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Qualification: IDM Professional Certificate in Search Marketing - London

Qualification: IDM Professional Certificate in Search Marketing - London

Become a specialist in two digital marketing disciplines, Search Engine Optimisation (SEO) and Pay per Click (PPC) and gain the expertise to improve natural search results and paid search ROI.

You will learn to:

  • Improve SEO and Quality Score factors to improve paid search campaign ROI by confidently interpreting the latest search rankings
  • Review consumer search behaviour and competitor search activities to create a realistic search targeting strategy
  • Understand the legislation and codes of practice related to search marketing
  • Plan tests and interpret analytics data to develop recommendations to improve commercial results from SEM
  • Build and own the integrated search marketing strategy and roadmap within your organisation

Kelvin Newman, Director of Strategy, SiteVisibility

Kelvin is responsible for iTunes' most popular internet marketing podcast, downloaded by over half a million people. On the show he has collaborated with a number of the world’s most respected marketers including Seth Godin, Tim Ferriss, Avinash Kaushik & Jakob Nielsen.

Kelvin has delivered presentations across the UK & Europe at events like A4U, SMX London and SASCON, regularly contributes to State of Search and is heavily involved with SiteVisibility’s innovative search marketing campaigns for clients such as Hotels.com, FindaProperty, Gala Bingo & uSwitch. He also runs the hugely oversubscribed BrightonSEO conference which sold out in minutes and has written a free book on link building called Becoming a Clockwork Pirate.

Kelvin was named UK Search Personality of the Year in 2013.

This qualification is made up of 9 modules. You will also be required to complete one individual assignment and sit 2 x one hour online exams.

Module 1: Introduction to Search Marketing

  • The opportunities of search marketing
  • The psychology of search behaviour and user journeys
  • Reviewing state of the art in search engine innovation and key trends

Module 2: Market Analysis

  • Identifying and using keyword phrases for SEO
  • Why choosing the right keyword phrases is critical
  • Tools and techniques to identify high demand, profitable keywords
  • Methods for identifying and uncovering your competitors' keyword phrases
  • Auditing the effectiveness of SEO and PPC through gap analysis

Module 3: Search Targeting Strategy

  • Search engine optimisation
  • Paid search
  • Display networks
  • Affiliate integration

Module 4: On-Site Search Engine Optimisation (SEO)

  • Maximising crawlability
  • Ways to minimise duplicate content through technical SEO
  • Maximising relevant signals through on-page SEO including mark up, copywriting and internal linking

Module 5: Link-Building and Social Media Optimisation (SMO)

  • Improve rankings through link-building and content marketing strategies
  • Enhance amplification through social media optimisation, E-PR and outreach

Module 6: Paid Search Marketing

  • Maximise Adwords ROI and quality score in the search and display networks through enhanced targeting, campaign structure, copywriting, creative and bid management

Module 7: Vertical Search

  • Reach more people through vertical search; mobile, video, local and multilingual search

Module 8: Search Marketing Management

  • Governance of search including competitive strategies and trademark law
  • Getting an edge through analytics, innovation and ongoing optimisation
  • Creating a roadmap and getting budget

Module 9: Innovative Search Strategies

  • Looking at the latest cutting-edge techniques

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