SEO, SEA & analytics
Web visibility: SEO, online advertising and social media
Understand and combine organic search, paid search and social media presence to gain visibility.
- Duration
- 14 h · 2 days
- Level
- Beginner
- Format
- On site · Remote · Blended
- Max. group size
- 12 participants
Overview
This program gives an overview of the levers of a site's visibility: organic search, search engine advertising and social media. Participants understand how search engines work, optimize their site, launch their first paid campaigns, define a publishing strategy and learn to measure results with key indicators.
Who this program is for
- Marketing and communication managers
- Freelancers and small-business owners
- Web project managers
Prerequisites
- Basic digital knowledge
- Having a site or a site project to work on
Learning objectives
- Describe how search engines work and what is at stake in search visibility
- Apply the basics of organic SEO
- Understand how paid campaigns work and launch one
- Define a social media publishing strategy
- Choose indicators and measure effectiveness
- Combine the three levers according to your goals
Detailed curriculum
4 modules · 14 h · 2 days
Day 1
Search engines and what is at stake in search visibility
30% theory · 70% practice
- Overview of search engines and search assistants
- Organic, paid and social: definitions
- How a search engine ranks pages
- Search intent and keywords
- Setting visibility goals
🛠 Hands-on workshops
Visibility diagnosis1 h
Quickly assess a site's visibility.
✅ Deliverable : A summary diagnosis
Organic search
30% theory · 70% practice
- Basic technical audit
- Tags, structure and content
- Popularity and inbound links
- Generating qualified traffic
- Tracking your rankings
🛠 Hands-on workshops
Optimization plan1.5 h
Define the priority SEO actions for your site.
✅ Deliverable : An SEO action plan
Day 2
Paid search
30% theory · 70% practice
- How auctions and quality score work
- Structure of an account and a campaign
- Choosing keywords and ads
- Budget and conversion tracking
- Optimizing performance
🛠 Hands-on workshops
Sample campaign2 h
Design a complete search campaign.
✅ Deliverable : A campaign plan
Social media and steering
30% theory · 70% practice
- Choosing your networks
- Editorial line and calendar
- Formats and frequency
- Performance indicators and dashboard
- Integrated visibility plan
🛠 Hands-on workshops
Visibility plan2 h
Build your three-month visibility plan.
✅ Deliverable : An integrated plan
Tools and technologies
Google AdsGoogle Analytics 4Google Search Console
Teaching methods
- Alternating input sessions and workshops on real accounts and sites
- Case studies and diagnostic exercises
- Sharing of best practices between participants
- Feedback and personalized recommendations
Assessment
- Hands-on exercises on a real or fictional site
- Case studies corrected as a group
- Knowledge-check quiz
Required equipment
- A computer with an internet connection
- Access to your site and measurement tools, if possible
Resources provided
- Course materials and repository of corrected exercises
- Optimization checklist
- Visibility plan template
Career outcomes
- A prioritized visibility plan
- A first structured campaign
- A dashboard of indicators
Related video courses
My video courses that go with this program, to get ready for the training or to review afterwards. Free with an account.
