Best practise search engine marketing

10 Jun 2008 - 09:15 - 11 Jun 2008 - 18:00

How to increase the quantity and quality of visitors to your website via search engine optimisation and paid for search. These two days will equip you with the knowledge to improve the performance of your website.

Designed primarily (but not exclusively) for online marketers this two-day training course will cover everything you need to know about “natural” or “organic” search engine optimisation (SEO) as well as Pay Per Click Advertising (paid for search) - whether the work is carried out in-house or through an agency. By demystifying search engine marketing and avoiding unnecessary jargon, the course will show you how to maximise your return on investment (ROI) to meet your short-term online marketing objectives while continuing to ensure that growth in targeted traffic is sustained over the longer term.

Anyone involved in online marketing wanting to get the very best results for their search engine marketing budget including sales and marketing managers, online marketers and consultants.

How will you benefit?

Apply the learning from this course and your website ranking and position will be boosted within the results pages of all the major UK and global search engines, maximising the marketing return on your website investment.

Outline programme

Day 1: Search Engine Optimisation

Why Search Engine Optimisation is so important

    * Explaining search engines and directories and how they work
    * The key differences between search engine optimisation and pay per click advertising
    * The latest developments with all major global and UK search engines and directories

Identifying and using keyword phrases for SEO

    * Why choosing the right keyword phrases for your SEO campaign is critical
    * Where and where not to use keywords
    * How to write for both search engines and humans
    * How to avoid spamming the search engines and being penalised or banned
    * Demonstration and hands-on use of keyword research tools
    * How to uncover keyword phrases that your competitors are targeting

Submitting to search engines and directories

    * How to prepare your submissions for indexing
    * The difference between ‘free’ and paid submissions
    * Pros and cons of manual vs automated search engine submissions
    * How to avoid being penalised or blacklisted by the search engines
    * When and how to pay to be indexed
    * Understanding the impact of website design and structure on search engine rankings
    * Uncovering the myths of resubmissions to search engines

The importance of onsite and third party links

    * How to improve your link popularity
    * The pros and cons of link exchanges and the dangers of link farms
    * How to identify prospective link partners
    * How to uncover websites linking to your competitors.

Measuring your success and ROI

    * How to define actionable metrics
    * Tracking conversions and measuring ROI
    * Implementing and configuring analytics tools such as Google Analytics, WebTrends, Hitbox and ClickTracks to obtain critical intelligence.

Day 2: Pay per Click Advertising

    * Definition of Pay per Click (PPC) search advertising and how it works in principle
    * Understanding who all the major players are and how their services differ including Google AdWords, Overture (part of Yahoo!), Miva and Mirago

Identifying the keyword phrases to target for PPC

    * Why choosing the right keyword phrases is critical
    * How to research potential keywords phrases for your market sector
    * How to find the volume and popularity of keyword phrases to target
    * Resources for detailed keyword phrase analysis

Planning and structuring your PPC campaigns

    * Setting objectives, goals and expectations
    * The importance of a good campaign structure
    * How to build in flexibility to evolve and grow your campaign over time
    * Considerations for tracking PPC campaign performance at set-up
    * How to set up and structure a campaign

Setting bids and bid management strategy

    * Understanding the different bidding models and how bid management works
    * How to select the right bidding strategy
    * Bidding tactics, tips and techniques
    * How to uncover your competitors’ bids and bidding tactics
    * Using third-party automated bid management tools

The importance of writing compelling ads and landing pages

    * How to write compelling ads to increase Clickthrough Rates (CTRs)
    * How to carry out A/B testing of both PPC ad creative as well as landing pages
    * How to reduce average Cost per Click (CPC) by writing better performing ads
    * How highly targeted, relevant ads can help to increase conversion rates
    * How to optimise landing pages to increase conversions from PPC
    * Using effective ‘Calls to Action’

Developing actionable metrics and using analytics to measure your success

    * Implementing and configuring analytics tools such as Google Analytics, WebTrends, Hitbox and ClickTracks for PPC
    * Slicing and dicing your keyword list and filtering out unwanted keywords and underperforming ads
    * Low-cost testing to improve the performance of your campaign

Future Developments SEM

*     The launch of MSN’s adCenter providing demographic and geographic targeting and how Google and Yahoo! plan to compete
    * Anticipated future developments in Google AdWords, Overture and Miva
    * Pay per Call and how you can maximise opportunities before your competitors do.


TW1 10AR
United Kingdom of Great Britain & N. Ireland