Certified Search Marketing Specialist

Search marketing can make or break a brand – especially for a local business or entering into a tough market. Becoming certified as a professional search marketer will show employers and clients that you’re on top of the game.



30 Hours of self paced learning


100% Online – On Demand

Course Type

Short Course

Course overview

This course is made up of eight modules, structured and designed to take you through from the fundamentals of search marketing to the technical skills and background knowledge you need to form original insights and drive your search campaigns.

You’ll see how SEO, paid search and display advertising work together to deliver results you can measure and respond to in real time. Whether you’re a relative beginner or an experienced SEO pro, you’ll get a fresh perspective on what works and why.


  • The Fundamentals of Search
  • Setting up a website and web presence
  • On-page optimisation techniques
  • Building backlinks
  • Analytics with Google Analytics

Who should enrol?

  • Search marketers looking for a new level of recognised certification
  • Sales professionals who need to truly understand the search part of their sales funnel
  • General marketers ready to maximise the total potential of search, beyond the basics
  • Small business owners and managers who need to drive business through search results
  • Career changers looking to stand out of the crowd with a specialist certification



Globally recognized certification

Receive a globally recongnised certificate
upon completion of your course


Learn from the best

Exclusive insights from recognised experts and industry leaders.



Get exclusive access to myDMI, our innovative member ship platform. This thriving platform is a rich resource of digital marketing contect.


Get local support

Digital Academy is based in Australia, meaning we’re able to provide you with the support you need right when you need it.


Real self-paced online learning

Truly designed to be studies online.
Anytime and anywhere.


Get promoted. Get paid.

See the stats on certification of choice for
serious digital marketers.

The DMI certification framework is recognised all across the world. Share it on LinkedIn and social media to get noticed by recruiters and decision makers. On completion, your course carries relevance, recognition and pedigree that is highly sought after by your employers.



What will I learn?


8 Modules • Approx 30 Hours of Learning Content

Introduction to Search Marketing

Search marketing has evolved constantly since search engines were first introduced. Staying ahead of the curve means understanding the fundamentals of search, and having the tools to work with the core purpose of search engines, instead of fighting an uphill battle. You’ll cover:

  • search engine optimisation
  • pay-per-click advertising
  • search analytics
  • organic search vs paid: striking a balance
  • measurement and analytics
SEO Set Up

There’s a lot that goes into setting up a website and overall web presence that’s search engine friendly. It’s not enough to rely on one element, like a great domain name. You need to know how every aspect of search engine friendliness works together; how you can play a part in the search engine’s mission to deliver the best and most relevant results to users.

SEO Content

To be worthy of a top spot in search results, you need two key things: context and relevance. The standard for this is going to change over time, and it requires constant revision and refreshment of content. This module covers:

  • how SEO and content marketing work together
  • on-page optimisation techniques
  • researching SEO content
  • informed keyword research
  • how to drive conversion with content
  • evaluating SEO performance with analytics
SEO Workshop

SEO can seem heavy on theory at times. This hands-on, practical module brings it back down to earth. You’ll learn real tried-and-tested optimisation techniques, and see how they contribute to stronger strategic approaches. Learn about:

  • building backlinks
  • maintaining backlinks
  • maintaining your clear site structure
  • using tools to audit and analyse on-page elements
Paid Search

Organic search only has an advantage up to a point. Paid search is a unique way to cut through the clutter and connect you with users who are ready to act on what your organisation has to offer. This module covers:

  • key concepts of PPC advertising
  • managing PPC campaigns
  • relevance and context
  • maximising clicks and conversions
Display Advertising

Display advertising is like the digital version of old-school ad media: billboards, posters, publication print ads and more are transported to a digital landscape. The first difference, though, is that there’s a lot more you can do to make sure your ads reach the right people at the right time. This module covers:

  • types of display ads: banners, text, video and more
  • how display ads work
  • setting up a display campaign
  • display advertising rules
Analytics with Google Analytics

Without analytics, your ability to strategise and refine your approach would be seriously challenged. Analytics lets you convert data into meaningful and useable insights that you can act on immediately. This module shows you how to make the most of Google Analytics, including:

  • how analytics work: how the data is gathered
  • types of statistics, patterns and trends
  • using analytics to improve your website
  • using analytics to inform other digital marketing activities
Strategy and Planning

By now you’ll have the technical knowledge and tools to shape each element of search success. Now it’s time to bring it all together. This module covers essentials of planning and strategising, including:

  • setting search marketing goals
  • layering search marketing tools 
  • creating search marketing implementation and action plans
  • planning to respond to analytics

Frequently Asked Questions

What is the assessment for this specialist search marketing course?

After you’ve worked through the learning content, you’ll need to pass a two-hour exam. The Certified Search Marketing Professional exam is administered by Pearson Vue, a third-party computer-based testing partner. There’s a huge network of testing centres around the world; check their website to find your closest.

Your exam fee is already included in the cost of the course. However, if you fail the exam (under 60%) and need to take it again, you’ll need to pay a small fee directly to Pearson Vue when you book in for your next attempt.

Do I need a marketing background for this course?

A background in marketing or SEO can’t hurt, but it’s absolutely not necessary for this course. The modules are designed and organised to take you through from fundamentals to pro-level technical and strategic skills. Whether you’re new to digital marketing or already have qualifications like a Google AdWords Certification, you’ll benefit from the thorough and practical course content. All you need to bring is an interest in SEO and PPC, and a desire to take your career to a new level!

Who should take this course?

If you are (or will be) involved in planning, executing or strategic decision-making around search marketing for your organisation, this is the course for you. You’ll learn the fundamentals you need to make smart data-driven decisions, and to work with teams of subspecialists like SEO contractors, PPC managers and more. 

This course is suitable for participants of all levels of skill and experience. You’ll finish with the knowledge and confidence to direct effective search marketing campaigns within the broader context of digital marketing.

How much does this course cost?

This course, including all content, support and the exam fee, is USD$1299.

Certified Search Marketing Specialist


$ 1,239


190,000+ Members trust DMI to Progress their Career


Digital Marketing Institute has 190,000+ members and alumni across the globe. As well as learning the latest in digital marketing, you'll be joining a network of thousands of members and graduates with the same passion for this fascinating, modern discipline.


Need more information? Get in touch!