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[Please click on the link to return to the TRAINING HOME PAGE]
OMTAC TRAINING
'DIGITAL MARKETING, PR,
COMMUNICATIONS AND ADVERTISING'
SEARCH ENGINE OPTIMISATION (SEO) AND GOOGLE MARKETING WORKSHOPS
COST & BOOKING? Click on the link: Cost & Booking
IN-HOUSE TRAINING AND CONSULTANCY? Please click here for information.
MORE INFORMATION ABOUT THE WORKSHOP? Read on below...
PART 1 - ABOUT THE SEO MARKETING TRAINING
HOW TO USE SEARCH ENGINE OPTIMISATION (SEO) & WEB DEVELOPMENT AND GOOGLE (ADWORDS & ANALYTICS) FOR YOUR BUSINESS, INSTITUTION OR ORGANISATION
Search Engine Optimisation (SEO) is concerned with the search results provided by Google and other search engines to their users. These are the main body of links generated when the user searches for information using key words or phrases. The links are ranked by relevance by each of the search engines according to their particular ranking criteria (using algorithms).
 SEO "good practice" therefore involves writing and designing your website in such a way that search engines rank it higher than your competition when prospective customers, clients, candidates or suppliers search online for the goods or services your agency, firm, company, institution or organisation offers.
It is widely reported that up to 90% of all sites are not optimised, so even basic optimisation can help get you ahead of the other 90% of websites that are vying for the attention of your target audience(s)!
On one level it is simply about establishing web links and predicting and including on your website the key words, phrases and terms etc that people use to search for your offering, so that the search engines (such as Google, Bing (MSN), Yahoo! Search and Ask Jeeves) judge your site the most relevant and present your website first to their users, at the top of the results.
Inevitably, however, it is more complex than this as there is huge competition to achieve a high search engine page ranking for key search terms with 1000s if not millions of results for any particular search but by employing a range of techniques and best practice (encompassing a variety of disciplines ranging from Web design and development to Public Relations) you can influence search engine ranking positively for your agency, firm, company, institution or organisation's web presence - we will explain how during this 3 hour introductory SEO & Google Marketing Masterclass Training Workshop.
READY TO BOOK? Please click on the link for full booking information - including dates, timing, venue and pricing - and to make your booking.
PART 2 - ABOUT THE GOOGLE ADVERTISING & MARKETING TRAINING
HOW TO USE SEARCH ENGINE OPTIMISATION (SEO) & WEB DEVELOPMENT AND GOOGLE (ADWORDS & ANALYTICS) FOR YOUR BUSINESS, INSTITUTION OR ORGANISATION
Google is undoubtedly the most popular search engine by far in the USA and UK.
 The Google 'Pay Per Click' (PPC) advertising system, called 'Google Adwords', ensures that an advertiser's brand, product and/or service is placed next to the organic search engine results based on matching key words and phrases, prioritised according to relevancy and the amount the advertiser is willing to pay.
Google AdWords therefore provides a relatively simple, highly accessible and cost effective way to put your business or organisation in front of people at the same time as they are actively looking for similar products or services to those you supply.
In addition Google have developed various applications of interest to any agency, firm, company, institution or organisation wishing to use the Internet effectively to reach and engage customers, clients, candidates and/or suppliers. These applications can also be used to enhance a brand's products, services and operations. Join us on this 3 hour introductory SEO & Google Marketing Masterclass Training Workshop to learn more about how you can win with Google.
READY TO BOOK? Please click on the link for full booking information - including dates, timing, venue and pricing - and to make your booking.
CUT TO THE CHASE FAST
Attend this intensive 3 hour SEO Google Advertising & Marketing Masterclass Training Workshop for your comprehensive introduction to Search Engine Optimisation and Google and beat your competition online. The SEO Google workshops are taking place in various locations including Birmingham, Edinburgh, London (Central) and Manchester. When you are ready to book please click on the link for booking information giving pricing, dates, timing, venues and secure online booking for one or more delegates.
Scroll down this page to read all about the Search Engine Optimisation and Google Training Workshop or click on the sub-headings below to be taken to a particular section:
[READY TO BOOK? Please click here to go straight to the "BOOK HERE" section. AVAILABILITY - we currently have some availability on all dates.]
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WHY SEARCH ENGINE OPTIMISATION (SEO) AND GOOGLE ADVERTISING (ADWORDS)?
WHY SEO?
