Digital Media Syllabus
Search Engine Optimization
Search Engine Optimization (SEO) is a digital marketing technique used to enhance the ranking of a website on search engine results. The course in SEO is aimed at providing you the knowledge and skills required to improve the rankings of a website on Google. There is an increased awareness about the need of SEO among website owners, and hence the demand for SEO specialists has been on the rise.
Outcome of the Course:
The SEO course will equip you to take up an SEO role with confidence. With clear understanding of the functioning of search engines and the latest trends, you will be able to develop a competent strategy and get high rankings for your website or your client’s website on Google search results.
INTRODUCTION TO SEO
– SEO fundamentals
– Key terminology & technology
– Search engine algorithms
– Major search engines & directories
ON PAGE OPTIMIZATION
– Website Audit
– Keyword research & analysis
– Competition analysis
– Meta tags (title, keywords, description) optimization
– Robots.txt optimization
– Canonical tag implementation
– Hyper link optimization
– Image optimization
– SEO friendly website content
– URL rewriting
– Site map creation & submission
– Landing page optimization
– Google analytics setup
– Google webmaster tools
OFF PAGE OPTIMIZATION
– Directory submission
– Article submission
– Forum posting
– Blog commenting
– Classifieds submission
– Social bookmarking
– Online PR
– Link building
TOOLS & REPORTING
– SEO tools
– SEO reporting
– Algorithm updates (Panda, Penguin, and Hummingbird updates)
– Best practices
WordPress Website SEO Optimization
– WordPress Overview
– WordPress SEO Plugins
– WordPress Content Optimization
– Additional Content Marketing Activities
Search Engine Marketing (SEM/PPC)
Pay Per Click campaigns on prominent search engines gives immediate results and reflects on the ROI sooner than the other digital marketing techniques. PPC helps in enhancing the visibility of your website on search engines. In this course you will learn how to successfully administer Google Ad words campaigns in order to get maximum results. This course will help you to get underperforming campaigns up to speed or to garner maximum out of your existing campaign budget.
Outcome:
This course will help you in learning how to set setting a budget; will develop your skills in writing ad copy and to administer lucrative AdWords campaigns. You will also be able to analyze the PPC campaigns.
INTRODUCTION TO SEM & PPC
– Understanding Search Engines
– How SEO & SEM differ
– An Introduction to Pay Per Click Marketing
– Overview of Google Adwords, Yahoo Search Marketing and Microsoft AdCenter (Bing)
– Terminology explanation
ANALYSIS & TARGETING
– Website analysis
– Competitor analysis
– Setting objectives, goals & expectations
– Targeting
USING GOOGLE ADWORDS
– Fundamentals of AdWords
– AdWords account setup
– Researching keywords with the Keyword Planner tool
CAMPAIGN MANAGEMENT
– Setting up a campaign
– Creating ad groups
– Writing great ad headlines and copy
– Geo targeting & local search campaigns
– Bid management
– Budget management
– Optimizing Quality Score
EFFECTIVE LANDING PAGES
– How to Create Killer Landing Pages
– Call-to-action
TESTING
– A/B Ad copy Testing
– Testing Landing Pages
PERFORMANCE TRACKING & REPORTING
– Installing conversion tracking code
– Goals & Funnels tracking
– Integrate Adwords account with Google Analytics
– Understanding reports and Performance monitoring
– Optimizing performance, profitability and growth
– Measuring ROI
SEM MANAGEMENT & TOOLS
– AdWords tools / Adwords Editor
– Google Display Network (GDN)
– Creating video ad campaign – Remarketing
– Managing multiple accounts
– Best Practices
Google Analytics
Google Analytics is a web analysis tool that helps in measuring the performance of a website using various metrics. There has been a drastic increase in demand for web analysts over the past few years, due to the boom in the E-commerce industry. Google Analytics is a popular tool used by MNCs and SMEs alike to analyze their websites.
Outcome of the course:
By the end of the course, you will have developed a keen analytical skill that will help you understand the numbers that matter to the future of your website. Knowledge in Google Analytics will help you make significant decisions regarding the marketing strategies of your/your client’s website. Keen analysis will help in taking measures to increase the effectiveness of your marketing activities.
INTRODUCTION TO WEB ANALYTICS
– What is web analytics?
