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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

Course availability 

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Central London (W1W 8SS) £955.00 £1125.00 1
Central London £955.00 £1125.00 6
Central London (W1W 8SS) £955.00 £1125.00 8

NB: Prices above subject to VAT.

Course information

programme

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.
who should attend?

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)
Enrol onto ‘Search Engine Optimisation: SEO and PPC’ course and receive the ‘DMA Mobile Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.
tutors

Kelvin Newman, Director of Strategy, SiteVisibility

Kelvin is responsible for iTunes' most popular internet marketing podcast, downloaded by over half a million people. On the show he has collaborated with a number of the world’s most respected marketers including Seth Godin, Tim Ferriss, Avinash Kaushik & Jakob Nielsen.

Kelvin has delivered presentations across the UK & Europe at events like A4U, SMX London and SASCON, regularly contributes to State of Search and is heavily involved with SiteVisibility’s innovative search marketing campaigns for clients such as Hotels.com, FindaProperty, Gala Bingo & uSwitch. He also runs the hugely oversubscribed BrightonSEO conference which sold out in minutes and has written a free book on link building called Becoming a Clockwork Pirate.

Kelvin was named UK Search Personality of the Year in 2013.

venue

IDM Head Office

With two state-of-the-art training suites complete with interactive white boards, a prestigious boardroom equipped with a 70" multi-touch interactive plasma screen and a cafe dining area with relaxation zone, the IDM has created an inspiring training location.

testimonials
The course went into more detail than I expected, I’ve learnt a lot and have loads to go back and do in the office.

Helen Pettitt,
Senior Digital Media Co-ordinator, University of Southampton

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

I learnt so much in one day that I'll take back to my role to make myself more efficient and strategic.

Katie Baxter,
i-to-i TEFL

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