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Course modules & key topics
Introduction to Search
- The Search Landscape: Â key developments and trends
- Impact of Social media on Search
- Difference between organic and paid search
- Budget allocation – Where to spend? And on what?
SEM
- PPC: what it is and how does it work?
- Optimizing per pay click
- Page rank, key word analysis, Sponsored links
- Google AdWords: How to use it and make it work for your brand.
- SEM best practice techniques & Case study Â
SEO
- How do search engines work?
- Site optimization: The complexities and challenges
- The SEO process map
- How to optimize your site content
- The need for a strong Linking StrategyÂ
- SEO Best practice
Web  Analytics
- Engagement metrics – what are they & how to measure them
- Content and Campaign testing
- A/B split & Multi-variate techniques
- Improving site conversion
- Analysis, Reporting & Scorecards
- Analytics platforms: Omniture, Web Trends, Google analytics
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