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Search Engine Marketing: SEO & PPC (Virtual Classroom)

Learn to get higher search rankings, increase visitors to your site and maximise ROI on this intensive two-day course


The IDM

Summary

Price
£1,020 inc VAT
Finance options

Invoice or credit card

Between jobs discount - 25%

Charity discount - 15%

Study method
Online with live classes
Duration
2 days, Full-time
Qualification
No formal qualification
CPD
14 CPD hours / points
Additional info
  • Tutor is available to students

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Overview

Learn how to use both paid and organic search to boost your rankings, increase visitors to your site and maximise ROI on this intensive and practical two-day course

You will learn to:

  • Develop an integrated search marketing plan that maximises your SEO and PPC efforts
  • Create landing pages that will boost conversion rates for both SEO and PPC
  • Apply keyword analysis to optimise your site for SEO and make your PPC activity more effective
  • Ensure that growth is sustained in your targeted traffic
  • Identify, measure and act upon the KPIs that will help you boost your performance in search

CPD

14 CPD hours / points
Accredited by The IDM

Description

Day 1: SEO An introduction to SEO

  • Introduction to search marketing (basics)
  • How it works: Search Engine Optimisation
  • The evolving search engine landscape

Keyword research

  • Keyphrase analysis: its role in SEO
  • Keyphrase development: first steps
  • Keyphrase development: adding sophistication

Structural optimisation for SEO and its impact on web design

  • What search engines are doing: reprise
  • Site visibility
  • Reputation and redirection
  • HTML tags with impact on SEO

Content strategy and link building

  • The importance of links
  • Competitor informed link building
  • Link building through content
  • Link building through social networking

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports

Day 2: PPC An introduction to PPC

  • Introduction to Pay Per Click Advertising
  • How it works

Keyword research

  • Keyphrase analysis: its role in PPC
  • Keyphrase development: first steps
  • Keyphrase development: adding sophistication

Adwords

  • Paid search
  • Leveraging relevance
  • Account structure
  • Basic campaign targeting

Advanced PPC marketing

  • Enhanced campaign techniques
  • Keywords and ads
  • Best practices: ads
  • Paid Search: bidding and budgeting

Retargeting

  • Search retargeting basics
  • The seven types of effective retargeting

Setting objectives: selecting metrics

  • Setting search marketing objectives
  • Creating meaningful reports

Additional opportunities

  • Overview of additional advertising opportunities - content targeting, remarketing, mobile advertising, Pay per Call, display and video ad formats etc.

During this time when it’s essential to keep our physical distance, it’s just as important to maintain connections, education and ambition.

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Who is this course for?

This search marketing course is designed for all marketers involved in online marketing.

Previous delegates include:

  • Credit Card Marketing Executive (Virgin Atlantic Airways Ltd)
  • Marketing Services Manager (Pitney Bowes International)
  • Channel Development Manager (Allianz Insurance Plc)
  • Customer Database Specialist (Mercedes Benz UK Ltd)

Questions and answers

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FAQs

What does study method mean?

Study method describes the format in which the course will be delivered. At reed.co.uk courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

What are CPD hours/points?

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on reed.co.uk, many of which can be completed online.

What is a ‘regulated qualification’?

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

What is an ‘endorsed’ course?

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body’s logo if they wish. Certain awarding bodies - such as ABC Awards and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.

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