SEO and PPC Crash-Course to Improve your Site’s Visibility
Session Length:2hrs 30mins
As Search Engine Optimisation and Pay per Click take centre stage in the present e-marketing scenario this course is intended to bring key skills to marketers who need assistance with getting to grips with these emerging tools.

Trainee Outline

Trainees are expected to be at middle-management level or above. While a technical background or experience with the web is NOT mandatory, having a general understanding of the Internet is useful to allow for better course participation.

Course Outline

The course is intended to provide sufficient knowledge to the delegates to start immediate activity in these areas to improve the positioning and visibility of their sites:


Part 1 - 18th September 2013 (EUR95ex VAT)
  • How do Search Engines work?
  • Introduction & examples
  • Why search affects the value of business
  • What are the key factors that affect SEO?
  • On page SEO and Off-page SEO
  • Keyword research
  • What’s the purpose?
  • Tools used
  • Long-tail keywords
  • Keyword Difficulty
  • Writing for the web
  • White Hat vs Black Hat SEO
  • Web usability
  • SEO Tools
  • Measuring & Tracking
  • How to conduct Competitor Research
  • SEO Checklist

Part 2 - 25th September 2013 (EUR95ex VAT)
  • What is Search Engine marketing (SEM)?
  • When is it best to conduct a PPC campaign?
  • Different models: PPC vs. PPM
  • PPC on search engines vs. social Media: Benefits & Disadvantages
  • When choosing Google for PPC
  • Keyword Selection Process
  • Targeting by Location
  • Bidding Strategy
  • Advert copy
  • Multiple campaigns & Multivariate testing
  • Google Analytics for monitoring & how to tweak campaigns
  • Average CTRs
  • When choosing Facebook or Linkedin for PPC
  • Targeting by audience demographics
  • Advert copy
  • Integration to Analytics
  • Monitoring & Tweaking
  • Average CTRs
  • Case Study
  • Landing Page Identification & the conversion process
  • How to link PPC within a wider campaign strategy

A special discount of EUR175ex VAT is being offered for both courses.

Should you prefer to attend only one of these courses, please contact our team directly at christine.falzon@icon.com.mt or 21 440080

The Venue
Microsoft Innovation Center Malta
Located at Skyparks Business Centre in Luqa, the Microsoft Innovation Centre boasts of incubation space, networking area and conference rooms. Since its opening in February 2013, the Innovation Centre has hosted a wide variety of events and conferences on various topics related to ICT. A number of startups and NGOs are utilize the facilities at the Innovation Centre to work, host meetings and networking events.
Course Schedule
There are no sessions available for this course. Please check back later.
The Trainer
Daniela Grech
Born:  1987
Hometown:  Fgura, Malta
Education: Bachelor’s Degree (Hons) in Communications from the University of Malta
Experience:  3 years experience in online marketing including SEO, search engine marketing, social media and digital PR
Interests:  Online marketing, newscasting, radio and music

Daniela Grech is a forward-looking marketer specialising in Internet Marketing, Social Media, and Search Engine Optimisation, with a keen interest in online communications. She holds the position of e-Marketing Specialist at ICON, a local innovative web application development company. Daniela has worked on various projects at ICON, ranging from tourism to hospitality, catering, finance and more, improving search engine rankings, conversion rates and internet profitability for her clients.