Search Engine Marketing Training

Simply Clicks presents:

An Intensive Training Course on Search Engine Marketing

The Search Marketing Battle
A new front has emerged in the battle to attract the consumer. With 60% of UK households now connected to the Internet. And with broadband penetration approaching 50%, the Internet is finally taking off as the preferred method of shopping for a vast swathe of consumers. But how do you get your expensively crafted website in front of these consumers? The battle is partly about branding and service. But it is crucially about search marketing. The critical issue is now the battle for positioning on the search engine rankings. Top of page 1 and your traffic flows. Below page 3 and your brand and website are effectively invisible to the vast Internet audience. Once, you had to pay the print and electronic media to get your brand in front of consumers. Then you had to pay retailers to access display. Now you have to pay the search engines to show your wares and generate clicks. The search market is expanding and evolving rapidly. It is now the most important way to attract targeted customers to your website. If you are a commercial enterprise, search is a medium that you just cannot ignore.

The Benefits of Attending the Course
The Simply Clicks training course is an intensive master class in preparing your business to exploit and defend its position in this rapidly expanding and critically important market place. During the course, live searches and real time case studies will be used.

Following your attendance you will have a comprehensive understanding of the search engine market place. You will also be equipped to:

· Write a search engine marketing strategy
· Make improvements to your organic search engine performance
· Create and manage an effective pay per click advertising campaign
· Analyse and exploit weaknesses in your competitors’ online strategies

As a result, you will be able to immediately generate a more effective online marketing presence for your organisation.

Who this course is for
The course is designed for both marketing and Internet practitioners. A reasonable level of computer and Internet literacy is assumed. Various levels of ability can be accommodated within small groups. An industry specific briefing will be undertaken if advised in advance. If a more strategic briefing is required at marketing director or CEO level, do please ask. We will of course accommodate your requirements.

Course delivery and costs
The course is designed as a one-day intensive session. The preferred location for delivery is onsite at your premises. The course can be arranged at external locations where additional expenses may be incurred. You are welcome to book these venues directly. You will need a modern, broadband connected pc. Underpowered PCs or poor Internet connections will reduce the effectiveness of the course. The cost for one to one tuition is £500. Two to one tuition £750. Three to one tuition £1,000. Please ask for a quote for larger classes. Payment terms are in advance.


David Burdon 3rd March 2005


Search Engine Marketing - Course Programme

Part 1. Background

· Search Engine Marketing – An overview
o The Internet as the new TV – Search the new ad break
o The ultimate “Permission” marketing tool
o Why your organisation needs to optimise its website
o Why your organisation needs a pay per click campaign

· The crowded web
o Growth of sites
o Growth of search
o The clutter
o The rise of blogs and forums
o Asymmetric distribution of traffic

· The development of Internet marketing
o Ad-serving
o E-mail
o Directories
o Off line activities
o Spam and pop-up blocking

· The rise of search marketing
· The emergence of sponsored links
· Search v URL

· Structuring your search engine marketing strategy
o Understanding your market category
o Your competitive advantage
o Your competitors strengths and weaknesses
o Key search terms
o Alignment and synthesis
o The respective roles of organic and “paid for” search
o The Search Strategic Quadrant

Part 2. Organic Search Specifics

· How the “spider” reads
o What the spider reads
o Looking for the spiders
o Checking their trail
o Navigation

· Site submission
o Google
o MSN
o DMOZ
o Others

· Meta Tags
o Site titles
o Site description
o Keywords
o Content and Keyword density

o Google page rank

o Site linking
o Internal
o Inbound (Backward links)
o Outbound (Forward links)
o Link farms
o Web rings
o Blogs and forums

· Site Optimisation
o The basics
o Keyword research
o Keyword density
o Linking
o Quality versus quantity
o Location
o Website software issues
o Reading competitor sites
o The limitations of optimisation
o Design aesthetics vs. search functionality
o Copy coherence versus keyword density
o Illicit and spamming techniques
o Cloaking
o Keyword stuffing
o Doorway sites
o Throwaway sites
o Quick fixes
o Free resources and other useful information


Part 3. Pay Per Click Specifics

· Pay per click advantages and disadvantages

· Google Adwords vs. Overture
o Relative strengths and weaknesses
o Volumes, prices and competition
o Research and planning
o Bidding
o Reporting
o Origins
o Marketing uses
o ISP links and affiliates
o Other pay per click providers

· Understanding the pay per click market
o The online buying/shopping process
o The online buyer/shopper
o Understanding your category and your business
o Understanding your competitors

