INTRODUCTION

WHO ARE WE?

We are a part of a digital agency, INTO consultancy, offering the most structured, comprehensive and professional SEM training for corporations in Mexico.

This training has been built due to the demand from our existing clients on courses in this area. Please read further on this Search Engine Marketing programme we have built for you.

You will not be taught by teachers, you will be taugh by our agency consultants with previous teaching experience.

WHY US?

Being an agency ourselves, we have a deep understanding on the subject, and have served satisfied clients of different sizes, in Mexico and abroad. Our mission is to understand and serve to your learning requirements and objectives in this part of online marketing. 

To offer the highest value and best practices, we tailor our classes and examples based on the attendees and companies attending. Our training, combined with our daily agency work in SEO and PPC, guarantees we offer a programme that starts from thorough understanding of the fundamentals, and arms you with the most up-to-date knowledge and advanced strategies in Search Engine Marketing.

IS THIS FOR YOU?

If your work involves executing or overseeing SEO and/or PPC management (either in-house or outsourced), or you require a good level of understanding of SEM, this programme is for you. Companies attending this course vary from multinational enterprises to medium-sized organizations. 

As we share knowledge of our own expertise and findings, our own tools, as well as our experiences, we unfortunately cannot offer an invite for other agencies or freelancers to attend this course.

PROGRAMME BRIEF

This training programme is divided into two areas, SEO and PPC.
SEO101 Y PPC101

Both areas consist of 5 courses. For a thorough and deep undestanding of SEM, it is essential to attend to the whole programme, instead of indiviual courses.

SEO101 AND PPC101 start in November, and from January onwards the courses continue on monthly basis. All courses will be offered at least twice a year, and purchasing the whole programme offers a one-time, 2-year eligibility to attend all courses.

PPC

PPC introduces alternative advertising platforms to Google Adwords, such as Bing Ads, but the course concentrates on Google Adwords. The learnings from the course can however be adapted to other platforms.

CREDITS

1 Course carries 32 credits. A course includes 16 hours of contact time, and estimated 16 hours of assignments. Every class is finished with an assignment. These assignments are built to cater the background (industries and companies) of the attendees.

SCHEDULE

SEO and PPC courses are once a week, on Tuesdays and Thursdays.
TUESDAY
17:00  - 21:00
SEO
THURSDAY
17:00  - 21:00
PPC
Interested in in-house training? Please contact us for further information.

SEM PROGRAMME

SEO 101

Introduction to Search Engine Optimization

  • What is SEO
  • How companies use SEO for their advantage
  • Brief history of Search Engines and how they function
  • Different search engines and their importance
  • Advanced search query methods
  • Keywords - introduction, match types
  • Basic HTML and CSS
  • Optimización On-site. Introducción
  • Relaciones públicas digitales (Outreach) - introduction
  • SEO tools (free and paid, tools that INTO consultancy uses, or has developed)
SEO 102

Search Engine Optimization Fundamentals - On-site

  • Comprehensive keyword research
  • On-site Optimization - theory, practice, case studies, class exercises
  • On-site Audit - theory, practice, class exercises
SEO 103

Search Engine Optimization Fundamentals - Outreach

  • History and methods of Linkbuilding
  • Bad practices
  • Black hat SEO (outreach and onsite)
  • Content marketing
  • Viral content
  • Content types
  • Social media
  • Outreach research
  • Partnerships
  • Advanced research tools
  • Link discovery
  • Brand monitoring
SEO 104

Competitor research, keyword tracking and measuring success

  • Competitor identification
  • Social Media and Content Audit
  • Competitor on-site audit
  • Backlink analysis
  • Competitor research tools
  • Target keywords selection
  • Keywords tracking
  • Competitors keywords tracking
  • Keyword tracking tools
  • Measuring SEO success
  • Google Analytics
  • SEO metrics tools
SEO 105

Managing SEO

  • SEO Strategy
  • SEO Toolbox
  • SEO Mix
  • SEO ROI
  • Reporting
  • Myths and odd results
  • Content duplication - identification, reparation, monitoring
  • Deep analysis of current ranking factors
  • Future-proofing SEO
  • Choosing an SEO agency
  • Hiring for in-house SEO
  • Recap, Feedback, Q&A Session
PPC 101

Fundamentals to Search Engine Advertising 
(Commonly referred to as PPC)

