Who should attend
- Early-to-mid career marketers looking to advance their careers
- Marketing managers/directors/VPs looking to understand the digital landscape
- Small business owners and entrepreneurs
- Social media managers
- Non-profit directors
- Product managers
About the course
Search Engines are the closest thing we have to a GPS (or a librarian) for the internet. Without them, finding relevant content would be nearly impossible. As marketers, we tend to think of search marketing as falling into two buckets: search engine optimization (SEO), which focuses on optimizing a website to drive additional organic (or unpaid) traffic, and search engine marketing (SEM), which involves promoting your brand’s presence through paid advertising.
While both of these approaches have merit and can produce results, users today don’t think or act in terms of SEO vs. SEM. They think and act in terms of what gets them the result they want. Search engines have noticed this trend and are evolving their platforms to serve the user, not brands or advertisers or websites. To succeed in modern search, a holistic, cross-medium approach is needed.
In this intensive, two-day course, we’ll cover the fundamentals of modern SEO and SEM – including the role of search in each stage of a user’s journey, how search engines work, why (and how) to develop integrated SEO and SEM strategies, the role of content, how to structure and optimize campaigns, and track results/quantify outcomes.
What you will learn:
At the end of this course, you will be able to:
- Develop an integrated, full-journey search strategy designed to drive positive outcomes for your business, clients, and organization.
- Understand and share the principles of modern SEO, including:
- Develop best-in-class SEM campaigns and
- Manage integrated search within your organization
David Warschawski is the Founder & CEO of Warschawski. The company has been named “U.S. Small Agency of the Year” three years in a row and has won more than 200 industry awards for its work. For 10 consecutive years, Warschawski has been ranked as one of the top 30 “Best U.S. Agencies To Wo...
Sam brings a diverse background spanning finance, business and marketing communications to impact change and digital transformation at all levels of an organization. As Warschawski's Vice President of Digital Strategy & Data Analytics, Sam oversees client accounts and is responsible for both...
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Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.