Licensed Search Engine Marketing Professional Track

What is Search Engine Marketing (SEM)? | Lecture 7 Description

Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs). While the industry term once referred to both organic search activities such as search engine optimization (SEO) and paid advertising, it now refers almost exclusively to paid search advertising.

To fully answer the question, “what is SEM?” It helps to know how SEM is different from other terms related to search marketing.

Activity 7:

1. Watch Video 7; What is Search Engine Marketing (SEM)?

Resources Summary

• INTRODUCTION TO SEARCH ENGINE MARKETING Youtube Video

What is search engine optimization (SEO)? | Lecture 7 Description

Plain and simple, search engine optimization is the process of making improvements on and off your website in order to gain more exposure in search engine results. And more exposure in search engine results will ultimately lead to more visitors finding you for the right reasons.

In order to understand what improvements will affect search engine results, let's take a step back and understand the goal of the search engines themselves.

Activity 7:

1. Watch video 7; What is Search Engine Optimization (SEO)?

Resources Summary

• 10 SEO Tips, Tactics, and Trends for Website Content in 2021 Youtube Video

Reading search engine result pages | Lecture 9 Description

Before we dive into working on getting your website to show up in the search results, it's important to understand how those search results actually look like.

Although there are a lot of search engines around the world, and they all have some distinct differences, there are some common characteristics that their search engine results pages, or SERPs, may have. One thing that we're probably going to find are some paid listings.

Activity 9:

1. Watch Video 9; Reading search engine result pages

Resources Summary:

• The Beginner's Guide to Technical SEO [YouTube video]

Search engine optimization is a process that requires a lot of work, a lot of time, and a lot of patience. Throughout this course, we'll dive into more about how to do SEO, but before that it's important to set some expectations.

Activity 10:

1. Watch Video 10; Setting SEO expectations

Resources Summary:

• Youtube Video on Technical SEO Audits: Tips For Successful Implementation

How SEO affects your business | Lecture 11 Description

If you're a businessman, there are some very real and specific benefits to having a consistent, ongoing search engine optimization strategy.

For the first time in the history of marketing, users are offering up their actual intent through the words that they type and speak into search engines. And more than ever before, you can measure the results of your SEO efforts as a marketing channel.

Activity 11:

1. Watch Video 11 How SEO affects your business

Resources Summary:

• Youtube video on WHY IS SEO IMPORTANT

Why you need a keyword-research plan | Lecture 12 Description

Finding the right keywords to focus your SEO efforts on, can be challenging, but fortunately there's a lot of data out there, and a structured approach that we can use for our keyword research. Keywords are what searchers type into a search engine, search engines like Google and Bing will go out and fetch the most relevant results for your search query based on everything they know about you and all the content on the entire internet. But it's important to remember that search engines have a hard time understanding what a user is after, unless it's really spelled out.

Activity 12:

1. Watch Video 12 Why you need a keyword research plan

Resources Summary

• Youtube video on 5 Tips To Promote Your Handmade Business Online

Everyone will eventually develop their own approach and process for doing keyword research and you'll ultimately need to find something that works for you. But the most important part of keyword research is to forget about you and your business and put yourself in the shoes of your potential customers. The process typically begins with brainstorming and answering some key questions.

Activity 13

1. Watch video 13; How to research keywords

Resources Summary

• 4 Ways to Find Low Volume Keywords for SEO

There's a lot of data available to us about the keywords people are typing into search engines. And it's important to be able to evaluate the different attributes of a keyword before we decide whether or not to target one with our SEO strategy.

Activity 15:

1. Watch Video 15; Understanding keyword attributes

Resources Summary:

• Youtube video on 5 Best #WordPress SEO Plugins and Tools That You Should Use

Keyword distribution is the process of assigning keywords to specific pages on your website. This is an important step in the content creation process and results in the content on the page being aligned and relevant to the keyword you're targeting on that page. Remember, you can't have an optimized page unless you know what keyword you're optimizing it for.

Activity 16:

1. Watch Video 16 Understanding Keyword distribution

Resources Summary:

• Example of Keyword distribution Map

• Youtube video on Blog Posts That Get 1000 Visits or More Target 38 Keywords

Majestic performs important functions for your website’s SEO. It offers the most accurate steps for your website to be successful with its analysis.

Majestic SEO does detailed studies for both personal and corporate websites. The most important work in these studies is link control. Despite the detailed and difficult works it performs, it has an easy structure and interface. Besides, Majestic SEO, which does not lag short of developing software technology, constantly publishes new updates. Thus, you can always get full performance from this tool.

Majestic SEO does a thorough backlink check. A backlink checker is an important SEO tool for any SEO work. Majestic SEO creates the link profile of your website. This way, you may create the right link-building strategies.

The backlink profile prepared by this tool is the most comprehensive profile for your website. Let’s take a look at how this tool creates this backlink profile.

Majestic SEO performs a backlink check for both your and competitor websites. Then, it compares the data obtained from this process with the wide backlink index it has. Thanks to the large number of backlinks it has, it brings out the most accurate result for your website. Let’s take a look at what features Majestic SEO has.

Tools to help you analyze keywords | Lecture 14 Description

Now that we understand the basics around how we conduct keyword research, let's dive into the tools that will help us find more keywords and collect all the data we'll need. There are quite a few good tools out there, but for this video, we'll use the Moz Keyword Explorer tool. Not only does this tool provide a good measure on search volume, it also suggests related keywords as well as provides an idea of what types of sites and content are currently holding the top positions.

Activity 14:

1. Watch Video 14; Tools to help you analyze keywords

Resources Summary:

• Youtube video on 7 Free Keyword Research Tools

• Youtube video on The 7 Best Keyword Research Tools

Ongoing keyword evaluation | Lecture 17 Description

Ongoing keyword evaluation is critical to the long-term success of your SEO efforts, and it's really the last step of the keyword research cycle. With all of the great keyword data that we can look at, the one data point that we can't find out about in advance is how they'll actually perform for us. Once we start ranking for the keywords that we've targeted and we start to get traffic coming to our pages as a result of those rankings, we'll need to see if those keywords are actually driving conversion actions and helping us achieve business objectives.

Activity 17:

1. Watch video 17: Ongoing Keyword evaluation

Resources summary:

• 10 SEO Tips, Tactics, and Trends for Website Content in 2021

Content optimization is the process of improving the quality and relevancy of your site's content. We'll discuss a number of things about how both users and search engines interpret what makes good content. But first let's go through a few examples of how you and I as human beings might read a piece of content and figure out what it's about.

Activity 18:

1. Watch Video 18; Understanding Content Optimization

Resources Summary

• Youtube video on 5 Tools To Help Your Content Marketing Team Be Better

Optimizing site structure | Lecture 19 Description

As you focus on more and more keywords and themes, you'll be developing more content on your website and you'll start to have a lot of pages to hold this content. It's going to be important to structure all of these pages in a meaningful way, because in order for search engines to return your pages to searchers in response to relevant search queries, they need to understand how your pages relate to one another.

