Search Marketing: Mapping the User Journey

Develop practical search marketing skills to create successful search campaigns

On this two-week course, you’ll discover how search marketing fits into the user journey, allowing you to build a customer-centric search marketing plan that brings your audience objectives and business goals together.

Explore digital marketing fundamentals to better understand your audience and set objectives

By focusing on knowing your target audience and their journey online, you’ll be able to work out the best way to make sure your search marketing aligns with what they’re looking for.

You’ll learn how to set short and long-term objectives for search engine optimisation (SEO) and paid search pay per click (PPC) campaigns and gain proven tactics and tips on how to achieve them. Importantly, you’ll understand the opportunities and challenges of SEO and PPC, including how they work together, as well as identifying common pitfalls and how to avoid them.

Build practical search marketing skills you can apply straight away

Through expert insight, you’ll learn how to carry out keyword research, optimise your content, create the right signals for search algorithms and implement paid search effectively. You’ll also learn how to continually improve your search activity to maximise the impact of your efforts.

Benefit from expert insights to help cement your knowledge in search marketing

This course is designed by practitioners who have worked with leading brands, including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros. Lead Educator Daniel Rowles, Target Internet’s CEO, is an award-winning author and a voice of the Digital Marketing Podcast.

Whether you’re new to search marketing, or you have some understanding, this course will give you the confidence to support your business or organisation with successful search campaigns.

This course is designed for anyone who would like to increase their awareness and understanding of search marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.

• Search marketing and the user journey
• Welcome to the course!
• The role of search throughout the user journey
• Search and user intent
• ROI in search marketing
• Short-term and long-term objectives and tactics
• Week 1 review
• Search marketing opportunities and challenges
• Welcome to the week
• Key opportunities and challenges of organic search
• Key opportunities and challenges of paid search
• Organic and paid search working together
• Week 2 review