The SEO & PPC Masterclass Workshop

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