Activity 19:

1. Watch Video 19; Optimizing site structure

Resources Summary:

• Youtube video on Best WordPress Maintenance and Management Services

Optimizing textual page elements | Lecture 20 Description

The main goal of a search engine is to guide people to content that is relevant to the keyword or phrase that they search for. We can fine-tune the relevance of a page for a certain topic through the process of on-page optimization.

Activity 20:

1. Watch video 20; Optimizing textual page elements

Resources Summary

• Youtube video on Best Managed WordPress Hosting

Optimizing nontext components of a webpage | Lecture 21 Description

Search engines are generally very good at analyzing and understanding the text content on web pages, but search engines have a more difficult time with other forms of content like images, videos, and audio clips. Let's take a look at a few different ways we can go about optimizing these types of content for our target keywords.

Activity 21

1. Watch video 21; Optimizing nontext components of a webpage

Resources Summary

• Youtube video on Get More Google Traffic

Optimizing for personalized search | Lecture 22 Description

Understanding the process of personalized search, requires understanding search intent and the role of search engines. Remember, the goal of a search engine is to provide the best results to a specific person at just the right time and in the right place and to do that, there is personalization that's being done.

Activity 22:

1. Watch video 22; Optimizing for personalized search

Resources Summary

• Youtube video on 4 Steps To Speed Up Your Website And Look Better To Google

Interpreting the code behind web pages | Lecture 23 Description

The end goal of a search engine, when it's crawling a page, is to try to determine what a web page looks like to regular people. But the search engine can't see a page like we do. Instead, it sees the code that web servers send back to our browsers, and to help illustrate this, let's take a look at the Explore California home page.

Activity 23

1. Watch video 23; Interpreting the code behind web pages

Resources Summary

• Youtube video om 10 Powerful Wordpress Marketing Tips

Understanding how search engines index content | Lecture 24 Description

It's important to understand how search engines discover new content on the web and how they interpret the locations of these pages. One way that search engines identify new content is by following links. Much like you and I will click through links to go from one page to the next page.

Activity 24:

1. Watch Video 24 Understanding how search engines index content

Resources Summary:

• Youtube video on 6 Tested Ingredients To Create Landing Pages That Convert Customers

Working with canonical URLs and redirects | Lecture 25 Description

As search engines try to find an index of all the pages they find on the internet, they rely on unique URLs as pointers to each piece of content. Well, there should be a single unique URL for every page on the internet.

Activity 25:

1. Watch video 25; Working with canonical URLs and redirects

Resources Summary:

• Youtube video on How To Use A Webcache Viewer: Everything You Need To Know

Leveraging microformats | Lecture 26 Description

Search engines do a good job of identifying what overall content of a web page is about. But you may have parts of a web page that contain very specific types of content, like product reviews, embedded video, or even a food recipe.

Activity 26:

1. Watch Video 26; Leveraging microformats

Resources:

• Youtube video on SEO AND SEM TIPS

Working with server-side factors | Lecture 27 Description

Well, content and links can affect your website search engine visibility, your web server can also play a big role in how search engines view your website. The key here is to make sure that you're serving up pages fast, and you're serving them up reliably. Remember, a search engine is trying to give its users the best experience possible and sending them to a page on a server that's down half the time, one that takes an eternity to load is not going to be a quality experience.

Activity 27:

1. Watch video 27; Working with server-side factors

Resources Summary:

• Youtube video on Best Domain Registrar

• Youtube video on The Best VPN Services

Using Google Search Console | Lecture 28 Description

Let's take a look at how do you use the very basics of Google Search Console, formerly known as Google Webmaster Tools to learn what information Google has about your website, how it views your website's overall performance in search and how we can use it to provide Google with instructions around how to best crawl and index your pages.

Activity 28

1. Watch Video 28; Using Google Search Console

Resources Summary

• Youtube video on 7 Free Keyword Research Tools

Overview of long-term content strategies | Lecture 29 Description

With many businesses turning to online as a medium to market their products and services, it's more important than ever that business owners understand why having a content strategy will help propel them forward and achieve success with their search objectives. A content strategy is the planning, creation, and management of usable content. Let's take a look at each of these components individually.

Activity 29:

1. Watch video 29; Overview of long-term content strategies

Resources Summary:

• Youtube video on 6 Low-cost Content Marketing Strategy For Early Stage Startups

Plan a successful content strategy and avoid common mistakes | Lecture 30

Every organization is different. We all operate in different environments, and we all have different goals. So, everyone's ideal content strategy will be unique. But, in order for us to understand what content strategies work and which don't, we can look at some of the core components of content strategies that successful organizations share.

Activity 30:

1. Watch video 30; Plan a successful content strategy and avoid common mistakes

Resources Summary:

Youtube video on How to create a content marketing strategy for your personal brand

Understanding different types of content | Lecture 31 Description

You might think that content is just text on a page, but these days, that's not the case. Content can take many forms, including slideshow presentations, images, infographics, video, audio, augmented and virtual reality, and much, much more. Let's take a look at some of the different content types out there on the web.

Activity 31:

1. Watch video 31; Understanding different types of content

Resources Summary:

Youtube video on How to Create High Converting Content

Getting ideas for content | Lecture 32 Description

Getting ideas for writing content can be tough and many people struggle at this stage of the game. While only you can figure out what content will accomplish your search engine optimization goals, there are a few things you can do to get the creative juices flowing.

Activity 32:

1. Watch video 32; Getting ideas for content

Resources Summary:

• YouTube video on 5 Content Marketing Tips That Will Give You An Aha Moment

• YouTube video on 5 Underused Ways To Get Better Content Ideas

Working with an editorial calendar | Lecture 33 Description

An editorial calendar is perhaps one of the most important parts of your content strategy and without proper planning, you'll find it difficult to establish consistency or structure in the content that you're posting to your site. An editorial calendar simply maps out your content development process, assigning writers and dates to the topics of pages, posts, or any other content that will be going up on your site. Here's an example of an editorial calendar. And while you can certainly use this format to get started, keep in mind that there's no single editorial calendar that will fit every business, so you'll want to update this to a format and structure that you are comfortable working with and that fits the unique needs of your content strategy.

Activity 33:

1. Watch Video 33; Working with an editorial calendar

Resources Summary:

Youtube Video on 8 Habits You should have for Quality Content Marketing

Promote your content with social media | Lecture 34 Description

Social media can be a great way to let the world know your content is out there, and can even be a source of referral traffic in it's own right, helping potential customers find you. But social media is an always evolving landscape and some businesses jump into a new platform much too quickly, without really knowing how to use it effectively. Others are too slow to adopt. And when they do, they face going up against more established social competitors. It's good to be an early adopter, but it's critical to have a strategy in place before you get involved in any social platform.

Activity 34:

1. Watch video 34; Promote your content with social media

Resources Summary:

Youtube video on 15 of the Best Social Media Tools

Measuring content performance | Lecture 35 Description

Measuring the performance of your content is essential to determining the success of your SEO efforts and to guide your content strategy. By looking at how your content performs, you'll be able to understand what your visitors want and provide more of it to them in the future. When you evaluate your content's performance, it's important to ask these questions: What pieces of content are our visitors looking at? What's our most popular content? Are our visitors engaged with our content? Are they sharing our content with others? And is our content generating quality business results?

