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How To Become

a Search Traffic Master...

The Future of Search Marketing Is “IBSO”
(Intent Based Search Optimization)

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.

  • 6 Google SEO elements to keyword optimize on every page of your website (Plus the 2 additional elements to optimize on every blog post)

  • The 4 critical YouTube video SEO elements (3 of the 4 video SEO elements that matter on YouTube today have absolutely nothing to do with keywords.)

  • 5 ways to increase product rankings on Amazon including a powerful, “set it and forget it” tool that leverages the most important Amazon ranking factor: Verified Reviews.

  • 6 iTunes SEO ranking factors that will drive your podcast to the top of the charts (Look out for the section on podcast publishing frequency)

  • 4 Pinterest search elements to optimize including the most effective way to design and keyword target pins and boards.

  • 5 ways to increase rankings on review sites like Yelp and TripAdvisor and the one search algorithm element that trumps the number of reviews you are receiving.

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...


...so 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).


More specifically, in this Master Class and Certification, you’ll learn:


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:

FREE ORGANIC TRAFFIC

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

...From the Web’s Top Traffic Channels Such as:

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...

When You’re Finished, You’ll Have a Complete Plan For Generating

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.

In short, Search Marketing Specialists (a.k.a. "SEO Masters") are able to not only increase search rankings and drive traffic …they are able to transform that traffic into leads and sales.


If you're interested in becoming such a "SEO Master," then I have one question for you...

Are You A "Doer"...or Just a "Talker?"

Let's face it: SEO experts are a dime a dozen.


So how do you separate those who "walk the talk" from the ones who merely...


...talk?


That's the problem!


And at DigitalMarketer, it was our problem, too. You see, we don't just teach marketing best practices, we actually DO MARKETING for businesses that we ACTUALLY OWN. 


We aren't researchers. We aren't journalists.


We're business owners running companies (both online and offline) in B2B and B2C markets selling everything from cosmetics to camping equipment to industrial water filters and everything in-between.


In other words: WE ACTUALLY DO THIS STUFF...


...so we know how hard it is to find truly skilled people who know what they're talking about.


And that's why we created the "Search Marketing Mastery" course and certification.


We built this certification to train our own team members, but in the spirit of "open sourcing" our business (which is what DigitalMarketer is all about) we're now making this certification and training available to the world.


In short, we're making it available to YOU...


(or...Why You Might Want To Get Certified)

Choose the Program That's Right For You...

MASTERY CLASS ONLY

$495

$995

CLASS + CERTIFICATION

Search Marketing Mastery Class:

5 Core Modules

70 Video Lessons

14 Handouts 

5 Review Quizzes


- PLUS -


Search Marketing Specialist Certification:

Certification Exam

Displayable Badge

Printable Certificate

Status as a Search Marketing Specialist

Search Marketing Mastery Class:

5 Core Modules

70 Video Lessons

14 Handouts 

5 Review Quizzes

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 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 3: Display Your Badge

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.

Become a Certified Search Marketing Specialist Today!

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

Tuition: $995

Level: Intermediate/Advanced

Setting: Online/Virtual

Course Length: 8 Hours

Expected Completion Time: 3 - 7 Days

Course Details:

What You'll Get:

Why Should You Get Certified?

...maybe you don't need the certification.


But what about your team? Do you know for a fact that they're up to speed on all the latest and greatest paid traffic & customer acquisition strategies?


If you're not sure, or if you just want them to receive the exact same training the team at DM receives, then get them certified! 


They'll love the fact that you're investing in them, and you'll love the fact that they're performing at the highest level possible for your company. 


Also, there's no rule that you have to sit for the test. If the training is more important to you than the certification, then just take the training and look at the test as an optional extra. (But if I were you I'd take it anyway just to make sure you're fully grasping all the concepts.)


Oh yeah, and if you're an agency or other marketing professional, then you already know how important certifications are to distancing yourself from the competition. And who knows? It might even help you claim higher fees for the work you're already doing.


Either way, if you expect the best for your company, then this course and certification is for you.

If you're an individual...

If you're a business owner...

...this certification will set you apart from the pack.


Unlike everyone else who simply calls themselves a "traffic expert," you'll have the certificate and the badge to prove it, from a source that businesses trust.


More importantly, it will make you a better marketer.


Why? Because you're receiving the exact same training you would receive as an employee at DigitalMarketer. (And without tooting our horn too much, we're pretty good at this stuff!)


And we held nothing back.


These are the same systems and strategies our internal team uses to generate traffic, and then convert that traffic into sales, taught by our Editorial Director (the person in charge of all things content and search marketing at DigitalMarketer), Russ Henneberry.


So, if you want to:

  • Enhance your career (or start a new one) 
  • Learn the latest and greatest tactics (that actually work)
  • Expand your skill set, distance yourself from the competition, and jump to a higher pay grade...

...this course and certification is for you.

