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Homepage › Sales and Marketing Courses › Marketing Courses › Internet Marketing Courses

Search Engine Optimisation & Pay Per Click Management

in Academy Class (England)

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Course details

Type Course Duration 2 Days
Method / place Contact course provider Classes in Manchester, Cardiff,... where
Suitability Anyone responsible for the performance of their website.
Course objectives The first module of this training course reviews the key Search Engine Optimisation (SEO or "natural search") techniques so delegates can optimise their own site for search engines. You will understand the difference between search engines and directories, learn the elements of design which effect "natural" search engine ranking, the importance of ...
Requirements
This course is designed to cater for a wide range of delegates, whether you're an expert in the internet industry or someone with little or no technical knowledge.
Price Ask
the
course provider
Get direct information on how to enrol, venues and availability...

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Course programme

Search Engine Optimisation & Pay Per Click Management
Course objectives:
The first module of this training course reviews the key Search Engine Optimisation (SEO or "natural search") techniques so delegates can optimise their own site for search engines. You will understand the difference between search engines and directories, learn the elements of design which effect "natural" search engine ranking, the importance of keywords, link marketing, relevant content and the submission process. This section of the course can be tailored to focus on the website of your choice.
The second module of the course will cover "paid for" search engine advertising (Pay Per Click Advertising) concentrating on Google Adwords. Delegates will become more confident with internet marketing techniques and terminology and will learn how to implement a Google Adwords campaign. You will then learn 7 top tips that will guarantee successful campaigns and then practice creating campaigns for group/tutor discussion. You will then return to work with plenty of creative ideas for Pay Per Click advertising.
Course content:
Course Summary
Getting visitors to your website can be an ever escalating battle, however, this highly participative and interactive search engine marketing training will show you the fundamental techniques required to improve the "natural" search engine ranking for your website and boost short terms sales through paid for advertising. Divided into two days, you can choose to learn more about Search Engine Optimisation (SEO) or Pay-per-Click (PPC) or combine both courses which are run on consecutive days. "SEO" on day 1 will demonstrate and practice the proven techniques required to improve your 'natural' search engine rankings and "PPC" on day 2 will show you how to boost your web visibility through paid per click advertising on Google and Yahoo. Discounted rates apply when both courses are booked at the same time.
Course Content
Day 1:
Why is search marketing so important?
  • Why optimise?

  • How do people search

  • What search engines to target and their relationships


    • Search Engine Spiders
  • How Search Engine Spiders work/read your pages

  • What elements Search Engines look for

  • What elements Search Engines avoid


    • Keyphrase research
  • How to target the right people/The buying cycle

  • Finding more keyphrases and tools to help you

  • Competitor analysis

  • Strategies to attract users and Search Engines


    • Writing for Search Engines
  • Keyphrase placement

  • Writing effective titles/heading/copy and links

  • Writing for both users and Search Engines

  • Search Engine submission


    • Analysis of performance
  • Getting Search Engines to see your pages

  • How well are you ranking?

  • Web log analysis


    • Link building
  • Principles of link building

  • PageRank and how it works

  • Getting more links - 9 steps to link building

  • Directories


    • Day 2:
    Pay Per Click Management (PPC):
    Why is Pay Per Click important?
  • How people search

  • Advantages of Pay Per Click

  • Things to be aware of


    • Keyphrase research
  • How to target the right people/The buying cycle

  • Finding more keyphrases and tools to help you

  • Competitor analysis


    • Google Adwords
  • PPC terminology

  • Working out the cost

  • Structuring your pay per click account

  • Creating effective advert copy

  • Keyword matching

  • Conversion tracking


    • Yahoo Search Marketing! (YSM!)
  • Comparison to Google Adwords

  • Matching types

  • Conversion tracking

  • Landing pages

  • Key points to remember with Yahoo Search Marketing


    • Creating a successful Pay Per Click campaign
  • Top tips to really get your Pay Per Click campaign working

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    Venues and dates



    Where Manchester, 40 Princess Street see map
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    Where Glasgow, 36 North Hanover Street see map
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    Where Leeds, Old Broadcasting House, 148 Woodhouse Lane
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    Where Cardiff, Malthouse Avenue, Cardiff Gate Business Park
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    Where Devon, Stoodleigh see map
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    Where Nottingham, 27 South Road see map
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    On Academy Class

    Provider description
    Academy Class is the UK's premier digital media training centre, provides manufacturer-authorized training in all areas of digital media including Print & Design, Web Design and Development, 3D & CAD, Web Marketing, Digital Video and Apple and Adobe Certification. Academy Class is an authorized training provider for Adobe, Autodesk, Apple and Quark. Academy Class operates training facilities in Central London, Manchester, Devon, Glasgow and Leeds and offers on-site training UK and worldwide. Whether you're an experienced media professional or just looking to use computer technologies more effectively, we're here to help.

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