Web Marketing Course

Lesson 1 • Legal and Ethical Foundations

Introduces data privacy principles, consent requirements, and ethical advertising standards. Ensures compliant campaign design from the outset.

Lesson 2 • Understanding Your Target Audience

Covers audience research methods and persona development to guide channel and message selection. Directly informs content, SEO, and ad targeting decisions later in the course.

Lesson 3 • Setting Marketing Goals and KPIs

Translates business objectives into measurable digital marketing goals. Provides the goal-setting framework applied in every subsequent chapter.

Lesson 4 • The Digital Marketing Ecosystem

Defines owned, earned, and paid media and how they interact. Establishes the vocabulary and mental model used throughout the entire course.

Lesson 1 • Page Speed and Technical Performance

Identifies technical factors that affect load time and user retention. Fast pages improve both search rankings and paid ad quality scores.

Lesson 2 • Conversion Rate Optimization Fundamentals

Introduces CRO methodology, including hypothesis building and test prioritization. Establishes the iterative improvement mindset applied across all marketing channels.

Lesson 3 • Website Architecture for Marketers

Explains site hierarchy, URL structure, and internal linking as marketing assets. Connects site architecture to both user navigation and search engine discoverability.

Lesson 4 • User Experience Principles

Covers usability heuristics, visual hierarchy, and friction reduction to improve engagement. Strong UX directly increases conversion rates addressed in later sections.

Lesson 1 • Keyword Research and Strategy

Teaches methods for discovering, evaluating, and prioritizing keywords by volume, difficulty, and intent. Keyword strategy drives content planning and on-page optimization.

Lesson 2 • How Search Engines Work

Explains crawling, indexing, and ranking algorithms to build an accurate mental model. This foundation prevents common SEO mistakes made throughout optimization work.

Lesson 3 • On-Page SEO Optimization

Covers title tags, meta descriptions, header structure, and content optimization techniques. On-page signals are the most directly controllable ranking factors.

Lesson 4 • Link Building and Off-Page Authority

Explains domain authority, backlink quality, and ethical link acquisition strategies. Off-page authority amplifies on-page and technical SEO efforts.

Lesson 1 • Content Creation and Copywriting

Teaches persuasive writing structures, storytelling techniques, and brand voice consistency. Strong copy is the execution layer that makes strategy effective.

Lesson 2 • Measuring Content Performance

Identifies content-specific metrics including engagement rate, time on page, and assisted conversions. Measurement closes the loop between content investment and business outcomes.

Lesson 3 • Editorial Planning and Workflow

Covers editorial calendar creation, content briefs, and team workflow management. Systematic planning ensures consistent output aligned with marketing goals.

Lesson 4 • Content Strategy Fundamentals

Defines content marketing's role in the funnel and how it differs from advertising. Establishes the strategic planning process that governs all content production.

Lesson 5 • Content Distribution and Promotion

Explains owned, earned, and paid distribution tactics to maximize content reach. Distribution strategy determines whether quality content actually reaches its intended audience.

Lesson 1 • Community Management and Engagement

Teaches response protocols, community building tactics, and crisis communication basics. Active community management converts followers into loyal brand advocates.

Lesson 2 • Social Media Analytics and Reporting

Identifies platform-native and third-party analytics tools for tracking social performance. Data-driven reporting connects social activity to broader marketing KPIs.

Lesson 3 • Organic Content and Posting Strategy

Covers content mix, posting frequency, and format optimization for each major platform. Organic strategy builds the audience base that amplifies paid and content efforts.

Lesson 4 • Influencer and Creator Partnerships

Explains influencer tiers, vetting criteria, and partnership structures for authentic reach. Influencer marketing extends organic reach to new, pre-qualified audiences.

Lesson 1 • Ad Creative and Copywriting

Applies persuasion principles to ad headlines, descriptions, and visual creative briefs. Compelling creative is the primary lever for improving click-through and conversion rates.

Lesson 2 • Search Advertising Campaigns

Covers keyword match types, campaign structure, and ad copy best practices for search ads. Search ads capture high-intent demand generated by SEO and content efforts.

Lesson 3 • Social and Display Advertising

Teaches audience targeting, creative formats, and campaign objectives for social and display networks. These channels extend reach beyond search intent to drive awareness and retargeting.

Lesson 4 • Paid Advertising Fundamentals

Introduces auction mechanics, bidding models, and the relationship between ad spend and return. This foundation prevents costly beginner mistakes in live campaign management.

Lesson 1 • Segmentation and Personalization

Explains behavioral, demographic, and lifecycle segmentation to deliver relevant messages. Personalized emails consistently outperform batch-and-blast campaigns on every metric.

Lesson 2 • Email Copywriting and Design

Teaches subject line writing, email body structure, and mobile-responsive design principles. Copy and design quality directly determine open rates and click-through rates.

Lesson 3 • Email Analytics and Deliverability

Identifies deliverability factors, sender reputation metrics, and email performance KPIs. Strong deliverability ensures campaigns reach inboxes and generate measurable results.

Lesson 4 • Email Marketing Strategy and List Building

Covers permission-based list growth tactics, lead magnets, and list hygiene practices. A healthy, engaged list is the foundation of every email marketing program.

Lesson 1 • Web Analytics Setup and Configuration

Covers tracking implementation, goal configuration, and event tracking for accurate data collection. Correct setup is the prerequisite for every analytical insight in this chapter.

Lesson 2 • Attribution Modeling

Compares last-click, first-click, linear, and data-driven attribution models and their strategic implications. Attribution determines how credit is assigned across channels and informs budget decisions.

Lesson 3 • Interpreting Traffic and Behavior Data

Teaches how to read acquisition, behavior, and audience reports to diagnose performance gaps. Behavioral data reveals where users drop off and which content drives conversions.

Lesson 4 • Reporting Dashboards and Data Visualization

Explains dashboard design principles and how to present data clearly to different stakeholders. Effective visualization transforms raw data into actionable business intelligence.