CERTIFICATES

What is SEO, the two types of SEO – On page & Off page SEO, how search engines work, tracking SEO performance – Tools & techniques

List of on page SEO  ranking factors, On page SEO website audits, On page SEO strategy, Underpinnings of  technical SEO within the framework of on page SEO, Integrating Google Properties – Google Search Console & Google Analytics

List of off page SEO ranking factors, Off page SEO strategy, Generating a backlinks reports and integrating a social media strategy for websites

Types of keywords in SEO (informational, navigational & transactional, long tail vs short tail keywords), Keyword research using tools, Keyword integration within content, URL structure, H1 tags, Meta title and description, Keyword based vs branded domain names, Local SEO and Google My Business, SEO for mobile and Black hat & white hat SEO

What is PPC and SEM, A tour of the Google ads platform and its features, Foundations for a PPC strategy, Persona Analysis, Types of keywords ( exact match, broad match, phrase math & modified broach match) and Types of ad campaigns

Keyword research and selection based on CPC and competition, Campaign, Ad groups & Ads, Audiences and (re)targeting, Landing pages and quality score, Calculating and managing budgets for PPC campaigns

Text ad copy, Banner ads copy, CRO, A/B testing and landing page design and Call To Actions in pages and ad copies.

Setting goals and tracking conversions, Calculating Return ROAS, Factors that affect ad campaigns and Improving campaigns through A/B testing, multivariate testing and expert judgement.