Web and Search Engine Marketing

Course ID
Course Name
DMF1015Digital Marketing for Direct Marketers: Web and Search Engine MarketingOn-DemandRegister
  • Overview

    Search engine marketing (SEM) and search engine optimization (SEO) are key elements of online success today. Explore the web techniques that can dramatically increase rankings for your site. Learn how pay-per-click and position-within-results actually work. Recognize relevant results for your searches and compare paid and organic search results. You’ll get detailed, practical guidance on developing effective paid search campaigns.


    • Keyword research
    • Pay-Per-Click (PPC)
    • Organic Search Engine Optimization (SEO)
    • Linking

    Approximately 90 minutes – self paced

    Member – $189
    Non-member – $219


  • Download Outline

    Understanding Search Engine Results

    • What is the clicker searching for?
    • Pay-per-click
      • Search engine advertising programs
      • PPC – the set-up
      • Bidding strategy
      • Landing Pages
      • Five 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

    Keyword Research and Linking

    • Links: for search engines and humans
    • Seven 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)