What's on

Categories Search Marketing
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

Other upcoming events

See all
Digital Velocity Conference - London
6 June 2017

Digital Velocity Conference - London

Digital Velocity London is a two-day fully immersive conference. Join us for hands-on training, customer success stories, best practices, the Digital Velocity Awards and product roadmap updates. Hear industry experts and Tealium customers discuss how they are turning business challenges into revenue opportunities.

Read more
Amsterdam Affiliate Conference - Amsterdam
11 July 2017

Amsterdam Affiliate Conference - Amsterdam

The Amsterdam Affiliate Conference 2016 was a huge success with over 4,000 delegates in attendance of which over 2,000 were affiliates. With four days of conference, exhibition and networking events with the elite in iGaming, in a city that is like no other the Amsterdam Affiliate Conference was one you certainly wouldn't have wanted to miss.

Read more
GDPR: How to get a double opt-in database - London
14 September 2017

GDPR: How to get a double opt-in database - London

Over 90% of previous attendees have stated that they will change their content marketing strategy as a result of attending and many have gone on to work with us further.

Read more
Webinar: Persona Workshop
14 June 2017

Webinar: Persona Workshop

Is content marketing a priority for you this year? Not sure where to really start when it comes to building a content marketing strategy? Then you should sign up to this persona workshop webinar! Join our content strategist who will talk you through the initial steps you need to take when planning a content marketing strategy and why personas are so important.

Read more
Webinar: CommuniGator vs The Competition
26 June 2017

Webinar: CommuniGator vs The Competition

Are you considering a new email service provider and not sure which one is right for you? Then this webinar was designed just for you! We compare our CommuniGator platform against two other key players in the market: DotMailer and MailChimp. Use this ESP comparison to see which provider you should be using.

Read more