Activity 35:

1. Watch video 35; Measuring content performance

Resources Summary:

Youtube video on How To Set Content Marketing Goals That Matter To Business Leaders

Understanding the importance of links | Lecture 36 Description

One of the most important aspects of SEO is links. This has traditionally been the backbone of how search engines work. As search engines scour the internet and crawl all the pages in the world, they find links pointing to other pages. You know that clickable text that you see everywhere that takes you to some other page? You can think of each one of those links as a vote, and not every vote is the same. Remember that some sites are considered more authoritative and trustworthy than others.

Activity 36:

1. Watch video 36; Understanding the importance of links

Resources Summary

Youtube Video on What Is a High-Quality Link? Backlinks Strategies

Building internal links | Lecture 37 Description

Earning links back to you from people and websites that you don't control is a necessary but challenging thing to do. But don't forget about the links you do have complete control over. Determining how you link to pages on your own site is important for search engines as well. Internal linking helps search engines understand the structure of your website, the topics and themes of your content, and even the relative importance of each page on your site. We can break down internal linking into two different types, navigation links and contextual links.

Activity 37:

1. Watch video 37; building internal links

Resources Summary

Youtube video on Know the Basics of Link Building to Boost Your SEO

Building external links | Lecture 38 Description

Building quality links to your website will improve its overall popularity in the eyes of the search engines, and improve your search engine visibility. But you're probably thinking what most people are thinking at this point, how do I get links pointing back to my site when I don't have control over other websites out there? The good news is that links come in different forms and can be generated from different tactics.

Activity 38:

1. Watch video 38; Building external links

2. Complete Assignment 9: Self Assessment 5

Resources Summary:

Youtube video on 5 Types of Bad Backlinks You Don’t Want

Finding link-building opportunities | Lecture 39 Description

Search engines rely on links to determine whether your web pages are trustworthy and authoritative. And to uphold that status, it's important to always be on the lookout for new link-building opportunities that you can take advantage of.

Activity 39:

1. Watch video 39; Finding link-building opportunities

2. Complete Assignment 10: Self Assessment 6 - Update Blog

3. Complete Quiz 3: Link-building strategies

4. Complete Assignment 11: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

Youtube video on Must-Have Landing Page Tools landing page

Measuring SEO performance | Lecture 40 Description

One of the biggest challenges that you might find is in figuring out whether your SEO campaigns are succeeding or not. SEO measurement not only involves the analysis of basic metrics like traffic resulting from organic search engines, but it also requires a holistic approach to measuring business outcomes and making adjustments based on data. If you've never paid attention to measuring SEO before, there are some basic things you'll need to have checked off your list.

Activity 40:

1. Watch Video 40; Measuring SEO performance

Resources Summary

• Youtube video on How To Use Google Analytics To Boost E-Commerce Sales

Analyzing keywords | Lecture 41 Description

Keywords are the backbone of search engine optimization. And when we're measuring our SEO efforts, analyzing the different keywords that are bringing people to our websites is an excellent place to start. Again, there are many enterprise-level analytics tools that you can use on your website that can help you accomplish your task. But for this lecture, we're going to use Google Analytics.

Activity 41:

1. Watch Video 41; Analyzing keywords

2. Complete Assignment 11: Self Assessment 6: Google Analytics

Resources Summary

Youtube video on How To Use Google Analytics To Boost E-Commerce Sales

Analyzing links | Lecture 42 Description

Over time, if you're consistently putting out good quality content, promoting it and working through link outreach opportunities, other websites will start linking to you. And being able to clearly see what's happening to your link portfolio can tell you how you're doing in your quest to show the search engines just how trustworthy and authoritative your pages are. There are a few really good tools out there for analyzing backlink metrics like Majestic SEO, Ahrefs, Raven, SEMrush and others. But in this video, we're going to once again use Moz's Link Explorer. It's also important to know that you can use these tools to analyze links for any website, not just your own.

Activity 42:

1. Watch video 42; Analyzing links

2. Complete Assignment 12: Self Assessment 7: Moz Link Explorer

Resources Summary:

Youtube video on What Is a High-Quality Link?

Understanding SEO and ecommerce | Lecture 43 Description

These days, lots of people use search engines for shopping, whether they're in the early stages of research or they're ready to buy something right now. Whatever stage of the buying process they're in, if you sell the products that they're searching for, you're going to want to be found. And there are a few different things to consider that are specific to E-commerce websites that can help a search engine match your pages to the intent of people's search queries.

Activity 43:

1. Watch video 34; Understanding SEO and eCommerce

Resources summary:

Youtube video on HOW DIGITAL MARKETING CAN ACCELERATE E-COMMERCE (SEO/SEM/EM)

Understanding local SEO | Lecture 44 Description

If you're a brick and mortar business or if you have a local presence, then it's important to know that your potential customers are using search engines to look for local products and services and search engines are getting pretty good at giving users exactly what they want with some very specific local types of search results.

Activity 44:

1. Watch video 44; Understanding local SEO

Resources Summary:

• YouTube video on SEO or Paid Ads

Understanding mobile SEO| Lecture 45 Description

Everywhere you look these days, it's evident that mobile devices have become a part of our day to day lives. In our workplace, at home, and everywhere in between, we're continuously connected through our phones, tablets, watches, virtual assistants, fitness gear, security systems, and even our thermostats and smart home devices. As searches from mobile devices continue to grow, it's crucial that we take the mobile experience into account when we're talking about search engine optimization. But before we worry about how we're going to get found by search engines, it's important that we talk about how user behavior on mobile devices is unique.

Activity 45:

1. Watch video 45; Understanding mobile SEO

Resources Summary:

• Youtube video on DRUMMING UP ORGANIC TRAFFIC

Facebook Advertisement: SEM For Your Business | Lecture 46 Description

Paid Facebook ads are important to companies because they allow you to attract a targeted audience. Facebook advertisements are tailored to users based on location, demographic, and profile information. Many of these solutions can only be found on Facebook. After making an ad, you set a budget and bid for each click or thousands of impressions that your ad would get.

Facebook ads can be a powerful marketing tool for your business. With simple measurements and unparalleled ability to target based on interests and custom audiences, Facebook ads can be the difference-maker.

Activity 46:

1. Watch video 46; Facebook Advertisement: SEM For Your Business

2. Complete Assignment 13: Self Assessment 8: Create a Facebook Advertisement

3. Complete Quiz 4: Measuring SEO Effectiveness & Ecommerce

4. Complete Quiz 5: Certification: SEO & SEM I

5. Complete Assignment 14: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

• Youtube video on Facebook Advertisements

• Link to Facebook Blueprint

Understanding general versus local SEO | Lecture 48 Description

When you're getting started with local SEO, it's important to understand how local search results look so you can determine the best strategies you should use to help your site rank higher. Let's look at different searches so you can get an idea of how different searches yield very different results.

