Internet Marketing Strategy Course - Sydney, Melbourne, Brisbane and Perth
COURSE PROGRAM
Search Engine Optimisation (SEO)
- Search engine dynamics - on and off page
- Search engine optimising an existing website
- Structuring a new website for maximum search engine visibility (market segmentation)
- Keyword research tools
- Google Places (local business listings)
- Measurement and reporting
Online PR
- Setting up an online news room
- Setting up a multimedia resource room
- Submitting electronic press releases via online wire services
- Search engine optimising your press releases
- Social media SEO
- Managing Google News
- Content cross-distribution & cross-promotion
Online Reputation Management
- Listening tools and platforms
- Customised monitoring tools
- Digital asset optimisation as a reputation defense
- Managing online reviews
- Wikipedia
- Online PR crisis management
Online Measurement
- Installing Google Analytics
- Defining actionable key metrics
- Setting up ‘conversion goals’ and ROI calculations
- Generating auto-reports
- Campaign tracking
- RSS feed analytics
- URL analytics
Online Information Filtering For Business Intelligence
- Filtering and organising online business information from aggregator portals such as Google Search, Google News, Google Finance & Google Insights.
- Creating a customised, live dataflow dashboard
Micro-Targeted Online Advertising
- Google AdWords - pinpoint content and search network options
- Facebook targeted ads by demographic and psychographic
- LinkedIn targeted ads by geographic, industry and professional title
Online International Marketing
- International search engine dynamics
- Launching country specific microsites or campaign pages
- Running geographic specific Google AdWords campaigns
- Domain, language and cultural design considerations
- Using language, time & currency conversion widgets
