Introduction to Search Marketing
The Introduction to Search Marketing module introduce you to the world of Search Engine Marketing (SEM). It covers key concepts of SEM to provide you with a solid understanding before diving deeper into the individual modules.
You learn how to set up your own website so you can follow along with the lecturers throughout the course, putting key learnings into practice as you go. It explains how each discipline within search marketing interacts with and affects the others and how search marketing sits within the wider digital marketing practice.
You are introduced to the 3i Principles - the key tenets of the Digital Marketing Institute’s framework for successful search marketing, which help you to develop a cohesive search marketing strategy.
The SEO Setup module covers the key concepts relating to Search Engine Optimization, how search engines work and the key components of Search Engine Results Pages (SERPs).
You begin by setting your business, website and SEO objectives and are introduced to free, paid and keyword research tools you can use in your SEO activities.
You then dive into the 4-stage SEO process where you can develop well-optimized websites (on-page) and explore off-page optimization techniques to improve ranking. Next, you learn how to optimize your websites for both mobile and local deployment and how to analyze and report on your SEO performance.
The SEO Content module teaches you about the importance of distributing relevant content marketing messages in order to enhance search traffic and to help develop broader engagement levels across different digital marketing channels.
You learn how to set goals, establish audience personas and best practices. You are introduced to conducting keyword research to identify topics and priorities and the module also covers how to format and repurpose content to increase visibility, engagement and interest.
The module also addresses creating strategic content campaigns, measuring goals, following reporting deadlines and evaluating goals.
The SEO Workshop module takes the learnings from SEO Setup and SEO Content modules and combines them into a practical workshop on SEO. It is more hands on than the preceding modules and focuses on the ‘how to’ of SEO.
You learn how to conduct an SEO audit and how to analyze what is and what is not working for you.
Next, you learn how to use these insights to tweak your SEO strategy from both a technical and content aspect to improve your overall ranking.
The Paid Search module introduces you to the fundamental concepts of Paid Search.
It takes you through how to setup your Google AdWords account, how to create ad campaigns and how to optimize ads by considering different bid types and remarketing lists.
You also learn how to track conversions and link your analytics account for accurate reporting and analysis.
The module also covers how to determine success by measuring engagement and transaction data within Google Analytics against AdWords campaign performance metrics.
The Display Advertising module teaches you everything you need to know about display campaigns from creation to optimization and then on to reporting.
You learn how to prepare a creative strategy, how to advertise on Facebook, Twitter and LinkedIn and the module explores the features of the Google Display Network (GDN).
The module also covers remarketing to potential customers and how to create Gmail and engagement ads for maximum reach.
The Video Advertising module provides you with a thorough understanding of the opportunities for advertising provided through video hosting and mobile platforms. This informs the video advertising life cycle from planning to implementation and measurement.
You learn how to create a YouTube channel that reflects your Brand’s identity, how to upload a video to your channel and link YouTube & Google AdWords to report on how your video content performs in your PPC campaigns.
You also learn how to refine and optimize video campaigns during the process and how to report on campaigns to inform further iteration and to ensure constant improvements in performance.
The Analytics Setup module provides a foundation for analytics that you can then build on in the Applied Analytics module.
This module introduces the full range of features and capabilities associated with analytics and how it can be used to optimize website performance.
You learn how to implement Google Analytics code to track visitors to your website and to set up accounts and goals within Google Analytics.
You also learn how to track additional user interactions through event tracking code and how to plan event tracking reports. The module also covers key details concerning the laws surrounding website analytics.
The Applied Analytics module helps you to further develop your understanding of the more technical aspects of Analytics.
You learn to analyze how different AdWords campaigns are working, understand conversion analysis and apply campaign attribution and tagging.
You also learn about different goal types and how to output detailed conversion reports with regard to goals, funnel pathways, conversions and ecommerce.
Strategy & Planning
The Strategy & Planning module teaches you how to devise an all-encompassing social media strategy using the PROPEL strategy model.
You learn how planning, researching, setting objectives, preparation, execution and learning are the key components of a successful social strategy and for generating ROI.
You also learn how to conduct a situation analysis, containing an assessment of your competitors, based on the size of the market and your current performance
The module also covers how to develop a high level, simple clear strategy for all search marketing channels and how to maintain a successful strategy by continually incorporating new information and adapting to a changing landscape.