DIGITAL MARKETING: OPTIMIZING WEBSITE PERFORMANCE
ONLINE
DIGITAL MARKETING: OPTIMIZING WEBSITE PERFORMANCE Most websites don’t accomplish the ideal goals of getting leads, phone calls, or e-commerce sales. Why not? It is simply because most don’t have the right information (data tracking), and then they either don’t understand the correct strategies or don’t bother implementing the right strategy. This course will teach you how to set up Google’s free data tracking tools (Analytics, Tag Manager, Search Console). Then, using the information from those tools, you will learn how to develop Search Engine Optimization (SEO) and Pay-Per-Click (PPC) strategies and skills. Why is this important? By implementing these strategies, your business will improve its rankings on Google, generating more website traffic. More traffic should result in more phone calls, filled-out website forms, and other types of leads. This approach should increase the sales of your business.
Topics Covered •
Ensure your data is tracking correctly
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Search Engine Optimization (SEO)
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Use data to make deliberate website marketing decisions
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Pay-Per-Click (PPC) advertising
Certificate Program This course is a part of the Digital Transformation Certificate. This online certificate is designed to challenge you and help you grow as a leader and individual. Understand how you can use digital marketing, information systems, block chain, and other tools to transform your digital space and strategy.
I Need This Program Because:
My Organization Needs This Program Because:
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I want to tailor my website to create a more powerful impact for our customers
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We want to create a more impactful website for our customers
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I want to drive more business leads and revenue through our website
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We want to empower our employees to make data-driven website changes
Who Needs This Class This course is beneficial for anyone involved with a website or supervises sales and marketing teams. Higher-level executives would also benefit, as they should be very familiar with website best practices.
Modules Key Search Engine Optimization (SEO) Principles
Website Data Tracking • • •
Configuring Google Analytics, Search Console, and Tag Manager Setting Up Filters Setting Up Goals
Using Your Data to Make Smart Marketing Decisions • • •
The 3 Pillars of Digital Marketing Calculating Value Per Visitor Learning to Pull the Right Marketing Lever
100% online, led by instructor
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How Google Works 3 SEO Rules to Not Break 5 SEO Strategies that Improve Your Google Rankings
The Power of Pay-Per-Click (PPC) Advertising • • • • •
PPC Account Structures & Bidding Options Maximizing PPC ROI The Search Network The Display Network Other PPC Options
On-demand access, 12 weeks to complete
5-6 hrs. of lecture, readings, and self-reflection
Presenting Faculty | Bruce Rowe Bruce was born in Washington, D.C., and he spent his teenage years in Boca Raton, Florida. He completed his BS degree from BYU & master’s degree from Idaho State University. He discovered Internet Marketing in 2003 while increasing the sales and profits for his employer. Bruce saw an opportunity to create a company that provides effective and accountable Internet Marketing services. Since 2005, Sebo Marketing has helped clients in over 40 states and ten countries.
THE ECCLES DIFFERENCE The David Eccles School of Business enrolls about 6,000 students in its eight undergraduate majors, four MBAs, seven other specialized graduate programs, one Ph.D. program, and executive education curricula. It is also home to seven institutes and centers that support an ecosystem of entrepreneurship, technology, and innovation, including the Lassonde Entrepreneur Institute, Ken C. Gardner Policy Institute, Sorenson Impact Center, and more. Our faculty members boast impressive professional and educational backgrounds and hold Ph.D.s from esteemed universities including the University of Pennsylvania’s Wharton School, Northwestern University’s Kellogg School, Harvard Business School, Stanford Graduate School of Business, and University of California at Berkeley’s Haas School.
TAKE THE NEXT STEP Telephone: (801) 587-7273 Email: ExecEd@Utah.edu Website: ExecEd.Utah.Edu Registration: Eccles.Secure.Force.com/ExecEdApplication 1731 E Campus Center Drive Robert H. and Katharine B. Garff Building, GARFF 4340 Salt Lake City, Utah 84112
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