Why Certify

Experience in the field is an important component of value to an employer. But experience isn’t enough. Employers need something quantifiable and verifiable to show expertise. Certification by a respected accreditated organization is becoming indispensable to all professionals. Positions in many large corporations and governmental agencies worldwide now require certification, and credentialed practitioners have a higher earning potential and greatly expanded career opportunities. Moreover, being certified recognizes the individual as a knowledgeable, serious, dedicated professional.

Search Engine Marketing Professional Organization (SEMPO.org), 9/2009

Benny Jones Jr., SEMPO Institute, Guide to Search Marketing

SEMPO Certified Search Engine Marketer, CSEMSearch engine marketing (SEM) is a complex and ever changing discipline and because of this serious training is required and SEMPO has collaborated with major search engines and 35 of the leading SEO’s.

  • Lesson 1: Evolution of Search
    • Different Types of Search Technology
    • Early History of Crawler-based Search Engines
    • Big Three Crawler-based Engines
    • Web Directories vs. Search Engines
    • International Search Engines
    • Search Engine Advertising
    • Traditional and Pay-Per-Click Ads
    • Pay Per Call
    • Varieties of Local Search Engines
    • Emergence of Vertical Search
    • RSS Feeds
    • Rise of Social Search
    • Search Personalization
    • Google OneBox
    • Google Universal Search
    • Search Engine Growth: The Future
  • Lesson 2: How Search Engines Work
    • How search engines rank web pages
    • >What is a [search engine] algorithm
    • How search engines, SEO techniques, and searcher activity interact
    • Challenges search engines face
    • The impact of Local Search and Universal Search in the SERPs
    • Basic SEO Best Practices
  • Lesson 3: Linking & Directories
    • Identify poor quality links (including link farms)
    • Identify good quality links
    • Identify good sources for links and sources to avoid
  • Lesson 4: Keywords
    • Why keywords are important
    • Research, find, and identify the right keywords for your industry and marketing campaign
    • Develop performance goals and set up a framework to help measure future success
    • Investigate keyword research tools in the market
  • Lesson 5: SEO Web Design
    • Prepare your site to achieve better rankings
    • Support your theme and relevancy for your keywords
  • Lesson 6: Copywriting
    • Understand the importance of copywriting to communicate effectively both with search engines and consumers
    • Understand how to communicate with the search engines will help achieve desired rankings
    • Understand how to communicate with consumers will help you get your point across and increase conversions
  • Lesson 7: SEO Roadblocks
    • Identify major SEO roadblocks to effective search engine optimization
    • Understand other potential content-related issues that will stop search engines from indexing a site
  • Lesson 8: Submissions
    • Understand the importance of how and when to submit sites to search engines
    • Learn which submission activities are best practices and which should be avoided
    • Understand bulk submission
    • Learn about the Sitemaps protocol
    • Learn about submitting to directories, local search, and vertical search engines
  • Lesson 9: Tracking & Reporting
    • Learn essential measurement vocabulary and the main measurement concepts necessary to understand and improve search engine marketing
    • Understand the types of tools that are available and gain a high-level understanding of the challenges analysts face when trying to measure and optimize search engine marketing
  • Lesson 10: Pay Per Click 1
    • Definition of PPC
    • Types of advertisers
    • Marketing goals
    • PPC advantages
    • Search ad networks
    • Ad types
    • PPC auctions
    • Ad ranking algorithms and quality scores
    • Account structure
    • Campaign interfaces
    • Campaign management functions
    • Campaign success metrics
  • Lesson 11: Pay Per Click 2
    • Campaign setup process
    • Alternatives to the web interface
    • Click fraud
    • Campaign optimization process
  • Lesson 12: Total Search Marketing
    • Web 2.0/Social Media Marketing
    • Video Search
    • Podcasting
    • Blogs
    • Social Networking/Social Search
    • PR/News Marketing
    • Mobile Search Marketing
    • Affiliate Marketing
    • Online SE Reputation Management
    • Online Identity Management
  • Lesson 13: Intellectual Property
    • Lean the fundamentals of copyright, trademark, trade secrets and contracts
  • Lesson 14: SEO & PPC Resources