Qualification: IDM Professional Certificate in Search Marketing - London

This qualification is made up of nine modules. You will also be required to complete two x one hour online examinations.

Module 1: An introduction to Search Engine Marketing (SEM)

Understand what search marketing is.

Identify the most important search engines.

Learn about SEO and PPC and why you should use them.

Understand how search is changing.

Module 2: Setting your strategy

Learn about the importance of having a search strategy in place.

Understand how to develop your search strategy.

Assess what a successful strategy should deliver.

Module 3: The fundamentals of search marketing

Understand how SEO works.

Understand what keyword research is and how to research keywords.

Learn what keywords to use in your search marketing.

Understand how search terms vary along the path to purchase.

Module 4: What is Search Engine Optimisation (SEO)?

Understand how search engines find pages to include in results.

Learn how to improve indexation.

Explore the ways your site structure can be more search friendly.

Understand what duplication is.

Module 5: How can you optimise your site?

Understand what onsite elements influence your search rankings.

Learn what you can do to improve your URLs.

Identify factors to consider when creating title tags.

Understand how to optimise body text.

Module 6: What is Pay per Click (PPC) marketing?

Understand how PPC works.

Understand how you advertise on search engines.

Understand how paid search positions are decided.

Learn how to choose paid search keywords.

Understand what retargeting and remarketing is.

Understand why retargeting might be useful for companies.

Module 7: Further paid search opportunities

Understand what paid search extensions and mobile app extensions are.

Learn how to create a powerful ad.

Understand what an allowable CPC and CPA are.

Learn how agencies and freelancers charge for PPC.

Module 8: Measuring your search marketing

Learn the most common search marketing KPIs.

Learn how to choose the right metrics.

Understand what a good search marketing report should include.

Understand what attribution and search marketing modelling is.

Module 9: Revision

Summary of key learning objectives.

Review of the examination process (overview of Paper 1 and 2).

Kelvin Newman F IDM, 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.

Source: Qualification: IDM Professional Certificate in Search Marketing - London