Search Engine Marketing GES 213 » 250 hours

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  1. Search Engine Optimization 101
    1. Introduction to SEO
    2. Search Engine Basics
    3. SEO Requirements Gathering
    4. Keyword Research
    5. Title and META Tag Creation
    6. SEO Copywriting
    7. SEO Integration
    8. Search Engine and Directory Submission
    9. Search Engine Spam
    10. SEO Reporting and Conversions
  2. Search Engine Optimization 201
    1. Overview of SEO
    2. Site Architecture
    3. Text Content
    4. Dynamic Content
    5. Graphics
    6. Flash and Splash Pages
    7. Frames and Tables
    8. Link Popularity
    9. Pay For Performance
    10. Measuring SEO ROI
    11. Starting Your Own SEO Business
  3. Pay-Per-Click Marketing 101
    1. Introduction to Pay-Per-Click Marketing
    2. Pay-Per-Click Campaign Preparation
    3. An Introduction to Google AdWords
    4. How to Set Up an AdWords Account
    5. An Introduction to Yahoo! Search Marketing
    6. How to Set Up a Yahoo! Sponsored Search Account
    7. Keyword Research for PPC Campaigns
    8. Ad Copy Creation for PPC Campaigns
    9. Landing Page Creation for PPC Campaigns
    10. PPC Campaign Conversion and ROI Measurement
  4. Pay-Per-Click Marketing 201
    1. Overview of PPC Marketing
    2. Pay-Per-Click Search Engines
    3. Key Elements of a Successful PPC Campaign
    4. Building Effective PPC Ads
    5. How to Structure Your PPC Campaign
    6. Effective PPC Bidding Strategies
    7. How to Create Killer Landing Pages
    8. Tracking PPC Conversions
    9. A/B Split Testing
    10. How to Measure ROI on PPC
  5. Web Site Copywriting 101
    1. Program Introduction
    2. THE Most Important (and most overlooked) Aspect of Copywriting
    3. Discover What Copy Type Fits Your Target Audience Best
    4. Guess What? Men and Women Are Different!
    5. Writing to Please Everybody
    6. Headlines: The Beginning and the End
    7. Features vs. Benefits: Do You Really Know the Difference?
    8. Adding Emotions and Dreams and Tugging On Heartstrings
    9. The Power Points of Your Copy
    10. A.I.D.
    11. and the Buying Process
    12. Search Engine Optimization: Copy Is Crucial
    13. Final Thoughts

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