Marketing and Sales

Building Technical and Content Search Engine Optimisation Strategies

Learn to design, measure and defend your organisation's approach to search engine optimisation.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Technical and Content Search Engine Optimisation Strategies
5days

About the programme

Course Overview

Most disappointing results in search engine optimisation trace back to an audience defined too broadly. Discounting solves a problem in this part of marketing and commercial practice today and creates a larger one next quarter. It treats this area of marketing and commercial practice as an operating discipline and equips participants to run it as one. Benchmarking exercises repeatedly place search engine optimisation among the areas with the widest performance spread. The programme works equally well for those formalising the marketing and commercial practice capability for the first time and those improving an existing approach. Teams frequently over-invest in documenting this area of marketing and commercial practice and under-invest in testing it. Every module pairs a short input on search engine optimisation with structured practice on the participant's own material. The programme builds the judgement to know which parts of this aspect of marketing and commercial practice to standardise and which to leave flexible. Work concludes with a self-assessment of the wider marketing and commercial practice agenda that participants can repeat annually.

Expected Learning Outcomes

  • Build the reporting on search engine optimisation that supports a spending decision.

  • Anticipate the objections that search engine optimisation will attract internally and answer them in advance.

  • Design the customer journey for search engine optimisation across the touchpoints that actually influence the decision.

  • Handle objections in search engine optimisation without conceding position immediately.

  • Set a realistic target state for search engine optimisation and a defensible route to it.

  • Set measurable objectives for search engine optimisation tied to revenue rather than reach.

  • Agree the first three actions on search engine optimisation that will be taken on returning to work.

Who Should Attend

  • Founders and owner-managers running search engine optimisation personally.

  • Retail and channel managers executing search engine optimisation in the field.

  • Officers preparing reports on search engine optimisation for boards or oversight committees.

  • Customer experience managers improving search engine optimisation.

  • Brand and communications specialists shaping search engine optimisation.

  • Operations staff who encounter the consequences of search engine optimisation directly.

Course Modules

Open any module to see its sessions and topics.

01

Search engine optimisation: audience definition and segmentation

2 sessions · 8 points

Session 1Keeping customers acquired through search engine optimisation

  • Identify single points of dependency in search engine optimisation and reduce them.
  • Select channels for search engine optimisation based on evidence, then cut the rest.
  • Test creative for search engine optimisation at small scale before full commitment.
  • Prepare the response for the most likely failure in search engine optimisation.

Session 2Pricing search engine optimisation on value rather than cost

  • Choose the next segment for search engine optimisation and state why it is next.
  • Set out the decisions in search engine optimisation that require sign-off and by whom.
  • Plan the sequence in which improvements to search engine optimisation will be introduced.
  • Define the handover point between marketing and sales in search engine optimisation.
02

Search engine optimisation: measurement, attribution and honest reporting

2 sessions · 8 points

Session 1Protecting the brand while hitting targets on search engine optimisation

  • Rehearse the briefing on search engine optimisation that would follow an incident.
  • Design the retention action triggered when a customer of search engine optimisation goes quiet.
  • Benchmark the organisation's search engine optimisation against comparable operations.
  • Distinguish symptoms from causes when search engine optimisation underperforms.

Session 2What has to be agreed before work on search engine optimisation starts

  • Define qualification criteria that disqualify quickly in search engine optimisation.
  • Record the rationale for each significant choice made about search engine optimisation.
  • Set the discount authority for search engine optimisation and require justification.
  • Identify where judgement in search engine optimisation is legitimate and where it is not.
03

Search engine optimisation: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1Where the buyer actually decides on search engine optimisation

  • Agree the indicators that will show whether search engine optimisation is improving.
  • Set objectives for search engine optimisation in revenue terms with a timeframe.
  • Write the positioning claim for search engine optimisation and test whether a competitor could say it too.
  • Review whether short-term tactics on search engine optimisation are damaging the brand.

Session 2Building the method for search engine optimisation step by step

  • Review whether search engine optimisation is aligned with the objectives of the commercial team.
  • Build the report on search engine optimisation that answers whether to spend more or less.
  • Name a single owner for each element of search engine optimisation.
  • Document the sales process for search engine optimisation so a new joiner can follow it.
04

Search engine optimisation: positioning and the honest claim

2 sessions · 8 points

Session 1Choosing channels for search engine optimisation on evidence

  • Measure lifetime value from search engine optimisation, not just first purchase.
  • Script the three most common objections in search engine optimisation and the responses.
  • Map the decision journey for search engine optimisation and mark where the choice is actually made.
  • Agree the attribution model for search engine optimisation and state its known limits.

Session 2Moving search engine optimisation from approval to execution

  • Remove steps in search engine optimisation that add effort without adding assurance.
  • Decide what will be stopped to create capacity for search engine optimisation.
  • Assign responsibility for keeping documentation of search engine optimisation current.
  • Confirm that those complying with search engine optimisation understand why it exists.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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