Effective Search Engine Marketing
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A successful search engine marketing strategy is one of the primary ways in which business websites can attract new customers. During this course we’ll explore the main search-engine marketing techniques for business websites. You’ll learn about the process of search engine optimisation (SEO), including keyword research, writing optimised content, getting *web pages indexed by search engine*s and tracking the outcomes. You’ll discover new online tools and resources to implement successful campaigns, learn about 'link popularity' and how to develop an effective link building strategy, and understand what 'pay-per-click' advertising is, how it can be used and the stages required to set up and manage campaigns.
Course Content
Welcome
Provides an overview of the day and establishes the training objectives, student goals and knowledge levels.
What is search engine marketing (SEM)?
Why search engines are important for business websites – outlines the main elements involved with search engine marketing (SEM), plus the differences between search engine optimisation (SEO) and pay-per-click advertising (PPC).
Search Engine Optimisation (SEO) basics
Covers the issues to consider when optimising a website, what can be achieved and how to plan an SEO strategy.
Keyword research
How to select and target the best keywords and how to prioritise keywords on a website.
Writing optimised content
The importance of HTML tags, how to write effective title and description tags (including practical exercise) and review the page content of a website.
Website design issues
Looks at which websites can be good for search engine optimisation and which design elements will affect the results.
Submitting a website
How to get a new or updated website indexed by the main search tools and how to track progress each month.
Reviewing competitor websites
Reviewing the factors covered so far – a number of competitor websites are reviewed and the key elements for their success identified.
Link building
Why link building is important and how to plan and implement a link building strategy.
Pay-per-click advertising
What it is, how it works and what are the advantages or disadvantages compared to search engine optimisation.
Setting up a PPC campaign
Covers keyword research, writing effective adverts (including practical exercise), and planning an advertising strategy.
Running a PPC campaign
Outlines bid management techniques, reviewing and revising active campaigns, and tracking conversions.
Course Outcomes
This course will enable students to:
- Understand the main search engine marketing techniques for business websites
- Learn about the process of search engine optimisation, including keyword research, writing optimised content, getting web pages indexed by search engines and tracking the outcomes
- Gain access to new online tools and resources to help them implement successful search engine optimisation campaigns
- Learn about ‘link popularity’ and why this is an important part of the optimisation process, plus see how to develop an effective link building strategy
- Understand what ‘pay-per-click’ advertising is, how it can be used and the stages required to set up and manage campaigns.