Online Marketing Module COMP. Certified Online Marketing Professional. v2.0

Size: px
Start display at page:

Download "Online Marketing Module COMP. Certified Online Marketing Professional. v2.0"


1 = Online Marketing Module COMP Certified Online Marketing Professional v2.0

2 Part 1 - Introduction to Online Marketing - Basic Description of SEO, SMM, PPC & Marketing - Search Engine Basics o Major Search Engines o Web Ranking o Ranking algorithms o Page Ranks - Web Designing Basics - WYSIWYG Editors Part 2 - Search Engine Optimization - Keywords Research and Analysis - On Page Optimization Initial Site Analysis Competition Analysis Keyword Research Density Analysis and Placement Title & Meta Tags development Site Structure Analysis Web Designing Basics and WYSIWYG Editors URL renaming/re-writing Content Development Check Brief Keyword Competition Review H1, H2, H3 Tags Anchor Text Existing Web Content Optimization HTML Validation Creation of XML / HTML / ROR / Text Sitemaps Submitting sites to Google and Yahoo Webmasters Canonical / 404 Implementation Google Sitemap Creation Yahoo Sitemap Creation Competitor Analysis & Monitoring Google Webmaster Account Setup and management Google Analytics (Statistics) setup and management Creating of Favicons - Off Page Optimization Directory Submission Dmoz Submission Article submission Alexa Insights Google Hot Trends and Insights Google Business centre submissions Press Release Submission Blog creation, weekly Postings and blog promotion

3 Blog Comment Posting Content editing & Content Rewriting Direct Link Exchange / Direct Link Building Leveraging Local Search Press release news syndication RSS (Really Simple Syndication) Local and regional search engine indexing Forum Posting Yahoo Answer Link Building Linked in Link Building Strategies Online Reputation Management - Black Hat SEO - Latent semantic indexing - Sandbox Effect - Useful SEO Tools Part 3 Social Media Marketing - Introduction to Social Media - Advantages over other forms of Online Marketing - Social Media Strategy - Facebook o Latest trends o Difference between Profiles, Places, Groups and Pages o Social media and communications strategy o Open Graph o Frictionless sharing o Facebook Connect (Like, Share, Comment) o Facebook Pages (Creating, Managing, Retention) o Pages (Dos & Donts) o Facebook Apps o Measuring and Monitoring o Sponsored Stories o Facebook Places and check-ins o Facebook credits o Facebook and ecommerce o Advantages and challenges - Linkedin o Introduction to LinkedIn o Creating the right profile & settings o Increasing reach and visibility o Linkedin Groups o Answers, events, messaging & testimonials o Company Pages - Twitter o Introduction to Microblogging & Twitter o Twitter Demographics o Use for reputation, promotion, sales, conversing, listening, research o Business examples: E-commerce, Support (listening and responding), PR, Image

4 o Who to follow o Tweeting (Responding to others, RT, HashTags, Direct Messages) o Tracking Code o Ghost writers and the importance of disclosure o Twitiquette o Advertising tweet for pay o Twitter Lists o Twitter Account Promotion o Searching tweets and users o Measuring Influence o Tools - Youtube o Online video content is king o Viral films and brand o Defining your goals, metrics and budgets o Social sharing, comments and reviews o Getting an audience o Creating and managing an account o Using Ads inside Videos o Promoting Youtube Videos - Google+ o Setting Social Objectives o Social Strategies & Tactics for Google+ o +1s & Sharing o Integration with your site o Promoting a Brand on Google+ o Tools - URL Shortening Tools Part 4 Pay per Click - SEO vs PPC - Landing Pages o Tracking Bounce Rates and Conversions o Landing Page Optimization o Testing Landing Pages - Adwords o Creating copies o Keyword Research o Creating Ad copies o Campaign Settings o Bid Management o Campaign Performance management o Opportunities and Suggestions by Adwords o Conversion Tracking o Website Optimizer o Keyword Tool o Placement Tool o Ad Preview o CPM & CPA Campaigns via Adwords o Retargeting Code & Campaigns

5 - Facebook PPC o Facebook Ad Manager o Create a Campaign & Ads o Targeting by Region, Demographics & Interest o CPC vs CPM o Advanced Reporting Part 5 Marketing - Service Providers (ESPs) - Planning and delivering campaigns - Online Customer acquisition - Encouraging web visitors to subscribe - Crafting effective registration processes - Customer retention strategies - Choosing frequency schedules - Creating effective campaigns - Understanding conversion and performance metrics - Inbox Delivery - Reducing abandonment and bounce rates - Structured approaches to testing - A/B and Multivariate testing - Analysing test results - Important Laws on Marketing Part 6 Analytics - Google Analytics o Setup o Installation techniques o campaign tracking & Analysis o Interpreting essential website data o Motion Charts o Advanced Segmentation o Custom reporting o Advanced Filters - Clicky o Setup o Real-time Statistics o Click usage - A/B Testing o Optimizely o Visual Website Optimizer - KPI ANALYSIS - Internal Search Analytics - Website Surveys - Multivariate testing - Multi-channel analytics Part 7 Adsense - Introduction to Google AdSense - Google AdSense Program

6 - Google AdSense Approval Process - Google AdSense Secrets - How to Get Relevant AdSense Ads - Google AdSense Ad Format Sizes - High Paying sites on AdSense - Making Money with Google AdSense - Google AdSense Ad Colors - Google AdSense Revenue Sharing - Google AdSense Optimization Tips Part 8 Online PR, News & Reputation Management - Introduction to Online Press Releases - Handling the Press - the golden rules - Successful Marketing and PR Strategies - Press releases that work - Organising press interviews - Using pictures effectively - Sourcing PR information - Market research for PR use - Introduction to Online Reputation Management - Generating Buzz - Five Stars at Customer Review Sites - Tips for ensuring your happy customers spread the word. - Ensure your customers defend you from a bad review. - Responding to negative reviews - Reducing negative reviews - Blogging for Brand Control - Social Networking Meets Reputation Management Part 9 Content Marketing - Digital content - Microsites - White papers - Webcasts/webinars - Podcasts - Video portals - Interactive online - Events