Activity 48:

1. Watch video 48; Understanding general versus local SEO

Resources Summary:

• Youtube video on Localized Marketing

Anatomy of local search results | Lecture 49 Description

Local search results are determined by a number of factors, including the relevancy of the business listing, the distance of the business from the searcher, and the prominence of the business. The anatomy of a local search result is complex, but understanding how it works can help you optimize your business listing for better visibility.

Activity 49:

1. Watch video 49; Anatomy of local search results

2. Complete Assignment 15: Self Assessment 9: Research SEO

Resources Summary:

• Youtube video on 10 SEO Tips, Tactics, and Trends for Website Content in 2021

Exploring local ranking factors | Lecture 50 Description

When you do a search for a local business like a restaurant or a mechanic, if you're like most people, you probably click on one of the links towards the top of the search results. People tend to trust and click on the links on the first page of the search results.

Ranking higher for local searches requires a combination of different local SEO strategies. It's not one thing that will help you rank higher. It's a combination of strategies. Here are just some of the top local ranking factors that can lead to higher rankings. Let's briefly talk about each one of these ranking factors.

Activity 50:

1. Watch video 50; Exploring local ranking factors

2. Complete Quiz 6: Understanding Local SEO

3. Complete Assignment 16: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

• Youtube video on Why Entity-Based SEO Is A New Way Of Thinking About Optimization

Identifying keywords for your business | Lecture 51 Description

Every search starts with a word, or more likely, a group of words. These words are called keywords and keywords are at the heart of SEO. To rank high in search results, you need to identify the most important keywords or keyword phrases your potential customers are using to find your website, or more specifically, the individual pages on your website. And then you need to include those keywords on your webpages

Activity 51:

1. Watch video 51; Identifying keywords for your business

2. Complete Assignment 17: Self Assessment 10: Identify Keywords

Resources Summary:

• Youtube video on 8 Super Effective Social Media Listening Tools For Every Marketer

Using online keyword tools | Lecture 52 Description

What content will help you rank high in search engines? There's no way to answer these questions without doing research on the keywords people are typing in to find businesses like yours. I'm going to show you three great tools that you can use to validate what keywords you should be putting on your site. But before you can just start searching for random keywords, it's best for you to first think about your customers.

Activity 52:

1. Watch video 52; Using online keyword tools

Resources Summary:

• Youtube video on 10 Simple Ways To #Boost Seo On Your Wordpress Website

AI-Powered Content Creation Tools for Social Media Managers

Here’s the thing. Whether you’re a one-person shop or you have a full marketing team, keeping up with your brand’s content creation needs is always a challenge. From social content to emails to blog posts to sales pages, digital marketing just requires So. Many. Words.

AI-powered content creation tools can't replace great writers — but the truth is, they help writers and marketers save time and use their skills for more strategic aspects of content creation. AI-powered content writing is a way to improve the writing process and make it more efficient, not replace human writers outright.

When artificial intelligence takes care of mundane writing tasks, writers (and non-writer marketers) can use their skills for more valuable aspects of content creation, like content mix and conversion strategies.

Resources:

• YouTube on The Beginner's Guide to Using AI for Easy Marketing (AI Marketing 101)

Jasper: AI Tool to create Social media posts

Now let’s look at a practical example of an AI tool for social media, more specifically for copywriting.

The AI copywriting tools that are now available are fantastic for writing product descriptions, ad copy, social media posts, and even doing SEO copywriting for blog posts.

There are many AI copywriting tools out there now. Not all of them are great, and they all have their pros and cons.

But first, what is AI Copywriting?

AI Copywriting refers to a myriad of different products that use machine learning and artificial intelligence to augment or generate text.

Most recently, GPT-3 by OpenAI has unleashed a flurry of new copywriting software.

GPT-3, quickly, is an autoregressive language model that uses deep learning to produce human-like text. It uses natural language processing to learn context and generate copy from that understanding.

In layman's terms, this means it writes text using pre-trained algorithms that have been fed text data by crawling the internet (using a publicly available dataset called CommonCrawl) and all of Wikipedia.

Resources:

• YouTube video on 13 Free AI Tools That Can Ultimately Solve Your Marketing Problems

Jasper

Jasper is really the only AI copywriter that can actually generate long-form blog content.

Their AI-based writing assistant is trained by conversion and copywriting experts, which helped it acquire incredible writing skills and write copies that convert.

They even claim that every line of their website copy was written by their own copywriting tool. For some reason, they do search-engine-optimized content quite well.

Introduction to ChatGPT

ChatGPT is an AI language model developed by OpenAI that uses deep learning techniques to generate human-like responses to natural language input. It is one of the most advanced chatbots available today, with the ability to converse on a wide range of topics and provide accurate answers to complex questions. ChatGPT has been trained on a massive corpus of text data, allowing it to understand and respond to natural language queries with high accuracy. It is used in a variety of applications, from customer service chatbots to virtual assistants and more.

Understanding eligibility to claim a Google My Business profile | Lecture 53 Description

Claiming a Google My Business profile is one of the best ways for you to potentially rank high on Google. A free GMB profile gives searchers valuable information about your business, things like your address, phone number, hours, and much more. By claiming your Google My Business listing, you increase your chances of getting into this desired spot known as the Google Local 3-Pack, which appears on the first page of local search results.

Activity 53:

1. Watch video 53; Understanding eligibility to claim a Google My Business Profile

Resources Summary:

• Youtube video on What Is Google My Business?

Claiming your Google My Business profile | Lecture 54 Description

A Google My Business profile helps your business show up when it matters most, the moment customers are searching on Google Search and Google Maps for your business products or services that you offer. To claim your business, be sure to check your eligibility by reading Google's guidelines. Google updates these guidelines frequently, so make sure you check them often to ensure your listing is compliant.

Activity 54:

1. Watch Video 54; Claiming your Google My Business profile

2. Complete Assignment 19: Self Assessment 11: Create & Optimize a GMB profile

Resources Summary:

• Youtube video on Google My Business Explained

Optimizing your GMB profile | Lecture 55 Description

Claiming your Google My Business listing is just the first step to using GMB to get ranked high on local search results on Google. To get the most benefits out of your Google My Business listing you must make sure your listing is optimized. Let's talk about how you can make sure your Google My Business profile is complete.

Activity 55:

1. Watch video 55; Optimizing your GMB profile

Resources Summary:

Youtube video on Digital Marketing Plan for Small Businesses

Hyper Boosting your GMB listing | Lecture 56 Description

Having a complete and updated Google My Business listing shows Google that you care about providing content to searchers. It also makes your listing stand out. Just look at these two knowledge panels, the non-optimized listing shows just a Google photo of the outside of the building and the Google maps location, there's no business hours, website, or any other information about this business. Whereas the optimized listing has a ton of information, you can find their website, photos, find answers to questions, read reviews and more.

Let's talk about some of the most important features you should focus on when optimizing your Google My Business listing.

