Search Marketing
Unlock the skills to use Search Engine Optimisation and Pay Per Click effectively.
326 enrolments
Duration
Approx 8 weeks4 hrs per week
Search Marketing
326 enrolled on this ExpertTrack
Build vital knowledge to help you create successful search marketing campaigns
Online search forms more than 80% of user journeys, so it’s an essential part of your digital marketing toolkit.
This ExpertTrack will introduce you to the principles of natural or organic search, known as Search Engine Optimisation (SEO), and paid search, known as Pay Per Click (PPC).
Discover how search marketing fits in the user journey
Through expert insight and examples, you’ll learn the key role both SEO and PPC play in the user journey. You’ll discover how to find out what your target audience is searching for at different stages of the user journey and the practical ways you can ensure your website can be found higher up search pages.
Gain the skills to build effective Search Engine Optimisation and Pay Per Click campaigns
Starting with SEO, you’ll learn about search engine algorithms, ranking factors, and how to do keyword research to find out what your audience is searching for. You’ll explore on-page SEO, the basics of technical SEO, and how to optimise your content for both search engines and users. You’ll also consider link building, social signals, and user behaviour.
Next, you’ll discover more about PPC advertising, which involves paying to be visible in a set of search results. You’ll find out how to use it to achieve your business goals, gain the skills you need to plan and build campaigns, and optimise phrases that appear at the top of search engines. You’ll also investigate the varying costs of these campaigns.
Learn to use search marketing tools and measure success
You’ll be introduced to a range of free tools, such as Google Search Console and Google Ads, and you’ll discuss how to implement the right measures to make sure the results are highly relevant to the user. Crucially, you’ll be able to understand if your efforts are paying off by learning how to measure, interpret, and analyse your SEO and PPC activity.
Designed by digital marketing experts who keep pace with the latest trends
You’ll learn with industry expert Daniel Rowles of Target Internet, who has more than two decades of experience planning and implementing digital campaigns for high profile brands including the BBC, Sony, Tesco, Vodafone, Mercedes, L’Oreal and Warner Bros.
By the end, you’ll know how to create relevant, valuable content that is highly searchable and achieves your business goals.
The courses in this ExpertTrack have been designed to complement each other, so it’s recommended that you take them in the order presented to get the best out of your learning.
Industry statistics
Median base salary
£42,500UK job openings/month
1,966
Key skills you will learn
- Keyword research
- Online writing for SEO
- Online writing for PPC
- Link analysis
- Google Search Console analysis
- Google Analytics search reports
- Core Web Vitals analysis
Learning outcomes
By the end of the ExpertTrack, you’ll be able to...
- Apply keyword research using industry tools for both SEO and PPC
- Produce optimised content in line with SEO best practice
- Create and implement link building and social signal campaigns
- Develop optimised content for user experience related to SEO
- Produce and build PPC campaigns
- Interpret and analyse SEO and PPC reports and analytics
Experience required
This ExpertTrack is ideal for anyone who would like to build confidence in search marketing. You don’t need any prior digital or search marketing knowledge to join, although any work experience will help contextualise and enhance your learning.
Whether you are a beginner or have some understanding of search marketing in practice, each course is clearly explained in a way that’s suitable for all levels.
Getting started
This ExpertTrack will help anyone who would like to plan and implement SEO or PPC campaigns to drive their business outcomes.
The courses are suitable for those who want to grow their skills in search marketing, whether new to the field and want to build their knowledge; traditional marketers and communicators who would like to accelerate their digital skills; or more experienced marketers who want to cement their knowledge and learn latest trends.
The content has a global focus and the skills you will learn can be applied to a wide range of marketing roles around the world.
ExpertTrack course overview
Course 1
Search Marketing: Mapping the User Journey
Discover how to use organic and paid search effectively to drive objectives throughout the user journey.
2 tests
2 weeks
4 hours per week
Course 2
Search Marketing: Search Engine Optimisation (SEO)
Learn how to improve organic search rankings, increase website traffic and drive business objectives through SEO.
2 tests
2 weeks
4 hours per week
Course 3
Search Marketing: Paid Search Marketing – Pay Per Click (PPC)
Learn how to use pay per click (PPC) to improve paid search traffic and drive business objectives.
2 tests
2 weeks
4 hours per week
Course 4
Search Marketing: Measuring Search Marketing
Explore analytics to improve the ROI of your search engine optimisation and pay per click campaigns.
2 tests
2 weeks
4 hours per week
Prove you're job ready
Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.
- Learn the latest in your chosen industry or subject.
- Complete each course and pass assessments.
- Receive certificates validated by the educating organisation.
- Impress employers with learning outcomes you can add to your CV.
- Make your career dreams a reality.
Download a PDF
How ExpertTracks work
Join an ExpertTrack to master new skills in your chosen specialist area. Work through a series of topic-focused courses at your own pace, and pass the final assessment to earn a digital certificate award which proves your expertise.
Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.
Pay a monthly subscription fee of $39 for as long as it takes you to complete the ExpertTrack. You can learn at your own pace and cancel at any time.
Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.
Use your specialist training to progress further in your career or build expertise in areas you’re passionate about.
World-class learning with The Open University
As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.
Established
1969Location
Milton Keynes, UKWorld ranking
Top 510Source: Times Higher Education World University Rankings 2020
This ExpertTrack is in collaboration with Target Internet
Meet your instructor
MD TargetInternet.com - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.
Host of the Digital Marketing Podcast, a global top 20 business podcast.
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