Digital Marketing Course Content
CHAPTER #1
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Advanced Search Engine Optimization (SEO)
# Module 1
Introduction to SEO
- What is SEO?
- How Do Search Engines Work?
- Content updating.
- Content creation.
- On-Page SEO and Off-page SEO.
- Ethical SEO and Unethical SEO (White-hat and Black-hat).
- Search Engine Results Page (SERP).
- SERP set elements.
# Module 2A
Keyword Analysis
- Types of SEO keywords.
- Long-tail keywords, local keywords, global keywords, informational keywords, transactional keywords, navigational keywords.
- Old Vs. modern keyword analysis.
- Keyword analysis tools.
- Google Ads (AdWords) Keyword Planner.
- LSI keyword analysis.
- Keywords' profitability metrics.
- Keywords' organic competition metrics.
- Keyword Efficiency Index (KEI).
- Keyword data analysis and selection.
- Decision making.
# Module 2B
E-commerce Keyword Analysis
- E-commerce keyword analysis tools
- Complete e-commerce keyword analysis
# Module 3
On-Page Optimization
- Types of Links.
- Understanding On-Page SEO factors.
- Optimization of the page title, Meta description, headers, content, and images.
# Module 4
Advanced On-Page SEO
- Types of pages on a website.
- URL optimization.
- Inner link optimization.
- Outbound link optimization.
- Meta viewport, geotags optimization.
- Keyword density.
- Keyword density calculation technique.
- On-Page over-optimization and way to recover.
- Content quality, authenticity, and freshness.
- Content formatting techniques.
- How to format contents to comply with Google February 2018 update Google's September 2018 update.
- How to create more relevant contents to satisfy Google's September 2018 and January-May 2020 Core Algorithm updates.
- Complete On-Page Search Engine Optimization techniques.
# Module 5
Landing Page Optimization
- Types of landing pages.
- Landing page elements.
- Landing page Call to Action.
- Call to Action placement and optimization.
- Visitors' behavior analysis.
- Visitors' psychology optimization.
# Module 6
Structured Data Implementation
- Introduction to Structured Data.
- Types of Structured Data.
- Use of Structured Data.
- How Search Engines use Structured Data.
- Structured Data codes.
- Structured Data tools.
- Structured Data testing.
# Module 7
Competition Analysis
- Types of competition.
- Competition analysis tools.
- Competition analysis techniques.
- Competition data analysis.
- Competition analysis decision.
# Module 8
Off-Page Link Building
- What is link building?
- Types of back-links.
- Ethical link building and unethical link building.
- Modern link building techniques.
- Nofollow and dofollow links.
- Page Rank.
- Google operator search.
# Module 9
Advanced Inbound Link Building
- Backlink metrics.
- Backlink quality analysis tools.
- Blog link building techniques.
- Web 2.0 link building techniques.
- Local business listing link building techniques.
- PowerPoint link building techniques.
- Video link building techniques.
- Document link building techniques.
- PR link building techniques.
- Social bookmark link building techniques.
- Web directory link building techniques.
- Classified link building techniques.
- Podcasts and link building techniques.
- Infographics link building techniques.
- Link building analysis tools.
- Backlink penalties.
# Module 10
Website Speed Optimization
- Website speed optimization factors.
- Site speed optimization techniques.
- Site speed optimization tools.
- GZip compression setting and code.
- Browser caching plugin, setting, and code.
- Website speed analysis.
- Google Speed Test tool.
# Module 11
Technical Search Engine Optimization
- Cannibalization error.
- Cannibalization error correction.
- Domain canonicalization.
- Canonical URL.
- Alternate tag.
- AMPHTML tag.
- HREFLANG tag.
- Meta robots tag.
# Module 12
Advanced Onsite Technical SEO
- Sitemap file creation.
- RSS file creation.
- Robots.txt file creation and its use.
- Htaccess file creation and its use.
- Redirection types.
- Redirection of links.
- URL rewriting techniques.
- Custom error page.
- Website cloaking, effects, and correction.
- cPanel and FTP account handling.
# Module 13
Conversion Rate Optimization (CRO)
- CRO and website layout, design and usability.