Activity 56:

1. Watch video 56; Hyper Boosting your GMB Profile

2. Complete Assignment 19: Self Assessment 11: Create & Optimize a GMB profile

Resources Summary:

Blog on THE BENEFITS OF USING GOOGLE MY BUSINESS (GMB)

Keeping customers informed during COVID-19 | Lecture 57 Description

If your business is struggling to stay afloat or is closed, sign into your GMB profile and find the info section of your GMB dashboard. From there, you can mark your business as temporarily closed, permanently closed, and some people will even be able to remove their listing altogether. From your customers' view, they will see this red banner that reads temporarily closed if you mark your business as temporarily closed. Your GMB listing will still show up in search results, but over time it will lose rankings.

Activity 57:

1. Watch Video 57; Keeping customers informed during COVID-19

Resources Summary:

• Blog on Why Digital Marketing Is Important During COVID-19

Getting and managing reviews for higher rankings | Lecture 58 Description

Let's talk about how reviews impact rankings and can help build consumer trust. If you ran the market for an accountant, landscaper, or a plumber, and saw these businesses in search results, which ones would you call and why? You've probably noticed that some of these businesses have five-star reviews and some don't have any reviews. Does that matter to you when you are searching and shopping online?

Well, if it does, you're not alone. Research shows that reviews do matter and reviews matter to your potential customers too.

Activity 58:

1. Watch video 58; Getting and managing reviews for higher rankings

2. Complete Assignment 20: Self Assessment 12: Trends in Consumer behavior

Resources Summary:

• YouTube video on 5 Successful Ways Of Using Customer Reviews in Your Marketing Strategy

• YouTube video on Rank on Google: SEO Expert Answers Top Questions from Beginners

Setting up a business listing on top citation sites | Lecture 59 Description

Clients ask all the time, why do I need to be listed on these directories? People search on Google, and they're right. But Google trusts these directory sites and shows them high-end search results. Just do a search yourself for a local business and look at the results. The top search results are almost always online directories. Here's a list of some of the top, most highly authoritative online directory sites you should start getting your business listed on, like Google My Business, Apple Maps, and Facebook.

Activity 59:

1. Watch video 59; Setting up a business listing on top citation sites

2. Complete Quiz 8: Google My Business & Improve Rankings and Build Trust

3. Complete Assignment 21: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

• Youtube video on Will Wikipedia Think Your Page Is Notable?

Creating a holistic page experience for visitors | Lecture 60 Description

Google can tell if a website has poor user experience elements on it and that can negatively impact your rankings. Your website should create an easy-to-use and positive experience for anyone who visits your site. Smaller websites with fewer pages often use a horizontal navigation at the top of the site while large corporate websites often use both horizontal and vertical navigation.

Activity 60:

1. Watch video 60; Creating a holistic page experience for visitors

Resources Summary:

• Youtube video on Best WordPress Maintenance and Management Services

Technical must-haves for your site | Lecture 61 Description

Because more and more people are using mobile devices for search, Google has added a variety of user experience criteria, like mobile-friendliness and how fast your pages load as ranking factors. Let's talk about some of the technical elements Google factors into the ranking.

Activity 61:

1. Watch video 61; Technical must-haves for your site

2. Complete Assignment 22: Self Assessment 13: Mobile Optimization

Resources Summary:

• Youtube video on A Complete Guide to App Monetization

ptimizing your site with tags | Lecture 62 Description

When you look at a website, you probably focus on the content, but behind that lies code that makes everything work. Tags are small pieces of code that are put on a website. Users can't see this code, but search engines like Google can.

Activity 62:

1. Watch Video 62; Optimizing your site with tags

2. Complete Assignment 23: Self Assessment 14: Site speed

Resources Summary:

• Youtube video on YouTube SEO Tools to Boost Your Video Rankings

Getting local backlinks | Lecture 63 Description

As you try and get your site to rank higher, one strategy you should implement is link building. Backlinks are links on another site that links back to your site. The search engines follow those links. And if they're quality sites, search engines see these backlinks as a vote of confidence that your site has worthwhile information on it.

When it comes to backlinks, quality over quantity is what matters. Google says it's better to have a few high-quality backlinks to your site than hundreds of spam, irrelevant backlinks.

Activity 63:

1. Watch video 63; Getting local backlinks

Resources Summary:

• Blog on What are Backlinks and why are they are important for your SEO?

Why are backlinks important?

Backlinks are especially valuable for SEO because they represent a "vote of confidence" from one site to another.

In essence, backlinks to your website are a signal to search engines that others vouch for your content. If many sites link to the same webpage or website, search engines can infer that content is worth linking to, and therefore also worth surfacing on a SERP. So, earning these backlinks can have a positive effect on a site's ranking position or search visibility.

Writing website content that addresses searcher intent | Lecture 64 Description

Searcher intent, also known as user intent, is the main goal a user has when they do a search online. Google has gotten much better at trying to identify what a searcher is trying to find and then showing search results that match a user's intent.

As an example, searching for where to buy a springer spaniel puppy has a different intent than searching for how to train a puppy, which is also different from what is the best puppy food. All of the searches pertain to puppies, but all of the people searching have different intentions on what they're looking for. There are four standard types of search intent.

Activity 64:

1. Watch video 64; Writing website content that addresses searcher intent

2. Complete Assignment 24: Self Assessment 15: Website Content

Resources Summary:

• Youtube video on 8 Habits You should have for Quality Content Marketing

Building local authority for your business | Lecture 65 Description

The higher the authority your site has, the more Google will trust your site, the higher you will rank, and the more traffic your site will get.

One way to build authority is by guest blogging. Guest blogging is publishing high quality articles or blog posts on websites in your niche or industry or on sites that are of interest to your target audience. The best way to get started is to find industry websites that have blogs and reach out to the editor of the blog or contact the site and see if they'd be interested in having you write a blog post. Be sure you have great blog posts and content on your site that you can refer to as samples of your writing.

As you can see in this example, the author of this guest post worked in a link back to her business's website.

Activity 65:

1. Watch video 65; Building local authority for your business

Resources Summary:

• YouTube video 4 Steps To Speed Up Your Website And Look Better To Google

• Blog about Boost Your Brand Authority: The Content Marketing Game Changer

Google Advertisement: SEM for Your Business | Lecture 66 Description

Google Ads is an affordable form of advertising that allows for targeting qualified, in-market prospects, and if managed correctly, it can deliver strong ROI, helping you grow your business's leads and sales.

A Display Ad, also known as a banner ad, is a type of online paid advertisement that is usually a picture or a photo and a copy.

With Google Ads, you can reach potential customers who are looking for businesses or products on Google Search or YouTube.

Get in front of customers when searching for companies like yours on Google Search. Google Advertising helps you to concentrate on customers who are looking for what your company has to offer. This ensures that you can constantly optimize your searches so that only people who want to purchase your goods or services are sent to your websites via this platform.

