEO strategy employing a range of resources and tools. You will develop and demonstrate skills by auditing your own sites effectiveness and engaging with optimization techniques to achieve SEO success.
PPC ADVERTISING – SEARCH
The PPC search advertising module details the foundational concepts of Pay-Per-Click advertising. You will learn how to set up a Google AdWords account, interact with the AdWords interface and understand the AdWords hierarchy. You will gain the skills and know-how needed to launch ads and determine which are best performing in terms of conversions and traffic.
PPC ADVERTISING – DISPLAY NETWORKS
The PPC display networks advertising module introduces performance indicators for Pay-Per-Click advertising display campaigns. You will learn about the importance and measurement of click-through-rates (CTR), conversion rates and average cost-per-click (CPC). You will also be introduced to the concept of the Quality Score as you learn to create detailed campaign management reports.
PPC ADVERTISING – VIDEO
This module investigates the opportunities available for pay-per-click advertising through display advertising networks, video hosting and mobile platforms. You will learn how to plan and implement a video advertising campaign and be able to optimize it to achieve best results.
ANALYTICS - SETUP
The analytics setup module introduces participants to the importance of measuring, monitoring and optimizing digital marketing campaigns. Upon module completion, you will realize the full functionalities of analytics and how they can be used to underpin all digital marketing activities.
ANALYTICS - APPLIED
The analytics applied module develops participants understanding of the more technical aspects of analytics. You will be introduced to the concept of filters in order to formulate suitable reports, learn how to organize reporting across multiple domains, employ segmentation techniques, analyse AdWords campaigns, and generate reports detailing goals, conversions, funnels.
STRATEGY AND PLANNING
This module is the cornerstone module of the certification that will; enable you to bring together the skills and knowledge gathered in the previous modules to create a coherent search marketing strategy.
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