Search Engine Marketing

North Seattle College

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Career Training Program
Program Code: GES213
Hours: 250
Fees: $1895.00 USD


The role of Search Engine Marketing Specialist is one of the hottest technology jobs available in a unique and growing career field.

The Search Engine Marketing Online Training Program is a series of five bundled courses for people who want to take advantage of the global demand for search marketing staff and jump-start their career path in the fast-paced search engine industry.

This program will give you the knowledge necessary to increase the search engine visibility of your own site or client sites on the world’s most popular search engines and directories including Google, Bing and Yahoo!

Completion of this series will also help to prepare you for starting your own search engine marketing business or applying for a job in the fields of SEO (search engine optimization), SEM (search engine marketing) or online advertising.


Upon successful completion of this program, you'll be able to:

  • Understand how Google and other search engines rank pages.
  • Understand what makes a web page search engine compatible.
  • Understand what type of content search engines love.
  • Research and select appropriate keywords to target.
  • Successfully integrate search keywords within web site copy.
  • Create effective and search engine friendly web pages.
  • Optimize large or complex web sites for better search rankings.
  • Create effective and optimized text navigation menus.
  • Use link titles and anchor text effectively.
  • Monitor search positions for target search terms.
  • Set up site architecture to be search engine compatible.
  • Create a search engine friendly site map.
  • Create a Robots.txt file.
  • Track site performance using Google Webmaster Tools.
  • Optimize dynamic and database-driven web sites.
  • Optimize a graphic-heavy web site.
  • Increase your site’s link popularity.
  • Measure the effectiveness of SEO activities.
  • Understand the difference between organic and paid search results
  • Set up a Google AdWords account (to appear in paid search results on Google)
  • Set up a Bing Ads account (to appear in paid search results on Yahoo! and Bing)
  • Increase the conversion rate of existing paid advertising campaigns
  • Attract the right audience for your web site via paid search advertising
  • Choose the right keywords to promote your web site
  • Understand the various campaign types available
  • Choose suitable demographic and geographic targeting options
  • Understand the difference between each of the keyword matching options
  • Create compelling paid search ads
  • Determine the right bid and match types for their keywords
  • Set and control campaign budgets
  • Structure an ad campaign for best performance
  • Understand key ad triggers that increase conversions
  • Recognize the features of high-converting landing pages
  • Track campaign performance and ROI
  • Report meaningful web site performance data to stakeholders.

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