Here's a structured outline for a Proficiency Diploma in SEO (Search Engine Optimization) and SEM (Search Engine Marketing), assuming a duration of 4 to 6 months with a weekly commitment of 2 hours per day:

PROFICIENCY DIPLOMA IN SEO AND SEM

Course Duration: 4 to 6 months (16 to 24 weeks)
Course Fee: 30,000 Kenyan Shillings
Weekly Commitment: Minimum of 2 hours per day
Course Overview:
This diploma course covers the fundamentals and advanced techniques of SEO and SEM to enhance online visibility, drive traffic, and improve search engine rankings for websites.

Semester 1: Fundamentals of SEO and SEM

Week 1-2: Introduction to SEO and SEM

• Overview of SEO
  • Definition and Importance
  • How Search Engines Work
  • Key SEO Metrics and Tools
• Overview of SEM
  • Definition and Importance
  • Differences Between SEO and SEM
  • Key SEM Metrics and Tools
• Practical Exercises
  • Setting Up and Using SEO and SEM Tools (e.g., Google Analytics, Google Ads)

Week 3-4: SEO Fundamentals

• Keyword Research
  • Identifying Relevant Keywords
  • Using Keyword Research Tools
  • Analyzing Search Volume and Competition
• On-Page SEO
  • Optimizing Page Titles, Meta Descriptions, and Headers
  • URL Structure and Internal Linking
  • Content Optimization and Keyword Density
• Practical Exercises
  • Performing Keyword Research and On-Page Optimization for Sample Pages

Week 5-6: Advanced SEO Techniques

• Technical SEO
  • Improving Site Speed and Performance
  • Mobile Optimization
  • XML Sitemaps and Robots.txt
• Off-Page SEO
  • Building Quality Backlinks
  • Social Media Integration
  • Reputation Management
• Practical Exercises
  • Conducting a Technical SEO Audit and Implementing Off-Page SEO Strategies

Week 7-8: SEM Fundamentals

• Introduction to SEM
  • Overview of Paid Search Advertising
  • Understanding Ad Auction and Bidding
• Google Ads (AdWords)
  • Setting Up Campaigns and Ad Groups
  • Creating Effective Ad Copy and Landing Pages
  • Tracking and Measuring Ad Performance
• Practical Exercises
  • Creating and Managing Google Ads Campaigns

Semester 2: Advanced SEM and Integration with SEO

Week 9-10: Advanced SEM Techniques

• Campaign Optimization
  • Analyzing Campaign Performance Data
  • A/B Testing and Experimentation
  • Adjusting Bids and Budget Allocation
• Remarketing and Retargeting
  • Setting Up Remarketing Campaigns
  • Segmenting Audiences for Better Targeting
• Practical Exercises
  • Optimizing SEM Campaigns and Setting Up Remarketing

Week 11-12: SEO and SEM Integration

• Integrating SEO and SEM Strategies
  • Coordinating SEO and SEM Efforts for Maximum Impact
  • Analyzing Cross-Channel Performance
• Conversion Rate Optimization (CRO)
  • Improving Conversion Rates through SEO and SEM
  • Analyzing User Behavior and Engagement
• Practical Exercises
  • Developing Integrated SEO and SEM Strategies for Sample Projects

Week 13-16: Capstone Project and Final Assessment

• Capstone Project
  • Developing and Implementing a Comprehensive SEO and SEM Strategy for a Simulated or Real Website
  • Analyzing Performance Metrics and Reporting Results
• Course Review and Preparation
  • Comprehensive Review of Key Concepts
  • Practice Projects and Revision
• Final Exam
  • Written and Practical Assessments

Certification
Upon successful completion of the course, students will receive a "Proficiency Diploma in SEO and SEM," demonstrating their ability to effectively optimize websites for search engines and manage search engine marketing campaigns. This qualification prepares them for roles in digital marketing, SEO consulting, and SEM management