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| Section | Weight | Objectives |
|---|---|---|
| Topic 1: Search Engine Optimization (SEO) | 40% | - Technical SEO - Off-page optimization & link building - Keyword research and analysis - Local SEO - On-page optimization |
| Topic 2: Analytics, Reporting & Optimization | 10% | - Key metrics & KPIs - Google Analytics & Search Console - Performance analysis & improvement |
| Topic 3: Pay-Per-Click Advertising (PPC/SEM) | 30% | - Ad copy & landing page optimization - Campaign setup & management - Platforms: Google Ads, Bing Ads - Keyword matching & bidding strategies |
| Topic 4: Search Marketing Fundamentals | 20% | - Role of search marketing in digital strategy - How search engines work - Difference between SEO and SEM |
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