COURSE CURRICULUM

Introduction to Search Marketing

• Search Marketing
• SEO & Paid Search Principles
• Demand generation
• Analytics & reporting
• Data visualization

SEO Setup and Content

• Setting SEO objectives
• Keyword research
• Creating content
• On-page optimization
• Content scheduling

Optimising SEO

• SEO for eCommerce
• Backlinking for authority
• Local & international optimization
• Off-page optimization
• Technical SEO fixes

Paid Search FundamentalsPaid search concepts

• Ads & landing pages
• Keywords
• Creating a paid search campaign

Paid Search Campaigns

• Managing the campaign budget
• Optimizing campaigns
• Reporting on paid search

Demand Generation

• Demand generation campaigns
• Outbound channels & ad formats
• Campaign targeting & bidding
• Optimizing your campaign
• Involving display & video advertising

Search Analytics

• Analytics fundamentals
• Monitoring campaigns
• Introduction to GA4
• Configuring Google Analytics
• Conversion rate optimization

Data & Data Visualization

• Turning data into actions
• Ways of visualizing data
• Forecasting search performance
• Excel for visualization

Search Strategy – Research & Planning

• Planning a search strategy
• Research for search campaigns
• Setting objectives for search

Search Strategy 2 – Execution & Optimization

• Omnichannel search approach
• Adapting to change
• Evaluating search strategies
• Long term performance