The document provides an overview of an online marketing certification program that covers key areas of online marketing including search engine optimization (SEO), social media marketing (SMM), pay-per-click (PPC) advertising, email marketing, analytics, AdSense, online public relations and reputation management, and content marketing. The 9-part program describes strategies and tactics within each of these online marketing channels.

1. =
Online Marketing Module
COMP
Certified Online Marketing Professional
v2.0

2. Part 1 - Introduction to Online Marketing
- Basic Description of SEO, SMM, PPC & Email Marketing
- Search Engine Basics
o Major Search Engines
o Web Ranking
o Ranking algorithms
o Page Ranks
- Web Designing Basics
- WYSIWYG Editors
Part 2 - Search Engine Optimization
- Keywords Research and Analysis
- On Page Optimization
Initial Site Analysis
Competition Analysis
Keyword Research
Density Analysis and Placement
Title & Meta Tags development
Site Structure Analysis
Web Designing Basics and WYSIWYG Editors
URL renaming/re-writing
Content Development Check
Brief Keyword Competition Review
H1, H2, H3 Tags
Anchor Text
Existing Web Content Optimization
HTML Validation
Creation of XML / HTML / ROR / Text Sitemaps
Submitting sites to Google and Yahoo Webmasters
Canonical / 404 Implementation
Google Sitemap Creation
Yahoo Sitemap Creation
Competitor Analysis & Monitoring
Google Webmaster Account Setup and management
Google Analytics (Statistics) setup and management
Creating of Favicons
- Off Page Optimization
Directory Submission
Dmoz Submission
Article submission
Alexa Insights
Google Hot Trends and Insights
Google Business centre submissions
Press Release Submission
Blog creation, weekly Postings and blog promotion
Copyright 2012 - Innobuzz Knowledge Solution (P) Limited - All rights reserved.

3. Blog Comment Posting
Content editing & Content Rewriting
Direct Link Exchange / Direct Link Building
Leveraging Local Search
Press release news syndication
RSS (Really Simple Syndication)
Local and regional search engine indexing
Forum Posting
Yahoo Answer Link Building
Linked in Link Building Strategies
Online Reputation Management
- Black Hat SEO
- Latent semantic indexing
- Sandbox Effect
- Useful SEO Tools
Part 3 – Social Media Marketing
- Introduction to Social Media
- Advantages over other forms of Online Marketing
- Social Media Strategy
- Facebook
o Latest trends
o Difference between Profiles, Places, Groups and Pages
o Social media and communications strategy
o Open Graph
o Frictionless sharing
o Facebook Connect (Like, Share, Comment)
o Facebook Pages (Creating, Managing, Retention)
o Pages (Dos & Donts)
o Facebook Apps
o Measuring and Monitoring
o Sponsored Stories
o Facebook Places and check-ins
o Facebook credits
o Facebook and ecommerce
o Advantages and challenges
- Linkedin
o Introduction to LinkedIn
o Creating the right profile & settings
o Increasing reach and visibility
o Linkedin Groups
o Answers, events, messaging & testimonials
o Company Pages
- Twitter
o Introduction to Microblogging & Twitter
o Twitter Demographics
o Use for reputation, promotion, sales, conversing, listening, research
o Business examples: E-commerce, Support (listening and responding), PR, Image
Copyright 2012 - Innobuzz Knowledge Solution (P) Limited - All rights reserved.

4. o Who to follow
o Tweeting (Responding to others, RT, HashTags, Direct Messages)
o Tracking Code
o Ghost writers and the importance of disclosure
o Twitiquette
o Advertising – tweet for pay
o Twitter Lists
o Twitter Account Promotion
o Searching tweets and users
o Measuring Influence
o Tools
- Youtube
o Online video – content is king
o ‘Viral’ films and brand
o Defining your goals, metrics and budgets
o Social sharing, comments and reviews
o Getting an audience
o Creating and managing an account
o Using Ads inside Videos
o Promoting Youtube Videos
- Google+
o Setting Social Objectives
o Social Strategies & Tactics for Google+
o +1s & Sharing
o Integration with your site
o Promoting a Brand on Google+
o Tools
- URL Shortening Tools
Part 4 – Pay per Click
- SEO vs PPC
- Landing Pages
o Tracking Bounce Rates and Conversions
o Landing Page Optimization
o Testing Landing Pages
- Adwords
o Creating copies
o Keyword Research
o Creating Ad copies
o Campaign Settings
o Bid Management
o Campaign Performance management
o Opportunities and Suggestions by Adwords
o Conversion Tracking
o Website Optimizer
o Keyword Tool
o Placement Tool
o Ad Preview
o CPM & CPA Campaigns via Adwords
o Retargeting Code & Campaigns
Copyright 2012 - Innobuzz Knowledge Solution (P) Limited - All rights reserved.

5. - Facebook PPC
o Facebook Ad Manager
o Create a Campaign & Ads
o Targeting by Region, Demographics & Interest
o CPC vs CPM
o Advanced Reporting
Part 5 – Email Marketing
- Email Service Providers (ESPs)
- Planning and delivering email campaigns
- Online Customer acquisition
- Encouraging web visitors to subscribe
- Crafting effective registration processes
- Customer retention strategies
- Choosing frequency schedules
- Creating effective email campaigns
- Understanding conversion and performance metrics
- Inbox Delivery
- Reducing abandonment and bounce rates
- Structured approaches to testing
- A/B and Multivariate testing
- Analysing test results
- Important Laws on Email Marketing
Part 6 – Analytics
- Google Analytics
o Setup
o Installation techniques
o campaign tracking & Analysis
o Interpreting essential website data
o Motion Charts
o Advanced Segmentation
o Custom reporting
o Advanced Filters
- Clicky
o getclicky.com Setup
o Real-time Statistics
o Click usage
- A/B Testing
o Optimizely
o Visual Website Optimizer
- KPI ANALYSIS
- Internal Search Analytics
- Website Surveys
- Multivariate testing
- Multi-channel analytics
Part 7 – Adsense
- Introduction to Google AdSense
- Google AdSense Program
Copyright 2012 - Innobuzz Knowledge Solution (P) Limited - All rights reserved.

6. - Google AdSense Approval Process
- Google AdSense Secrets
- How to Get Relevant AdSense Ads
- Google AdSense Ad Format Sizes
- High Paying sites on AdSense
- Making Money with Google AdSense
- Google AdSense Ad Colors
- Google AdSense Revenue Sharing
- Google AdSense Optimization Tips
Part 8 – Online PR, News & Reputation Management
- Introduction to Online Press Releases
- Handling the Press - the golden rules
- Successful Marketing and PR Strategies
- Press releases that work
- Organising 1-2-1 press interviews
- Using pictures effectively
- Sourcing PR information
- Market research for PR use
- Introduction to Online Reputation Management
- Generating Buzz
- Five Stars at Customer Review Sites
- Tips for ensuring your happy customers spread the word.
- Ensure your customers defend you from a bad review.
- Responding to negative reviews
- Reducing negative reviews
- Blogging for Brand Control
- Social Networking Meets Reputation Management
Part 9 – Content Marketing
- Digital content
- Microsites
- White papers
- Webcasts/webinars
- Podcasts
- Video portals
- Interactive online
- Events
Copyright 2012 - Innobuzz Knowledge Solution (P) Limited - All rights reserved.