A Practical Introduction to Search Engine Marketing for Business

Looking to generate more enquiries from your website?  Looking to develop your online presence?  Search Engine Marketing is an ever-changing topic and up-to-date knowledge and ongoing activities is essential to beat your online competition.

This workshop will help you improve the business and marketing returns from your website, and identify new ways in which you can promote your business. The workshop is a practical hands-on session as you will have computer and internet access during the workshop. You will be able to practice live while you are learning, and potentially make immediate changes to your website or internet marketing activities.

• Understand the search engine marketplace and their role in helping people find websites
• Assess your online marketplace and online competition
• Audit your existing website
• Identifying search terms suitable for your target market(s)
• Web copywriting and its importance in the role of online marketing
• Web accessibility – the background and its impact with your site
• Optimising your web pages and setting a strategy for ongoing development
• Link building, its role and getting started with press releases, blogs and forums
• Social media plays an important role – how to get started
• Retaining customer interest using email marketing – best practise and getting started
• Understanding the affiliate marketing model and its role for you
• Getting the most from Google Products
• Monitor and evaluate your site traffic using Google Analytics
• See your website in the eyes of Google using Google Webmaster Tools
• Develop your online presence using Google Local Business & Google Maps
• Additional advertising using Google Adwords (and AdSense)
• If selling online Google Merchant Centre can help market your products
• Usability testing with Google Website Optimzer

Delegates will receive slides and a comprehensive workbook providing training notes, exercises and tools to document and develop your online strategy during and after the workshop.  All delegates will have access to a PC and internet access to carry out ‘live’ research and if appropriate make live changes to your site with the support of our trainers.

Level
Introductory

Support available
If your business is located in the West of Scotland you may be eligible for a grant of up to 50% of the cost of participating in these courses. There are a number of places available which are reserved for businesses with less than 250 employees and companies must meet certain eligibility criteria.

Click here to see location map