Search Engine Marketing

Search Engine Marketing


About the course

Paid search can be a highly cost-effective channel. This course is ideal for marketing and advertising professionals on both the client and agency sides.

Who should attend?

  • Anyone involved in increasing the quantity and quality of visitors to a website
  • Those responsible for online marketing
  • Ideal for both B2B and B2C marketers
  • Client or agency side.

Learning outcomes

  • How to improve your search strategies, both short and long term
  • What the jargon really means
  • How to incorporate this cost-effective channel into your communications mix
  • Valuable insights and lessons from case studies.

Course Outline

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  SEM campaign
  • How to monitor and optimize search performance
  • How to understand  and create a bidding strategy
  • Tools for Pay Per Click optimization

Organic search

  • On-page SEO techniques
  • Off-site strategies
  • Tools for SEO optimization
  • Universal search – video and 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 engine 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 organizations using search effectively
  • Define a clear SEM strategy
  • Identify the correct course of action for search in your business

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