Search Engines are only popular if they deliver relevant results. Google is so incredibly successful because people are happy with the service they get from it, search after search. The search engines are therefore designed to sift information on websites for relevancy and to downplay websites that do not appear to be relevant to their users, promoting those that are.
 The objective of organic SEO is to increase the number of people visiting a website from the search engines by achieving a higher position in the rankings and getting as many web pages and associated documents indexed on the search engine as possible.
A lack of understanding of how the search engines work can mean your website is never found, never seen by your target audience(s). Worse, poor Search Engine Optimization techniques can not only result in low page rankings but also websites being "blacklisted" by the search engines.
Investing your time, effort and resources in effective "organic" (natural) optimisation for search engines can therefore reap huge benefits for your website and your organisation, against your competitors, given that approximately 90% of all online traffic is achieved through the various search engines.
Search Engine Optimisation (SEO) is one of the most cost effective promotional tools in marketing for generating a higher volume of targeted sales and there is no doubt that Search Engine Optimization can deliver a very high return on your marketing investment by achieving maximum visibility for your website within the major search engines including Google, Bing (MSN), Yahoo! Search and Ask Jeeves as you will discover during this intensive 3 hour SEO Google Advertising & Marketing Training Workshop.
WHY GOOGLE?
Google began life in January 1996 as a research project by Larry Page, a Ph.D. student at Stanford University (USA) and in under 10 years became established as the most popular Internet search engine in the world and a global brand name.
 As reported by Wikipedia, in July 2006, the verb "to google" was officially added to both the Oxford English Dictionary and Merriam Webster Collegiate Dictionary, meaning "to use the Google search engine to obtain information on the Internet."
More recently, Hitwise continuously reports that Google remains the most popular search engine by far in the USA and UK.
Google is even more dominant in the UK with Google search properties (Google.co.uk and Google.com) accounting for over 85% of all UK searches.
The reasons for Google's popularity include:
- Google returns relevant results fast
- Google searches billions of URLs (domain names)
- Google sells advertising separately
- Google is simple to use
- Google gives an excerpt of text
- Google gives additional information and associated links with results
- Google stores a cached version of the webpage, showing a page even when it's gone or its link is inaccessible
- Google continually improves its search results
In addition Google continues to invest heavily in new developments and applications which extend it's popularity and dominance, such as Blogger, YouTube, Google Analytics, Google Alert, Google Maps, Googlemail, Google News, GoogleTrends etc.
Every marketing professional and senior manager should be knowledgeable about SEO and Google and have the basic skills required to use Google Adwords and other Google applications - if you attend this intensive 3 hour SEO Google Advertising & Marketing Training Workshop you will!
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WHY ATTEND THIS SEO AND GOOGLE ADVERTISING AND MARKETING MASTERCLASS WORKSHOP?
During this intensive 3 hour Search Engine Optimisation and Google Advertising and Marketing Masterclass Workshop we will:
- ...explain SEO and set out the good practice and techniques that, when employed effectively over time, can influence your website's search engine page ranking positively and boost your Internet presence, delivering the results you want through the engagement of your target audience, whether customers, clients, candidates or suppliers. SEO does not happen over night, it takes time but the marketing ROI can be massive;
- ...explain how you can use Google AdWords 'Pay Per Click' (PPC) advertising and Google applications to beat your competition online.
Search Engine Optimisation (SEO) is not a science but neither is it a black art. Nobody knows for sure how the search engines work (and don't believe anyone who claims they do) as they are constantly tweaking and changing their alogrithms but at the heart of successful SEO is good basic marketing communications.
 A website that has amazing graphics, photos, animations and music may make a positive impact initially on a prospective customer, client, candidate or supplier but none of these attributes will boost the website's search engine ranking, and without a high ranking prospective traffic to the site, measured in page hits and uniques users, will be much less than expected. Search Engine Optimization is not about manipulating search results, Search Engine Optimisation is really about ensuring that your website delivers what the user wants - fast, straightforward access to the key information they are looking for.
Organic Search Engine Optimisation (SEO) can can deliver increased profitability for your business by increasing the exposure of your website and brand... and you can do it yourself inexpensively "in-house", or by using consultants and agencies - we will show you how by providing guidance on the most effective techniques, tools and methodologies to adopt, and the strategic planning and resources required for maximum impact at minimum cost.
We aim to explain SEO in terms you understand, in a language you know and a context that is relevant to your role and organisation.
