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Developing an SEO-based marketing strategy
Your search engine visibility should attract an audience relevant to your business. Structure your SEO priorities, connect content with search intent and monitor meaningful indicators. Develop a method for guiding your actions and working with search optimisation specialists.
- Duration
- 2 days 14 hours
- Code
- MKG006FR Code
Presentation
Implementing a marketing strategy based on search engine optimisation offers many business benefits, but it is also a long-term investment. This inbound marketing strategy aims to bring customers to you rather than reaching out to them through traditional marketing techniques. It also helps strengthen your brand's credibility and provides greater visibility to attract new customers.
In this course, you will learn SEO fundamentals, including its characteristics and benefits, and best practices for getting started. The program also addresses the technical aspects of organic search, including content optimisation and backlink management for your website.
Finally, you will learn to implement and monitor SEO key performance indicators (KPIs). You will also undertake practical exercises and see demonstrations of SEO tools and audits.
Objectives
Target skills:
- Implement an SEO-based marketing strategy.
Learning objectives:
- Understand and master the technical, editorial and competitive fundamentals of organic search.
- Audit and optimise a website's SEO before or after launch.
- Understand, implement and monitor SEO key performance indicators (KPIs).
Program
Understanding SEO fundamentals
- Organic search criteria and blocking factors.
- Good practices for Google rankings and practices to avoid.
Understanding a website's technical criteria, content types and popularity
- What does SEO mean and why is it important in 2024?
- The differences between SEO (Search Engine Optimisation) and SEA (Search Engine Advertising).
- Technical foundations for effective SEO: indexing, loading times, robots.txt, redirects, internal linking, etc.
Implementing an effective SEO strategy
- Optimising content for SEO: text, tags, images, videos, etc.
- Good and bad backlinks.
- Methods for obtaining high-quality backlinks.
Practical work:
- Introduction to optimisation tools: the SEO toolkit.
- Demonstration of an SEO audit.
Audience
This course is intended for:
- all professionals working in the digital sector: entrepreneurs, project managers, marketing and communications managers, developers, graphic designers, writers, etc.
Prerequisites
This course requires the following prerequisite:
- the ability to browse the web.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Quiz / multiple-choice questions
- Practical exercises
- Case study
Course highlights
Case studies, SEO tool demonstrations, detailed marketing strategy examples and lessons tailored to the type of project or website involved.
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.