Search Engine Marketing: SEO & PPC Integration

Benefits to you and your employer:

Benefits to your employer:

Your website ranking and position will be boosted within the results pages of all the major UK and global search engines if you apply the learnings from this course.

By the end of this two-day training course you will know how to:

• Increase the quantity and quality of visitors to your website via search engine optimisation (SEO)
• Increase the quantity and quality of visitors to your website via paid for search (PPC)
• Improve the performance of your website
• Maximise your marketing return on investment (ROI) to meet your short-term online marketing objectives
• Ensure that growth in targeted traffic is sustained over the longer term

Benefits to you:

By demystifying search engine marketing and avoiding unnecessary jargon, this training course will show you how to get the most out of your search campaigns and budgets.

Who should attend:

The Search Engine Marketing: SEO & PPC Integration course is designed for marketers involved in online marketing.

This is the course for you if you want to get the very best results for your search engine marketing budget whether your search marketing is carried out in-house or through an agency.

This will include:

• Sales managers
• Marketing managers
• Online marketers
• Consultants

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)

Programme outline

The Search Engine Marketing: SEO & PPC Integration course is a two-day training course on best practice search engine marketing.

Alternative one-day courses
This course is also available as two separate one-day training courses bookable at £525 for non-members or £475 for IDM members per day.

• Search Engine Optimisation (SEO) »
• Pay Per Click (PPC) »

Here is the programme outline for this course:

DAY 1: SEO

Why Search Engine Optimisation is so important

• Introduction to search engines and how they work
• Overview of all major search ranking factors that boost rankings
• Latest developments of all major global and UK search engines

Identifying and using keyword phrases for SEO

• Why choosing the right keyword phrases is critical
• Understand the psychology of search behaviour and user journeys to identify target keywords
• Tools and techniques to identify high demand, profitable keywords
• Methods for uncovering your competitors’ keyword phrases

Getting your site indexed in search engines

• The importance of indexing content optimally in search engines
• How to help the search engines index your most important and most up-to-date content
• Understand what search engines need to fully index content in your website
• Overview of tools such as Google Webmaster Tools to help diagnose indexing problems
• Tactics to ensure all of your website assets (such as images, videos etc.) are indexed
• How technology such as iFrames, JavaScript and AJAX may impact indexing and what to do
• How to implement redirects correctly to ensure that your rankings do not suffer
• Case studies showing you poor indexing in search engines

Boosting your rankings in search engines

• Tactics to utilise high value, high demand target keyword phrases throughout your site
• How best practice website design/architecture and coding will help boost your SEO efforts
• Methods to avoid to ensure your website does not get penalised or banned
• Case studies showing you examples of good and bad on-page optimisation

Link building

• Overview of the importance of building high quality links to your website
• Understand the myths and misconceptions of Google PageRank
• Tools and best practice link building techniques
• How to use blogs and other social media as effective tools in your SEO arsenal

Other important issues

• The importance of a correctly configured web analytics solution such as Google Analytics
• Benchmarking of your competitors with an overview of available tools and techniques
• Overview of the pros and cons of outsourcing your SEO campaigns or keeping them inhouse
• Checklist to help you define a comprehensive SEO brief for your agency partners
• Checklist of all key considerations when launching a new website

DAY 2: PPC

Pay per Click Overview

• Definition of Pay per Click (PPC) and how it works
• Understand Quality Score and how improving quality can lower your PPC costs
• Overview of important opportunities with Google AdWords, Microsoft adCenter and Yahoo Search Marketing

Planning and structuring your PPC campaigns

• Importance of setting appropriate objectives, goals and expectations
• How to determine actionable metrics against which you will measure performance
• How a good account structure will aid the performance and growth of your PPC campaigns

Identifying the keyword phrases to target for PPC campaigns

• Why choosing the most appropriate keyword phrases is critical
• Tools and techniques to help you research and identify the most appropriate keyword phrases
• How to take advantage of the change in search behaviour as prospective customers move along the buying cycle
• How high performing PPC keywords can improve the effectiveness of your SEO campaign

The importance of writing compelling ads and effective landing pages

• How compelling ads that increase Clickthrough Rates (CTRs) lower costs
• Best practice tips and techniques for increasing relevancy and the quality of your ads
• How highly targeted ads and associated relevant landing pages can boost conversion rates
• Best practice approach to continuous testing and ongoing optimisation

Setting bids and bid management strategy

• How to select the right bidding strategy for your campaign
• Why automated bid management tools may be ineffective if your campaign is not optimised

Tracking performance and analysis

• How to integrate your PPC activity in with Google Analytics or other analytics solutions

Additional opportunities

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

Training course tutor

Mike Rogers M IDM is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.

Mike is also one of the speakers for the IDM's Certificate in Digital Marketing and a training course tutor for the following courses:

• Complete Digital Marketing
• Google Analytics: Measurement and Insight
• Pay Per Click (PPC)
• Search Engine Optimisation (SEO)

Delegate testimonials

"The course was very effective, well delivered and will be of great benefit developing our online marketing."

Edward Fox, Marketing Assistant, Safety First Aid Group

"Gives fantastic insight into SEO and PPC, certainly worth attending."

Nicolette Hoe, Totemic Ltd

"Was a great and inspiring course. Really helpful to bring me up to speed on the latest developments in the search engine marketing arena. Would definitely recommend this course. "

Sonya Stephens, Manager, Credit Card Marketing, Virgin Atlantic

"Great tutor, great examples - great course!"

Lucy Mosley, Assistant Marketing Manager, Emap