I. Search Engine Optimization 101

a. Course Introduction
b. Introduction to SEO
c. Search Engine Basics
d. SEO Requirements Gathering
e. Keyword Research
f. Title and META Tag Creation
g. SEO Copywriting
h. SEO Integration
i. Search Engine and Directory Submission
j. Search Engine Spam
k. SEO Reporting and Conversions

II. Search Engine Optimization 201

a. Course Introduction
b. Overview of SEO
c. Site Architecture
d. Text Content
e. Dynamic Content
f. Graphics
g. Flash and Splash Pages
h. Frames and Tables
i. Link Popularity
j. Pay For Performance
k. Measuring SEO ROI
l. Starting Your Own SEO Business

III. Pay Per Click Marketing 101

a. Course Introduction
b. An Introduction to Pay Per Click Marketing
c. Pay Per Click Campaign Preparation
d. An Introduction to Google AdWords
e. How to Set Up an AdWords Account
f. An Introduction to Yahoo! Search Marketing
g. How to Set Up a Yahoo! Sponsored Search Account
h. Keyword Research for PPC Campaigns
i. Ad Copy Creation for PPC Campaigns
j. Landing Page Creation for PPC Campaigns
k. PPC Campaign Conversion & ROI Measurement

IV. Pay Per Click Marketing 210

a. An Overview of PPC Marketing
b. Pay Per Click Search Engines
c. Key Elements of a Successful PPC Campaign
d. Building Effective PPC Ads
e. How to Structure Your PPC Campaign
f. Effective PPC Bidding Strategies
g. How to Create Killer Landing Pages
h. Tracking PPC Conversions
i. A/B Split Testing
j. How to Measure ROI on PPC

V. Web Site Copywriting 101

a. Course Introduction
b. THE Most Important (and most overlooked) Aspect of Copywriting
c. Discover What Copy Type Fits Your Target Audience Best
d. Guess What? Men and Women Are Different!
e. Writing to Please Everybody
f. Headlines - The Beginning and the End
g. Features vs. Benefits - Do You Really Know the Difference?
h. Adding Emotions & Dreams and Tugging On Heartstrings
i. The Power Points of Your Copy
j. A.I.D.A. and the Buying Process
k. Search Engine Optimization - Copy Is Crucial
l. Final Thoughts


    • Course Overview/Description Course Objectives Course Outline Prerequisites/Audience PC Requirements/Materials Included Instructor Bio FAQs See a Demo
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  • Pay Per Click Marketing
  • RFID (Radio Frequency Identification) on the Web™
  • Search Engine Optimization
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  • Webmaster

Search Engine Marketing

GES 213 -- 250 hours

Course Outline

    I. Search Engine Optimization 101

    a. Course Introduction
    b. Introduction to SEO
    c. Search Engine Basics
    d. SEO Requirements Gathering
    e. Keyword Research
    f. Title and META Tag Creation
    g. SEO Copywriting
    h. SEO Integration
    i. Search Engine and Directory Submission
    j. Search Engine Spam
    k. SEO Reporting and Conversions

    II. Search Engine Optimization 201

    a. Course Introduction
    b. Overview of SEO
    c. Site Architecture
    d. Text Content
    e. Dynamic Content
    f. Graphics
    g. Flash and Splash Pages
    h. Frames and Tables
    i. Link Popularity
    j. Pay For Performance
    k. Measuring SEO ROI
    l. Starting Your Own SEO Business

    III. Pay Per Click Marketing 101

    a. Course Introduction
    b. An Introduction to Pay Per Click Marketing
    c. Pay Per Click Campaign Preparation
    d. An Introduction to Google AdWords
    e. How to Set Up an AdWords Account
    f. An Introduction to Yahoo! Search Marketing
    g. How to Set Up a Yahoo! Sponsored Search Account
    h. Keyword Research for PPC Campaigns
    i. Ad Copy Creation for PPC Campaigns
    j. Landing Page Creation for PPC Campaigns
    k. PPC Campaign Conversion & ROI Measurement

    IV. Pay Per Click Marketing 210

    a. An Overview of PPC Marketing
    b. Pay Per Click Search Engines
    c. Key Elements of a Successful PPC Campaign
    d. Building Effective PPC Ads
    e. How to Structure Your PPC Campaign
    f. Effective PPC Bidding Strategies
    g. How to Create Killer Landing Pages
    h. Tracking PPC Conversions
    i. A/B Split Testing
    j. How to Measure ROI on PPC

    V. Web Site Copywriting 101

    a. Course Introduction
    b. THE Most Important (and most overlooked) Aspect of Copywriting
    c. Discover What Copy Type Fits Your Target Audience Best
    d. Guess What? Men and Women Are Different!
    e. Writing to Please Everybody
    f. Headlines - The Beginning and the End
    g. Features vs. Benefits - Do You Really Know the Difference?
    h. Adding Emotions & Dreams and Tugging On Heartstrings
    i. The Power Points of Your Copy
    j. A.I.D.A. and the Buying Process
    k. Search Engine Optimization - Copy Is Crucial
    l. Final Thoughts


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