- CRO parameters.
- Conversion Rate Optimization factors and techniques.
# Module 14
E-commerce Search Engine Optimization
- Difference between the landing page and category page optimization.
- e-Commerce site's layout optimization.
- e-Commerce Call to Action optimization.
- e-Commerce conversion rate optimization.
# Module 15
Search Engine Algorithms
- Google Panda algorithm update.
- Google Penguin algorithm update.
- Hummingbird algorithm update.
- Pigeon algorithm update.
- Doorway algorithm update.
- EMD algorithm update.
- February 2018 and September 2018 Core algorithm.
- Google BERT (Bidirectional Encoder Representations from Transformers) Update.
- January, May 2020 Google core algorithm update.
# Module 16
Backlink Audit
- Backlink analysis.
- Backlink quality parameters.
- Backlink analysis data and tools.
- Backlink analysis techniques.
- Backlink disavow process.
# Module 17
Site Recovery
- Website recovery from Google Panda.
- Website recovery from Google Penguin.
- Website recovery from Google Hummingbird algorithm.
- Website recovery from the Doorway Page algorithm.
- Complete SEO checklist.
CHAPTER #2
-------------------
Complete Search Engine Marketing (SEM)
# Module 18
Introduction to SEM PPC
- What is Search Engine Marketing?
- How SEM works.
- SEM techniques.
- SEM tools.
- What is PPC?
# Module 19
SEM Keyword Analysis
- Paid keyword research techniques.
- Types of keywords.
- Broad-Match keywords.
- Broad-Match Modifier keywords.
- Exact Match keywords.
- Phrase Match keywords.
- Negative keywords.
- Keyword competition analysis.
- Keyword profitability analysis.
- Keyword CPC analysis.
- Keyword selection.
# Module 20
Google Ads (AdWords) Campaign Creation
- What is the Google Ads (AdWords) campaign?
- Types of campaigns.
- Campaigns networks.
- Location targeting techniques including near-by targeting.
- Location excluding techniques.
- Language targeting.
- Bidding strategy.
- Manual CPC.
- Google Ads (AdWords) optimized CPC.
- Standard delivery methods.
- Accelerated delivery methods.
# Module 21
Ad Extensions
- What is ad extensions?
- Types of ad extensions.
- Location ad extension.
- Sitelinks ad extension.
- Call ad extension.
- App ad extension.
- Reviews ad extension.
- Callouts ad extension.
- Structured snippets ad extension.
# Module 22
Advanced Full Feature Google Ads (AdWords) Campaign Settings
- Ad extensions optimization.
- Ad scheduling techniques.
- Ad delivery and ad rotation techniques.
- Dynamic search ads.
- Campaign URL options.
# Module 23
Types of Ads
- Text-based ads.
- Dynamic search ads.
- Mobile app engagement.
- Call only ad.
# Module 24
Ad Groups and Ad Copy
- Ad copywriting best practices.
- Campaign URL builder.
- Final URL.
- Mobile URL.
- Headline 1, Headline 2, Headline 3 ad copywriting.
# Module 25
Keyword Selection
- Broad-Match keywords use.
- Broad-Match Modifier keywords use.
- Exact Match keywords use.
- Phrase Match keywords use.
- Negative keywords use.
- Keyword overlapping.
# Module 26
Optimizing Maximum Cost Per Click
- Max CPC optimization.
- Default bid.
# Module 27
Advanced Settings
- Ad Group URL.
- Tracking Template Custom Parameters.
# Module 28
Google Ads (AdWords) Display Network Marketing
- What is Google Ads (AdWords) display
network?
- Types of display networks.
- Marketing objectives.
- No marketing objectives.
- Build awareness ads.
- Influence consideration ads.
- Drive action ads.
# Module 29
Ad Delivery
- Optimize for clicks.
- Conversion optimization.
- Even ad rotation.
- Indefinite ad rotation.
# Module 30
Frequency Capping
- What is the frequency capping?
- Frequency capping techniques.
# Module 31
Additional Settings
- Dynamic ad settings.
- Device targeting.
- Location targeting.
# Module 32
Targeting Ads
- Demographics based targeting.
