Sales & Marketing
Search Engine Optimization and Paid Search Fundamentals
This practical course develops directly applicable capability in Search Engine Optimization and Paid Search Fundamentals. Participants work in depth on How Search Creates Demand, and Keyword and Intent Research, and On-Page SEO, then convert the methods into tools and actions suited to their workplace.
Objectives
- Apply the principles and methods of how search creates demand in a workplace context.
- Apply the principles and methods of keyword and intent research in a workplace context.
- Apply the principles and methods of on-page seo in a workplace context.
- Apply the principles and methods of technical and off-page foundations in a workplace context.
- Apply the principles and methods of paid search campaigns in a workplace context.
- Apply the principles and methods of search performance management in a workplace context.
Target audience
- Sales and marketing professionals
- Business-development and account teams
- Digital marketing and campaign specialists
- Sales and marketing managers
- Commercial professionals responsible for revenue growth
Program outline
A clear structure for the learning journey.
Program outline
Outline points are grouped in one designed block instead of being treated as separate module cards.
Module 1: How Search Creates Demand
Organic and paid search roles
Search intent across the customer journey
Search engine results and competitive visibility
Module 2: Keyword and Intent Research
Seed topics, queries, volume, difficulty, and relevance
Informational, commercial, navigational, and local intent
Mapping queries to appropriate pages
Module 3: On-Page SEO
Titles, headings, copy, internal links, and metadata
Content usefulness, originality, and topical depth
Image, URL, and page-structure considerations
Module 4: Technical and Off-Page Foundations
Crawling, indexing, performance, mobile, and structured data
Backlink quality and digital authority
Common technical issues and developer collaboration
Module 5: Paid Search Campaigns
Campaign structure, keywords, match types, and negatives
Ad copy, assets, landing pages, and quality
Bids, budgets, conversion tracking, and waste control
Module 6: Search Performance Management
Rankings, impressions, clicks, conversions, and cost
Search-term and landing-page analysis
Integrated SEO and paid-search improvement plan
Materials provided
- ○ Course-specific presentation slides
- ○ Practical exercises and facilitated activities
- ○ Course-specific worksheets, checklists, and templates
- ○ Applied workplace case studies
- ○ 4D Certificate of Completion issued by 4D Training & Consultancy
- ○ Post-course support for implementation questions
Training Options
Programs can be delivered in-house, online, or in a blended format depending on your team's schedule, location, and learning objectives. When an external certificate or exam is included, certification rules and fees remain under the relevant awarding body's policies, while 4D provides the training and preparation support.
Why choose 4D
4D adapts this program to the participant group and workplace context. Delivery combines structured explanation with course-specific exercises, realistic cases, working tools, and an action-planning component so participants can transfer the learning to their roles.
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