Course Advisor
Oxford College of Marketing Homepage | What to Study | Where to Study | How to Study | Distance Learning | About Us
Chartered Institute of Marketing CIM Training - Oxford College of Marketing company logo Oxford College of Marketing, Your Marketing Training Partner Oxford College of Marketing, Your Marketing Training Partner

Search Engine Marketing Training

Completed 2009

Click here for our short marketing courses

Search Engine Optimisation & Pay Per Click Advertising

Course Overview

Getting visitors to your website can be an ever escalating battle, however, this highly participative and interactive search engine marketing training course shows you the fundamental techniques required to improve the “natural” search engine ranking for your website and boost short terms sales through paid for advertising.

Who Will Benefit?

Anyone responsible for the performance of their website.

Course Content

  • Internet Marketing Backgrounder
  • Other techniques and how search marketing fits in
  • The difference between natural and paid for search engine listings
  • Search engines and directories
  • What is the difference between a search engine and a directory?
  • Why are they important?
  • How do they work?
  • Elements Affecting Ranking
  • Dynamically generated pages and Cold Fusion
  • Frames, tables, Javascript and graphics
  • What is 'spamming'?
  • Keywords and writing for search engines
  • Choosing and positioning keywords
  • How do search engines determine 'relevancy'?
  • Creating effective titles
  • Writing captivating descriptions
  • Additional Web Promotion Tactics
  • Do search engine promotion tactics provide a solution?
  • Doorway pages, hidden links, site maps
  • Cloaking' strategies
  • The Web Positioning and Submission Process
  • Analysis of your competition
  • Pre-submission and submission log
  • Submission services and submission analysis
  • Key Directories and Search Engines
  • We give you the latest information on the top search engines and directories
  • Google, eSpotting, Overture
  • Yahoo, Alta Vista, Ask Jeeves, Real Names
  • Excite, Webcrawler, Lycos and the Open Directory
  • Hotbot, Inktomi, AOL and MSN Search
  • Google, Direct Hit and other engines
  • Pay Per Click (PPC) Advertising
  • “Paid search” – a one hour guide to becoming an expert . This module involves the trainer creating a live Google Ad for all delegates to observe and debate via a data projector
  • Setting your budget - daily budgets and your maximum cost per click.
  • Identifying the advertising opportunities. Important dates, using brand names, keeping it topical
  • Choosing your keywords and keyword phrases
  • Competitor analysis; identifying keyword opportunities – a quick online tour
  • Writing advertisement copy using the golden rules of good ad copy and keeping to the Google editorial rules
  • Now you’re up and running, Measure, Edit and Review
  • Tips for increasing the number of impressions
  • Tips for improving your click through rate
  • Tips for reducing your average cost per click
  • Exercise to set up your own Google Campaign using the above process.
  • Delegates get the chance to set up their own Google Ads using the instructions and Golden Rules.
  • 7 Golden tips that will guarantee PPC success in the short and long term
  • Action plan for return to work