The second step to becoming a web marketing specialist is to learn the core concepts and skills of web marketing. You need to understand how to use different channels, platforms, and strategies to reach and engage your audience online. Some of the key topics that you should become familiar with include search engine optimization (SEO), search engine marketing (SEM), social media marketing (SMM), content marketing, email marketing, and analytics. SEO involves improving the visibility and ranking of your website or content on search engines like Google or Bing. SEM is using paid ads to drive traffic and conversions on search engines or other websites. SMM is using social networks like Facebook, Instagram, or Twitter to build relationships, awareness, and loyalty with your audience. Content marketing is creating and distributing valuable, relevant, and consistent content to attract and retain your audience. Email marketing is using email to communicate, nurture, and convert your subscribers or customers. Lastly, analytics is measuring, analyzing, and optimizing your web marketing performance and results.