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Search Engine Marketing
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
Submissions
- 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?
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