- Interest-based targeting.
- Optimization of targeting.
# Module 33
Image Types
- Image dimensions.
- Image quality optimization.
- Copyright-free image sources.
- Copyright-free image search tools and techniques.
# Module 34
Google Ads (AdWords) Reporting and Data Analysis
- Landing page Quality Score and how to increase it.
- Google Ads (AdWords) reporting tool.
- Google Ads reporting filters.
- Google Ads reporting factors.
- Google Ads reporting table.
- Google Ads report formats.
- Google Ads data analysis.
CHAPTER #3
-------------------
Modern Social Media Optimization (SMO)
# Module 35
Introduction to Social Media Optimization and Management
- What is the social signal?
- How to build the social signal?
- Social hashtags (#).
- Social Mentions.
- Social links.
- Social plugins and website extensions.
- Social button integration tools.
- Social button integration.
# Module 36
Facebook Optimization and Account Management
- Facebook company page.
- Types of company pages.
- Facebook business page creation.
- Optimizing Facebook posts and events.
- Types of Facebook groups.
- Using Facebook groups.
- Facebook post best practices.
# Module 37
Google Plus Optimization and Account Management
- Google Plus profile settings.
- Google Plus company page creation.
- Google Plus posts and events.
- Google Plus Community.
- Google Plus post best practices.
# Module 38
Twitter Optimization and Account Management
- Twitter account settings.
- Twitter list.
- Twitter and tweet best practices.
# Module 39
Linkedin Optimization and Account Management
- Linkedin profile creation and optimization.
- Linkedin company page creation and optimization.
- Linkedin groups.
- Linkedin best practices.
# Module 40
Pinterest Optimization and Account Management
- Pinterest account settings.
- Pinterest company page.
- Validating the Pinterest company page.
- Pinterest image policies.
- Pinterest best practices.
CHAPTER #4
-------------------
Social Media Marketing (SMM)
# Module 41
Introduction to Social Media Marketing
- What is SMM?
- How does SMM work?
- What is interest-based marketing?
- Introduction to Facebook Ads
- Introduction to Twitter Ads
- Introduction to Instagram Ads
# Module 42
Facebook Ad, Instagram Ad, and Twitter Ad Campaign
- Campaign objective.
- Types of campaign objective.
- Awareness campaign.
- Consideration campaign.
- Conversion campaign.
- Brand awareness campaign.
- Traffic campaign.
- Lead generation campaign.
- Conversions campaign.
# Module 43
Facebook, Instagram, and Twitter Ad Audience Targeting
- Location targeting.
- Location excluding technique and importance.
- Age group targeting.
- Gender targeting.
- Language targeting.
- Connections.
# Module 44
Facebook, Instagram, and Twitter Detailed Targeting
- Demographics based targeting.
- Interests based targeting.
- Behaviors based targeting.
# Module 45
Ad Placements
- Automatic ad placements.
- Custom ad placements.
- Facebook feed ads.
- Instant articles ads.
- In-stream video ads.
- Right column ads.
- Instagram Ads.
- Twitter Ads.
# Module 46
Device Targeting and Category Exclusion
- Phone, operating system (Android, iOS), carrier targeting.
- Interest or target overlapping.
- Excluding category.
# Module 47
Facebook Ad, Instagram Ad, and Twitter Ad Budget, Scheduling, and Delivery
- Budget types.
- Daily budget.
- Lifetime budget.
- Scheduling ads.
- Ad delivery optimization.
- Bid amount optimization.
# Module 48
Ad Formats
- Carousel ads.
- Single image ads.
- Single video ads.
- Slideshow ads.
- Canvas ads.
- Instagram Ad formats.
- Twitter Ad formats.
# Module 49
Facebook Ad and Instagram Ad Image
- Facebook and Instagram ad image policy and guidelines.
- Facebook and Instagram ad image dimensions.
- Facebook and Instagram ad image optimization.
# Module 50
Facebook Ad, Instagram Ad, and Twitter Ad Copy
- Ad copy headline optimization.
- Ad copy description optimization.
- Ad copy destination URL optimization.
- Call to action button optimization.
