搜索营销：测量搜索营销
Discover how to continually improve your search marketing activity
Both search engine optimisation (SEO) and pay per click (PPC) have a wide range of variables that can impact the performance of campaigns.
On this course, you’ll explore how to measure the different elements of your search activity and campaigns to maximise their performance.
Learn how to get the best from paid search and SEO tools
You’ll gain hands-on experience of how to analyse and measure your search marketing campaigns with Google Search Console and other third-party SEO tools, as well as within advert platforms, such as Google Ads.
You’ll look at a range of metrics that can help improve your rankings and increase traffic and goal completion on your website. You’ll discover how to measure your average position in search rankings and explore on-page optimisation scores and how to interpret them and improve performance.
Explore how to use attribution models to calculate return on investment
You’ll develop the skills to gather key information about click-through rates and campaign optimisation, which will be crucial to your ability to get the most from your paid search campaigns.
Finally, you’ll look at calculating your ROI, exploring how attribution modelling can be used to see how SEO and PPC work together, and ensuring ongoing improvement using the analytics analysis you’ve gained throughout the two week-course.
Designed by digital marketing experts Target Internet and The Open University
您将与Target Internet首席执行官Daniel Rowles一起学习。他是数字营销播客的屡获殊荣的作家和声音，他为BBC，Sony，Tesco，Vodafone，Mercedes，L'Oréal和Warner Bros等人提供了专业知识。
By the end of this course, you’ll have the skills and knowledge to make search marketing work for your organisation or take the next step in your career.
What topics will you cover?
- 采用迭代方法进行搜索营销
- 计算搜索引擎优化的ROI
- Calculating ROI for pay per click
- 使用Web Analytics（Google Analytics（分析））来衡量和改善搜索营销
- Using Search Console for measuring and improving SEO
- 归因建模，以更深入地了解搜索营销的影响
Prove you're job ready
Highlight the new, job-relevant skills you’ve gained and supplement existing qualifications with a hard-earned, industry-specific digital certificate – plus one for every course within your ExpertTrack.
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学习您选择的行业或主题中的最新信息。
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Complete each course and pass assessments.
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Receive certificates validated by the educating organisation.
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Impress employers with learning outcomes you can add to your CV.
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Make your career dreams a reality.
Download a PDF
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
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Discuss how to take an iterative approach to search marketing that leads to on-going campaign improvement
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Describe the differences in measuring ROI for organic and paid search activity
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Engage with tools like Google Analytics and Search Console to measure and improve search marketing
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探索如何使用归因建模来查看SEO和PPC如何一起工作
Who is the course for?
This course is designed for anyone who would like to increase their awareness and understanding of search marketing. You don’t need any prior knowledge, although any work experience will help contextualise and enhance your learning.
您会和谁一起学？
CEO TargetInternet.com - helping upskill the worlds leading organisations in Digital Marketing & Digital Transformation.
Host of the Digital Marketing Podcast, a global top 20 business podcast.
Who developed the course?
The Open University
As the UK’s largest university, The Open University (OU) supports thousands of students to achieve their goals and ambitions via supported distance learning, helping to fit learning around professional and personal life commitments.
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Established
1969 -
Location
Milton Keynes, UK -
World ranking
Top 510 Source: Times Higher Education World University Rankings 2020
Target Internet
Target Internet delivers digital marketing training to some of the world’s leading organisations, as well as building online learning that is used in over 100 countries worldwide. As publishers of the global Digital Marketing Skills Benchmark and the Digital Marketing Podcast, they have unrivalled access to market insights and expertise.
Start learning today - free 7-day trial
After your free trial you can:
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Pay$39每月继续学习
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Have complete control over your subscription; you can cancel any time
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Work at your own pace and set your own deadlines at every stage
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Only pay while you’re learning; the subscription will cancel automatically when you finish
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Complete online assessments to test your knowledge and prove your skills
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Earn digital course certificates and a final award that you can share online, with potential employers, and your professional network
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Keep access to the content of courses you complete even after your subscription ends
Learning on FutureLearn
您的学习，规则
- 课程分为几周，活动和步骤，以帮助您跟踪学习
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
加入全球教室
- Experience the power of social learning, and get inspired by an international network of learners
- 在课程的每一步中，与同龄人和课程教育者分享想法
- 通过阅读，@ing，喜欢，书签和回复他人的评论来加入对话
Map your progress
- As you work through the course, use notifications and the Progress page to guide your learning
- Whenever you’re ready, mark each step as complete, you’re in control
- Complete 90% of course steps and all of the assessments to earn your certificate
Want to know more about learning on FutureLearn?盖世电竞里钱如何提现
