Search Marketing Specialist

What you cover

10 modules

1. 01SEO SetupHow search engines work and match results to queries, Google's algorithm and ranking factors, core SEO principles and tactics, and the metrics that track SEO success.
2. 02Content Marketing for SearchKeyword research for an SEO content plan, landing-page and content quality, authoritative content and a sustainable publishing strategy — and using AI to create and optimise it.
3. 03Optimizing SEOImproving rankings with competitor research and backlink analysis; local, national and international SEO including Google Business Profile; eCommerce and technical SEO; and an introduction to AEO and GEO.
4. 04Paid Search FundamentalsPaid versus organic search, keyword research, match types, negatives and bidding, landing pages and ad copy, and setting up Google Ads with AI tools including Performance Max.
5. 05Managing Paid Search CampaignsBalancing PPC budgets, Quality Score and cost-per-click, automated and manual bidding, remarketing and Shopping campaigns, and measuring with Google Ads, Tag Manager and GA4.
6. 06Generating Demand with Google AdsOutbound advertising to spark interest: media plans and creative briefs, the Google Display Network and Meta, targeting, bidding and remarketing with Responsive Display Ads, and optimising demand-generation campaigns.
7. 07Search AnalyticsGA4 fundamentals, legal responsibilities and data privacy, account setup, tracking and events, campaign reports, and improving conversions with CRO.
8. 08Data and Data VisualizationUsing CRM data to inform decisions and attribute search performance, AI and machine learning in analysis, and presenting and forecasting with Excel formulas, charts and PivotTables.
9. 09Search Strategy Research and PlanningSearch audits and sizing the opportunity, budgets and resources, situation analysis, audience personas and competitor research, and the metrics that measure a search plan.
10. 10Search Strategy Execution and OptimizationBuilding SEO, content, paid-search and demand-generation strategies, an omnichannel approach to touchpoints, and the reporting and analytics that keep a search strategy performing.