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Digital Marketing Course Content

CHAPTER #1
-------------------
Advanced Search Engine
Optimization (SEO)
# Module 1
Introduction to SEO

 What is SEO.
 How Do Search Engines work.
 Content updating.
 Content creation.
 Onpage SEO and Offpage SEO.
 Ethical SEO and Unethical SEO (White-hat & Black-hat).
 Search Engine Results Page (SERP).
 SERP set elements.

# Module 2
Keyword Analysis

 Types of SEO keywords.

 Long-tail keywords, local keywords, global keywords, informational keywords, transactional keywords,
navigational keywords.
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 Old Vs. modern keyword analysis.

 Keyword analysis tools.
 Google 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 3
Onpage Optimization

 Types of Links.
 Understanding Onpage SEO factors.
 Optimization of page title, Meta description, headers, content and image.

# Module 4
Advanced Onpage SEO

 Types of pages on a website.

 URL optimization.
 Inner link optimization.
 Outbound link optimization.
 Meta viewport, geo tags optimization.
 Keyword density.
 Keyword density calculation technique.
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 Onpage over optimization and way to recover.

 Content quality, authenticity and freshness.
 Content formatting 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’ behaviors 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.
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# Module 7
Competition Analysis

 Types of competition.
 Competition analysis tools.
 Competition analysis techniques.
 Competition data analysis.
 Competition analysis decision.

# Module 8
Offpage Link Building

 What is link building.

 Types of back-links.
 Ethical link building and unethical link building.
 Modern link building techniques.
 Nofollow & dofollow links.
 Page Rank.
 Google operator search.

# Module 9
Advanced Inbound Link Building

 Backlink metrics.
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 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.
 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.
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 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.
 https://www.promozseo.com
 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.
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 Conversion Rate Optimization factors and techniques.

# Module 14
Ecommerce Search Engine
Optimization

 Difference between landing page and category page optimization.

 eCommerce site’s layout optimization.
 eCommerce Call to Action optimization.
 eCommerce 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.

# Module 16
Backlink Audit
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 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.
 https://www.promozseo.com
 Website recovery from Doorway Page algorithm.

CHAPTER #2
-------------------
Complete Search Engine Marketing
(SEM)
# Module 18
Introduction to SEM PPC

 What is Search Engine Marketing.

 How SEM works.
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 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
AdWords Campaign Creation

 What is AdWords campaign.

 Types of campaigns.
 Campaigns networks.
 Location targeting techniques including near-by targeting.
 Location excluding techniques.
 Language targeting.
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 Bidding strategy.
 Manual CPC.
 AdWords optimized CPC.
 Standard delivery methods.
 Accelerated delivery methods.

# Module 21
Ad Extensions

 What is ad extensions.
 Types of ad extensions.
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 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 AdWords
Campaign Settings

 Ad extensions optimization.
 Ad scheduling techniques.
 Ad delivery and ad rotation techniques.
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 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 copy writing best practises.

 Campaign URL builder.
 Final URL.
 Mobile URL.
 Headline 1, Headline 2, Headline 3 ad copy writing.

# Module 25
Keyword Selection
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 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 AdWords Display Network
Marketing
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 What is 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.
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 Even ad rotation.
 Indefinite ad rotation.

# Module 30
Frequency Capping

 Frequency capping techniques.

# Module 31
Additional Settings
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 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.
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 Copyright free image search tools & techniques.

# Module 34
AdWords Reporting and Data Analysis
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 AdWords reporting tool.

 AdWords reporting filters.
 AdWords reporting factors.
 AdWords reporting table.
 AdWords report formats.
 AdWords data analysis.

CHAPTER #3
-------------------
Modern Social Media Optimization
(SMO)
# Module 35
Introduction to Social Media
Optimization and Management

 What is social signal.

 How to grow social signal.
 Social hash tags (#).
 Social mentions.
 Social links.
 Social plugins and website extensions.
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 Social button integration tools.
 Social button integration.
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# Module 36
Facebook Optimization & Account
Management

 Facebook company page.

