PROGRAM SYLLABUS

1. Introduction to SEO & SEM 

   Start off with this course by gaining an in-depth understanding of the technicalities of what is search engine marketing (SEM) and its importance in the current world. Understand how search engines work and learn how to combine organic search and paid search to achieve the desired outcome. Develop skills pertaining to marketing functions such as inbound marketing, paid marketing, social media marketing, and web analytics.

    

   Build Search Foundations

    

   Get a comprehensive understanding of the search engine by exploring the working principles of search engines, organic and paid marketing methods, understanding keywords, SEO factors, and other basic SEO concepts.

    

   Discover SEO Tools

    

   Introduce yourself to Google Ads and Screaming Frog and explore their interfaces to get used to the functionalities and features. Other SEO tools you can get familiar with are Spyfu, SEMRush, Moz, Ahrefs, and Google Keyword Planner.

    

   Learn SEO Audit

    

   Learn practical SEO audit standards and apply them to carry out a generic SEO audit on real websites.  Evaluate audit risks and produce audit reports.

    

    

2.  Organic SearchWhen it comes to search engine marketing, search engine optimization and organic search are important parts of a powerful brand presence. Organic search is the search results from search engines that are not affected by paid advertising, therefore, organic search results are always based on their relevance to the search term. In this section of the course, build a core understanding of organic search and the factors that affect such search results in order to improve your skills and ideas to create natural/organic brand presence and boost search ranking.

    

   Learn to Create Engaging Content

   Strategically create impactful content that resonates with your target audience keywords in mind and engages your organic search traffic. The idea is to approach content with SEO in focus in order to reach the right audience with better customer engagement and effective navigation to the website.

    

   Generate high-quality backlinks

   As an important part of SEO, backlinks can help increase user visibility and search engine credibility. Learn how to effectively create and improve backlinks that allow another resource to find your content valuable enough to link to it within their own content.

    

   Utilize Local SEO

   Know how you can benefit from your physical location using local SEO and explore its features to leverage its benefits. This search engine optimization strategy enables businesses to be more seen on the local search results page.

    

   Explore Google Search Console

   Use Google Search Console to reveal or expose website issues as it helps scan and troubleshoot any website error present in Google Search results. Get to know about this SEO tool features used and maintain a clean website and efficiently manage issues.

3. Paid Advertising 

   This part of the course will cover training for Paid Advertising or commonly known as Pay-Per-Click advertising (PPC). Learn how to set up and execute a Google Ads campaign, that will include keyword selections, ad copy, and choosing the relevant target options. This can help your ads appear alongside relevant searches and other content on the website.

   This section of the course will also showcase how to get the most out of Google Ads reporting in order to successfully optimize campaigns and maximize their ROI.

    

   Learn Principles of Paid Search

   Start off with the basic fundamentals and technical concepts of Paid Search that can act as an amazing method to reach your audience who are actively searching for products/services that you offer.

    

   Plan Campaigns & Create Text Ads

   Each campaign has its own type of target audience and ads. Learn how these search campaigns can be planned, tailored, and executed to meet your marketing goals. Get trained in how you can plan for, set up, create and write ads that appeal to your potential target audience. Keywords play an important role in driving a successful advertisement.

    

   Learn about Display Ads

   A category of paid online advertising, Display ads help attract customers of a website, social media platform, or other digital mediums to initiate a specific action. Learn the art of creating some interesting and effective display ads and utilize advanced search marketing concepts.

4. SEM Analytics & MeasurementData is the key to everything. Therefore collecting data through web analytics and measuring it can help make informed and better decisions for campaigns. It will enable you to optimize and give a better direction to your ad campaigns using Analytics data and improve site discovery and traffic generation. Explore all the methods of SEM Analytics and Measurement in this course so that you can apply the skills to get the most out of the data you’re getting from your digital marketing activities.

    

   Gather Insights With Google Analytics

   Learn how to use the statistics and basic analytical tools available within Google Analytics for search engine optimization (SEO) to track and gather data on website traffic and measure your advertising ROI and SME efforts.

    

   Use Google Tag Manager

   One of the industry-standard tools, Google Tag Manager acts as a tag management system that enables you to rapidly and easily update measurement codes or implement tags without having to rely on web developers.