DMI Certified Search Marketing Specialist

DMI courses are self-directed and delivered online via a cutting edge platform 'MyDMI'. Each course also comes with interactive content via live webinars, community forums, tutor support and more. 

This course combines DMI's practical learning approach with the expertise of the world’s leading Search Marketing authority, Neil Patel, to shape you into a well-rounded Search Marketing Specialist. Master in-demand skills in SEO, PPC, and analytics through hands-on learning. Gain the knowledge to design, execute, and optimise high-performing campaigns with AI-driven tools and innovative strategies.

Module 1 - SEO Setup

Explore SEO fundamentals, from understanding how search engines and algorithms work to optimising websites for increased visibility and traffic. Learn to apply SEO best practices, strategic content planning, and on-page optimisation to drive engagement, improve rankings, and boost conversions.

• How People Use Search Engines
• Search Engine Optimisation Basics
• Search Engine Algorithms and Google
• Core Principles and Ranking Factors
• How to Conduct Keyword Research
• Landing Pages
• Pre-click On-Page Optimisation

Module 2 - Optimising SEO

Boost website performance with advanced SEO tactics, including competitor research, backlink building, and local, national, and international strategies. Master technical SEO, optimise e-commerce sites, and leverage AI tools to enhance efficiency, rankings, and return on investment.

• Keyword Evaluation
• SEO Tracking and Strategy
• Local, National, and International SEO
• Online Reviews and Local Link Building
• SEO for E-Commerce Principles
• Page Speed and Website Performance
• Link Building with AI
• Using AI for Keyword Research
• Using AI to Optimise On-Page SEO

Module 3 - Managing Paid Search Campaigns

Learn to effectively manage PPC budgets and optimise campaign performance with tools like Google Ads Experiments and Editor. Master bidding strategies, Quality Score optimization, and remarketing tactics. Measure and report campaign success using Google Ads, Analytics, and Tag Manager.

• Pricing and the Bid Auction
• Increasing Quality Score
• Search Remarketing (RLSAs)
• Performance Max Campaigns
• Google Ads Editor
• Google Tag Manager
• Google Analytics and Google Ads

Module 4 - Search Analytics

Learn the fundamentals of Google Analytics 4 (GA4), from setting up accounts and tracking codes to optimising events for actionable insights. Master campaign performance analysis, ensure compliance with data privacy laws, and apply CRO tactics to boost conversions and drive growth.

• Google Analytics 4 (GA4) Fundamentals
• Key GA4 Settings
• Linking GA4 to Other Tools
• Types of GA4 Events
• E-Commerce Events and GA4
• GA4 Acquisition Reports
• Google Ads Reports
• Best Practices for Analysing GA4 Data
• CRO Tactics and Best Practices

Module 5 - Search Strategy and Research Planning

Develop skills to conduct search audits, craft budgets, and build audience profiles for effective search marketing strategies. Leverage AI for research efficiency, optimise resource allocation, and track performance metrics to maximise ROI and refine campaign outcomes.

• Search Audit and Benchmarking
• Scoping the Market Opportunity
• Audience Research
• Competitor Research
• Creating Customer Personas
• Measuring Search Objectives
• Search Tactics and Accountability
• Search Performance Reviews

Module 6 - Content Marketing for Search

Master SEO-driven content strategies with keyword research, authoritative content creation, and a sustainable publishing approach. Enhance user experience and engagement using Google’s criteria, content pillar strategies, and AI tools to streamline content creation, optimisation, and overall marketing effectiveness.

• A Guide to Google E-E-A-T
• Pillar Pages and Topic Clusters
• Writer’s Block, AI, and Writing Tools
• Content Types and the Content Creation Process
• Content Ideation
• Getting Started with ChatGPT
• Image, Video, and Audio AI Tools

Module 7 - Paid Search Fundamentals

Master the principles of PPC advertising by creating impactful Google Ads campaigns. Learn keyword strategies, ad copy, and landing page optimization to boost engagement and conversions. Leverage AI tools like Google AI Assistant and Performance Max for efficient targeting and bidding.

• PPC Campaign Elements and Purchase
• Decision Process
• Paid versus Organic Search
• Negative Keywords and Bids
• Landing Pages
• Google Ads Account Setup
• Using AI with Google Ads
• AI and Performance Max

Module 8 - Generating Demand with Google Ads

Master outbound advertising to spark interest and capture search intent. Learn best practices in campaign planning, explore channels like Google Display and Meta, and optimize demand generation with Responsive Display Ads, advanced targeting, bidding strategies, and performance metrics.

• Generating Demand Using Outbound Tactics
• Planning Outbound Advertising
• Google Display Network
• Social Display Advertising
• Creating and Deploying Responsive Ads
• Remarketing Tactics
• Google Ads Reporting

Module 9 - Data and Data Visualisation

Harness CRM and analytics data to inform strategic decisions and optimise search performance attribution. Explore AI-powered data analysis and customer journey insights. Master Excel for data visualisation, using formulas, charts, and Pivot Tables to present insights and forecast campaign success.

• Good Data and Bad Data
• CRM and Data Insights
• AI for Data-Driven Decision-Making for Marketing
• Testing Hypotheses
• Forecasting Search Outcomes
• Data Visualization
• Using Tables to Provide Insights
• Using Excel Charts to Visualise Data

Module 10 - Search Strategy Execution and Optimisation

Master the tools and tactics to develop impactful SEO, content, and paid search strategies. Enhance customer engagement through omnichannel marketing, leverage AI for streamlined execution, and utilise reporting tools to measure and optimise search strategy performance in a dynamic digital landscape.

• Strategy Development
• Paid Search Strategy
• Digital Channels and Omnichannel Strategy
• Omnichannel Remarketing Approaches
• Affiliate Marketing and Omnichannel
• Web Analytics and Search Strategy Insights
• AI for Strategic Planning
• AI for Strategic Innovation
• Cyclical Planning

The Specialist Certificate in Social Media Marketing is assessed by one two hour exam. Candidates need to achieve a minimum of 60% to pass the exam. Your examination fee is included in the course price but subsequent re-sits due to failed attempts will incur a fee of approximately €75 or local currency equivalent.

Where is my qualification recognised?

DMI's digital marketing certifications are recognised globally in over 135 countries. On completion of this course, you become a certified Digital Marketing Specialist. This allows you to take your Digital Marketing Institute qualification with you, no matter where your exciting career may take you.

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