Activity 66:

1. Watch video 66; Google Advertisement: SEM for Your Business

2. Complete Quiz 9: Website & Content

3. Complete Quiz 10: Certification: SEO & SEM II

4. Complete Assignment 25: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

• Youtube video on The 10-Step Guide to Creating a Profitable Google AdWords Campaign from Scratch

• Youtube video on How do I Improve my chances on Google Ads

Keywords: The foundation of digital marketing | Lecture 68 Description

We rely on immediate access and answers every day, multiple times a day. And this is why keywords are so central to all of digital marketing. The words you use when you search when you describe what you want, are critical for understanding intent. Based on that intent, search engines adapt their results, and advertisers modify their ads to capture your attention. SEO specialists sweat over the details of getting their page to rank highly in the results because a number one ranking could deliver 35% of searchers to that website. Formulating a keyword strategy is one of the most important activities in marketing, and here's the value of mastering keywords

Activity 68:

1. Watch video 68; Keywords: The foundation of digital marketing

Resources Summary:

• Youtube video on 4 Ways to Find Low Volume Keywords for SEO

Why keywords? | Lecture 69 Description

Words are the primary components of communication. Here is the amazing importance of keywords. Every marketing channel is made better when a marketer integrates keyword research throughout their entire marketing strategy. If you dismiss keywords, you are dismissing the greatest amount of unfiltered market research and customer intelligence. In SEO, keywords are used to gain rankings for relevant searches. Using those words makes your page more relevant and keeps visitors engaged, which leads to more business. In paid search, advertisers need to know the right keywords and how to bid on them to be successful and make money.

Activity 69:

1. Watch video 69; Why keywords?

Resources Summary:

• Youtube video on 4 Questions to Help Vet Your Content Ideas

Keywords research shows intent | Lecture 70 Description

The more words used in a search phrase, the more intent that it communicates. When you know the intent, you can use those words to optimize, label, and integrate into your content. It starts by making a seed list of search terms. A seed list is oh, about 10 to 15 words or phrases that describe your business.

In this course, I'm going to use the example site of Explore California, and I'm going to start my seed list simply by describing the tours, products, and services that they offer.

Activity 70:

1. Watch video 70; Keywords research shows intent

Resources Summary:

• Youtube video on How To Use A Web Cache Viewer: Everything You Need To Know

Keywords provide context | Lecture 71 Description

The search engine results page, or SERP, is your primary focus for rankings. If you're a local business, you'll see local results, listings, pictures, and maps. If you're selling products, you'll see product listings. If someone searches for how to do something, they'll see videos. Or informational searches can show entirely different mixed results.

As you can see, the results change based on the type of search. This has to be taken into account as part of your keyword optimization and marketing plan. It's not just about getting rankings anymore. It's about the visibility in the search results through whatever media may be shown.

Activity 71:

1. Watch video 71; Keywords provide context

2. Complete Assignment 26: Self Assessment 16: Keyword Intent

Resources Summary:

• Youtube video on What Is Google Lighthouse?

Research the SERPs | Lecture 72 Description

The search engine results pages, or SERPS are the proving ground for a successful keyword strategy. It is estimated that the number one website in the results will get a 35% share of clicks. This also shows you important areas to consider in your optimization and content tactics. Many times it's not just a webpage that you need to optimize for rankings. It can be a product page, a file, a video or a podcast.

Activity 72:

1. Watch video 72; Research the SERPs

Resources Summary:

• Youtube video on Know the Basics of Link Building to Boost Your SEO

Keyword tools: Search engines | Lecture 73 Description

To find keywords that are being used specifically at Google, you can go to Google Ads and use the keyword tool. Now, this is available to you if you are a Google Ads Advertiser. You have access to these tools and you can use them to find keywords for your business.

Activity 73:

1. Watch video 73; Keyword tools: Search engines

Resources Summary:

• Youtube video on The 10-Step Guide to Creating a Profitable Google AdWords Campaign from Scratch

Keyword tools: Wordtracker | Lecture 74 Description

In performing keyword research, using a keyword tool is a vital part of this. I love keyword tools because they're able to show you from a large standpoint the bulk of terms that people are searching for. I'm using Wordtracker, and here I can search based on Google data, Amazon, YouTube or Ebay.

Activity 74:

1. Watch video 74; Keyword tools: Wordtracker

Resources Summary:

• Youtube video on How To Claim Knowledge Panels In Google For more Organic Visibility

Keyword concepts: Long tail and short tail | Lecture 75 Description

One of the concepts you'll hear often in keyword research and SEO is the long tail and short tail of keywords. The short tails are usually the single word, very general words that command large numbers of searches. For example: cars, insurance, vacations, or phones. These four terms are searched for thousands or millions of times a month. But the thing is they're so general, we can't be sure of the intent. There are very large targets but with very thin relevance.

Activity 75:

1. Watch video 75; Keyword concepts: Long tail and short tail

Resources Summary:

• Youtube video on What Are Long Tail Keywords?

Keyword concepts: Plurals | Lecture 76 Description

Did you know that one single letter in your search phrase can predict, with surprising success, your propensity to be a buyer or a browser? If you're shopping and just beginning your research, you're most likely to use the plural form of a word, like vacations, printers, or presents. If you're ready to make a decision, you're most likely to use a singular version of a word, such as California hiking vacation, or HP laser printer.

Activity 76:

1. Watch video 76; Keyword concepts: Plurals

Resources Summary:

• Youtube video on Get More Google Traffic

Keyword concepts: Questions | Lecture 77 Description

One estimate places voice assistant technology at a seven billion dollar a year industry by 2023. Amazon has already introduced a voice-controlled microwave. More and more searches are being performed by voice, rather than by typing. It's faster, more convenient, and interestingly, more detailed.

When people search by voice, they are more precise and provide greater detail about what they need in the form of a question. And this is significant because people typically search using a limited number of words. The tendency is to search using efficient phrases, the least amount of words to get the best results.

Activity 77:

1. Watch video 77; Keyword concepts: Questions

Resources Summary:

• Youtube video on 5 digital marketing trends of focus for 2021

Keyword research: Buying cycle | Lecture 78 Description

Rather than simply sitting in front of a computer all day, we tend to search multiple times a day for one thing at a time. When an idea hits us, we search for it. Google classifies these micro-moments into four areas: I want to know, I want to go, I want to do, and I want to buy.

Activity 78:

1. Watch video 78; Keyword research: Buying cycle

Resources Summary:

• Youtube on Best live chat software

Keyword research: Observations | Lecture 79 Description

Keyword research isn't just about getting rankings. It is about understanding your customer. The best form of research you can do about your customer is to listen. The value of listening seems to have been lost over the years, as too many businesses want to talk and sell, but forget to listen. Keyword research is a form of listening, like a regular conversation. And you're going to choose how well you listen.

Activity 79:

1. Watch video 79; Keyword research: Observations

Resources Summary:

• Youtube video on The Top 5 Qualities of an Exceptional Digital Marketer

Keyword research: Organize by phrase structure | Lecture 80 Description

Have you ever found that explaining what you do for work is sometimes difficult, especially if you have a job that is the slightest bit technical. So many times we get too complicated, too quickly. I know my mother still doesn't know what I do after 20 years, but she still calls me to fix her computer. This next lecture helps to break down what a customer would say if they were given the opportunity to describe what they want.

Activity 80:

1. Watch video 80; Keyword research: Organize by phrase structure

Resources Summary:

• Youtube video on Best SEO Tools To Drive Website Traffic In 2021

Use trends data to complete the picture | Lecture 81 Description

Google Trends allows you to take two words, two people, two events, and compare them to see which gets more search traffic. One of the great things about Google Trends is you can go all the way back to 2004 when Google started keeping track of this type of data. In this lecture we will be taking a closer look at Google Trends and the data it provides.

