Search Engine Marketing & Usability
Drive Traffic – and Success – With Proven Search Techniques!
Empower your staff with the skills to optimize both organic and paid search strategies, which will help them maximize web traffic, increase conversion rates and decrease the cost of customer acquisition for your company or clients. Search Engine Marketing & Usability focuses on consumer behavior and its implications on website design and search engine marketing (SEM), including search engine optimization (SEO). The course also reveals how the latest rules and regulations of Internet marketing can be leveraged to protect company assets and grow customer relationships.
Developed by some of today’s most accomplished interactive pioneers, this essential online marketing course not only imparts critical insights and practical techniques, but it also reviews the core components of the Google Advertising Professionals certification exam. When you employ two or more Google-certified Qualified Individuals and maintain a minimum required AdWords spend, your organization is eligible to become a Qualified Company in the Google Advertising Professionals program.
Course Topics
Analyzing Customers, Markets and Planning
- Tips for Profiling and Targeting Potential Customers
- Proven Tactics for Internet Campaign Planning
- Top 10 Strategies: Case Studies
Regulations and Codes of Practice
- Legal and Ethical Concerns Facing Today’s Internet Marketers, Including the CAN-SPAM Act and Digital Millennium Copyright Act
- File Sharing: Limewire, Napster, Peer-to-Peer (P2P) and More
- User-Generated Content and Licensing Issues
- 10 Successful Strategies: Case Studies
The Role of the Website
- Critical Considerations: Domains, Technology and Usability
- Website Layout and Design Standards
- Writing for the Web and Responding to the Market
- Turning Visitors Into Customers: Conversion and E-Commerce Strategies
Introduction to Intermediate Search Engine Marketing (SEM)
- Fundamentals of Organic and Paid Search
- Creating Powerful Content for Search
- Complementary Roles of Search Engine Optimization (SEO) and Pay Per Click (PPC)
- Measuring Search Marketing Success
Mastering Organic Search
- Essential Elements of SEO: Google Page Rank, Search Engine Results Pages (SERPs) and Blended Strategies
- Best Practices for Keyword Selection and SEO
- Advanced Link Building and Internal Linking Strategies
Mastering Paid Search
- Targeting, Keyword Research and Budgeting
- Expert Advice on Writing Effective Text Ads and Landing Pages
- Optimizing Campaigns, Establishing Goals and Testing
Preparing for Google Advertising Professional Certifications
- Overview of Google Certification
- Must-Know Requirements and Criteria for Certification
- Vital Information Available Through the Google Learning Center
- Helpful Tips for Taking the Google Advertising Professional Exam
Search Engine Marketing Case Studies
- Best Practices of Search Engine Marketing:
- StaffordLoan.com
- Usability Case Study
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