Visibility in search engines is crucial for success in the digital space. In this workshop, participants learn how to effectively position their website at the top of search results through both search engine optimization (SEO) and search engine advertising (SEM). They learn how to research relevant keywords, implement on-page and off-page optimizations, and manage paid search ads in a targeted manner. With these capabilities, companies can increase their reach, generate targeted traffic and sustainably increase their conversion rates.

SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are essential strategies to increase the visibility of your website in search engines. