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Search Marketing (SEO and AdWords)

Start Date Monday, 2nd October 2017
Duration 1 Day
Start & Finish Time 9am-4.30pm
Trainer Joanne Casey - Glowmetrics
Places 9
Location River Lee Hotel
Members Fee €180.00
Non-Members Fee €220.00


This course equips participants with a good understanding of the power of search marketing.

It will look at the aspects of SEO - Website authority, content and navigation and also the aspects of running a Google AdWords campaign including keywords, adcopy and landing pages.


- Understand the main elements that help a website rank organically and in the paid search space in Google.
- Learn how to perform keyword research using Google’s free tools.
- Know how to create compelling ad copy that people will want to click on.
- Learn how to select and develop sticky landing pages.
- Learn how to develop landing pages that are search engine friendly.
- Learn how to carry out inbound linking practices.
- Create a search console account and know how to read reports to allow the search engine spider to navigate the website.

Who Should Attend?

Business owners, marketing managers, marketing executives, marketing directors, those who want to understand how search works and the benefit of investing in it.


- Carry out keyword research for both paid and organic campaigns.
- Create a metatitle and description for a chosen website.
- Assess the search engine friendliness of two chosen websites.
- Create an AdWords account and add at least one campaign (including keywords, adcopy and ad extensions).


Topics for PPC (Pay Per Click) include:
- Search Marketing in Ireland
- The importance of search in online behaviour
- The Google Network
- Google Terminology
- Quality Score aka the AdWords algorithm
- Keyword Research and Tools
- Writing Effective Ad Copy
- Innovations and Advanced Strategies

Topics for SEO (Search Engine Optimisation) include:
- The difference between SEO and PPC
- How search engines work
- SEO campaign planning
- On-site: What search engines consider
- Off-site: What search engines consider
- Inbound Marketing and Social Media driving SEO

About this form

The purpose of this booking form is to gather profile information about participants on programmes funded by Skillnets from the National Training Fund through the Department of Education & Skills (DES). Only aggregated participant data will be reported to the DES.

As an ongoing quality control measure and to ensure the highest possible standard of training, courses may be inspected from time to time.


BiznetCork Skillnet is funded by member companies and the Training Networks Programme, an initiative of Skillnets funded from the National Training Fund through the Department of Education and Skills.

NDP - Education and Skills - Skillnets - Finuas

For further information please visit

Cork Chamber©, Fitzgerald House, Summerhill North, Cork, T23 TD90, Tel: (021) 4509044, Email:, Company Registration Number - 13918

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