A l l modu les a re acc red i t ed by CPD Ce r t i f i ca t i on Se r v i ce

S E O 6 modules on all aspects of Search Engine Optimization.

MODULES• Keyword Research & Mapping • Fundamentals & Best Practice

• Project Management• Link Building

• Research• Optimized Copywriting

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All courses are delivered exclusively online. This means you can access your training from any location with

internet access, and do so at the most convenient time. Our range of courses have all the benefits of the existing

SES and ClickZ events program with a number of additional advantages:

4 Complete courses in your own time and pace

4 Stop and continue learning when you are ready

4 Track your progress to help understand your learning development

4 Complete interactive exercises and finish with a test

4 After completed, receive a certificate and CPD points

4 Each course contains a number of modules covering the different aspects of the subject

4 Each module lasts approximately 1 hour

6 modules on all aspects of Search Eengine Optimization.

Project Management Authored by Mike Moran

From this module you will learn how to:4 Use direct marketing principles to embed SEO into a marketing strategy Plan SEO

programs through:

• Identification of projected revenue & costs

• Ability to prove to usefulness

4 Make SEO operational, in particular how to:

• Monitor activity

• Use scorecards to motivate teamwork

• Select the right metrics to monitor

• Establish early warning systems when things go wrong

• Set up central teams to assist the extended teams in larger organizations

4 Differentiate between running SEO campaigns and using project management principles to:

• Align SEO into your strategy

• Plan out programs

• Use tactics to identify problem areas

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Keyword Research & Mapping Authored by Bill Hunt

After completing this module, you will be able to:4 Understand the universe of keywords and therefore

4 Ensure searchers can more effectively map your content

This is achieved through a:4 Consideration of several keyword tools which can assist

4 Review of techniques for keyword mapping and prioritization

4 Review of best practices

Fundamentals & Best Practice Authored by Bill Hunt

This module will help you ensure your site is search friendly to encourage maximum number of visits through:4 A review of how search engine works

4 An appreciation of the 4 fundamentals of SEO:

• Indexability (ensuring that all of the pages on your site are seen by

search engines)

• Relevance (making sure your pages are relevant to the query through the

appropriate use of keywords)

• Authority (the usefulness of links and how to successfully build them)

• Clickability (encouraging more clicks by ensuring that your SERP Snippets

are relevant)

The course concludes with a review of Best Practices for SEO

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Link Building Authored by Bill Hunt

On completing this module, you should be able to:4 Define links and appreciate their importance for SEO

4 Differentiate between internal and external/incoming links as well as reciprocal/

triangular and one way links

4 Develop efficient link building strategies through the

• Identification of why users should link to you

• Construction of an Asset Matrix of content to satisfy needs

• Construct an efficient content distribution strategy

4 Identify key link acquisition concepts and how to choose quality links

4 The steps in the SEO process

Research Authored by Bill Hunt

In this module we consider the items that should be periodically reviewed in a search program to ensure it is being optimized, covering the key SEO diagnostics that you need. In particular, by the end of the module you will be able to answer the questions:4 How are we doing and how to benchmark

4 How and what is my competition doing?

4 What opportunities am I missing?

This module provides you with the tools to be able to:4 Understand your business goals

4 Baseline your current state and desired outcomes

4 Monitor performance against baseline

4 Develop “Cost of Not Ranking” analysis

4 Develop Missed Opportunity analysis

4 Use multiple tools to monitor competition

4 Diagnose site performance

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Optimized Copywriting Authored by Lisa Buyer

After this module, you wil:4 Understand the meaning of optimized copywriting and the benefits it will have

for your online marketing strategy

4 Learn the three fundamentals of search engine optimization

4 Understand the value of good copywriting and how these set the law of attraction

for websites, social media news and blogs

4 Know the importance of keywords and how these can be used in your copy to get

the best results in a search

4 Understand how to use links and call to actions in your copy to increase traffic

to your site

4 Have knowledge of the optimizing guidelines and how you can use these for

effective copy

4 Understand how optimized copy can also be used across the social networks, specifically Facebook, Twitter and LinkedIn

US TeamGerry Houser e-Learning CoordinatorT +1 (646) 736 1871 E Gerry.Houser@incisivemedia.com