Unfortunately however implementing good SEO takes time and the results are not instantaneous, taking up to 6 months to have a significant impact on Search Engine ranking. While waiting for your Search Engine Optimization to take effect you might wish to consider Search Engine advertising to guarantee exposure on the top results page when people search proactively for key words and phrases relevant to your brands, products or services.
Many search engines and websites offer Pay Per Click advertising opportunities which, as the name suggests, means paying one or more search engines to promote your website to their users through advertisements also known as 'sponsored listings'.
PPC advertising can normally be initiated relatively quickly and with little or no initial outlay. In the case of search engines like Google AdWords pricing reflects the popularity of the advert and the key words and key phrases associated with it, with the particular advertising platform (such as a search engine or website) charging for each click on your advert which takes the user through to your website.
Pay Per Click is therefore controllable - you determine your hourly, daily or monthly budget and you don't have to worry about exceeding it. Results can be instantly tracked, you can see how much it is costing you for each prospective customer who clicks through to your advert and you can pause or cancel the campaign at any stage.
 PPC advertising also gives you an insight into what is working on your website, how popular and relevant your key words and key terms are etc and, through integration with analytics etc, you can assess the success of your website, page by page and visitor by visitor - where they come from, what they clicked on etc.
Google is committed to becoming the dominant supplier of PPC advertising not only in search but also across websites, emails and other digital channels through the Google Adwords platform which provides an easy 'one stop shop' for advertising your brand, product or service and the case for advertising with Google is hugely compelling.
Google AdWords works for the same reasons the Google search engine remains so popular - it delivers results by placing your business or organisation in front of people who are actively searching for key words and phrases related to your offer.
Google AdWords not only delivers results, it is relatively straightforward to use and can be set-up quickly and easily by you "in house" in a matter of minutes online. Naturally, it becomes more complicated as you develop more evolved advertising campaigns and seek to promote more products and services, and as you start to use functionality such as Google Analytics to track results and assess your return on investment.
We aim to explain Google advertising and applications in terms you understand, in a language you know and a context that is relevant to your role and organisation.
By the end of the SEO Google workshop:
- You will understand the basics of SEO and be able to plan and implement a Search Engine Optimization plan for your business or organisation, or to review an existing one, and to prioritise SEO within your Internet strategy and any proposed web development.
- You will be familiar with the main SEO techniques such as copy writing, key words and phrases, web links, web design etc and the most useful Search Engine Optimisation tools.
- You will be ready to make the necessary changes, tweaks and improvements to your website and broader Internet presence to achieve higher search engine page ranking and to train others in your organisation in effective SEO techniques, as well as being ready to revise your organisation's communications policies inline with good SEO practice.
 You will understand the range of advertising and development opportunities available to you through Google and have sufficient knowhow to plan and implement an advertising and marketing plan for your business or organisation using Google Adwords and related applications.
- You will feel confident to start using the Google Adwords system, from setting up your account to designing your advert to managing your campaign(s) on line to converting interest into sales (whatever form they may take for your sector/activity), or if you are already using Google Adwords in a basic way you will be able to take your advertising to the next level.
- You will be able to plan, implement, manage, review and assess an advertising campaign online using Google Adwords and to position Google advertising as a key part of your marketing strategy, whether doing so "in-house" or with an advertising agency you engage externally.
Information will be clearly presented in a non-technical way in a context relevant to those attending, using case studies and examples.
We have kept the SEO Google Advertising and Marketing Masterclass Workshop price as low as possible and we are limiting the number of people attending to provide a high quality "hands on" training environment.
The price for attendance can be as low as £95+Vat (for "Early Bird" bookings) and includes:
- Your place on the 'Search Engine Optimisation (SEO) Google Advertising and Marketing' Masterclass Workshop,
- Use of the Training Venue,
- Tea/Coffee and Pastry/Fruit,
- A copy of our 'Search Engine Optimisation (SEO) Google Advertising and Marketing' Guide,
- Certificate of Attendance.
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WHO SHOULD ATTEND THE SEO GOOGLE WORKSHOP?
The workshop will be of particular interest to:
- PR, Marketing & Sales Professionals, Managers & Directors
- Business Development Managers
- Senior Managers and Directors
- Business Owners
 We are offering general marketing workshops of relevance to all industry sectors and also some workshops specifically designed (with relevant case studies etc) for those working in selected sectors:
- General - All Industry Sectors
- Recruitment & HR
- Hospitality, Travel, Events, Sports, Leisure & Entertainment
- Retail
- Professional Services (Finance, Legal etc)
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WHAT WILL BE COVERED IN THE SEO GOOGLE MASTERCLASS?
We will give tips and techniques for organisations large and small - whether you are a hotel or charity, a recruitment agency or Sixth Form College, a nightclub or a retailer or a law firm, SEO and Google may be useful to your business, organisation or institution in one or more ways.
SEARCH ENGINE OPTIMISATION (SEO)
During the workshop we will address all the key SEO techniques, tools and methodologies including:
- How Do Google And Other Search Engines Work?
- Search Engine Spiders (GoogleBots etc)
 Registering With Search Engines- HTML, XHTML, Flash, CSS
- Page Titles
- Meta Keywords
- Meta Descriptions
- Identifying and using Keywords & Key Phrases
- Describing Images
- Describing Links
- Site Map
- “Destination” Websites
- Website Linking
- Blogging and Vlogging
- Really Simple Syndication (RSS), Podcasting, Social Networking etc
- Keeping It Fresh
- Search Engine Optimization (SEO) Tools
- Site Statistics (Google etc)
Throughout we will examine how companies and organisations are already using SEO, and how you can learn from best practice relevant to your own sector.
GOOGLE ADWORDS
The benefits of advertising with Google AdWords and our reason for focusing on it include:
- Targeted reach.
- Help targeting new audiences on the search engine (for example through Google ranking and through their Content advertising network through which they place adverts on related websites).
- Greater control.
- Freedom to edit your advert(s) and adjust your budget until you obtain the results that you want.
- The ability to try a variety of advert formats and even target your ads to specific languages and geographic locations.
- Measurable value.
- No minimum spending requirement or time commitment.
- With the cost-per-click option, you are only charged if people click your advert(s).
- Set your budget.
- No minimum spending requirement.
- Avoid guesswork.
- Google provide keyword traffic and cost estimates - enabling you to make informed decisions about choosing keywords and maximising your budget using estimated keyword costs.
- Pay only for results.
During the workshop we will address aspects of Google advertising tools, techniques and applications which will enable you to exploit Google AdWords to the full to achieve your sales and marketing objectives, including:
- Setting up an account.
- Planning your campaign and setting objectives.
- Targeting your advertising effectively.
- Designing your advert(s).
- Linking to your website and achieving 'conversions'.
- Budgeting and Cost control.
- Placing your advert (Search, Content, Email/Gmail).
- Analysis & Review, including Google Analytics.
- Other Google applications (Google Maps etc).
- Extending your campaign(s).
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WHO WILL LEAD THE WORKSHOP?
 The 'Search Engine Optimisation (SEO) and Google (AdWords) Advertising and Marketing Masterclass Workshop' training will be will be lead by Matthew D'Arcy, Managing Director for OMTAC Ltd.
Matthew has extensive experience with online marketing across a broad range of platforms, including Google, Facebook and Twitter. Matthew will draw on marketing campaign experience using Google and Search Engine Optimisation and considerable research he and his team have undertaken on SEO tools, techniques and methodologies.
Matthew has worked in a number of industry sectors, from website development to online marketing and ecommerce, from recruitment to hospitality and event management, from education to alumni membership services, from retail to consultancy services, from FMCG to brand development and distribution. Please click on the link for more about Matthew.
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SEO GOOGLE WORKSHOP INFORMATION - DATES & BOOKING
 We are offering a wide choice of dates for our 'SEO Google Marketing' Training Workshop which will take place in various UK locations including Birmingham, Edinburgh, London (Central) and Manchester.
Places are limited and will be allocated on a first come, first served basis.
Various discounts are available, with places costing as little as £95+Vat.
Please click on the link for full booking information - including dates, timing, venue and pricing - and to make your booking.
ANY QUESTIONS? CONTACT US
If you have any questions please don't hesitate to email us by clicking here or call us on 0845 058 39 85 (Local Rate Call).
Thank you for your interest in our online Marketing Masterclass Workshop series, we look forward to confirming your booking and to meeting you soon.
IN-HOUSE TRAINING AND CONSULTANCY?
Alongside our Open Workshops, Seminars and Conferences we provide In-house Training & Consultancy to companies and organisations of all sizes for whom it is more cost effective, practical and/or effective. Please click here for information.
OPEN WORKSHOPS, SEMINARS, RESIDENTIAL COURSES AND IN-HOUSE CUSTOM TRAINING
For full details and links to our other public/open Workshops, Seminars and Conferences please click on the link to return to the TRAINING HOME PAGE.
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