  • Advertising platforms introduced
  • Different cost models (PPC, CPM, CPA)
  • Accounts
  • Campaigns
  • Ad Groups
  • Keywords
  • Negative Keywords
  • Ad Copies
  • Conversions
  • Bidding
  • Introduction to Analytics for Adwords
  • Best practices for Search Engine Advertising
  • Completion of Google Adwords Fundamentals -exam
PPC 102

Search Advertising - Creation and Management

  • Tracking
  • Adwords platform and Adwords Editor
  • Creation of account, campaigns, ad groups, keywords, ad copies, negative keywords
  • Campaign settings
  • Match types
  • Initial bidding
  • Campaign structure
  • Ad position
  • Ad rank
  • Quality score
  • Bounce rate
  • Best practices of creation and management of Search Advertising
PPC 103

Advanced Search Advertising - Measure and Optimization

Completion of Google Adwords Certificate
  • Adwords reporting
  • Analytics reporting
  • Performance interpretation
  • Dynamic search ads
  • Informed decision making process on different levels
  • A/B testing
  • Bid optimization
  • Performance, Profitability, and Growth
  • AdWords API
  • Audience
  • Best practices of measure and optimization of Search Advertising
  • Completion of Search Advertising exam
  • Successful completion of Google Adwords Certification
PPC 104

Display Advertising & Mobile Advertising

  • Display advertising fundamentals
  • Google Display Network
  • Youtube display ads
  • Display ads on mobile
  • Campaign types
  • Restrictions of Display advertising
  • Display ad formats
  • Bidding strategy
  • Performance
  • Audience
  • Mobile consumer
  • Decision making in apps and mobile sites
  • Bidding and targeting
  • Ad formats
  • Performance
  • Best practices and case studies
  • Exam and Google Adwords Display Advertising qualification
  • Exam and Google Adwords Mobile Advertising qualification
PPC 105

Shopping Advertising & Video Advertising

  • Merchant Center
  • Data feed
  • Campaign management
  • Product Listing Ads
  • Bidding and Optimization
  • Video advertising fundamentals
  • Video advertising on Google Display Network
  • Video advertising on YouTube
  • Campaign creation and management
  • Ad formats
  • Ad performance and optimization
  • Best practices and case studies
  • Exam and Google Adwords Shopping Advertising qualification
  • Exam and Google Adwords Video Advertising qualification

ADVANCED SEM PROGRAMME

Courses start 08/16

SEO 201-205

Advanced SEO (201)

  • Forensic analysis
  • Semantic search
  • Natural Language Processing
  • Information Architecture
  • International SEO (202)
  • Local SEO (203)
  • Mobile SEO (204)
  • E-commerce SEO (205)
PPC 201-205

Advanced PPC (201-205)

  • Deep strategies
  • Advanced features
  • Automated bid management
  • Scripts
  • Advanced reporting
  • Tools
  • E-commerce PPC
  • Lead gathering
  • Bing cloning and differences
  • Retargeting List Search Ads
  • Adwords account lifecycle
  • IP exclusions
  • Landing page optimization
  • Segmented retargeting cookies

CALENDAR

All courses will be offered at minimum twice a year. Based on demand, core courses (101 & 102) will be offered more often.
FALL 2015*
November  3 to November 26
SPRING 2016
January 5 to May 26
FALL 2016
August 2 to December 17
*Only SEO 101 and PPC 101

INVESTMENT

SEM Programme - 75,000 MXN

Including SEO & PPC = 10 courses
Eligibility has a validity of 2 years.

Full SEO or PPC course - 40,000 MXN

Eligibility to attend full SEO or PPC course (101-105)
Eligibility has a validity of 2 years.

Individual course - 10,000 MXN

Eligibility to attend a single course. Attendance will only be permitted if sufficient level of knowledge in the subject can be shown.

A course length is one month, 4 classes per course, one class per week.

Price includes learning material, coffee, tea, snacks, free parking. A portfolio of the work and presentations will be shared with the attendees, meaning that attendees have an access to revise content after the programme.
INTO consultancy is proud to work with NGO's in Mexico and abroad, and therefore offers a special discount for non-profit organizations.

Due to the nature of the course (sharing the best practices and tools) our courses are not open for freelancers or agencies.

LOCATION


Oaxaca 96
Col. Roma Norte
Del. Cuauhtémoc
Ciudad de México

CONTACT

Please contact us for more information.


Programme Coordinator
Roberto Aguilar
(044) 55 2395 6728

INTO Consultancy
(55) 55 12 69 46