Marketing Skills: E-marketing: Search Engine Marketing

Course Overview

It's hard to imagine life without our trusty search engine (eg Google) or directory (eg Yahoo). Two thirds of us use one or the other exclusively for finding relevant information on the Internet and most of us never move off the first page of results. So, with literally billions of pages on the web, it's imperative that we utilise proven search marketing tools and techniques to improve our relevance (ranking) for people searching for the types of products or services we provide.

Audience

This workshop has been specifically designed for Internet marketers responsible for building their organisation's electronic presence and optimising the use of limited funds to achieve their electronic marketing objectives.

Skills Gained

The Internet represents one of, if not, the most cost effective ways of interfacing with customers and perhaps more importantly prospects. However, with billions of web pages out there, it's imperative to use proven 'search marketing' tools and techniques to improve the electronic positioning of your organisation and it products and services. This workshop delivers these as well as a host of useful support materials and, of course, hands-on practical exercises and discussions with a view to ensuring 'your organisation comes out on top'.

You will learn how to exploit the fundamental differences between search engines and directories in order to maximise the returns on your electronic marketing efforts. A thorough understanding of how search optimisation works coupled with access to proven search marketing tools and techniques should ensure you get the results you need. The establishment of a feedback loop will ensure you keep on top of things.

Course Outline

• Differentiate between 'search engines' and 'directories'
• Use tried and tested techniques for improving ranking/positioning
• Decide whether to do in-house or use a specialist agency/consultancy
• Critically assess any third parties you might employ to help with 'optimisation'
• Find out what people search for (ie the most popular searches within your market)
• Utilise 'free' (organic) as well as 'paid for' (pay-per-click) tools and techniques
• Exploit linking and listing strategies which improve your ranking/positioning
• Make relevant and winning 'submissions' to search engines and directories
• Make the best use of the 'words' at your disposal (key words and metadata)
• Make it easy for 'web crawlers' and 'spiders' to rate/rank your site highly
• Avoid common search marketing pitfalls and key technical challenges
• Utilise software to get the job done more efficiently and effectively
• Put together a comprehensive search marketing action plan
• Test market your search marketing using web analytics and other tools
• Set an appropriate budget and continuously measure and evaluate

Marketing Skills: E-marketing: Search Engine Marketing / 1157