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How To Become
a Search Marketing Specialist
SEO today isn’t just about Google. Modern search marketers understand that their customers are looking for them across all search channels
When You’re Finished, You’ll Have a Complete Plan For Generating
..From the Web’s Top Traffic Channels Such as:
HINT: SEO today isn’t just about Google. Modern search marketers understand that their customers are looking for them across all search channels, and fortunately that’s exactly what we’re covering in this master class and certification.
Think SEO is dead?

Nope. 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.  

More importantly, they need to optimize based on the user's INTENT (and not just the search bots). This is quite simply the biggest shift to occur in Search Marketing since the launch of Google.  

It's called: IBSO.
The Future of Search Marketing Is “IBSO”
(Intent Based Search Optimization)
Modern search marketing has an entirely new set of rules than older, outdated forms of SEO:

STEP 1: Identify the INTENT and context of the prospect. (This is easier than you think once you have the tools and know how it’s done.) 

STEP 2: Create an asset (i.e. blog post, podcast, sales page, product detail page, tool, pricing page, etc.) that satisfies that intent. 

STEP 3: Determine where those assets should “live.” (IMPORTANT: SEO is no longer about Google, exclusively. Modern Search Marketers understand that search marketing now includes channels such as YouTube, Amazon, Pinterest, your own website/blog, iTunes, and even local search sites such as Yelp.) 

STEP 4: Anticipate the next logical step the searcher will take, and build your user experience around that “ascension target.” (For example, if I'm Googling a term like 'freshbooks pricing', a FREE 14-Day Trial offer is a proper ascension path for that intent.) 

If all this seems complicated, it's really not. 

BUT the rules have changed, and if you want to compete in the search channels today, you need to understand these new rules and the step-by-step process for implementing them. 

And fortunately, that’s exactly what you’re about to learn...
About Your Instructor
Russ Henneberry was on the content marketing team for, and also helped launch a blog a well-known marketing SaaS, growing it from zero to 120,000 unique visitors per month in less than a year.

Russ got his start in search engine optimization and pay per click marketing, managing 20 developers and over 600 digital marketing projects for small to mid-sized businesses. 

It was at Salesforce that Russ began to master the art of content marketing at all stages of the sales and marketing funnel to create value for a company.   
FACT: Today, More Than Ever Before, Businesses Need MODERN Search Marketers Who Understand the Difference Between What Used To Work...and What Actually Works Today
I’m not going to spend a lot of time convincing you on the importance of search marketing...

The fact is, 95% of marketers are already utilizing some form of marketing and 90% of buyers say "they'll find you" when they're ready to buy... search marketing is quite simply: unavoidable! 

And why would you want to avoid it? 

Right now, at this very moment, there are cash-in-hand buyers looking for your product or service, and if you can ensure that these find YOU (instead of your competitors), most of the truly “hard work” of marketing is done. 

There’s just one problem: Most search marketers are still acting like it’s 2009. They're the proverbial ostrich with their head stuck in the sand...unwilling to admit that search has changed. 

That’s where you come in. 

As a Certified Search Marketing Specialist, you are uniquely qualified to help brands establish an organic traffic strategy that generates more inbound traffic and leads through multiple search channels (not just Google).
In this master class, you'll learn:
  • How to use the Intent-Based Keyword Research Planner to make your products and services discoverable when your prospects are ready to buy.
  • ​The 7-Point "Search Health Audit Checklist" that trains you to identify and remove crippling search issues (Keyword research, content and link building are useless until you remove these problems.)
  • ​How to use UXO and RXO best practice to build a “white hat”, sustainable search strategy that plays by post-Penguin and Panda rules.
  • ​The 11-point domain level SEO audit that trains you to identify and remove crippling search issues that must be fixed first (Keyword research, content and link building are useless until you remove these problems.)
  • ​A simple Google “command” that identifies SEO problems in 5-minutes or less. (This old search marketer’s trick instantly reveals major issues you’re having with Google like page structure, indexing and “negative SEO” problems.)
  • ​The 12-Point page level SEO audit you’ll apply to every important page on your website (Get pages ranked by hunting down and fixing issues like keyword cannibalization, page redirect issues and duplicate content.)
  • ​The simple 4-Step blog post update process that leverages Google’s “QDF algorithm” and breathes new life into the content you’ve already spent time and energy creating.
  • ​7 natural ways to build authoritative backlinks to your website so you can get your site ranked for the keywords that matter without feeling "icky" about it.
  • ​How to leverage search and drive organic traffic on every platform that matters including:
How Does It Work?
Step 1: Take the Course
The Search Marketing Mastery course is 8 hours of video lessons plus 14 downloadable handouts, 5 module-specific quizzes and one final exam. 

