Content
- How search engines work
- Ranking systems
- Tools for evaluation
- SERPs and Universal Search
- Onsite optimization
- Domain finding
- Keyword research
- Monitoring
- Keyword optimized landing pages
- Google Search Console
- Offsite optimization
- Standard link sources, competitor backlink analysis
- Link building, link exchange, link tools and link automation
- Sistrix
- Local SEO – ranking factors, onpage factors, local citations, Google company profile
Content
- Technical background knowledge and functioning of search engines
- Search Engine Advertising
- How does Google work?
- Introduction to Google Ads
- Google Ads products Search, Remarketing, Display, Shopping, Video etc.
- Campaign types depending on business strategy & goal
- Campaign structure from A-Z in Google Ads
- Google Networks (Display/Search)
- AdGroups, ad texts & ad extensions
- Successfully writing effective ad texts
- Keyword match types and their intentions
- Designing targeted landing pages
- Practical application in Google Ads
- Budget planning in Google Ads
- Billing models and bid strategies (CPC, CPM, CPA etc.)
- Targeting
- Campaign optimization and monitoring
- Obtaining the Fundamentals Google Ads certification
Content
Google Ads Advanced
Google Analytics
- Advanced features in Google Ads
- Display Campaigns
- Responsive display and image ads
- Creating Display Ads
- Video Campaigns
- Video Bumper Ads
- Video sequence ads
- Monitoring of campaigns
- Campaign control and optimization
- Report generation and automation
- Evaluation of traffic and user behavior
- Derivation of measures from user behavior
- Shopping campaigns
- Google Merchant Center
- Creation of a product feed
Content
- Installing WordPress
- On a live server
- Locally with XAMPP / MAMP
- WordPress setup
- User creation and management
- Creation of pages and posts
- Creation of menus – Selection of widgets
- Installation of themes
- Customization of themes
- Finding, using, customizing plugins
- Widgets, categories
- Security, DSGVO
- Media integration
- SEO
- Short introduction or refresher of HTML5 and CSS3
Content
- Concept WordPress
- Architecture of WordPress
- media
- Blog, posts, categories, comments
- Page navigation
- Theme, Customizer, Widget
- The function of a theme in WordPress
- Themes basics
- Structure of WordPress themes
- File structure of themes
- Quality criteria for themes
- Native theme options
- Customizing themes using the Customizer and child themes
- Structure and components of modern websites (HTML5/CSS3)
- Semantic HTML elementsFlexbox, CSS Grid
- Relative size specifications (%, em, rem)
- Media queries, breakpoints
- From HTML/CSS to the finished WordPress theme
- Splitting HTML files into template files
- Integrate interfaces for plug-ins and scripts
- Integrate WordPress functionality
- Standard loop, individual loops with WP_Query
- WordPress functionality in the HEAD area
- Extended functions
- Preparing the theme for translation
- Advanced Custom Fields (ACF)
- Gutenberg editor Define theme-specific color palette for the Gutenberg editor
- Preparing the theme for publishing in the directory
Content
- Basics of Social Media Management
- Social media marketing, social advertising and social commerce
- Social media strategy, trends, target group analysis, personas
- Social media applications, including Facebook, X, YouTube, Pinterest, Instagram, Mastodon, TikTok, Threads, business networks
- Content strategies
- Tools and techniques, planning and organization
- AI in the social media world
- Influencer Marketing, Instagram Stories
- Community management
- Crisis management, crisis communication
- Monitoring, reporting
- Legal aspects in social media
Content
- Marketing strategies, planning, instruments
- Internet in the marketing mix
- Digital forms of advertising
- Business models, e-business strategies
- Market, competitor and own situation analysis
- Facts and figures online market
- Web controlling
- Content marketing, blogger marketing, inbound marketing
- Social Media Marketing
- Ecommerce, customer journey
- Affiliate Marketing
- Avoiding Reactance in Online Marketing
- Legal aspects of online marketing
- SEO / SEA
- Facts and figures about Google
- Marketing using search engines
- Functioning and importance of search engines
- Conversion rate optimization
- Keyword Advertising
- Email marketing
- Functionality, success factors
- Viral marketing, market research
- Definition and essential aspects
- Best practice examples
- Forms and applications
Social Media