Introduction to Web Marketing and Search Engine Optimization

2-day course designed as an appropriate introduction to web marketing for entrepreneurs, strategic marketing managers of small and medium-sized businesses and those with day-to-day responsibilities for online marketing.

Instructor: Michael Marshall.

Location: Raleigh, North Carolina (Research Triangle Park)

Fee- $995 (US) (Early Registration Discount)

Fee–$1095 (US) (Regular Registration Period)

Course Outline:

Day One

• Systematic search engine marketing– a six-step approach and system for online marketing success
• All about keywords and KEI (Keyword Effectiveness Indices)
• Why free Google keyword data from AdWords is NEVER enough
• Good, Better, Best KEI tools
• Content and conversions
• SEO copywriting tips on keyword placements
• Click-through-ratio improvement tips

Day Two:

• Best practices for getting pages indexed by search engines
• How to monitor progress of online marketing tactics and introduction to the tools you need to do so
• Explanation: “Range of Pages” and how to make them work for you
• Do’s and Don’ts vis-a-vis search engine penalties– Anti-spam guidelines
• Introduction to directories– and tips on how to select the best ones
• A, B, C’s of link popularity
• Internal and external link building and how it affects search engines
• Keeping it fresh!– creativity and SEO
• Site review– customized action plan for web optimization of your site
• Conversion rate boosters–new technologies