Search Engine and Content Marketing

12 Modules 12 Weeks 2 Assignments
Up to 60 verified hours contribute towards CPD Points

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You can have the greatest product or service in the world, but if no one can find you online, it doesn’t mean a thing. Search Engine Optimisation (SEO) is like a global positioning system for the digital landscape, helping people locate you when it matters most.


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Search engine marketing is a complex and sometimes costly exercise. As a digital marketing manager, you need to understand the power of effective SEO and how, when managed properly, it can have a hugely positive effect on all digital marketing outcomes. In this course we combine the topics of SEO, content marketing and performance marketing into a unique digital marketing triangle. Within this triangle, the three challenges of cost, quality and quantity are set-up to compete in order to achieve a balanced strategy that delivers the best return on investment. Have we piqued your interest? Instead of disappearing into the “Bermuda Triangle” of the Internet, where no one will ever find you again, sign up and discover how our unique digital marketing triangle can put you and your clients on the cyber map.

What you will learn:

  • The different types of online assets available to businesses and the role each plays
  • The purpose of SEO
  • The differences between SEO and paid search marketing, and assess their benefits and limitations
  • The role and importance of keyword and key phrase research in both SEO and paid search activities
  • How to implement keyword and key phrase research using a range of research tools
  • The fundamental steps in creating paid search campaigns, including advert, creative and targeting options
  • The role of content in SEO, the importance of linking keywords to content, and distinguish between digital and traditional marketing content
  • The different types of content that an organisation can use and the benefits and limitations of content marketing
  • How to use content marketing to support the online user journey and target audience needs
  • How to measure and optimise the effectiveness of SEO, content marketing and paid search activities using key performance indicators and metrics

Where this course could take you:

Here are some career opportunities this short course will help you work towards:
  • Digital Marketer
  • Marketing Manager
  • Consultant

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