The key to successful Search Engine Marketing (SEM) is how you plan and manage audience insights with technical knowledge. This principles course will take you through:

  • What is the meaning of SEM, SEO and PPC
  • What is SEM in 2020
  • Setting objectives and goals
  • Establishing search marketing budgets
  • Keyword research
  • Planning and measurement across PPC and SEO

It will also lead to a better understanding and confidence in dealing with both internal teams and search engine marketing agencies.

Who should attend?

This SEM training course is aimed at any marketer seeking to understand how to plan and work with this essential digital channel. This course assumes you use Google or Bing to deliver your SEO and PPC campaigns.

Please note access to Google Analytics (and if possible Google Ads and Search Console) is desirable but not required.

Learning outcomes

  • Terminology and best practice in SEM, SEO and PPC
  • Planning search engine marketing campaigns
  • Using Google Analytics, Google Ads and Google Search Console 
  • Look for ‘red flags’ to identify problems
  • Google Ads campaign fundamentals
  • How to plan future-proof SEO
  • SEO to make a website more search engine friendly
  • Simple link building to improve ranking
  • How to assess a search agency / consultant’s abilities
  • How to integrate search with social media campaigns

Course Dates

Start Date Duration Location
07 Dec 2021 1d Virtual
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18 Jan 2022 1d Virtual
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03 Feb 2022 1d Virtual
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07 Mar 2022 1d Virtual
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10 Mar 2022 1d Virtual
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05 May 2022 1d Virtual
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14 Jun 2022 1d Virtual
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Course Director

Graham Hansell

Graham has 25 years’ experience in digital marketing, originally working for the UK's first web directory and then as founder and owner of the UK's first search engine optimisation company. Graham is very experienced in planning and executing everything from short burst e-Commerce campaigns through to global multilingual digital lead generation programmes. He excels in delivering his wide experience to delegates within his own easy to understand frameworks and using practical real-world examples so people can apply what they have learnt.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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