Introduction to Search Marketing:

Being found in the right place at the right time may look effortless but it’s an art. You’re going to need lots of key concepts, tools and tricks. Explore how the core search elements work together to drive targeted traffic that converts into sales.

• Search Marketing
• SEO & Paid Search principles
• Demand generation
• Analytics & reporting
• Data visualization

SEO Setup & Content:

The search engine can feel all seeing, all knowing but it can be won over. SEO is the way to come out on top. Understanding the algorithms and ranking factors puts you in the driver’s seat.

But that’s not all. What does it take to really engage people? Content that speaks to them. Find out what your audiences are looking for, create the content they care about, and then serve it to them where they are. The key to a big, visionary content strategy that works.

• Setting SEO objectives
• Keyword research
• Creating content
• On-page optimization
• Content scheduling

Optimizing SEO:

Everyone wants to get their website in front of more people. The right people. That’s where search engine optimization comes in. There’s a lot to get a handle on with SEO, all working together to make your content more visible. Pick the quick wins, gather momentum, or optimize for a better return-on-investment.

• SEO for eCommerce
• Backlinking for authority
• Local & international optimization
• Off-page optimization

Paid Search Fundamentals:

So you know how to grow those organic searches and it’s going well. But you want to succeed faster. Cut right to the chase with paid search. Learn the fundamentals of PPC advertising and how it can work to promote your business.

• Paid search concepts
• Ads & landing pages
• Keywords
• Creating a paid search campaign

Paid Search Campaigns:

Now that you know the basics, it’s time to start running your campaigns. Use PPC advertising to boost your visibility. Discover how to measure and optimize your campaigns to get the best out of every single click.

• Managing the campaign budget
• Optimizing campaigns
• Reporting on paid search

Demand Generation:
Capture interest wherever people are in their journey. Whether they’re a first time visitor, just getting to know you or coming back again and again. Demand generation gives you the tactics to drive awareness and long-term engagement. Sure, it takes time but it’s worth the payoff.

• Demand generation campaigns
• Outbound channels & ad formats
• Campaign targeting & bidding
• Optimizing your campaign
• Involving display & video advertising

Search Analytics:

Search analytics can feel a bit like having a superpower. There’s so much you can know about what your target market is doing, what they want, how they speak. All of this data is at your fingertips, you just need to know how to use it. So let’s dive in.

Plus with the shift to Google Analytics 4 daunting many businesses, we’ll get you set for success on the new interface.

• Analytics fundamentals
• Monitoring campaigns
• Introduction to GA4
• Configuring Google Analytics
• Conversion rate optimization

Data& Data Visualization:

Data gives us so many new insights and opportunities to work with. But we’re always looking for ways to make data more engaging, especially in a digital world where we have so much of it. Tell the story of what you’ve discovered with data visualization. It helps to communicate more effectively and bring everyone along for the journey.

• Turning data into actions
• Ways of visualizing data
• Forecasting search performance

Search Strategy – Research & Planning:

So you have tools, techniques, and practiced skills. You’ve learned all of the stepping stones behind making search work hard. Now is your chance to get an action plan together. A strategic, focused plan that really delivers. One backed up by research and structured by set objectives.

• Planning a search strategy
• Research for search campaigns
• Setting objectives for search

Search Strategy 2 – Execution & Optimization

It’s time to put everything you’ve learned into practice with a high-performing search marketing strategy. You have the skills, you’ve done the research, your action plan is prepared. Let’s execute the strategy and make it a reality. Exciting, isn’t it?

• Omnichannel search approach
• Adapting to change
• Evaluating search strategies
• Long term performance