Search Engine Marketing

Schedule	February 7 - 21, 2012 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. Most companies fail to realize the necessity of search for their product or brand. Learn how to use search engine marketing to bring your products and services to the top of the search engine results when your customers are looking for you.

1. Part One: Introduction
1. Search and SEM Methods
2. Part Two: Applying the Digital Marketing Framework to SEM
1. Planning
2. Creation
1. Search Engine Optimization
• On-Page Optimization
• Off-Page Optimization
• Link-Building
• Local Business Listings and Social Media
• Content Creation and Distribution
• Submitting to Search Engines and Directories
• Other Considerations: To Outsource or Not to Outsource
• Other Considerations: White Hat Versus Black Hat
2. Paid Search
3. Evaluation
3. Part Three: Tips and Resources
1. The Seven Deadly Sins of the Landing Page
2. Designing a Search-Engine Friendly Website
3. Supplementary Readings