Description

The SEO & PPC Masterclass Workshop is for business owners and marketing managers who want to improve their search engine rankings, increase traffic and drive long term growth in sales.

On this 2-day course, you'll learn a step-by-step process to becoming the most effective in optimising your digital marketing activity towards achieving those all-important top search engine rankings and increasing traffic to your website.

Topics covered:

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

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

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The SEO & PPC Masterclass Workshop

By Own Your Success

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