West Virginia University, through a partnership with Gatlin Education Services, offers online career training services for adults who want to attain the skills needed for many in-demand professions such as Search Engine Marketing.

Computer Requirements
The following items are required for taking this course:

• A PC or Macintosh computer.
• A reliable Internet connection (DSL or Cable recommended).
• Adobe Acrobat PDF Reader (available free from http://www.adobe.com/products/acrobat/readstep2.html)
• Access to an e-mail client or Internet-based e-mail account.

The following items are recommended for taking this course:

• A word processing package such as Microsoft Word or Works.
• A spreadsheet package such as Microsoft Excel or Works.
• A printer (if you want to print lessons rather than read PDF docs online).

Materials
This course is tutor-supervised with a tutor assigned to guide students through the lesson material and review their assignments.  The following materials will be provided within this course:

• 32 Downloadable PDF Lessons (approximately 585 pages in total)
• 2 Downloadable PDF Worksheets
• 3 Excel Spreadsheets
• 40 Interactive Online Review Quizzes
• 26 Assignments
• 4 Interactive Online Exams
• 1 Offline Exam
• 4 Case Studies
• Extensive Internet-based Resources
• 12 Months Access to Online Classroom Area
• 12 Months Access to Online Quizzes and Final Exam
• 12 Months Access to Lesson Updates
• The Search Engine College Seal of Certification* for Display on a Web Site
• Search Engine College Certificate of Training* for Wall or Resume Display

*Students who want to receive industry-recognized Search Engine College Certification in Search Engine Optimization must make a 70% overall pass on their quizzes and final exam AND complete set assignments to the satisfaction of their tutor.

Background
According to a recent article on MSN Careers, the position of Search Engine Optimizer (a sub-set of Search Engine Marketing) is considered one of four jobs on the cutting edge right now.  Here is a definition of an SEO provided by MSN Careers:

“Search Engine Optimizers (SEOs) increase a firm’s Web site traffic by improving its search-engine page rankings.  This is an especially important task in today’s Internet-driven world, where many customers first learn of an organization and its products or services through the Web.  Because of a shortage of experts in this relatively new area, many top SEOs receive multiple job offers.  SEOs typically supplement their knowledge of how various search engines operate and determine page rankings with strong marketing skills, as well as the ability to communicate effectively and program using HTML.”

Course Goal
This comprehensive program covers all aspects of search engine marketing including; search engine optimization, pay per click marketing and web site copywriting.  These are the essential components for understanding this unique and growing career field.

Course Objectives

Upon successful completion of this program, the student will be able to:

• Set up, monitor and maintain successful search engine optimization or pay-per-click campaigns for your sites or your client’s sites on the world’s most popular search engines and directories.
• Make web sites search engine compatible and designed to attract the right kind of qualified search engine visitors who are more likely to buy or sign up from the moment they arrive on a site.
• Prepare for starting your own search engine marketing business or applying for a job as an SEO (search engine optimizer), SEM (search engine marketer), PPC Marketer, Online Advertising Executive or Web Site Copywriter.

Course Structure and Schedule
This is a non-credit course offered for 250 hours.  The student can register at any time during the year.  Cost is $1,795 per student.  A certificate for course completion will be issued.

Prerequisite(s)
The following skills are required for taking this course:

• Keyboard skills
• Search Engine Usage
• Internet Browser Usage
• E-mail Usage

The following skills are recommended for taking this course:

• Some HTML Knowledge
• Advanced Search Engine Usage

Overview/Subject Matter

1. Search Engine Optimization 101
1. Course Introduction
2. Introduction to SEO
3. Search Engine Basics
4. SEO Requirements Gathering
5. Keyword Research
6. Title and META Tag Creation
7. SEO Copywriting
8. SEO Integration
9. Search Engine and Directory Submission
10. Search Engine Spam
11. SEO Reporting and Conversions


2. Search Engine Optimization 201
1. Course Introduction
2. Overview of SEO
3. Site Architecture
4. Text Content
5. Dynamic Content
6. Graphics
7. Flash and Splash Pages
8. Frames and Tables
9. Link Popularity
10. Pay for Performance
11. Measuring SEO ROI
12. Starting Your Own SEO Business


3. Pay Per Click Marketing 101 (See Pay Per Click Marketing Course Page)


4. Pay Per Click Marketing 201 (See Pay Per Click Marketing Course Page)


5. Web Site Copywriting 101
1. Course Introduction
2. THE Most Important (and most overlooked) Aspect of Copywriting
3. Discover What Copy Type Fits Your Target Audience Best
4. Guess What?  Men and Women Are Different!
5. Writing to Please Everybody
6. Headlines – The Beginning and the End
7. Features vs. Benefits – Do You Really Know the Difference?
8. Adding Emotions & Dreams and Tugging On Heartstrings
9. The Power Points of Your Copy
10. A.I.D.A. and the Buying Process
11. Search Engine Optimization – Copy Is Crucial
12. Final Thoughts

Registration

Register online through our secure server or fill out this form and fax or mail it to Extended Learning. You will be given class access by email within five working days. Call 1-800-2Learn2, or email WVUEnrich@mail.wvu.edu if you have any questions. Major credit cards and electronic checks are accepted.

Refund Policy
Any cancellation and refund request must be submitted in writing by the student to WVU Extended Learning. A $50 processing fee will be charged to the student for a cancellation requested before materials (books) are mailed to the student. If the student cancels within ten days after the materials are mailed to the student, then a $100 processing fee will be charged, provided the student returns the materials, within five days of the written request, in their original condition. If the materials are not returned within the specified period of time or are not in their original condition, then a $500 processing fee will be charged to the student. If the student cancels any time between eleven and thirty days after the materials ae mailed to the student, then a $300 processing fee will be charged, provided the student returns the materials, within 5 days of the written request, in their original condition. If the materials are not returned within the specified period of time or are not in their original condition, then a $500 processing fee will be charged to the student. No other refunds will be considered.