Search Engine Optimization & Marketing

by Professional Courses
AED 5,775.00
Fee (Inclusive of 5% VAT)
  • This course will train students in deriving business value from search engine technology. Brands and products need to be visible on the Web, and organizations cannot trust that potential customers will find their online publications by chance. Effective advertising strategies and understanding the ranking methods underlying the results of online search engines such as Google and Bing are vital to build and optimize state-of-the-art Web applications that have an impact across channels. Both improving the organic ranking in search results (Search Engine Optimisation, SEO) as well as targeted advertising (Search Engine Marketing, SEM) have become significant subjects of study for businesses who aim to attract online attention, competing with other global and local stakeholders. By the end of the course, students will be able to:

    • Explain how search engines work and what decides which Websites are returned in search results and in which sequence;
    • Optimize a Website whose structure and content reflects the business goals and ranks strongly on online search engines;
    • Understand how consumers search online and use online tools to uncover search behaviour and trends;
    • Apply this understanding of consumer search in the design and implementation of online advertising campaigns

    The detailed content of the course are

    Search Engine Optimisation (SEO)

    • Search Engine Fundamentals
    • Data Management and Ranking Mechanisms
    • Onsite versus Offsite Optimization
    • Classification of SEO Tools
    • CMS Integration

    Search Engine Marketing (SEM)

    • What is Search Engine Marketing?
    • How search advertising works
    • Introduction to Google AdWords
    • Tools for understanding search behavior
    • Keyword tools for search advertisers

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