(NOTE: A complete course description can be found at the bottom of this page.)

The course level is intermediate/advanced, and is the exact same training new employees at DigitalMarketer are required to complete prior obtaining a position in any of our portfolio companies.
Step 2: Pass the Test
At the end of each core module you will take a brief quiz to ensure that you understand the basic concepts covered in that module. Once you have completed each quiz for each module, you will then be able to sit for the final exam (which is taken online) and upon successful completion you will have earned your certification.
Our exams aren’t “tricky,” but they do require that you know the information if you want to pass. A passing grade is 70, and you can retake the test twice (for a max total of 3 attempts). If you do not receive a passing grade after your third attempt, you will be required to go back through the module prior to taking the test again.
The exams are untimed, and consist of 53 multiple-choice and true/false questions. Allow 45 to 60 minutes to complete the exam. Ideally the exam should be taken in one sitting, however, your answers are saved if you need to come back and finish at a later time.
Step 3: Display Your Badge
Upon successful completion of the course and exams, you will receive a personalized badge and certificate.

Our badges leverage Mozilla's "Open Badges Project" so your accomplishment can be displayed in all the places that matter, including: your website, email signature, job placement sites, community portals, Wordpress blogs, Twitter status updates and your LinkedIn profile.

Plus, your digital certificate is full color, printable and is suitable for framing should you wish to display your achievement at your home or office.
How It Works
The course is an 8 hour intensive training, with 70 lessons, 14 handouts, 5 quizzes, & a final exam.
70% or better is required to pass the exam. You have 3 attempts to pass.
You'll get a digital badge to share on your social channels & a printable certificate for framing.
Search Marketing Specialist Course Details
In this 8-hour course you'll learn everything you need to know about how to drive more qualified search traffic to grow your business.

Module 1: 
Start Here

Lesson 1: From the Instructor
Lesson 2: The Content of this Course
Lesson 3: The Certification Exam
Lesson 4: The State of Search
Lesson 5: The 3 players
Lesson 6: Discoverability & Availability
Lesson 7: What are Search Queries?
Lesson 8: Search Marketing Goals
Lesson 9: Introduction to Earned Media & Link Building
Lesson 10: Introduction to UXO & RXO
Lesson 11: Intent Based Search Optimization (IBSO)

Module 3: 
Channels, Optimization & Ascension

Lesson 1: The Big Picture
Lesson 2: Choosing the Right Channel
Lesson 3: Ascension as Optimization
Lesson 4: Channel Optimization: Web Page
Lesson 5: Channel Optimization: Blog
Lesson 6: Channel Optimization: Amazon Product Page
Lesson 7: Channel Optimization: YouTube
Lesson 8: Channel Optimization: Pinterest
Lesson 9: Channel Optimization: iTunes
Lesson 10: Channel Optimization: Review Sites

Module 5: 
Earned Media and Link Building

Lesson 1: The Big Picture
Lesson 2: Paid and Owned Media
Lesson 3: Link Building Today
Lesson 4: Earning Links: Cross Linking
Lesson 5: Earning Links: Competitive Research
Lesson 6: Earning Links: Content that is Generous
Lesson 7: Earning Links: Build Link Bait
Lesson 8: Earning Links: Create Primary Research
Lesson 9: Earning Links: Getting Out More
Lesson 10: Earning Links: Newsjacking
Lesson 11: The Last Word

