Digital Marketing for Direct Marketers: Web and search engine marketing

Course Overview

Explore web marketing techniques like search engine marketing (SEM) and search engine optimization (SEO) that can dramatically increase rankings for your site. You’ll get detailed, practical guidance on developing effective paid search campaigns.  Special emphasis is placed on SEO, with a review of factors that increase rankings. In addition, you’ll see how pay-per-click set-up and position within results actually work.

Course Content

Search engine marketing is a key element in online success today.  Now you can recognize relevant results for your searches and compare paid and organic search results.  Identify words that are often searched and how to employ them. Increase the ranking of your website by applying on and off page factors by evaluating and gaining more links.

Keyword research
• Tools
• Keyword (user) research
• The buying cycle

Pay-Per-Click (PPC)
• Search Engine Advertising Programs
• PPC -The set-up
• Bidding Strategy
• Landing Pages
• 5 Biggest PPC Mistakes

Organic Search Engine Optimization (SEO)
• How Search Engines Work
• SEO : Architecture
• On-page factors
 - Page titles
 - Meta Tags
 - Content headings
 - Content Mark-up
 - User Benefits readability

Linking
• Links: for search engines
• Links: for humans
• 7 Ways to get links
- Develop within your own website
- Find relevant business directories
- Search for non-competing content sites
- Search for bloggers in your industry
- Examine your analytics to find profitable channels
- Beg for links (not recommended)
- Buy Links
- Earn Links (recommended)