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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

Course availability 

start study mode location member non-member exam fee
Intensive DMA House (W1W 8SS) £1570.00 £1740.00 £75.00
more info
book until 19 Sep 2016
venue 70 Margaret Street
study periods 19-20 Sep 2016
exam dates 05 Dec 2016
Intensive DMA House (W1W 8SS) £1570.00 £1740.00 £75.00
more info
book until 31 Oct 2016
venue 70 Margaret Street
study periods 31 Oct-01 Nov 2016
exam dates 05 Dec 2016
Intensive DMA House (W1W 8SS) £1570.00 £1740.00 £75.00
more info
book until 6 Dec 2016
venue 70 Margaret Street
study periods 05-06 Dec 2016
exam dates 20th March 2017

NB: Prices above subject to VAT.

Course information

syllabus

This qualification is made up of 9 modules. You will also be required to complete one individual assignment and sit one exam.

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
study mode

Intensive – Teddington, SW London

2 days face-to-face sessions which take place at the IDM offices in Teddington, SW London.

Corporate training
This programme can be fully customised and delivered to your staff in-house. For more information visit theidm.com/corporate.
course info

You can enrol directly via the IDM website www.theidm.com.

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Complimentary online membership

Every qualification student studying on an Intensive Certificate programme will receive complimentary online IDM membership, this allows 24/7 access to digital and direct marketing resources. In addition to this, you'll receive a comprehensive study package with practitioner-written study notes, carefully selected texts, presentations, reading lists and supporting online documentation.

Exams and assessments

In order to attain the Certificate in Search Marketing and use the honorifics Cert SM you must successfully pass 2 online one hour exams and 1 assignment.

Pass marks and grades

To pass this programme you will need a minimum of 60% in the assignment and exam.  In the event that the minimum pass mark is not met you will have the opportunity to resit at a later date.

View the full list of frequently asked questions about IDM qualifications »

tutors

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.

Really good course for someone to get the basics and important data. Would definitely recommend,

Kaz Jagdev,
Email Campaign Manager, Wrap Ltd

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