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Search & Social Media Marketing Course Schedule

The Search & Social Media Marketing course schedule runs 4pm – 8pm on Thursday evenings as follows:

Search & Social Media Marketing – Foundation course – 4 days

Week 1 (26/09/13)
Search & Social Media Marketing Context

  • How do we learn SSMM?
  • Search & Social Media Marketing Context
  • How Google and other search engines work developing a keyword plan

Industry speaker: Phil Morgan – Head of Search – Delineo

Week 2 (03/10/13)
Fundamental on-site optimisation

  • Evaluating your web pages from search engines’ perspective
  • Implementing your keyword plan by writing content

Industry speaker: Nikki Stasyszyn – SEO Executive – PushON Ltd

Week 3 (10/10/13)
Fundamental off-site optimisation

  • Increasing your link popularity
  • Integration with Web 2.0 tools and Social Media Marketing
  • Pay-per-click: if you need results fast

Industry speaker: Anjlee Bhatt – Social Media and digital strategy coach

Week 4 (17/10/13)
Peer-presentations and Foundations review

  • How not to manage your search & social media marketing SSMM as an ongoing marketing process
  • Learning from your website visitors’ experience

Industry speaker:  Tony Keen, SEO Account Director – MEC

Search & Social Media Marketing – Professional 6 days

Week 5 (24/10/13)
Strategic and operational campaign management

  • Advanced keyword research
  • Refining Keyword Lists

Industry speaker: Tom Smith – Director of Search, Fast Web Media

Week 6 (31/10/13)
Advanced Search and Social Media tools, techniques and analysis

  • SEO Server Configuration
  • Web Site Architecture
  • SEO Web Site Page Construction & External influences
  • Social Media techniques and analysis

Industry speaker: Paul Spreadbury, SEO Account Director, MEC

Week 7 (7/11/13)
Building trust: balancing human and technical aspects

  • Advanced Link building
  • Advanced Internal & External Linking
  • Strategies to Acquire Good Inbound Links
  • Attracting Links

Industry speaker: David Nicoll – SEO Executive and Head of Link Building Team – Mediacom

Week 8 (14/11/13)
Social Media and the impact of Web 2.0

  • Social Media Marketing
  • Social Media key motivators and behaviour
  • Social Media Risks & Obligations
  • Reputation Management

Industry speaker: Tom Mason – Social Media Campaign Manager, Delineo

Week 9 (21/11/13)
Campaign reporting and review

  • Editing and Optimising
  • How to Write Good Copy Using Keywords
  • How to Deal with Pages Moved or a Remodel
  • How to Deal with Large Sites and Difficult programming
  • Reporting and analytics
  • Web Analytics
  • Brand Reputation Monitoring & Management

Industry speaker: Phil Wright – Digital, Search and Online Marketing Strategist at SMRS

Week 10 (28/11/13)
Peer-presentations and Professional review

Presentations to industry guest speakers