Search Marketing Essentials
Education
This course will teach you how to increase the quantity and quality of visitors to your website via search engine optimisation and paid-for-search.
Suitable for both client and agency side students, the course will demystify the jargon and provide plenty of case studies to give you a thorough understanding of how to improve your search strategies, both in the short and long term.
Search Engine Marketing will benefit marketers with responsibility for online marketing and those with a broader marketing remit who need to understand how to incorporate this highly cost effective acquisition channel into their marketing communication mix.
In one day, we address:
The search landscape
- Overview of the role of search in today’s media landscape and some key figures
- Introduction to the key players and an explanation of the main components, terminology and acronyms
Paid search
- Setting up a campaign
- How to monitor and optimise performance
- Bid strategy
- Tools for PPC optimisation
Organic search
- On-page SEO techniques
- Off-site strategies
- Tools for SEO optimisation
- Universal search – video & images
Local search
- Benefits of local search
- Setting up local search
- Leveraging local search for paid search and SEO
Bringing it all together
- Integrating search marketing with other online and offline channels
- Best practice guidelines for improving conversion – landing page design and tactics
- Getting the right mix – balancing your search marketing tools for 360 degree coverage
Developing a plan for your business
- Review examples of organisations using search effectively
- Defining a clear search strategy
- Identifying the correct course of action for search in your business
