Search engine marketing with SEA & SEO

Search engine marketing: developing and implementing strategies

• Understand why search engine marketing plays an important role in marketing.
• Get to know the key objectives: increasing brand awareness, increasing traffic, generating customer contacts/leads, increasing attention, increasing sales, etc.
• When SEO and when SEA? Strengths and differentiation.
• Target definition and strategy development.
• Implementation steps, practical tips.

Keywords for SEO and SEA

• The role of keywords in search engine marketing.
• Search intent and types of keywords.
• Keyword research and selection.
• Keyword tools for various tasks.

Successful implementation of search engine optimization

• Basics of search engine optimization.
• Onpage/offpage optimization.
• From keywords to SEO texts: Content creation for SEO.
• Design, structure, user guidance.
• Technical SEO: programming, search engine instructions.
• International SEO.
• The role of backlinks and backlink strategy.
• Importance of user signals for SEO.

Tools for effective search engine marketing

• Presentation of various SEO tools and SEO routines.

Create professional Google Ads campaigns

• Basics of search engine advertising: structure and functionality of Google Ads.
• Planning and implementing text ad campaigns: Goals, strategy, framework conditions.
• Campaign settings, budget, bidding strategies.
• Successful development of campaigns: Definition of ad groups.
• Keyword options, booking of keywords.
• Formulation of ads and responsive ads.
• Use ad extensions correctly.
• Understanding and using the quality factor.

Success evaluation

• Important key figures: Clicks, conversions, ROAS etc.
• Evaluation of SEO & SEA performance.