Understanding search engine marketing in-depth is an important part of the development of your marketing team. We have experience training large marketing functions so that they can understand exactly what search marketing is, when it should be considered and how it can be used to support all sorts of other marketing activities.
Our 1 day courses break down as follows:
Overview of search engine marketing
The disciplines and their importance
Understanding natural search
How search engines work and examining their differences
Introduction to search engine optimisation (SEO)
The SEO process
Keyword research
Architecture reports
Content optimisation
Link building
Formulating SEO strategies
Advantage and limitations of SEO
Question and answers
Understanding paid search
What is pay per click (PPC)
How PPC works
Differences in systems
AdWords, Yahoo! Search, AdCenter and Miva
The PPC process
The ten steps to success
Formulating PPC strategies
Advantages and limitations of PPC
Questions and answers
Search engine marketing and integration
Integrating paid and natural strategies
Using SEM to maximise return of other marketing efforts
Questions and answers
The future of search
The changing role of Google
Social media – What is it and how does it impact our strategy?
Questions and answers
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