Digital Marketing course for advanced learners by KASTURI INDUSTRIAL INSTITUTION

Search Engines & Directories

The key differences between a search engine and a directory
Explaining search engines and how they work
The latest information on the top
Search engines - Google, Yahoo Search, MSN, Ask Jeeves, AltaVista, Hotbot, Teoma, Fast
Directories - Yahoo, Open Directory
How Web Site Design can Impact Search Engine Rankings

Frames, Flash, JavaScript
Dynamic content
Graphics
Links
Keywords

Choosing the right keywords for SEO
Getting the right combinations
Where to place keywords within your web site
Meta tags, alt tags, titles, headings
Other SEO Techniques - their Pros & Cons

Doorway pages, gateway pages
Microsites
Domain names
Cloaking
Search Engine Submissions

What you need to do before submitting
Submission services
Submission logs and analysis
How to avoid spamming the search engines

Search Engines & Directories

The key differences between a search engine and a directory
Explaining search engines and how they work
The latest information on the top search engines (Google, Yahoo! Search, MSN, Ask Jeeves, AltaVista, Hotbot, Teoma, Fast) and directories (Yahoo!, Open Directory)
How Web Site Design can Impact Rankings in Search Engines

Frames, Flash, JavaScript
Dynamic content
Graphics
Links
Keywords Within Your Web site

Choosing the right keywords
Getting the right combinations
Where to place keywords within your web site
Meta tags, alt tags, titles, headings
Keywords Within Your PPC Campaigns

Keyword selection and which ones to avoid
Finding & exploiting untapped keywords
Low-cost testing to get it right
Submissions

What you need to do before submitting
Submission services
Submission logs and analysis
How to avoid spamming the search engines
Other Techniques - their Pros & Cons

Doorway pages, gateway pages
Microsites
Domain names
Cloaking
Designing Your PPC Campaign

Targeting your marketing spend
The importance of campaign structure
Ensure flexibility to monitor success and evolve your campaign
Tracking sales conversions
Bidding strategy
How to Improve Your Clickthrough-Rates (CTRs)

Clever keyword variations
Writing captivating ads
Special keyword opportunities (timelimited offers etc)
Increasing ROI

Optimising ad position and the pros and cons of high positions
Tracking sales conversions
Filtering out unwanted keywords
Focusing your ad copy