Search engine optimisation has grown more challenging and complex over the years. Marketers must now look beyond pure ranking position on the Search Engine Results Pages (SERP) if they want to succeed. They can better manage their SEO and content development efforts by focusing on areas that have the greatest impact on organic search visibility. The methods include closely examining SERPs to discover the types of content present, where each content type is displayed / positioned, and how much real estate each content piece occupies on the SERP for the keywords they want to be known for.
This 2-Day Digital Asset Optimisation Masterclass course will demystify how these changes can create opportunities for marketers to optimise digital assets to increase brand visibility and equity in the competitive digital age.
- Why is Google integrating more and more boxes in the search results? Universal Search classics such as images and videos are the most frequently used search results. The new Extended Search integrations such as Knowledge Graphs or App Packs are increasingly becoming common
- Why devices matter? There are significant differences between the results for smartphones and desktops computers
- Benefit from new traffic opportunities: The optimisation of web projects in relation to Google Images, Videos, Direct Answers or Mobile App-Packs is an excellent opportunity to generate additional organic traffic
- Which Universal Search integrations are most important to your industry?
- Where should the websites in your industry focus their Universal Search optimisation efforts?
Evolution of search result pages
- The Diversity of Universal Search
- Google results pages – then and now
- Number of organic search results
Enrichment of search results – trends and examples
- Universal Search
- Extended Search
- Historical Comparison 2013-2018 (Extended Search and Mobile App Packs)
How can online marketers optimise their websites for these boxes?
- Optimisation of Google Images
- Optimisation of Google News
- Optimisation of Google Video
- Optimisation of Google Direct Answers
- Optimisation of Knowledge Graph
- Optimisation of Google Maps / Local SEO
- Optimisation of Mobile App Pack Integrations
- Monitoring of (own) performance in the Universal and Extended Search
How Universal Search influences your mobile strategy?
- How to be customer-first and not technology first?
- How to make every moment a brand builder?
- Evaluating your customer journey
- How to embrace customer lifetime value?
The Top Universal Search Integrations for Online Marketers
- Number of Organic Results
- Images
- Knowledge Graph
- Google Shopping
- Google Ad words
- Direct Answers
- News
- Accelerated Mobile Pages (AMP) and News Integrations
- Maps
- Videos
- Mobile Apps
Participants will undergo experiential learning through mini-lectures, case studies, group discussions, role plays, quizzes, and videos.
This course is suitable for:
- Individuals with few years’ of marketing communications experience who want to gain strategic SEO skills
- Business owners who want to have local and regional presence on the search engines
- Digital marketers who want to strengthen the fundamentals of search marketing
- Brand managers whose roles involve the research, planning, development, delivery, and analysis of marketing communications
Categories
More Information
- (Local Institution) MDIS - Service Quality Centre
Add a review