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Search Engine Marketing

Search. Find. Discover.

Become something worth searching

So you have a website? But how will your customers find it? Optimisation will help your audience search and discover you.

What is Search Engine Marketing?

There are two sides to Search Engine Marketing: optimisation, and paid search campaigns.

Optimisation is the process of preparing your online content, including website pages and Social Media profiles with the specific terms you want your audience to use to find you. These are the words and phrases you expect visitors to use when searching for specific information on a search engines like Google. Ideally you want to match your preferred keywords and phrases with those that you know people use when carrying internet searches, and given that Google is the dominant Search Engine there are certain tactics we must follow to help improve website ranking in order for it to be found.

Paid Search Campaigns, however, are a bit like online adverts but specifically for results pages on search engines. If you pay to run a search campaign you will still be required to use keywords and phrases for the campaign to offer any success. A paid ad campaign on Google appears when a search has been carried out and can be recognised by the green ‘Ad’ box next to the web link of a search listing.

Why is Search Engine Marketing important?

Search Engine Marketing offers an excellent opportunity to boost the appearance of specific web pages above rival competitors and is particularly helpful when launching a new product, brand or service with little to no recognition.

When done properly and ‘white hat’ methods have been followed and adhered to, the results are extremely rewarding. Search Engine Marketing can attract traffic to a product landing page and help convert leads into sales, improving the Return on Investment rate and profitability of a campaign. This also helps with page ranking, keeping website pages higher up the search listings, and resulting in more visitors being attracted to the product or brand.

What are the benefits of Search Engine Marketing?

Improves the credibility and ranking of website pages

Offers excellent Return on Investment

Broaden campaign reach and effectiveness

Increase visibility of your brand

Course Summary:

During this course learners will be taught the latest ‘white hat’ tactics in preparing and optimising online content for Search Engine Marketing. This course will cover processes from on-page to off-page optimisation, SEO to SMO and best practice techniques for ensuring a website is mobile responsive.

You will plan and execute a ‘real world’ paid search campaign, as well as learn how to identify suitable keywords and phrases using the most efficient research methods and tools. After conducting an audit of your own website you’ll learn how to test its page ranking, as well as how to make necessary adjustments to improve its results positioning and credibility.

Course Objectives:

Learners can expect the following course outcomes:

Basic – Intermediate (Workshops)

Currently this course is only available as a Short Course with a Digital Coach

Advanced (Short Courses)

  • Understand the role and importance of keywords and keyword phrases in Search Engine Marketing
  • Understand Search Engine Optimisation (SEO)
  • Understand Social Media Optimisation (SMO)
  • Understand mobile optimisation and responsiveness
  • Research, review and identify keywords/phrases for the purpose of optimisation
  • Optimise Social Media profiles and website pages
  • Plan, run, and review a paid Search Marketing campaign

Who would benefit from our Search Engine Marketing course?

This course can help individuals who want to:

  • Learn how to optimise a website and social media profiles, and run paid search campaigns
  • Expand their Search Engine Marketing skills and knowledge
  • Gain industry knowledge from an accredited training course

Our courses are designed to help:

  • Small business owners, self-employed workers and entrepreneurs
  • Employees working in a digital marketing capacity

Course Prerequisites:

To complete this course, individuals must have:

  • Access to relevant technology and equipment
  • Access to online, social and web accounts
  • Work email address
  • Basic understanding of online marketing

Ways to learn this course:

Half Day Seminar

There are currently no Seminars available for this course topic. Please check back again soon for further updates.

Half Day Seminar

Skill Level:N/A


Delivery Methods:N/A

Accredited Course?N/A

Course Fee:N/A

Workshop Training

There are currently no Workshops available for this course topic. Please check back again soon for further updates.

Workshop Training

Skill Level:N/A


Delivery Methods:N/A

Accredited Course?N/A

Course Units:N/A

Course Fee:N/A

Digital Coaching

Our Short Courses are delivered 1-2-1 by a Digital Coach and cover Advanced skill levels in a range of topics.

Digital Coaching

Skill Level:Advanced

Duration:8 Weeks (per course)

Delivery Methods:x8 1-Hour 1-2-1 sessions with a Digital Coach

Accredited Course?Yes

Course Units:Level 3 Principles of Keywords and Optimisation
Level 3 Search Engine Marketing

Course Fee:£300.00 (per course)

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This topic is also covered as part of our Apprenticeship programme. For more details please visit Digital Apprenticeships.

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This topic is also covered as part of our Digital Diploma qualification. For more details please visit Digital Diplomas.

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