| Lecture # |
Subject Title |
| Week 1: |
Analyzing Customers, Markets and Planning |
| Presenters: |
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Joe Laratro, BBA, MCSE, MCT, CCA
Christopher S. Penn, BS, MS
|
| 1 |
Introduction to Search Engine Marketing and Usability |
| 2 |
Planning to Acquire New Customers |
| 3 |
Geo-Targeting |
| 4 |
Analyzing Consumer Behavior |
| 5 |
Customer Segmentation, Profiling and Targeting |
| 6 |
Customer Relationship Management |
| 7 |
Stages in Planning a Customer Campaign |
| 8 |
Analyzing Customers, Markets and Planning |
| Week 2 |
Regulations and Codes of Practice |
| Presenters: |
George Straschnov, BA, MA, JD
Ravi Seepersad, BS, MS, JD
Kate Morris, BBA, MBA
|
| 9 |
World Wide Web: The Wild, Wild West |
| 10 |
Tell the Truth |
| 11 |
Email |
| 12 |
Privacy |
| 13 |
Contracting on the Web: Preliminary Steps |
| 14 |
Contracting on the Web: Negotiating the Agreement |
| 15 |
Contracting on the Web: Unique Features |
| 16 |
Syndicating Content and Duplicate Content Issues |
| 17 |
Regulations and Codes of Practice |
| Week 3: |
The Role of the Website |
| Presenters: |
Jay Berkowitz, BA
Kate Morris, BBA, MBA
Christopher S. Penn, BS, MS
Laura Callow, BS
|
| 18 |
Website Overview: The Basics |
| 19 |
Technology Considerations |
| 20 |
Information Architecture and Usability: Designing a Usable Site |
| 21 |
Layout and Design: Defining Web Standards |
| 22 |
Writing for the Web |
| 23 |
Planning for Growth and Change |
| 24 |
Search Engine Compatibility |
| 25 |
Successful Website Strategies |
| Week 4: |
Introduction to Intermediate Search
Engine Marketing |
| Presenters: |
Laura Callow, BS
Christopher S. Penn, BS, MS
Jay Berkowitz, BA
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 26 |
The Basics of Search Engines |
| 27 |
Search Engine Considerations |
| 28 |
Fundamentals of Organic Search |
| 29 |
Fundamentals of Paid Search |
| 30 |
Creating Powerful Content for Search |
| 31 |
Benefits of Link Building for Search |
| 32 |
Search Engine Optimization and Pay Per Click |
| 33 |
Measuring Search Marketing Success |
| Week 5: |
Mastering Organic Search |
| Presenters: |
Christopher S. Penn, BS, MS
Jay Berkowitz, BA
Laura Callow, BS
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 34 |
Search Engine Optimization Explained |
| 35 |
Intermediate Search Engine Optimization Strategies |
| 36 |
Keyword Research: Beyond the Basics |
| 37 |
Architecture for Optimization: SEO Siteplan |
| 38 |
On-Page Optimization: Keyword Placement |
| 39 |
Best Practices for Search Engine Optimization |
| 40 |
Internal Linking Strategies |
| 41 |
Advanced Link Building: Hats and Cloaks |
| Week 6: |
Mastering Organic and Paid Search |
| Presenters: |
Jay Berkowitz, BA
Laura Callow, BS
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 42 |
Measuring Search Engine Optimization Results |
| 43 |
Mastering Paid Search |
| 44 |
Pay Per Click: Targeting Keywords, Research and
Budgeting |
| 45 |
Writing Effective Text Ads |
| 46 |
Managing and Optimizing PPC Campaigns |
| 47 |
Powerful Landing Pages, Unique Value Propositions and
Conversions |
| 48 |
Google Website Optimizer and Web Page Testing |
| 49 |
Click Fraud |
| Week 7: |
Preparing for Google Advertising
Professional Certifications |
| Presenters: |
Jay Berkowitz, BA
Laura Callow, BS
Kate Morris, BBA, MBA
Joe Laratro, BBA, MCSE, MCT, CCA
|
| 50 |
Google Advertising Professional Certification |
| 51 |
Requirements and Criteria for Certification |
| 52 |
Introduction to Google Learning Center |
| 53 |
Google Learning Center Lessons: Part 1 |
| 54 |
Google Learning Center Lessons: Part 2 |
| 55 |
Google Learning Center Lessons: Part 3 |
| 56 |
Google Learning Center Lessons: Part 4 |
| 57 |
Google Learning Center Lessons: Part 5 |
| Week 8: |
Preparing for Google Advertising
Professional Certifications and Search Engine Marketing Case Studies |
| Presenters: |
Kate Morris, BBA, MBA
Joe Laratro, BBA, MCSE, MCT, CCA
Jay Berkowitz, BA
Christopher S. Penn, BS, MS
|
| 58 |
Benefits of Using My Client Center for AdWords Accounts |
| 59 |
Preparing for the Google AdWords Professional Test |
| 60 |
Displaying and Marketing Certification |
| 61 |
Pay-Per-Click Bidding Strategies |
| 62 |
Pay-Per-Click Analysis and Analytics |
| 63 |
Pay-Per-Click Automated Program |
| 64 |
Case Study: StaffordLoan.com |
| 65 |
Usability Case Study |
| 66 |
Course Conclusion |