Getting your products found online can be like asking your customers to find the proverbial needle in the haystack. Search engines are key to your business and our one day orientation gives you all the basics you need to get started in effective search engine advertising and marketing. You'll get to grips with the mechanics of search, pay-per-click advertising and the basics of search engine optimization. It's your fast track to being able to make informed decisions about when, where, and how, to harness the power of search engine advertising. It concentrates on the essential knowledge you need, gives you a framework for the future, and delivers practical tips your company can use straight away.
Welcome to your Digital Training Academy: a great way to boost your knowledge and skills, helping you and your team get the most from digital marketing, publishing and communications.
Here is the place you can discuss issues with your tutor and other Academy participants
A few years ago search marketers started approaching us, frustrated by the fact that their campaigns were not working. Whether they were in search agencies or within client companies, they were doing some great work themselves, but it simply wasn't translating into business results. We dug deeper and started to audit search marketing projects to look at the elements and the breaking points. And that's how we built our 10 Steps to Successful Search Marketing.]]>
The grounding is simply good classic marketing practice, but what's key is to track the search project long before the campaign begins and long after the customer clicks onto the client's site. By seeing search as a more extensive project you can spot weaknesses in the model and barriers to getting the real success it needs. The big conclusion we drew? This is a chain, and a chain is only as strong as its weakest link. If one element has a significant weakness then the chain breaks. The simplest way to illustrate this is to remember that the most brilliant keyphrases, compelling advertising copy and smart bidding strategies will all amount to nothing if the landing page doesn't convert. But a weakness at any point will knock out the effectiveness of the campaign.
If you’re new to search engine marketing, then its breadth and scale might feel daunting. Get
Search marketing works for every type of firm and every size of business. We’ve worked with the team at Google to select these case studies to help marketers see just a few of the ways that pay-per-click search engine advertising can drive traffic to your site. PPC search marketing is key to getting more customers and building traffic to your websites. You can download the case studies here and explore them in more depth on The Search Academy training courses. Read more on the Case Studies page...]]>
Google’s co-founder Larry Page gave his name to the ranking tool that describes the importance of a website in terms of its link equity. The complex algorithms behind PageRank are part of the secret of Google’s success, and by understanding the model, search engine optimisation teams can build stronger link equity and social media optimisation strategies.]]>
This is your lesson on Page Rank. It covers the basics of how Page Rank works and the factors that influence it.
