Online ExpertTrack in Business & Management

Search Marketing

Unlock the skills to use Search Engine Optimisation and Pay Per Click effectively.

Created by

The Open UniversityThe Open University

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In collaboration with

Target InternetTarget Internet

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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.

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

  • UK job openings/month


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

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.

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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.

Join a free 7-day trial

Decide if the ExpertTrack is right for you with free access to the full suite of courses and assessments for a week.

Keep learning for $39/month

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.

Earn digital certificates

Receive a certificate for every completed course and pass the final assessment to earn a digital certificate.

Become an expert

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

  • Location

    Milton Keynes, UK
  • World ranking

    Top 510Source: Times Higher Education World University Rankings 2020

This ExpertTrack is in collaboration with Target Internet

Meet your instructor

MD - helping upskill the world's leading organisations in Digital Marketing & Digital Transformation.

Host of the Digital Marketing Podcast, a global top 20 business podcast.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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Start learning today - free 7-day trial

After your free trial you can:

  • Pay $39 per month to keep learning online
  • Have complete control over your subscription; you can cancel any time
  • Work at your own pace and set your own deadlines at every stage
  • Only pay while you’re learning; the subscription will cancel automatically when you finish
  • Complete online assessments to test your knowledge and prove your skills
  • Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
  • Keep access to the content of courses you complete even after your subscription ends


ExpertTracks are a series of online courses designed to help you master new skills in specialist areas. You pay a monthly subscription fee which includes access to all courses within the ExpertTrack, as well as assessments and the final digital certificate.

Each ExpertTrack comes with a 7-day free trial period. You may cancel your subscription at any time and your subscription will automatically cancel when you finish the courses and assessments in your chosen ExpertTrack.

Yes. All of our ExpertTracks come with a 7-day free trial. You may claim one free trial period per ExpertTrack.

You have seven days before you will be charged your first monthly subscription fee. When you join an ExpertTrack you automatically receive a 7-day free trial period. You can cancel at any time during the trial period and no payment will be taken from your account.

Please see our full refund policy here.

No, all of our ExpertTracks consist of fully online courses. This means you can take an ExpertTrack from anywhere in the world.

No. ExpertTracks are designed for you to master new skills in a specialist area. You will earn a digital certificate that proves your learning, but it does not carry accreditation.

If you’re looking for certified or accredited courses, many of our microcredentials offer university credit or professional certification.

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