search engine marketing

By attending Search Engine Marketing workshop, Participants will:

• Understand how Google and other search engines rank pages
• Understand what makes a web page search engine compatible
• Understand what type of content search engines love
• Research and select appropriate keywords to target
• Successfully integrate search keywords within web site copy
• Create effective and search engine friendly web pages
• Optimize large or complex web sites for better search rankings
• Create effective and optimized text navigation menus
• Use link titles and anchor text effectively
• Monitor search positions for target search terms
• Set up site architecture to be search engine compatible
• Create a search engine friendly site map
• Create a Robots.txt file
• Track site performance using Google Webmaster Tools
• Optimize dynamic and database-driven web sites
• Optimize a graphic-heavy web site
• Increase Participants site’s link popularity
• Measure the effectiveness of SEO activities
• Understand the difference between organic and paid search results
• Set up a Google AdWords account (to appear in paid search results on Google)
• Set up a Bing Ads account (to appear in paid search results on Yahoo! and Bing)
• Increase the conversion rate of existing paid advertising campaigns
• Attract the right audience for Participants web site via paid search advertising
• Choose the right keywords to promote Participants web site
• Understand the various campaign types available
• Choose suitable demographic and geographic targeting options
• Understand the difference between each of the keyword matching options
• Create compelling paid search ads
• Determine the right bid and match types for their keywords
• Set and control campaign budgets
• Structure an ad campaign for best performance
• Understand key ad triggers that increase conversions
• Recognize the features of high-converting landing pages
• Track campaign performance and ROI
• Report meaningful web site performance data to stakeholders