The search landscape is changing at record speed. And so is our search behavior. Even though Google still dominates, more and more people turn to social media and AI assistants to find inspiration and answers to questions. For companies this brings new challenges, but also opportunities. This course gives you the tools to understand the basics of SEO and SEM and how you can work strategically to be visible where your customers search.
Format: On site
Language: Swedish
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About the course.
The search landscape is changing at record speed. And so is our search behavior. Even though Google still dominates, more and more people turn to social media and AI assistants to find inspiration and answers to questions. For companies this brings new challenges, but also opportunities. This course gives you the tools to understand the basics of SEO and SEM and how you can work strategically to be visible where your customers search.
SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are about meeting the customer's needs: offering what they are looking for with their search. But the companies that manage to bring in lots of traffic to their website via Google do not do it by chance. Performing well in organic search results or with search ads requires the right conditions.
In this intensive course you learn the basics of how to work with SEO and get your content visible in Google's organic search results. From doing a keyword analysis and choosing the ”right keywords” to creating SEO-friendly content that meets visitors' search intent. We also go through how developments in AI, such as AI Overviews and ChatGPT Search, are changing search behavior, and which strategies you can use to be visible in AI-generated answers too.
You also learn the basics of SEM. Both how to approach goals and KPIs, which ad formats exist and what fits your goals. But also how to get started in practice with creating search ads in Google Ads, and optimizing and analyzing the results.
After the course you will have a good understanding of how search marketing works and is changing, the benefit of working with both SEO and SEM, and how to get started with the work in practice.
What you will learn
What you learn.
Understand the basics of SEO and SEM
Understand how a search engine works, today and in an AI-driven future
How to meet search intent
How to do keyword analyses in SEO and SEM
How to write SEO content and think GEO (Generative Engine Optimization)
How to create search ads for Google Ads
Goal setting and KPIs
Analysis and follow-up
Target audience
Who is this for?
The course suits you if you work with text-based content on websites (web editor, communicator, copywriter) or with digital marketing and want to broaden your knowledge to search. You want a better understanding of search marketing and how to be visible on search engines in practice, both organically and with the help of ads. We also go through free tools and do a joint demo in Google Ads.
To take the course, all participants need their own Google Ads account for practical exercises during the course. We will go through how to create accounts on site during the course.
The course is not designed for professional SEO and SEM specialists.
What "verified" means here
Verified credential.
When you complete the course, Berghs School of Communication issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
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