Activity 81:

1. Watch video 81; Use trends data to complete the picture

2. Complete Assignment 27; Self Assessment 16: Google Trends

Resources Summary:

• Youtube video on Top 5 Digital Marketing Trends That Will Make Marketers Change Their Strategies

Apply your data to your website structure | Lecture 82 Description

By now, I hope you've gathered a lot of keyword data and most likely have dozens of the content funnels you offer. You should be learning the words that your searchers use and additional synonyms that explain their needs. In this way, you can be more precise with your specific content products and more general and more contextual when writing content. In this lecture, we will discuss how to put all the data you have collected into your website structure.

Activity 82:

1. Watch video 82; Apply your data to your website structure

Resources Summary:

• Youtube video on 5 digital marketing trends of focus for 2021

Map your keyword data to a calendar | Lecture 83 Description

It's been said that if you write down your goals, you will be 70% more likely to achieve them. I find this to be true when developing a keyword content strategy. After evaluating the trend data from your keyword research, the next step is to implement this information into your marketing strategy. Primarily through your marketing plan or an editorial calendar.

Activity 83:

1. Watch video 8; Map your keyword data to a calendar

Resources Summary:

• Youtube video on 15 of the Best Social Media Tools

Present your strategy | Lecture 84 Description

Many of you taking this course may be working within an organization or an agency and you will most likely have to present all of your research and findings. You'll have to do one of the toughest parts of the job. That is presenting and articulating your strategy to a stakeholder, owner or team.

A recent study showed that SEO professionals spend about 14% of their time communicating practice and strategy. This is a fundamental skill, but it is also one that can be learned, developed, and improved. I found that confidence is the main component of a good presentation. And when you are confident in your data, it gives you confidence in your presentation.

After all, you've done all the research. You found the connections. You've seen the patterns and applied the work to find the insights. You should have more knowledge about search or interest in demand than anyone else in the organization. And now, it's simply time to tell the story of these searchers.

Activity 84:

1. Watch video 84; Present your strategy

2. Complete Assignment 28; Self Assessment 17: Create a keyword Map/Calendar

3. Complete Quiz 11: Keywords

4. Complete Assignment 29: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

• Youtube video on 10 Simple Ways To Boost Seo On Your WordPress Website

Start with the page title | Lecture 85 Description

Before we start implementing keywords, there is an important feature that is sometimes overlooked, yet it is the most viewed feature in all of search engine optimization. The following lectures will cover everything you need to know about website optimization.

Activity 85:

1. Watch video 85; Start with the page title

Resources Summary:

Youtube video on 10 Powerful Wordpress Marketing Tips

How search engines display your URLs and page descriptions | Lecture 86 Description

The snippet, as it is called in the search engine results page pulls information from the page it links to. These elements are not only important for rankings, but also for moving searchers to click on your result. The green text in the snippet is the URL, or the address of the page. As you can see the green color sets off the URL as it shows people the domain of the website and the page that is being displayed in the rankings. Of course, this is an excellent method to gain additional keywords in your snippet.

By naming your pages with a keyword, you'll get more relevance through the URL and it will be displayed in the search.

Activity 86:

1. Watch video 86; How search engines display your URLs and page descriptions

Resources Summary:

• Youtube video on 6 Tested Ingredients To Create Landing Pages That Convert Customers

Optimize primary page structures | Lecture 87 Description

Usability expert, Jacob Nielsen, said that how we interact with words on web pages can hardly be called reading. We scan pages within seconds and determine if the information we need is there. And if we don't see it we're on to the next page.

What is it that we scan in order to make our decisions? What if I told you there were key structures that would draw people's attention for longer, and force them to see more of your content and keywords? And by using those structures you can improve your keyword relevance and rankings as well.

Activity 87:

1. Watch video 87; Optimize primary page structures

Resources Summary:

• Youtube video on 3 Tips to Make Your Virtual Event a Success

A word of warning about SEO | Lecture 88 Description

Early in 2011, Google made a major update to its algorithm, and millions of web sites changed position. The aftereffects have lasted for years, even into today, and it has changed the way that many marketers optimize their web sites. To this point, many web sites would simply optimize by utilizing a repetitive keyword approach. That is, just repeating a primary key phrase numerous times on a single page in an attempt to increase relevance.

Activity 88:

1. Watch video 88; A word of warning about SEO

Resources Summary:

• Youtube video on Should You Do 100% of Your SEO In-House?

Take time to optimize the details | Lecture 89 Description

Optimizing a website is rarely an easy task. It's not just one or two things you have to do, it's hundreds of little details that have to be covered. You see, it's all about context. Does the URL of the page, the content of the page, the headings and subheadings, the flow of the navigation, do they all support the primary purpose of the page?

Utilizing all of your website's structures increases the context in small incremental amounts. None of these tactics work by themselves. It's the sum of extensively addressing your entire website. In this video, I'm going to cover some of those smaller details.

Activity 89:

1. Watch video 89; Take time to optimize the details

2. Complete Quiz 12: Apply Keywords to Optimize Your Website

3. Complete Assignment 30: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

Youtube video on 8 Steps To Optimize Images For SEO

Maintain keyword groups with specific destinations | Lecture 90 Description

When using Google Ads or Bing Ads a clear understanding of keywords is critical. In order to create successful, paid search advertising campaigns it's all in defining the details. If you attempt to create only a few ads but use as many keywords as possible your campaign will flounder. Your ability to manage a campaign, effectively target an audience, present a relevant message, and gain new customers it's easier when you use a defined keyword target to reach a defined audience.

Activity 90:

1. Watch video 90; Maintain keyword groups with specific destinations

Resources Summary:

• Youtube video on How do I improve my chances on Google Ads

Build your quality score with keyword themes | Lecture 91 Description

Have you ever been rewarded for something you thought was just common sense? Well this is how Google Ads Quality Score works, and this Quality Score principle works the same for almost any other search advertising system. Quality Score is a way of rewarding site owners and marketers who maintain a good campaign by improving and optimizing it. A high Quality Score rewards advertisers by reducing the amount that they pay for ad clicks.

Activity 91:

1. Watch video 91; Build your quality score with keyword themes

Resources Summary:

• Youtube video on What Are Smart Campaigns on Google Ads

Utilize negative keywords | Lecture 92 Description

Many terms or concepts will have alternate meanings. Additionally, there may be other words that searchers use that contain our keywords, but aren't relevant. To mitigate this problem, we need to use negative keywords. And this is one of the most overlooked tools in search ads. It's identifying negative keywords, and adding them to your campaign. I call these stop words. That means if the searcher is using this word as part of their query, my ad will not show. And this is important for primary reasons. This lecture will discuss these reasons.

Activity 92:

1. Watch video 92; Utilize negative keywords

Resources Summary:

• How to Set Up Google Search Ads for Success

• How to create Display Ads on Google AdWords?