 Types of company pages.
 Facebook business page creation.
 Optimizing Facebook posts & events.
 Types of Facebook groups.
 Using Facebook groups.
 Facebook post best practises.

# 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 practises.

# Module 38
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Twitter Optimization and Account

Management

 Twitter account settings.

 Twitter list.
 Twitter and tweet best practises.

# Module 39
Linkedin Optimization and Account
Management

 Linkedin profile creation and optimization.

 Linkedin company page creation and optimization.
 Linkedin groups.
 Linkedin best practises.

# Module 40
Pinterest Optimization and Account
Management

 Pinterest account settings.

 Pinterest company page.
 Validating Pinterest company page.
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 Pinterest image policies.

 Pinterest best practises.

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.

# Module 42
Facebook Ad Campaign

 Campaign objective.
 Types of campaign objective.
 Awareness campaign.
 Consideration campaign.
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 Conversion campaign.
 Brand awareness campaign.
 Traffic campaign.
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 Lead generation campaign.

 Conversions campaign.

# Module 43
Facebook Ad Set Audience Targeting

 Location targeting.
 Location excluding technique and importance.
 Age group targeting.
 Gender targeting.
 Language targeting.
 Connections.

# Module 44
Facebook Detailed Targeting

 Demographics based targeting.

 Interests based targeting.
 Behaviors based targeting.

# Module 45
Ad Placements
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 Automatic ad placements.
 Custom ad placements.
 Facebook feed ads.
 Instant articles ads.
 In-stream video ads.
 Right column ads.
 Instagram ads.

# Module 46
Device targeting and Category
Exclusion

 Phone operating system (Android, iOS) targeting.

 Interest or target overlapping.
 Excluding category.

# Module 47
Device targeting and Category
Exclusion

 Budget types.
 Daily budget.
 Lifetime budget.
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 Scheduling ads.
 Ad delivery optimization.
 Bid amount optimization.

# Module 48
Ad Formats

 Carousel ads.
 Single image ads.
 Single video ads.
 Slideshow ads.
 Canvas ads.

# Module 49
Facebook Ad Image

 Facebook ad image policy and guidelines.

 Facebook ad image dimensions.
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 Facebook ad image optimization.

# Module 50
Facebook Ad Copy
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 Ad copy headline optimization.

 Ad copy description optimization.
 Ad copy destination URL optimization.
 Call to action button optimization.

# Module 51
Facebook Ad Tracking and Reporting

 Facebook ad pixel.
 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 100% point.
 Building local NAP (Name, Address & Phone number) citation.
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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.
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 Website backlink data analysis.
 Site improvement data analysis.

# 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. https://www.promozseo.com
 Country based traffic analysis.
 City based traffic analysis.
 Channel based traffic analysis.
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 Analytics goal creation.

 Analytics event creation.
 Internet 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
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 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 reach of an influencer.
 Influencer marketing tools.
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 Influencer marketing rules and best practises.

CHAPTER #10
-------------------
Email Marketing
# Module 58
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Email Marketing

 Email marketing tools.

 Mailchimp email campaign builder.
 Open rate and click optimization.
 Email marketing best practises.

CHAPTER #11
-------------------
Affiliate Marketing
# Module 59
Affiliate Marketing

 Affiliate marketing tools.

 Affiliate marketing platforms.
 Cost per Action (CPA) optimization.
 Affiliate networks.
 Selecting right product.
 Types of affiliate marketing.

CHAPTER #12
-------------------
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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 practises.

CHAPTER #13
-------------------
Machine Learning, Artificial
Intelligence and Marketing
Automation
# Module 61
Machine Learning, AI and Marketing
Automation
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 Marketing automation tools.

 Social media automation tools.
 How AI & Machine Learning is impacting SEO.
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 Automation best use and practises.

CHAPTER #14
-------------------
Digital Marketing Tools
# Module 62
Digital Marketing Tools

 Google 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 Open Site Explorer tool.
 SEO Profiler.
 WooRank tool.
 Raven tool.
 Mailchimp.
 Hootsuite tool.
 AddThis tool.
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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.
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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.