Web and Search Engine Marketing

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Web and Search Engine Marketing On-Demand     Register    



In this jam-packed newly UPDATED online module you will learn how to navigate the Search Engine Marketing channel. The module overviews managing and developing effective paid search campaigns. Topics such as: SEO – search engine optimization, linking, PPC – pay-per-click and keywords will be covered in just the right amount of detail for you to be actionable and dramatically increase rankings for your site.


  • Introduction to Search Engines
  • How search engines work
  • Keywords
  • Web Optimization and Reputation
  • Content structure & optimization – including understanding algorithms
  • Reputation and Linking
  • Pay-per-click (PPC)

Approximately 90 minutes - self paced

About Search Engines

  • Introduction to search engines
    • Search engine optimization
    • Pay-per-click marketing
    • Search marketing competencies
    • Search marketing for acquisition
    • Search marketing for retention
    • Sources used to begin searches for information
    • The search consumer
    • What aer our customers looking for?
    • Human factors
    • What is an algorithm?
  • The elements of the “Search”
    • How search engines work
    • Keywords
    • Page content
    • Relevance and layout
    • Authority


  • The foundation of all online marketing
  • Keyword research tools
    • Primary words and product categories
    • Brand association
    • The buying cycle and questions
    • Keyword long tail
    • The search path
    • Keyword matching
    • Search results and optimization
      • Page title
      • URL
      • Description/Snippet
  • Implementing keywords
    • Keyword best practices
    • Scan-ability
    • SEO outlines
    • Credibility

Optimization and Reputation

  • On-page otimization
    • Primary on-page
    • Secondary on-page
    • Linking pages
    • Filesnames
  • Content structures
    • URLs
    • Site structure
    • Taxonomy
    • Theming/Siloing
  • Information Architecture
    • Site structure
    • SEO resources
    • Authority
    • Developing your reputation
  • Links
    • Links = repuation
    • Link types
    • Link source
    • Link text
    • Link context
    • Link ago
    • Ongoing refinement
    • Purpose of links
    • How much should I worry about my links?
    • Getting links
    • Search measurement
    • Measuring and improvement
  • PPC
    • PPC Competence
    • Keyword campaign strategy
    • Keyword campaign bidding
    • Keyword match types
    • Ad development
    • Landing pages
    • Google quality score

Instructor Bio
Matt Bailey

Matt Bailey
President, SiteLogic
Matt Bailey successfully dismantles the complexity of online marketing into practical, understandable concepts. Since 1998, Matt has taught at over 1,000 companies, conferences and workshops. He is one of the highest rated speakers world-wide for his ability to communicate complex information in a practical, humorous way. Matt is a first-generation search engine marketer; starting out by building websites to market his commercial real estate business in 1996. Read More

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