– Importance of analysis
INTRODUCTION TO GOOGLE ANALYTICS
– How Google Analytics works
– Basic Metrics
– Setting up an account & profile
– Adding Users
– Overview of the Dashboard
TRAFFIC SOURCES
– Direct / referral / search traffic
– Keyword Analysis
– Motion Charts
– Analysis of SEM reports
– Analysis of sources, campaigns & mediums
VISITORS REPORTS
– Types of Visitors
– Geographic and language reports
– System, network reports
GOALS & CONVERSIONS
– Overview of goals and funnels
– Setting-up goals
– Over view of site search
– Event tracking
FILTERS & ADVANCED SEGMENTS
– Key performance indicator
– Ad versions
– Site content optimization
– Ecommerce tracking
REPORTS INTERFACE
– Introduction to reports
– Discuss interface features
– Customizing Dashboards
– Exporting & saving reports
– Custom reporting
– Emailing reports
Affiliate Marketing
Affiliate marketing has gained its place as a discipline within digital marketing, over the past few years. The course will cover the basics of Affiliate marketing and will delve deep into the dynamics of marketing in terms of affiliate – publisher website, and the merchant – advertiser website. You will be taken through the benefits of Affiliate marketing and how it works in the real world.
Outcome of the course:
The course will enable you to start-up your own affiliate venture or will provide you with the knowledge and skills required to consult other affiliate investors. This will also help you effortlessly integrate affiliate marketing to your digital marketing mix.
INTRODUCTION TO AFFILIATE MARKETING
– Difference between referral and affiliate marketing
– Merchant
– Affiliate
– Network
– Types of Affiliate Websites
PARTNERSHIP WITH AFFILIATE NETWORKS, ADSENSE & AD NETWORKS
– Compensation methods
– Selecting product to add to website
– Optimizing URL with affiliate id
– Performance Tracking
– Commissions
SETTING UP AN AFFILIATE WEBSITE
– Web design and development
– Capturing visitor credentials
– Integrating social plugins
– Integrating third party tools
– Developing plugins, add-ons, apps and widgets
Mobile Marketing
Mobile marketing has become a part and parcel of Digital marketing. This makes it a fast growing discipline within digital marketing. This course will help you master the skills required to be a successful mobile marketer. Industry experts will share the tricks of the trade that are important for one to become a steadfast mobile marketing specialist.
Outcome of the course:
The course will give you a clear understanding about the significance of adding mobile marketing to your digital marketing strategies. It will help you in the planning, administration and measurement of mobile marketing campaigns. At the end of the course, you will be equipped to drives leads and sales through mCommerce channels.
INTRODUCTION TO MOBILE MARKETING
– The current & future mobile landscape
– Key mobile stats and trends
– Discover how marketers are harnessing mobile
– Understanding Mobile Devices
PLANNING INTEGRATED MOBILE CAMPAIGNS
– Mobile Marketing and Social Media
– Mobile Search marketing
– In-App Advertising
– SMS/MMS marketing
– Proximity (location) marketing
– The Mobile website & mCommerce
– Combining Mobile with Other Channels
TRACKING AND ANALYTICS
– Using analytics tools to monitor mobile (and mCommerce) performance
– How to maximize engagement and ROI
– Next steps to take action
Social Media Marketing & ORM
Social media marketing has become vital in the every-day life not only for individuals but also for businesses. With various social media platforms available today, it is important to market your business on the right platforms, in a way that would contribute to the branding and revenue of the company. Digital marketing is incomplete without social media marketing and an advanced course prepares one to play on these platforms to win the race.
Outcome of the course:
The Social Media Marketing or SMM course will enable you to integrate social media strategies with other digital marketing activities or to develop standalone social media strategies for your business. You will gain insight into different social media marketing platforms and garner the skills required to identify and explore the right platforms. With hands-on experience in marketing on various social media platforms, you will be equipped to create and implement strategies on Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest and other major social networking platforms.
INTRODUCTION TO SOCIAL MEDIA
– What is social media?
– How it works – example of social media sites
– Latest stats and trends about social media
– Why businesses need it / benefits of social media
– Overview of most popular social media platforms
USING FACEBOOK – FACEBOOK MARKETING
– Orientation to Facebook brand pages
– Building a Facebook strategy
– Facebook insights
– Edge Rank algorithm
– FB apps
– Facebook advertising
– Types of Facebook ads
– Optimizing ad copy & targeting
– Relevant case studies
USING TWITTER
– Introduction to Twitter
– When & how to use
– Hashtags, trending topics, live tweeting, influencers
– Tools & measurement
– Twitter for PR, brand building, customer engagement
– Creating Twitter marketing strategy
– Case studies & best practices
LINKEDIN FOR B2B LEAD GENERATION & PERSONAL BRANDING
– Why LinkedIn
– Company pages
– Groups / Q&A
– Using Quora for thought leadership
– Case studies & best practices
YOUTUBE & OTHER SOCIAL MEDIA CHANNELS
– YouTube statistics
– Content approach
– YouTube insights
– YouTube advertising
– Case studies & best practices
– Opportunity of other social media channels (e.g. Instagram, Pinterest, Google+, Vines)
ORM & SOCIAL MEDIA STRATEGY
– Online Reputation Management (ORM)
– ORM tools
– Planning & creating multi-channel social media strategy
– Examine common pitfalls & mistakes
– Measuring ROI of social media