DMA: Data and Marketing Association
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Course Details

Web and Search Engine Marketing

Go behind the scenes of the Search Engine Marketing channel with SEO / linking / PPC and more. Learn to identify words that searchers use, and how to apply that to the buying cycle.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

In this jam-packed module you will learn how to navigate the Search Engine Marketing channel. The module overviews managing and developing effective paid search campaigns. Topics such as: SEO – search engine optimization, linking, PPC – pay-per-click and keywords will be covered in just the right amount of detail for you to be actionable and dramatically increase rankings for your site.


  • Introduction to Search Engines
  • How search engines work
  • Keywords
  • Web Optimization and Reputation
  • Content structure & optimization – including understanding algorithms
  • Reputation and Linking
  • Pay-per-click (PPC)


Matt Bailey
President SiteLogic Read Biography »

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
      • Page title
      • URL
      • Description/Snippet
  • 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
    • 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
    • PPC Competence
    • Keyword campaign strategy
    • Keyword campaign bidding
    • Keyword match types
    • Ad development
    • Landing pages
    • Google quality score

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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