Montreal College of Information Technology
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Search Engine Optimization and Pay Per Click with Google

Learn the best practices, tools and technologies for Search Engine Optimization and Search Engine Marketing. Students can expect to learn how to create ad campaigns and the strategies and implementation that come with them. Additionally, you will also learn how to monitor the performance of these campaigns based on the most influential metrics. Finally, students will also learn how to optimize websites, carry out their website audits, diagnose websites, and flag down any problems before they arise.

Instructor Led


  • Search Engine Optimization and Pay Per Click with Google

    Get trained by industry Experts

  • Search Engine Optimization and Pay Per Click with Google

    Project Based Learning

  • Search Engine Optimization and Pay Per Click with Google

    Learn while you Work

  • Search Engine Optimization and Pay Per Click with Google

    State of the Art Infrastructure

  • Search Engine Optimization and Pay Per Click with Google

    24/7 Lab access


Search Engine Optimization and Pay Per Click with Google

  • What is SEO?
  • The two types of SEO – On page & Off page SEO
  • How search engines work
  • Tracking SEO performance – Tools & techniques

Lab 01    1. Research on popular search engines 2. How SEO performance is tracked through analytics & Google search console.

  • 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

Lab 02    Conduct a website audit on an assigned website for on page factors

  • List of off page SEO ranking factors
  • Off page SEO strategy
  • Generating a backlinks reports
  • Integrating a social media strategy for websites

Lab 03    Generate a backlinks report on a given website and propose a strategy for improving its off page SEO.

  • 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
  • Black hat & white hat SEO

Lab 04    Keyword research and SEO optimized content writing on an assigned niche

  • 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)
  • Types of ad campaigns

Lab 05    Persona analysis for a defined target group + Presentation of types of ads 

  • 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

Lab 06    Define the target audience for a campaign and research keywords based on relevance and intent.

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

Lab 07     Create a landing page mockup and an ad copy for a PPC campaign

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

Lab 08    Analyze live ad campaigns and assess the quality of landing pages. Calculate ROAS for given cases.  



Career starters : For those people who are either entering the job market or are interested in making a shift in their current job status. The SEO certification program can help you transition into, or start a new career as a fully equipped SEO professional.
Business owners or entrepreneurs seeking to expand their business using online tools and track their campaigns and messaging.
Fresh graduates and career starters seeking to work on campaign strategies using online techniques & tools with a keen interest in expanding their customer base.
Professionals seeking to understand user journeys, pipelines, processes and conversion funnels to further augment their stakeholder goals would be a perfect fit for this program.


You don't need any formal training to take this course but it is good to at least have:
Basic knowledge of the Microsoft Windows operating system and its core functionality. A general understanding of the digital marketing field.

Upon completing this course, you will receive an industry-recognized certificate from MCIT.

Search Engine Optimization and Pay Per Click with Google certification.



— F.A.Q —

Yes. Each participant receives a Certificate of Completion in the end.
To register for a course, you can either call us or enter your request online and our administrative staff will call you with steps to register.
As a general rule, grade-12 English reading and writing skills are required. Please be sure to check the course description for any prerequisites.