Drive Traffic — and Success — With Proven Search Strategies!
Optimize both organic and paid search strategies to maximize web traffic, increase conversion rates and decrease the cost of customer acquisition. The second course in USF’s online Master Certificate in Internet Marketing program, Search Engine Marketing & Usability focuses on customer behavior and its implications on website design and search engine marketing (SEM), including search engine optimization (SEO). This eight-week, 100% online course also reveals how the latest rules and regulations of Internet marketing can be leveraged to protect company assets and grow customer relationships.
Led by some of today’s most accomplished interactive pioneers, this essential online marketing course not only imparts critical insights and practical techniques, but it also reviews the core components of the Google Advertising Professionals certification exam. By the end of this eight-week class, you’ll come away with a valuable new credential from a prestigious university — along with the AdWords knowledge to become Google-certified as a Qualified Individual.
Who Should Register?
Search Engine Marketing & Usability is perfect for anyone looking to fine-tune their website strategy, master search engine marketing and/or prepare for Google Advertising Professional certification. It will help novice web marketers expand their skills and knowledge, while seasoned professionals will learn how to optimize their online presence and marketing efforts. The multi-course internet marketing certificate program is especially beneficial for professionals working for a traditional or interactive agency or corporate marketing department, as well as Internet entrepreneurs and anyone looking to move into an exciting and rewarding new career.
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Course Objectives
What You’ll Learn
Analyzing Customers, Markets and Planning
- Top tips for profiling and targeting potential customers
- Proven tactics for Internet campaign planning
- Top 10 strategies: case studies
Regulations and Codes of Practice
- Legal and ethical concerns facing today’s Internet marketers, including the CAN-SPAM Act and Digital Millennium Copyright Act
- File sharing: Limewire, Napster, peer-to-peer (P2P) and more
- User-generated content and licensing issues
- 10 successful strategies: case studies
The Role of the Website
- Critical considerations: domains, technology and usability
- Website layout and design standards
- Writing for the Web and responding to the market
- Turning visitors into customers: conversion and e-commerce strategies
Introduction to Intermediate Search Engine Marketing
- Fundamentals of organic and paid search
- Creating powerful content for search
- Complementary roles of search engine optimization (SEO) and pay per click (PPC)
- Measuring search marketing success
Mastering Organic Search
- Essential elements of SEO: Google page rank, search engine results pages (SERP) and blended strategies
- Best practices for keyword selection and SEO
- Advanced link building and internal linking strategies
Mastering Paid Search
- Targeting, keyword research and budgeting
- Expert advice on writing effective text ads and landing pages
- Optimizing campaigns, establishing goals and testing
Preparing for Google Advertising Professional Certifications
- Overview of Google certification
- Must-know requirements and criteria for certification
- Vital information available through the Google Learning Center
- Helpful tips for taking the Google Advertising Professional exam
Search Engine Marketing Case Studies
- Best practices of search engine marketing (SEM):
- StaffordLoan.com
- Usability Case Study