Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

Sales and Marketing October 25, 2025
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Introduction

This essential course provides a deep, integrated understanding of both **Search Engine Optimization (SEO)** and **Search Engine Marketing (SEM)**, mastering how to dominate search engine results pages (SERPs). Participants will learn the core technical, on-page, and off-page elements of SEO, alongside the critical strategies for paid search (PPC) campaigns. The curriculum emphasizes the synergy between organic and paid search, focusing on comprehensive keyword research, audience targeting, ad copy optimization, and sophisticated performance measurement. Mastery of this combined discipline is crucial for driving high-intent traffic, generating qualified leads, and achieving measurable marketing ROI.

Objectives

Upon completion of this course, participants will be able to:

  • Develop an integrated strategy that maximizes visibility through the synergy of **SEO and SEM**.
  • Master comprehensive **Keyword Research** for both high-intent paid campaigns and long-term organic visibility.
  • Apply advanced **On-Page and Technical SEO** principles (e.g., core web vitals, schema markup, site architecture).
  • Design, execute, and optimize profitable **Paid Search (PPC)** campaigns using platforms like Google Ads.
  • Conduct detailed competitor analysis in search (keyword gaps, ad copy, bidding strategies).
  • Measure and report the performance of search efforts using metrics like Quality Score, CPA, and organic traffic value.
  • Develop strategies for **Link Building and Off-Page SEO** to increase domain authority and ranking.
  • Implement effective landing page optimization and A/B testing for both organic and paid search traffic.

Target Audience

  • Digital Marketing Specialists and Coordinators
  • Content Marketers and Web Editors
  • Marketing Managers overseeing digital channels
  • E-commerce Managers and Website Owners
  • PPC and Performance Marketing Analysts

Methodology

  • Hands-on Workshop: Comprehensive Keyword Research and Intent Mapping Exercise
  • Group Exercise: Designing an Integrated SEO/PPC Strategy for a Product Launch
  • Individual Exercise: Auditing a Website for Technical and On-Page SEO Issues
  • Case Studies on High-Profile Google Algorithm Updates and Recovery Strategies
  • Role-Playing Scenario: Presenting PPC Performance and Budget Recommendation to Management

Personal Impact

  • Mastery of the highly technical and analytical skills required for search engine domination.
  • Enhanced ability to drive high-intent, qualified traffic to organizational web properties.
  • Increased confidence in managing and optimizing complex, multi-million-dollar PPC campaigns.
  • Development of expertise in data analysis (Google Analytics/Ads) and ROI measurement.
  • Acquisition of a critical, foundational skill set for all modern digital marketing roles.

Organizational Impact

  • Significant increase in qualified organic and paid web traffic and lead generation.
  • More profitable digital marketing spend through optimized PPC Quality Scores and lower CPA.
  • Sustained long-term visibility and authority on search engines, reducing reliance on paid ads.
  • Improved website performance, user experience, and technical health.
  • Clear, measurable ROI for search investments, enabling superior budget justification.

Course Outline

Unit 1: Search Strategy and Keyword Mastery

Integration and Research
  • Defining the relationship and strategic integration of **SEO and SEM** for SERP domination.
  • Mastering the full-funnel approach to **Keyword Research** (discovery, intent, long-tail).
  • Analyzing competitor keyword strategy and identifying gaps and opportunities.
  • Understanding search intent (informational, navigational, transactional) and content mapping.
  • Utilizing keyword tools (e.g., SEMrush, Ahrefs, Google Keyword Planner) effectively.

    • Unit 2: Technical and On-Page SEO

    Site Health and Content
    • Fundamentals of **Technical SEO**: crawlability, indexing, site architecture, and mobile-friendliness.
    • Optimizing for **Core Web Vitals** (loading speed, interactivity, visual stability).
    • Advanced **On-Page Optimization**: title tags, meta descriptions, header structure, and image optimization.
    • Implementing structured data (Schema Markup) for rich snippets and enhanced SERP visibility.
    • Strategies for managing duplicate content, canonical tags, and redirects (301s).

      • Unit 3: Paid Search (PPC) Campaign Management

      Advertising and Bidding
      • Designing a profitable **PPC Campaign Structure** (Account, Campaigns, Ad Groups, Keywords).
      • Mastering **Google Ads** platform: ad extensions, targeting options, and audience segmentation.
      • Understanding and optimizing the **Quality Score** components for improved ad ranking and lower costs.
      • Strategies for effective ad copy writing, A/B testing, and utilizing responsive search ads.
      • Mastering various bidding strategies (manual, automated, target CPA/ROAS) and budget control.

        • Unit 4: Off-Page SEO and Authority Building

        Trust and Linkage
        • Understanding domain authority, page authority, and their impact on ranking.
        • Developing a strategic **Link Building** and outreach methodology (earned, owned, resource creation).
        • Techniques for analyzing competitor backlink profiles and identifying link opportunities.
        • Strategies for local SEO (Google My Business, citations) and its importance for local businesses.
        • Managing negative SEO attacks and disavowing harmful backlinks.

          • Unit 5: Measurement, Analytics, and Optimization

          Performance and ROI
          • Utilizing **Google Analytics** for tracking organic traffic, conversions, and customer behavior.
          • Measuring PPC performance with **Cost Per Acquisition (CPA)** and **Return on Ad Spend (ROAS)**.
          • Techniques for setting up effective conversion tracking and goal funnels.
          • Integrating search performance data with overall business profitability metrics.
          • Developing a framework for continuous A/B testing and optimization in both SEO and PPC.

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