Advanced SEM - Organic Search Engine Optimisation

Overview

This practical course shows how to plan your search engine optimisation (SEO), review the many techniques that can increase natural search traffic and measure the resulting customers.

It will show delegates how to use SEO to win new customers, ensure existing customers are able to find what they are looking for and to create profitable and sustainable business.

This workshop follows on from our introductory course 'Search Engine Marketing' (1157).

Benefits to you and your organisation

This course will improve your knowledge of SEO so that you can plan for better results, sell your campaigns to higher management and hence deliver better ROI. It is suitable for both agency and client side organisations. This course will enable organisations to increase the value of free traffic to their website. It will allow a fully researched SEO plan to be created with expectations addressed, benefits identified and a practical change program put into place.

Who this course is for

Marketing or web managers who are required to plan and implement an SEO program in both B2B and B2C markets.  They will either have experience of planning and running SEO programs, or have attended the CIM one day introduction 'Search Engine Marketing' course.

What you will learn

• Research, plan, co-ordinate, and implement structured SEO programs across various teams.
• Measure the results of your SEO.
• Make the best use of your budget.
• Win support for SEO and avoid the smoke and mirrors accusations of stakeholders.
• Improve the focus, process and techniques of SEO with valuable hints and tips.
• Gain a broader understanding of the role of SEO within the overall marketing plan.

Course content

• The principle four SEO signal groups that drive success in natural search.
• Content; links; users; trust.
• Keyword and SEO research.
• How to build a ROI model.
• Identifying the existing strengths of your website and how to improve them.
• Apportioning SEO spend.
• Collecting, measuring and managing SEO reporting.
• The right SEO mix for your market.
• Building your own SEO toolbox.
  SEO copywriting.
• Integrating social media and your SEO program.
• Selecting a search agency.
• Improving SEO.
• Optimisation for web, video, shopping etc.

Learning approach

This course will encompass a best practice presentation and practical exercises involving live web usage.