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Search Marketing Specialist Certification Course

Search Marketing Specialist Certification Course



Become a Certified Search Engine Marketing Specialist

SEO isn’t dead, but it has changed. Thanks to Google’s “Panda” and “Penguin” updates, the old rules of SEO no longer apply. Today, to get ranked (and stay ranked), site owners need to emphasize user experience over traditional variables such as links and keyword density. In this master class, you’ll learn how to develop a comprehensive organic traffic strategy that will stand the test of time.

Upon completion of this mastery course you'll take a test, to receive a designation as a Digital Marketer Certified Search Engine Specialist.

Here's what you'll learn as you study the material, in preparation for the certification test:



In this introductory lesson, you’ll learn how search marketing has evolved, the three big players in search marketing and how Intent Based Search Optimization (IBSO) is the new normal in the search marketing field.

Topics Covered:

  • The State of Search
  • The 3 Players
  • Discoverability & Availability
  • What Are Search Queries?
  • Search Marketing Goals
  • Introduction to Earned Media & Link Building
  • Introduction to UXO & RXO
  • Intent Based Search Optimization (IBSO)

Lesson 1 - Intent, Context, and Assets

Every search query begins with intent and context. In this section, you’ll learn to determine that intent and provide the assets that satisfy that intent.

Topics Covered:

  • Intent, Context, and Assets: The Big Picture
  • How We Use Search Engines
  • The Tyranny of Physical Space
  • The Long Tail of Search
  • Intent Based Keyword Research
  • Finding Intent & Context
  • Building Customer Avatars
  • Intent Based Avatars
  • Keyword Research Tools
  • Keyword Modifiers
  • Intent Based Keyword Research: Example 1
  • Intent Based Keyword Research: Example 2

Lesson 2 - Channels, Optimization, and Ascension

Search has become much larger than Google and Bing. In this section, you’ll learn to optimize for traffic on less competitive platforms like YouTube, Pinterest, and Amazon.

Topics Covered:

  • Channels, Optimization, and Ascension: The Big Picture
  • Choosing the Right Channel
  • Ascension as Optimization
  • Channel Optimization: Web Page
  • Channel Optimization: Blog
  • Channel Optimization: Amazon Product Page
  • Channel Optimization: YouTube
  • Channel Optimization: Pinterest
  • Channel Optimization: iTunes
  • Channel Optimization: Review Sites

Lesson 3 - Experience Optimization (UXO and RXO)

If you want traffic from Google and Bing you’ll need to optimize for the experience of your user and the experience of the search robot. In this section, you’ll conduct a 23-Point Search Marketing Audit.

Topics Covered:

  • Experience Optimization: The Big Picture
  • About Content Management Systems
  • Domain Audit: Site Command
  • Domain Audit: Google Webmaster Tools
  • Domain Audit: Google Analytics
  • Domain Audit: Sitemap
  • Domain Audit: robot.txt
  • Domain Audit: Backlinks
  • Domain Audit: 404 Page
  • Domain Audit: Internal Site Search
  • Domain Audit: Navigation
  • Domain Audit: Accessibility
  • Domain Audit: Mobile
  • Domain Audit: Value
  • Page Audit: Layout & Design
  • Page Audit: Mobile
  • Page Audit: Keyword Targeting
  • Page Audit: Keyword Cannibalization
  • Page Audit: Cross-Linking & Siloing
  • Page Audit: Share-ability
  • Page Audit: Duplicate Content
  • Page Audit: Stranded Page
  • Page Audit: Redirects
  • Page Audit: robots.txt & Meta robots
  • Page Audit: Page Load Speed

Lesson 4 -  Earned Media and Link Building

If you want search marketing results, you’ll need to learn to earn media and links from reputable sources. In this section, you’ll learn eight ways to earn mentions on the web.

Topics Covered:

  • Earned Media and Link Building: The Big Picture
  • Paid & Owned Media
  • Link Building Today
  • Earning Links: Cros Linking
  • Earning Links: Competitive Research
  • Earning Links: Content that is Generous
  • Earning Links: Build Link Bait
  • Earning Links: Create Primary Research
  • Earning Links: Getting Out More
  • Earning Links: Newsjacking