Attract and Engage Customers with Digital Marketing

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Hone your digital marketing skills to attract and engage customers online. Learn search engine optimization (SEO), search engine marketing (SEM), and display advertising to increase website traffic and reach potential customers. Apply strategies and tools to build business awareness and understand customer needs. This is the second course in the Google Digital Marketing & E-commerce Certificate, a series designed to prepare you for an entry-level digital marketing and e-commerce role.

Syllabus

Introduction to attract and engage customers with digital marketing

Introduction to Course 2
Course 2 overview
Welcome to module 1
Customer personas for your target audience
How to create a customer persona
Learn to create customer personas
Practice Quiz: Activity: Create two customer personas
Activity Exemplar: Create two customer personas
Practice Quiz: Test your knowledge: Create customer personas for your target audience
Introduction to the marketing funnel and its benefits
Awareness: Strategies to get customers introduced to a brand
How a business creates awareness for their products
Case study: Okabashi uses marketing strategies to attract customers and build interest
Consideration: Strategies to build interest in your product or service
How a marketer increases consideration for a business
Practice Quiz: Test your knowledge: Awareness and consideration stages of the marketing funnel
Conversion: Strategies to increase the conversion rate on a website
How a marketer increases the conversion rate of an e-commerce website
Loyalty: Strategies to increase the loyalty of customers after a purchase
How a marketer increases the loyalty of customers post-purchase
Practice Quiz: Test your knowledge: Conversion and loyalty
Wrap-up
Glossary terms from module 1
Graded Quiz: Module 1 challenge

Understand search engine optimization (SEO)

Welcome to module 2
How does the Google search engine work?
How Google determines website rankings
Breakdown of the Google search engine results pages (SERPs)
Other popular search engines
Jake - The purpose and process of search algorithms
Practice Quiz: Test your knowledge: How search works
What is SEO and why is it important?
First steps before implementing SEO
Beginner SEO terms
Practice Quiz: Test your knowledge: The purpose of search engine optimization (SEO)
Keyword research and recommendations
Daniel - Steps and tips a beginner digital marketer should take to optimize a website for SEO
Organize your website's pages: Website structure and navigation
Site hierarchy best practices
Practice Quiz: Test your knowledge: Keyword research and website structure
Wrap-up
Glossary terms from module 2
Graded Quiz: Module 2 challenge

Apply search engine optimization (SEO)

Welcome to module 3
Optimize a website's content
Best practices for links and promoting a website
Optimize images for a website
Make your website mobile-friendly
Practice Quiz: Test your knowledge: Optimize a website's content
Craft effective titles and meta descriptions
Control title links and snippets
Practice Quiz: Activity: Improve webpage titles and meta descriptions
Activity Exemplar: Improve webpage titles and meta descriptions
Create structured data markup
Establish your business details on Google
Practice Quiz: Test your knowledge: Help Google (and users) understand your content
Introduction to Google Search Console
Google Search Console reports and metrics
Learn more about Google Search Console
More tools and reports in Google Search Console
Bing Webmaster Tools
Dave: My career path into SEO and SEM
Practice Quiz: Test your knowledge: Analyze search performance and user behavior
Wrap-up
Glossary terms from module 3
Graded Quiz: Module 3 challenge