Module 2: 
Intent, Context and Assets

Lesson 1: The Big Picture
Lesson 2: How We Use Search Engines
Lesson 3: The Tyranny of Physical Space
Lesson 4: The Long Tail of Search
Lesson 5: Intent Based Keyword Research
Lesson 6: Finding Intent & Context
Lesson 7: Building Customer Avatars
Lesson 8: Intent Based Avatars
Lesson 9: Keyword Research Tools
Lesson 10: Keyword Modifiers
Lesson 11: Intent Based Keyword Research: Example 1
Lesson 12: Intent Based Keyword Research: Example 2
Lesson 13: Choosing Assets 

Module 4: 
Experience Optimization (UXO and RXO)

Lesson 1: The Big Picture
Lesson 2: About Content Management Systems
Lesson 3: Domain Audit: Site Command
Lesson 4: Domain Audit: Google Webmaster Tools
Lesson 5: Domain Audit: Google Analytics
Lesson 6: Domain Audit: Sitemap
Lesson 7: Domain Audit: robots.txt
Lesson 8: Domain Audit: Backlinks
Lesson 9: Domain Audit: 404 Page
Lesson 10: Domain Audit: Internal Site Search
Lesson 11: Domain Audit: Navigation
Lesson 12: Domain Audit: Accessibility
Lesson 13: Domain Audit: Mobile
Lesson 14: Page Audit: Value
Lesson 15: Page Audit: Layout & Design
Lesson 16: Page Audit: Mobile
Lesson 17: Page Audit: Keyword Targeted
Lesson 18: Page Audit: Keyword Cannibalization
Lesson 19: Page Audit: Cross-Linking and Siloing
Lesson 20: Page Audit: Shareability
Lesson 21: Page Audit: Duplicate Content
Lesson 22: Page Audit: Stranded Page
Lesson 23: Page Audit: Redirects
Lesson 24: Page Audit: robots.txt and Meta robots
Lesson 25: Page Audit: Page Load Speed
What You'll Get:
When you enroll today, you'll receive instant access to:
  • The Search Marketing Mastery Course
  • ​5 Core Modules
  • ​70 Video Lessons
  • ​14 Handouts
  • ​5 Quizzes (one for each module)
Plus, upon successful completing of the course and all exams you will also receive:
  • ​ A badge designating you as a Certified Search Marketing Specialist that can be hosted on your website, email signature and LinkedIn profile
  • ​A digital, printable certificate suitable for framing
  • ​Status and recognition as a Certified Search Marketing Specialist
Course Details:
Tuition: $995
Level: Intermediate/Advanced
Setting: Online/Virtual
Course Length: 8 Hours
Expected Completion Time: 3 - 7 Days
What You'll Learn In This Course
Search Marketing Site Audit
Evaluate the search marketing health of your entire domain, and then get specific with your most popular pages. Once you follow the 23-step domain and page audits, you will be able to identify and remove crippling search issues that must be fixed first (keyword research, content and link building are useless until you remove these problems).
Traffic by Channel
Learn how to measure how much of your traffic is coming from each channel - whether it's social media, Google search, paid traffic or organic search channels. When you know what's working and what isn't, you can focus on boosting certain channels that work best and finding new ways to make your weaker channels shine.
Revamp Your Blog
Update your blogs to leverage Google's "QDF algorithm" and breathe new life into the content you've already spent time and energy creating. Once you find a way to repurpose your content, you can spend less time coming up with brand new concepts, and spend more time driving traffic to your pages.
Earn Media Mentions
Gain credibility through media mentions on and off line. There are eight tried-and-true ways to get your copy in the hands of reputable sources who will give you valuable mentions on the web - driving organic, completely free, traffic!
The certification interface makes it easy for you to consume the content and track your progress.
This six step intent based search optimization system is one of the many things you'll learn in the modern 
age of SEO.
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