This course will give the you a detailed overview of understanding the importance of using SEO (Search Engine Optimisation and Google Ads

Module 1 - Introduction to SEM & Keyword Research

Objective: Introduce SEM and its importance for small businesses, and start with the fundamentals of keyword research

• Overview of SEM - Paid vs. Organic, understanding SERPs, and the significance of SEM for small businesses.
• Setting up of Google ads account
• Understanding Keywords:

1. Types of keywords (short-tail, long-tail, intent-based), and their role in SEM.
2. Using tools like Google Keyword Planner, Ubersuggest, and SEMrush
3. Debunking SEO & Google Advertising myths

• Developing a search engine marketing campaign
• Q & A

Practical Exercises:

1. Keyword research
2. Planning SEM campaigns

Module 2: Creating Compelling Google Ad Campaigns

Objective: Guide participants through setting up their Google Ad campaigns, focusing on ad creation and landing pages.

• The different types of Google ads and when to use them.
• Understanding how ad auctions work and introduction to bidding strategies.
• Principles of compelling ad copy. Write ad copies for their business, incorporating keywords.
• Importance of landing pages, components of a successful page.
• Setting up and measuring conversions (sales and leads)
• Q & A

Practical Exercises:

1. 1.Planning ads and landing pages

Module 3: Search Engine Optimisation

Objective: Learn how to implement, manage & measure an SEO project

• Introduction to SEO and why it is important
• The 4 key components of SEO
• Keyword research and optimising your web pages
• Key questions to ask your web team/SEO team
• Auditing your website SEO and creating an action plan checklist
• Measuring results
• Advanced SEO tactics and techniques
• Q & A

Practical Exercises:

1. Keyword research
2. Auditing SEO (template provided)
3. Creating a SEO action plan

Delivery Method:

This programme will be delivered in on zoom in three modules on the following dates:

April 10th, 18th, 24th from 2pm - 5pm

Please Note: 

• This training is for businesses currently trading or planning on trading in Waterford City or County. If you are based outside of Waterford please contact the relevant LEO to access a similar service. A full listing of LEO offices is available by following this link - Find Your Local Enterprise Office
• By booking this course you agree to share your booking details with the trainer.
• The Zoom link for this online programme will be emailed in advance.