Search Engine Marketing

Search Engine Optimization and Marketing
Class Name

Search Engine Marketing

Visibility is the first step to getting people to visit your web site. Search Engine Marketing is one of the most effective ways to make yoursite visible to your potential customers since at least 80% of Internet users rely on search engines to find the best web sites and more than 85% of all web sessions are started with the use of a search engine.

This course will educate you on which search engines currently drive the largest amount of traffic to your web site, which factors these search engines consider to be important when ranking your site and how to create web pages that rank highly in the search engine results pages.

Topics include: keyword research, optimizing a page, seeking inbound links, submitting to search engines and directories, traffic loganalysis, and determining your search engine ranking for various keywords.
Outline
Week 1: Intro to Search Enginge Marketing (SEM)
  • Definition
  • Why SEO is important
  • Three types of SEM: Traditional, Pay For Inclusion (PFI), and Pay Per Click (PPC)
  • How people search
  • Search engine vs. directory
  • Largest search engines and directories
  • Glossary
  • Keyword research: sources (traffic logs, online tools, brainstorming)
Week 2: Optimizing for Traditional Search Engines and PFI
  • Largest traditional search engines
  • Largest PFI search engines
Week 3: Preparing for PPC
  • PPC search engines
  • Rules for writing PPC ads
  • Optimizing potential sales - landing page
  • Tracking click throughs and conversions: conversion ruler
Week 4: Getting the Search Engine to Notice Your Site
  • Submission
  • Getting others to link to you
Week 5: Monitoring Rank
  • Search engine terms of service
  • Software tools
  • Analyzing traffic logs
Week 6: Special Considerations
  • Dynamic sites
  • Sites with frequently changing content
Prerequisites
Familiarity with html, web design, basic computing skills.
Requirements
None.
Class Books
No book is required
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Course Price
  • Price: $120.00 US
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Additional Information:
This online course is limited to 100 participants. Your place in the course is confirmed by your payment. Introductory courses are intended for students with no experience in the subject matter and are seeking beginner level training.

Refund Policy: All Online Class fees are only refundable or creditable during the first week of class. A processing fee of five dollars ($5.00) will be charged for each refund request. If you have any questions please contact us

Additional Cost: Book and software migh be required for the course. Read the Requirements and Book section for more information. Course fee does not include the book and software cost .

Start Date: Click on the Register Now button to process to the registration page. You will see the start date of the class on that page. To get the start date of other courses, click on Open Class List link on the top navigation bar.

How eClasses Work:The classroom environment is based on Lundeen & Associates Web Crossing technology, a threaded messaging system. Instructors post lectures, reading selections, and hands-on assignments once a week in the online classroom. Students can discuss the assignments with the instructor and amongst themselves in the classroom area. This format has no set meeting time, which allows students to attend class at a time most convenient to them, yet still provides logically organized communication between class participants. Students can apply for the completion certificate after finishing the class. Web Study certificate is also available. Click on the Certificates link on the top navigation bar for more information.

 

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Before you register for this class, please read carefully the Outline, Prerequisites, Requirements, Books, and Refund Policy section.

Instructor: Darlene Moore
Darlene MooreDarlene Moore is an accomplished Trainer, Facilitator and Instructor of adults in the public, private and non profit sectors. Darlene is the President of DM Consulting, an Ottawa Ontario based company devoted to helping companies increase their online visibility, credibility, usability and accessibility. Recent projects include training faculty webmasters at the University of Ottawa to create and maintain web pages that are globally accessible; guest appearance at Algonquin College Communications Program; and development of online marketing initiatives for various organizations. Her educational background includes an Bachelor Degree with Honours in psychology from Carleton University, a Bachelor in Sociology from the University of Ottawa, and a certificate in Supported Employment from Algonquin College.

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4 Web Study Certificates

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