# Module 51
Facebook Ad, Instagram Ad, and Twitter Ad Tracking and Reporting
- Facebook and Twitter ad pixels.
- Ad pixel integration and tracking.
- Data analysis and ad optimization.
- Facebook Insights.
CHAPTER #5
-------------------
Local Optimization
# Module 52
Google My Business Tool
- Business registration on Google My Business tool.
- Completing the profile and meeting the 100% point.
- Building local NAP (Name, Address and Phone number) citation.
CHAPTER #6
-------------------
Web Analytics
# Module 53
Google Webmaster tool or Google Search Console
- Google Search Console integration.
- Website crawl error analysis.
- Site indexing report analysis.
- Website search engine traffic (keywords, impression, clicks, CTR, and position) analysis.
- Website backlink data analysis.
- Site improvement data analysis.
- Complete Google Search Console Tutorial.
# Module 54
Google Analytics
- Google Analytics integration.
- Understanding session data, user data, page view data, pages per session data, average session duration data, bounce rate data and percentage of new session data.
- Country-based traffic analysis.
- City-based traffic analysis.
- Channel-based traffic analysis.
- Analytics goal creation.
- Analytics event creation.
- Digital marketing report creation.
CHAPTER #7
-------------------
Content Marketing
# Module 55
Content Marketing
- Web content types.
- Content marketing channels.
- Content planning and raw data collection.
- Content data analysis tools.
- Content marketing tools and platforms.
- Content marketing techniques.
- Content marketing data analysis.
CHAPTER #8
-------------------
Personal and Business Blogging
# Module 56
Digital Marketing and Blogging
- Blogging platforms.
- WordPress blog content optimization.
- Blogging calendar.
- Blog promotion tools.
- Blog aggregating sites.
CHAPTER #9
-------------------
Influencer Marketing
# Module 57
Influencer Marketing
- Marketing outreach.
- Skyscraper Technique.
- Measuring the reach of an influencer.
- Influencer marketing tools.
- Influencer marketing rules and best practices.
CHAPTER #10
---------------------
Email Marketing
# Module 58
Email Marketing
- Email marketing tools.
- MailChimp email campaign builder.
- Open rate and click optimization.
- Email marketing best practices.
CHAPTER #11
---------------------
Affiliate Marketing
# Module 59
Affiliate Marketing
- Affiliate marketing tools.
- Affiliate marketing platforms.
- Cost per Action (CPA) optimization.
- Affiliate networks.
- Selecting the right product.
- Types of affiliate marketing.
CHAPTER #12
---------------------
Online Reputation Management (ORM)
# Module 60
Online Reputation Management and Digital Marketing
- What is online reputation management?
- Online reviews.
- Influence customers to review.
- Negative review management techniques.
- ORM best practices.
CHAPTER #13
---------------------
Machine Learning, Artificial Intelligence and Marketing Automation
# Module 61
Machine Learning, AI and Marketing Automation
- Marketing automation tools.
- Social media automation tools.
- How AI and Machine Learning is impacting SEO?
- Automation best use and practices.
CHAPTER #14
---------------------
Digital Marketing Tools
# Module 62
Digital Marketing Tools
- Google Ads (AdWords) Keyword Planner tool.
- Google Search Console tool.
- Google Analytics tool.
- Yoast WordPress optimization tool.
- Google Website Speed Test tool.
- Google My Business tool.
- Moz Link Explorer tool.
- SEO Profiler.
- WooRank tool.
- Raven tool.
- MailChimp.
- Hootsuite tool.
- AddThis tool.
CHAPTER #15
---------------------
Digital Marketing Audits
# Module 63
Marketing and Website Audit
- Types of audits.
- Marketing audit tools.
- Marketing audit template and reports.
CHAPTER #16
---------------------
Digital Marketing ROI
# Module 64
Digital Marketing Return on Investment (ROI)
- Digital Marketing KPIs.
- Digital marketing ROI analysis and calculation.
- Digital marketing ROI report generation.
CHAPTER #17
---------------------
Digital Marketing Reports
# Module 65
Digital Marketing Reporting
- Types of digital marketing reports.
- Types of filters.
- Report customization.
- Different report templates.
- Report generation tools.
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