Search Engine Marketing

Schedule	May 15 - 29, 2012
Regular Rate	P8900+VAT
Early Bird Rate	P7900+VAT (if you pay up to 2 weeks before the course starts)

Display and search are the most fundamental marketing methods of the internet and most companies fail to realize the necessity of search for their product or brand. In Search Engine Marketing, learn how your products and services can be found when your customers are looking for you.

Objectives:

1. Provide basic framework and common language for search engine marketing.
2. Provide various search marketing executions and case studies for learning /compare the different search engine marketing methods.
3. Enable participants in integrating search engine strategies in their respective brand campaigns.

I. Introduction to Search Engine Marketing

1. Comparing Some Significant SEM Concepts
1. SEM Comprehensive Glossary
2. SEM Basic Glossary
2. The History of Search
3. Organic and Paid Search Methods
4. The Impact of SEM in Business

II. The Digital Marketing Planning Framework Revisited

1. Planning the Platform
2. Creating the Platform
3. Publicizing the Platform
4. Analysis and Optimization

III. How Paid Search Works

1. Contextualizing Paid Search
2. Typical Paid Search Campaign Objectives
3. How to Use Paid Search
4. The Role of Keywords in PPC
5. Paid Search Bidding and Keyword Matching
6. Paid Search Strategies
7. Measuring Paid Search Effectiveness

IV. SEO in Action

1. Pre-SEO Notes
2. On-Page Optimization
3. Off-Page Optimization
4. Link Building
5. What Content to Create and Where to Submit It
6. To Outsource or Not To Outsource SEO
7. White Hat Versus Black Hat Practices

V. Digital Marketing