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Search Engine Marketing (SEM) Training Course

Location: London UK
Duration: 2 Days
Dates: Contact Us

Our Search Engine Marketing (SEM) training course combines the Search Engine Optimisation (SEO) training course and Pay per Click (PPC) training course to provide a detailed and fully integrated approach to maximising your online marketing efforts.

In two days you will learn to:

  • Enhance both your web site and your online marketing campaign to improve their effectiveness
  • Use a range of methods to attract more, higher quality visitors to your web site
  • Achieve a high ranking with all the major UK and global search engines and directories
  • Structure your campaign for greatest impact and ease of management
  • Select the best performing and most cost effective keywords
  • Stay on top – how to best manage and evolve your campaign once underway
  • Improve your relevancy - as measured by your Clickthrough Rates (CTRs)
  • Understand the differences between the main PPC vendors (Google AdWords, Yahoo! Search Marketing, Miva etc)
  • Maximise your ROI.

Who should attend?

Anyone involved in the design of a web site or online marketing campaigns wanting to get the very best results for their marketing budget, including: sales and marketing staff, online marketers and consultants.

How will you benefit?

This course integrates the benefits of both the Search Engine Optimisation (SEO) training course, and the Pay per Click (PPC) training course. It does this by not only ensuring you get the best from your web site – making sure it gets highly placed in the search engines and directories to get noticed – but also the best from a complementary and targeted online marketing campaign.

Course Content

Search Engines & Directories

  • The key differences between a search engine and a directory
  • Explaining search engines and how they work
  • The latest information on the top search engines (Google, Yahoo! Search, MSN, Ask Jeeves, AltaVista, Hotbot, Teoma, Fast) and directories (Yahoo!, Open Directory)

How Web Site Design can Impact Rankings in Search Engines

  • Frames, Flash, JavaScript
  • Dynamic content
  • Graphics
  • Links

Keywords Within Your Web site

  • Choosing the right keywords
  • Getting the right combinations
  • Where to place keywords within your web site
  • Meta tags, alt tags, titles, headings

Keywords Within Your PPC Campaigns

  • Keyword selection – and which ones to avoid
  • Finding & exploiting untapped keywords
  • Low-cost testing to get it right


  • What you need to do before submitting
  • Submission services
  • Submission logs and analysis
  • How to avoid spamming the search engines

Other Techniques - their Pros & Cons

  • Doorway pages, gateway pages
  • Microsites
  • Domain names
  • Cloaking

Designing Your PPC Campaign

  • Targeting your marketing spend
  • The importance of campaign structure
  • Ensure flexibility to monitor success and evolve your campaign
  • Tracking sales conversions
  • Bidding strategy

How to Improve Your Clickthrough-Rates (CTRs)

  • Clever keyword variations
  • Writing captivating ads
  • Special keyword opportunities (time–limited offers etc)

Increasing ROI

  • Optimising ad position and the pros and cons of high positions
  • Tracking sales conversions
  • Filtering out unwanted keywords
  • Focusing your ad copy

Where to next?