As the Internet continues to rapidly evolve, having the right search engine marketing training is essential to a stronger bottom line. According to Marketing Sherpa’s 2009–10 Search Marketing Benchmark Report, U.S. paid click volume has increased by 18% despite difficult economic times. This report also states that, “Having a background in search engine optimization and PPC advertising is just about the best possible way to prepare for the new ways of doing business this technology enables.” However, it’s also important to understand how search fits into the broader interactive marketing environment. That’s why marketers should enroll in a search engine marketing training program that includes other pertinent digital marketing fundamentals, as well.
Simply put, search engine marketing (SEM) is one of the many types of Internet marketing. This practice is used to increase a website’s visibility on search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include search engine optimization (or SEO), paid placement, contextual advertising and paid inclusion.
The importance of being within the first few SERPs is expressed best by the iProspect Blended Search Results Study published in April 2008 which states, “It continues to be apparent that brand equity is conveyed upon companies whose digital assets appear among the top search results by roughly a third of the search engine users. In 2008, 39% of search engine users believe that the companies whose websites are returned among the top search results are the leaders in their field.”
Interactive marketing professionals need a search engine marketing training program that encompasses the best practices for reaching their target audience and maximizing marketing budgets. In response to this growing need, the University of San Francisco offers the first and only 100% online, end-to-end digital marketing training program. The Certificate in Internet Marketing provides interactive marketers with a dynamic, online education that delivers the essential information necessary to make a real impact in the virtual world. In addition to search engine marketing training, this program covers all facets of digital marketing, including:
In addition, USF also offers advanced specialized certificate courses for a deeper dive into critical interactive marketing topics. Professionals can also earn certificates in Advanced Web Analytics and Advanced Social Media, with additional courses to follow.