UK TeamRubie Romanay Marketing ManagerT +44 (0)20 7004 7421 E rubie.romanay@incisivemedia.com

C O N TA C T I N F O R M AT I O N

Pay by Module

# OF MODULES

1 Module

2 Modules

3 Modules

4 Modules

5 Modules

6 Modules

COST

$ 200.00

$ 400.00

$ 510.00

$ 640.00

$ 800.00

$ 900.00

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P R I C I N G D E TA I L S

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I N S T R U C T O R S

Bill Hunt SES Advisory Board & President, Back Azimuth Consulting

Bill is the President of Back Azimuth Consulting, which focuses on helping companies understand the Voice of

their Customer by aggregating various digital signals into actionable insights and messages.

Bill is considered the top thought leader on Global Search Engine Marketing and

Social Media and is an internationally recognized Search Marketing speaker at

conferences in over 30 countries. Press, industry analysts and corporate leaders

frequently seek Bill’s advice to effectively leverage Enterprise and Global Search

Marketing and Social Media strategy.

Mike Moran Chief Strategist, Converseon

Mike Moran is author, consultant, and public speaker with expertise in Internet marketing, search technology,

Web personalization, and Web metrics. He has his own consulting practice and is also the Chief Strategist at

Converseon, a leading digital marketing agency based in New York City.

Prior to this postion, Mike spent 30 years at IBM, rising to Distinguished Engineer.

Mike held various roles in his IBM career, including eight years at IBM’s customer-facing

Web site, ibm.com, most recently as the Manager of ibm.com Web Experience, where he

led 65 information architects, Web designers, Webmasters, programmers, and technical

architects around the world. Mike is the author of Internet marketing book, Do It

Wrong Quickly and co-author of the best-selling Search Engine Marketing, Inc.

Mike also writes the Biznology newsletter and blog, as well as a regular column for

Search Engine Guide. Visit Mike online at www.mikemoran.com.

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Lisa Buyer President & CEO, The Buyer Group

When it comes to relationships, Lisa Buyer @lisabuyer believes the connection between social media, search

and public relations is exponential. As the founder of three media companies and CEO of The Buyer Group, Lisa is

ambitious about the influence of public relations on social media, SEO and SEM, and she continues to share her

innovative approach with clients, peers and associates.

Lisa is the editor of several blogs and teaches online courses on applying social media

to business networks. She is a regular speaker and moderator on topics of online PR,

social media and search at national conferences, including Search Engine Strategies

and PubCon. Lisa is a certified Google AdWords professional and is a SEMPO and

SFIMA member. She served on the executive board of the American Lung Association

of Florida and is past-president of International Association of Business Communications

South Florida chapter.

Crispin Sheridan SES Advisory Board & Sr Director of Search Marketing Strategy, SAP

Crispin Sheridan is the Senior Director of Search Marketing at SAP in New York. As part of the Global Demand

Generation team, he established and runs the Search practice at SAP for the shared goals of awareness, lead

generation and sales. He is responsible for Paid and Organic search and has driven SAP’s strategy to harness the

power of the channel to drive efficiency in lead generation across SAP’s ecosystem.

Crispin manages the centralized and globally funded Search practice at SAP with both

in-house and agency support.

A frequent guest speaker at Search Engine Strategies conferences, including New York,

San Jose, Chicago and London, Crispin was appointed to the SES Advisory Board in

December 2009. He has also been a guest speaker at the e-Metrics Summit and

ad:Tech, and is a member of Google’s B2B Technology Council. You can follow him on

Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.

Online Marketing Foundation 12 modules which provide an introduction to online marketing and cover

each of the different disciplines.

Paid Search Strategies Optimizing your paid search strategy - 8 modules covering everything from

basics to landing page design.

Email Strategy 7 modules to help you maximize your email marketing efforts and ensure that

you are aware of the restrictions in different countries.

Social MediaYouTube, Twitter, Facebook and LinkedIn are just some of the social media

tools that can be used. 10 modules to tell you how.

Web AnalyticsThe 6 modules of the Web Analytics course cover all aspects of web analytics

from KPIs and segmentation techniques to attitudinal analytics.

As well as Search Engine Optimization, the ClickZ Academy course selection also includes:

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A l l modu les a re acc red i t ed by CPD Ce r t i f i ca t i on Se r v i ce