Target ads and campaigns with keywords: Location, time, and words | Lecture 93 Description

What I love about using search ads, it's the dynamic nature of the campaign. I can evaluate the performance of the campaign. I can evaluate each individual ad group, and then all the way down to the performance of keywords. If I see that certain keyword themes are more in demand, then I can use that to create a new ad group, a new ad, and another budget to take advantage of that trend. As you go through keyword research, there are many opportunities that may show up. The three biggest opportunities that can impact your paid search campaigns are location, time, and trends.

Activity 93:

1. Watch video 93; Target ads and campaigns with keywords: Location, time, and words

2. Complete Assignment 31: Self Assessment 18: Paid Search

Resources Summary:

• Youtube video on How to create Successful Search Ads?

Content marketing: Answer questions and anticipate events | Lecture 94 Description

Content marketing is directly connected to your overall strategy as a business. Any content that you develop to attract new customers, communicate to existing customers, or explain your business is content marketing. But to be effective, it must be derived from your company's strategic objectives and goals. It must follow the personality of your company and how you want to be known in the industry. All of your keyword research should point you to your customer's questions, concerns, and ideas. Keyword research isn't just about optimizing a website, it is about learning about your audience and what they want.

Activity 94:

1. Watch video 94; Content marketing: Answer questions and anticipate events

Resources Summary:

• Youtube video on Brand Awareness

Email: Educate and Engage The Needs of The Audience | Lecture 72 Description

It's important to educate and engage the needs of the audience. By understanding the needs of the audience, businesses can create content that is not only informative but also interesting. This way, businesses can build a rapport with the audience, which can lead to conversions and sales.

Activity 72:

• Watch video 72; Email: Educate and Engage The Needs of The Audience

Resources:

• YouTube video on 6 Smart Ways to Integrate Email Marketing with Social Media

• YouTube video on Tips for Email Marketing

• YouTube video about How To Use AI for Email Marketing and Automation

• Blog about Building a Killer Email Marketing Campaign (Even if You're a Beginner)

• Blog about The Email Marketing Makeover: How to Craft Emails Your Audience Actually Wants to Open

Social: Engage by knowing the need, the time, and the language | Lecture 96 Description

I'm amazed at the number of businesses that will post to social media just to get five posts a week. Seems like the number of posts is more important than the substance of what's being posted. Somewhere along the line, someone thinks that frequency is more important than quality. This kind of tactic results in people stressing out at the last minute, trying to find an idea for a post, and the result is simply information posted without a larger purpose, strategic importance, or a customer-centric need. Your keyword research should influence your social conversations. When you create a content calendar based on popular keywords, keyword ideas, and trends, you then have great ideas as to what people want to know and see about your business.

Activity 96:

1. Watch video 96; Social: Engage by knowing the need, the time, and the language

2. Complete Assignment 33: Self Assessment 20: Content Calendar

3. Complete Quiz 13: Optimizing for Paid Search & SEO

4. Complete Assignment 34: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

Resources Summary:

• Youtube video on 6 Social Media Tools That Experts Use To Streamline Their Marketing

• Youtube video on 10 Social Media Marketing Tips for Social media content

SEO for Ecommerce - Optimizing product pages for SEO | Lecture 97 Description

Optimizing your e-commerce product pages can help you to increase your sales by driving additional traffic via the search engines. Firstly, you want to ensure that your keywords are in your URL. Don't be afraid to add a descriptive title to your e-commerce pages. And where necessary, you can add a line as well and have two keywords potentially here. This increases your chances of ranking in the search engines because if you don't start ranking for your first keyword, you might start ranking for your second keyword.

Activity 97:

1. Watch video 97; SEO for Ecommerce - Optimizing product pages for SEO

Resources Summary:

• Youtube video on How To Use Google Analytics To Boost E-Commerce Sales

Optimizing e-commerce content pages | Lecture 98 Description

With regards to your eCommerce website, you don't just want to focus on SEO for your eCommerce products pages. Whilst you do want your eCommerce products pages to be ranked in search, you also want to be creating a content strategy that allows you to rank in search for other keywords for people who might be at a different stage of the buyer journey. For example, I recommend creating a blog for your website that you can update regularly.

Activity 98:

1. Watch video 98; Optimizing e-commerce content pages

Resources Summary:

Youtube video on 5 Powerful Types of Blogs

Buyer journey and keywords | Lecture 99 Description

The ability to rank your e-commerce website in Google is great. However, you want to make sure that you're actually ranking in Google for the types of keywords that will drive business results for you. I see a lot of companies obsessed with ranking in search engines for keywords that will simply not move the needle for their business.

You want to rank for keywords that suggest clear buying intent, that also suggest that your searcher is seeking some sort of information regarding your product, or that suggests searchers may benefit from your product at some stage. Someone who is in the ready-to-buy mindset is simply someone who has decided that they would like to purchase a product to help them to solve some sort of problem.

Activity 99:

1. Watch video 99; Buyer journey and keywords

2. Complete Assignment 35: Self Assessment 21: Buyer's Journey

Resources Summary:

Youtube video on The Best of b2b marketing content: 5 examples

Understanding how ecommerce SERP works | Lecture 100 Description

The SERP, which stands for the search engines results page is what potential website visitors see after performing a search on the search engines. You can edit the meta title and the meta description of each page of your website to ensure that both search engines and users have a better understanding of what your webpage is all about.

A meta title is the title of a webpage that displays in Google. There is no exact title limit. However, according to Moz, if you keep your title below 60 characters, your title should appear correctly 90% of the time.

Activity 100:

1. Watch video 100; Understanding how eCommerce SERP works

Resources Summary:

• Youtube video on 14 Ways to Get More Opt-Ins From Your Content

Continue learning SEO for ecommerce | Lecture 101 Description

Google is obsessed with user experience. They want to return results to users that are of higher quality. If you can prove that your website is of high quality, and if you can give your website visitors a great experience on your website, and also, if your webpages are relevant to the keywords that you're trying to rank for, chances are you're going to perform well in the search engines.

Activity 101:

1. Watch video 101; Continue learning SEO for ecommerce

2. Complete Assignment 36: Self Assessment 22: E-commerce optimization

3. Complete Quiz 14: SEO for Ecommerce

4. Complete Assignment 37: Request 1:1 Coaching and Training from our IIDM™ Certified Immersion Trainer

5. Complete Quiz 15 Certification: SEO & SEM III

Resources Summary:

• IIDM Learning Leaf™

Congratulations on completing your Licensed Search Engine Marketing Professional™ training with the International Institute of Digital Marketing™!

We are proud of you, of your accomplishment, and of the contributions and effort you have provided. To acknowledge your personal milestone, we are excited to share your well-deserved certificates with you. Please accept your globally recognized Digital Marketing certificates as our sincere appreciation for your dedication to our organization.

We are glad that you were part of our journey. Thank you for all your time and effort.

On behalf of the IIDM™ Team, we wish you all the best.

Congratulations on completing the course. To claim your certificates, send us a message, and we will process them within 3 business days.

Once the certificates are issued, you can download them from our website. Follow the instructions to download your certificates. If you need further assistance, feel free to contact us here: support@theiidm.org