Managing reputation through search and content optimisation
A one-day universal course on how to position your content prominently in Google search results
This course deals with designing the your website, your online content and your digital outreach strategy in order to ensure that you appear high up on Google when your key stakeholders make a relevant search. You will learn to predict, track and understand web user behaviour and master tools to shape your search profile.
Course format
The course takes a tool-focused approach, based on the practical applications of Google and SEO in strategic PR and communication.
The day comprises four modules each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules
1) Harnessing Google as reputation engine
2) Search engine optimisation (SEO)
3) Search marketing
4) Google-bait: creating content that gets discovered
Learning outcomes
After this course you will be able to:
- Understand the mechanisms through which Google defines your organisation’s reputation management
- Master practical best-practice approaches to influencing what Google says about your organisation including the science of Search Engine Optimisation (SEO)
- Deploy search marketing techniques to drive web traffic to your organisation’s sites and content
- Create engaging Web content designed to catch the attention of Google
Who should attend
This is a universal online PR and marketing course suitable for communication and marketing professionals at all levels. It is pitched at an intermediate level, designed to help you develop strategic approaches and apply sophisticated techniques.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
“The pace was great, time for reflection and discussion, not heavy on PowerPoint.”
- Liz Osman, Treehouse
“Trainer facilitated excellent discussions.”
- E Rodgers, Kids Company
“I liked talking about real life examples and hearing from people in other industries.”
- Nicola Casperson, Imagination Ltd
“I liked the interaction and the workshops. It was really useful and relevant to what I was working on in my current job.”
- Rebecca Beehre, Transport for London