Search Marketing - Effective Organic (SEO) and Paid (PPC) Search - Cairo Training

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Who should attend?

Effective marketers continually look for ways to enhance and improve website visibility through natural and paid search engine listings. You may manage a search marketing campaign yourself, through an agency or consultant, and wish to refine the approach to take full competitive advantage of every opportunity for commercial success.

This course combines both disciplines and shows you how each integrates and supports the other. The course consists of two distinct but overlapping areas designed to show you how to make a high return on investment in natural and paid search.

Search marketing is not a mystery, it's about attracting the right customers at the right time. Completing this course will equip you with the necessary understanding, technical know-how and insight to build an integrated search marketing strategy that will stand up in today’s fiercely competitive online marketplace.

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How will I benefit?

You will gain the necessary understanding, technical know-how and insight to build a natural and paid search strategy that increases the number of quality visitors to your website and boosts your online conversions. It will stand up in today's fiercely competitive online marketplace, ensuring the best possible return on investment. You will understand the key attributes of SEO and PPC, website structure, search term research, content creation, link equity, creative, measurement, quality score and many other useful strategies and tactics.

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What will I learn?

Best practice methodologies and strategic skills to equip you with the knowledge necessary to plan and implement a successful search marketing campaign in both natural and paid search for maximum possible returns. Learn how to manage your online brand in order to increase its market share in the listings. Be able to devise a strategy that will measure and analyse search term performance, key word conversion, competitor activity, visitor traffic from Google, Yahoo and all the main search engines. You will become expert at spotting and taking advantage of quick-win opportunities and tracking the results.

Key learning outcomes; natural and paid search

• Understand the key components of successful natural and paid search strategies, new innovations and quick-win opportunities
• Refine your approach to key phrase analysis and content to increase the performance of your website on search engines
• Understand the importance of usability and design to maximise your website performance
• Improve your reporting and strategies for harnessing new innovations to boost both SEO and PPC

Positioning your creative in paid search

• Copywriting that will increase click-through rates
• When and how to use keyword insertion tools
• Approaches to testing creative
• Tactics to increase conversion rates, such as deep-linking landing pages
• Integration with promotions and offers

A paid search strategy that works

• Understanding the Google Quality Score
• Selecting the right bidding strategy, including effective use of automated cost per acquisition and ROI strategies
• Utilising day parting strategies
• Integrating your PPC with offline campaigns
• Identifying and dealing with click-fraud

Tracking and analysis, natural and paid search

• The benefits of using industry leading tools
• Analysing the competitor landscape
• Analysing data and understanding latent sales
• Optimising search terms sets

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Inquiries

; +44 (0)207 269 1470 (UK)

+2-011-1140800 (Egypt - training delivery partners Egypt Web Academy)