· Keywords and search terms
o Keyword performance
o Selecting search terms
o Generic vs. Specific terms
o Single vs. multiple keyword use
o Researching competitors

· Search term titles and descriptions
o Writing search term titles
o Writing search term descriptions
o Individual vs. generic techniques

· Prices and ranking
o Understanding the pricing mechanism
o Understanding bidding
o Ranking and page location
o Competitive activity

· Managing your campaign
o Strategies and budgets
o Monitoring results
o Analysing and interpreting results
o Passive vs. active approaches
o Human vs. automated approaches
o Software solutions

· Competitive bid strategies
o Attritional, Slip streaming, Value surfing
o Narrow versus broad searches
o Outflanking competitors
o Amending and improving results


Part 4. Search Marketing Campaigning

· Integrating organic and pay per click search marketing
· Integrating search marketing with your wider internet activity
· Integrating internet activity with your offline marketing activity
· Successful live case studies
· Working with a specialist agent or going it alone?
· Next steps

Advertisement from Marketing Week 2nd December 2004


About Simply Clicks
Simply Clicks has evolved a flexible a highly cost effective model for delivering targeted traffic to company websites. The model combines up to date knowledge of the UK search market with a critical understanding of competitive marketing environments.

Simply Clicks is led by David Burdon. David is an MBA qualified marketing director with extensive experience of working with leading multinationals. He has wide experience of the travel industry - the Internet’s fastest growing market place – where he served as a plc director of Cosmosair. He is also a former managing director of Planit Online. He has worked alongside key Internet brands such as Lastminute.com and the First Resort. He also created one of the leading “accommodation only” Internet brands – www.somewhere2stay.com. He has spoken on Internet marketing issues at conferences and seminars hosted by Eye4travel, The Travel Technology Initiative (TTI) and the Chartered Institute of Marketing. He is the European representative of San Francisco based advertising agency, vSente. David is also a member of the MBA teaching faculty of Madrid based IEDE.


If you are interested in attending the Simply Clicks search marketing course, please fill in and e-mail this sheet to training@simplyclicks.com . Otherwise just fill in and send your basic details from the Training Course page.

Search Engine Marketing UK - Blog

Search Engine Marketing UK - Blog

Simply Clicks is about to update its PowerPoint presentation on search engine marketing. Once downloaded the slideshow runs automatically if you have PowerPoint software installed. The presentation covers basic search engine concepts and goes into detail regarding Overture and Google Adwords pay per click campaigns. The search marketing presentation is also available in a PDF format.

David Burdon

Search Engine Marketing UK - Blog

Search Engine Marketing UK - Blog

Search Marketing Training Course.

Simply Clicks is about to update and upgrade its search engine marketing training course. Please download the pdf file. Courses can be tailored to your relevant level of development or requirements. Call David Burdon on 01233 663199 to discuss.

New Logo Header - Simply Clicks

The Simply Clicks website has just received a new logo header courtesy of Mario Garcia. The Simply Clicks website continues to evolve. On the client front we now have another active search marketing campaign up and running. Focal P.O.P. a specialist "point of purchase" agency based in Manchester has a pay per click campaign that has this week gone live with Overture.

Simply Clicks | Search Engine Marketing

Simply Clicks Search Engine Marketing
The Simply Clicks site has just been through a minor revamp. I am also trying to tie together the various blogs that link together.

Yesterday a new blog was created for DMC Fulfilment. The blog can be found at http://dmcfulfilment.blogspot.com.

Currently other blogs operated by Simply Clicks include UK Travel and UK Branding.

David Burdon

Beds On Legs

Simply Clicks has regained online bed retailer Beds on Legs as a regular client. Beds on Legs had moved their search marketing activities to an alternative supplier. Following some costly and disappointing results thay have returned to the Simply Clicks fold.

Focal Design Group

The Focal Design Group have appointed Simply Clicks to handle the Internet launch of two new web-based marketing initiatives. The new projects are Focal Photo and Focal Point of Purchase. Simply Clicks will handle the organic search and the pay per click marketing campaigns across the Overture and Google networks.

New Client - DMC Fulfilment Services

Simply Clicks has been appointed to handle the search marketing activities of DMC Fulfiment Services. DMC is based in New Mills, just outside Manchester. DMC specialises in a range of marketing fulfilment activities for a number of blue chip clients including Colgate, Muller and Heinz. Simply Clicks will handle both organic and pay per click search marketing campaigns across the Overture and Google networks. For further details of Simply Clicks' clients click here.