PROFESSIONAL DIPLOMA IN SEARCH MARKETING

PROFESSIONAL DIPLOMA IN SEARCH MARKETING ONLINE COURSE CURRICULUM

DMI Professional Diploma in Search Marketing

Introduction

During this module you will learn how to build your own website in order to apply what you have learned practically. You will also be taught how each search marketing discipline interacts with others and where search marketing sits within digital marketing as a whole.

SEO Setup

This module focuses on the implementation of on-page optimisation, optimisation of your website in order to be compatible and functional on both mobile devices and desktops and the key metrics of SEO performance reporting.

SEO Content

This module will explain how developing audience personas can help you to accurately refine your campaigns, how to conduct keyword research, use multimedia content in order to increase visibility, create content campaigns that convert and how to analyse campaigns that have exceeded your targets.

SEO Workshop

This module will explain how to conduct a comprehensive SEO audit, use analytics to determine which SEO techniques are effective and how to use these insights to tweak your SEO strategies in order to improve your search ranking.

Paid Search

Throughout this module, you will be taught how to Implement Google AdWords campaigns, use keyword research with the help of AdWords Keyword Planner, how to optimise ads by using different bid types and how to measure engagement and transaction data to determine success.

Display Advertising

This module teaches how to create a strong strategy to target various buyer personas, effectively advertise on social media sites such as Facebook and Twitter, remarket across the Google Display Network and how to create Gmail and engagement ads for maximum reach.Video Advertising

The Video Advertising module focuses on promoting your brand via a YouTube channel, connecting YouTube and AdWords to report on video performance, refining your video campaigns and measuring campaigns in order to increase conversions.

Analytics Setup

This module teaches students to implement Google analytics code, create accounts for your campaigns, use Event Tracking of user interactions and to plan Event Tracking reports that will measure your search marketing efforts.Applied Analytics

During this module you will be taught how to analyse the effectiveness your AdWords campaigns, understand conversion analysis, understand different goal types and how to create conversion reports relating to goals, conversions etc.

Strategy & Planning

The Strategy & Planning module focuses on conducting situation analysis, developing a high-level strategy for your channels, how to maintain a successful strategy with the use of new information and keeping up with changes in the industry.