Search Engines are the closest thing we have to a GPS (or a librarian) for the internet – without them, finding the content we’re looking for would be incomprehensibly difficult. As marketers, we tend to think of search marketing as falling into two buckets: search engine optimization (SEO), which focuses on optimizing a website to drive additional organic (or unpaid) traffic, and search engine marketing (SEM), which involves promoting your brand’s presence through paid advertising.
While both of these approaches have merit and can produce results, users today don’t think or act in terms of SEO vs. SEM; they think (and act) in terms of what gets them the result they want. Search engines have noticed this trend and are evolving their platforms to serve the user, not brands or advertisers or websites. To succeed in modern search, a holistic, cross-medium approach is needed – which is exactly what this course provides.
In this intensive, two-day course, we’ll cover the fundamentals of modern SEO and SEM – including the role of search in each stage of a user’s journey, how search engines work, why (and how) to develop integrated SEO + SEM strategies, the role of content, how to structure and optimize campaigns, and track results/quantify outcomes.