DigitalMarketer Is Different

Yes, you can find other trainings and certifications that cover similar topics, but a DigitalMarketer certification is unique because it's built and taught by real marketers who actually sell their own products and services online.


In other words, we aren't journalists or "researchers." We're in-the-trenches doers who despise untested theory and believe that the best way to learn something is to roll up your sleeves and get your hands a little dirty. If that sounds appealing, then welcome! You've found your home. 

What You're About To Discover:

Course Breakdown:

  • 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:

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 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 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 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


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

Course Details and Description

  • 6 Google SEO elements to keyword optimize on every page of your website (Plus the 2 additional elements to optimize on every blog post)

  • The 4 critical YouTube video SEO elements (3 of the 4 video SEO elements that matter on YouTube today have absolutely nothing to do with keywords.)

  • 5 ways to increase product rankings on Amazon including a powerful, “set it and forget it” tool that leverages the most important Amazon ranking factor: Verified Reviews.

  • 6 iTunes SEO ranking factors that will drive your podcast to the top of the charts (Look out for the section on podcast publishing frequency)

  • 4 Pinterest search elements to optimize including the most effective way to design and keyword target pins and boards.

  • 5 ways to increase rankings on review sites like Yelp and TripAdvisor and the one search algorithm element that trumps the number of reviews you are receiving.

Become a Certified Search Marketing Specialist Today!

About Your Instructor

Russ Henneberry is the Editorial Director for DigitalMarketer. Prior to joining DigitalMarketer, Russ was on the content marketing team for Salesforce.com, 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.  


In his time at DigitalMarketer, front end traffic to DigitalMarketer content has increased by 1125%. The content marketing team, under Russ’s management, generates 1000’s of leads and front end sales per month by developing and executing a truly “full funnel” content marketing strategy.

Q: "How long does it take to finish the course and receive my certification?"


A: This class is 8 hours of video training, so if you are working at it full-time you could technically complete the class and take all the tests in one day (although this is not recommended). To fully understand and apply the materials, you should allow 3 - 7 days if you are working full-time, and 14 - 21 days if you taking the class part-time.


Q: "Am I guaranteed to get certified if I take the class?"


A: No. A certification that can simply be purchased isn’t worth the paper it’s printed on. That’s why our courses are challenging. If we’re going to allow you to display a DigitalMarketer badge, you better believe you’re going to have to earn it.


Q: "I don't care about the certification...can I just audit the class?"


A: Right now the cost for the class is $495. Ordinarily the sit fee for the certification exam is $500, but currently we have waved that fee and are allowing students to take the exam up to 3 times for free. This will change in the future, at which time we may allow non-certification candidates to audit our classes at a discounted rate, but the price will never be lower than $495.


Q: "How difficult is the test?"


A: You’ll find that the test is “satisfyingly difficult.” By that I mean, it’s difficult enough that you need to actually know the materials, but it isn’t tricky or difficult just for the sake of being difficult. That said, to preserve the exclusivity and  importance of this designation, we have made the tests challenging and the questions do pertain to our proprietary methodologies, so you shouldn't expect to be able to pass the test just because you have taken other paid traffic trainings or courses in the past. This training is different, and the exams will reflect those differences.


Q: "Are scholarships available?"


A: At this time no scholarships are available. Fortunately we have priced our classes so that they are affordable to all, especially compared to similar certification classes.


Frequently Asked Questions

Q: "How will this certificate help me?"


A: It depends on who you are...


If you're a business owner, this certification is a great way to learn demand-based traffic yourself. It's also a great way to train and certify members of your own team to ensure that they're up to speed on the latest trends and best practices.


If you're an agency, this certification is a tangible way to show that you are a Search Marketing Specialist, which could help you attract and retain better, higher-paying clients.


If you're a student, this certificate can set you apart from other graduates who merely have a business or marketing degree, but specialized skills that employers today are desperately seeking. 


If you're an employee or marketing professional, this certificate can make you more valuable to your company, which is the surest way to get that raise or promotion you likely already deserve (but don't have a tangible reason to request). 


Q: "How valuable is this certification?"


A: The certification itself is highly valuable if you need to set yourself apart from the competition. What's far more valuable than any badge or certificate, however, is the actual knowledge you're going to receive when you take this class and pass all the tests. You will know search marketing. I'll say that again: YOU WILL KNOW SEARCH MARKETING. 


Q: "What if I fail? Am I allowed to retake the test?"


A: Yes, you make retake the test up to 2 times (for a total of 3 attempts). After 3 failed attempts, you will be required to retake the class (which you can do for free) and all the module quizzes prior to attempting the final exam again.


Q: "How long do I have to complete the class and take the test once I am enrolled?"


A: You can move at your own pace! We understand that life happens, and that just because you enroll today that doesn’t mean you’ll be able to finish (or even start) the class this week. And that’s ok! Take as long as you like. We aren’t going anywhere, and neither is this certification.


Become a Certified Search Marketing Specialist Today!

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