Search Engine Marketing

Search engine marketing (SEM) options grow every year, so the key to success is planning and management as well as technical knowledge. This structured course will take you through setting goals, budgeting, keyword research, planning and measurement across PPC and SEO. It will lead to a better understanding and confidence in dealing with both internal and external agencies.

You will gain confidence and knowledge of the terminology and best practice of SEM planning, SEO projects and PPC campaigns. You will be able to judge a search agency or consultant's abilities and focus on the important aspects of search that will make your daily job easier.

Your organisation will benefit from a structured SEM plan that focuses on delivering real business value and KPIs. As a result it will gain a greater return on investment.

This course is aimed at marketers responsible for SEM planning in their organisation. It is also suitable for people in the broader web, marketing or PR teams looking to understand how this essential channel works.

• The importance of search engines to marketing
• Search and off-line media.
• Keyword research for both PCs and mobile.
• Demographic profiling of keywords.
• Defining goals, budgets, metrics and measurement.
• Planning and managing search engine marketing.
• Paid search advertising fundamentals.
• Planning PPC to deliver ROI.
• Google Adwords campaign strategies.
• SEO signals groups.
• Content optimisation.
• Effective title tags.
• White-hat link building and link baiting.
• SEO, PR and Social Media.
• Building your site's trust rank.

This highly practical workshop encompasses interaction with the web, group/individual exercises alongside a presentation detailing the latest findings and research.