Web and Search Engine Marketing – SEM/PPC Course by Data & Marketing Association

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Level: Beginner
Duration: 90 minutes
Delivery: Online
Certification: Not Provided
Cost: 149
Course Provider: Data & Marketing Association


This 90-minute course from the DMA provides insight into managing and developing effective paid search campaigns through search engine optimization, linking, pay-per-click ads, and keywords, in order to increase rankings for your site.

Matt Bailey, the course instructor, explains how search engines work, keywords, web optimization and reputation, content structure, algorithms and optimization, linking, PPC and more, and illustrates these topics with best practice examples from the industry and references to useful tools. The pricing is different for members and non-members of DMA.

Training Course Content

About Search Engines

  • Introduction to search engines
  • Search engine optimization
  • Pay-per-click marketing
  • Search marketing competencies
  • Search marketing for acquisition
  • Search marketing for retention
  • Sources used to begin searches for information
  • The search consumer
  • What aer our customers looking for?
  • Human factors
  • What is an algorithm?
  • The elements of the “Search”
  • How search engines work
  • Keywords
  • Page content
  • Relevance and layout
  • Authority



  • The foundation of all online marketing
  • Keyword research tools
  • Primary words and product categories
  • Brand association
  • The buying cycle and questions
  • Keyword long tail
  • The search path
  • Keyword matching
  • Search results and optimization
  • Implementing keywords
  • Keyword best practices
  • Scan-ability
  • SEO outlines
  • Credibility


Optimization and Reputation

  • On-page otimization
  • Primary on-page
  • Secondary on-page
  • Linking pages
  • Filesnames


Content structures

  • URLs
  • Site structure
  • Taxonomy
  • Theming/Siloing
  • Information Architecture
  • Site structure
  • SEO resources
  • Authority
  • Developing your reputation



  • Links = repuation
  • Link types
  • Link source
  • Link text
  • Link context
  • Link ago
  • Ongoing refinement
  • Purpose of links
  • How much should I worry about my links?
  • Getting links
  • Search measurement
  • Measuring and improvement



  • PPC Competence
  • Keyword campaign strategy
  • Keyword campaign bidding
  • Keyword match types
  • Ad development
  • Landing pages
  • Google quality score

Who Is It For?

Prospective or beginner digital marketers; bloggers; project managers or business owners curious to know where the marketing budget is going, how efficiently and with what returns.






About the Provider

The instructor for this course is Matt Bailey, president of SiteLogic. Since 1998, Matt has taught at over 1,000 companies, conferences and workshops.

Matt, a first-generation search engine marketer, started his own training and consulting company in 2006 (SiteLogic). He has worked with Google, Disney/ABC/ESPN, Toys ‘R Us, P&G, Hewlett-Packard and others. He is the author of Internet Marketing: An Hour a Day (2011), and Wired to be Wowed (Fall 2014).

The Data & Marketing Association (formerly the Direct Marketing Association) is a community that promotes deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s membership and Board of Directors are made up of leading tech and data innovators, brand marketers, agencies, service providers and media companies. It claims to be the largest organization for data scientists, creatives, technologists and marketers, with over 1400 member companies.

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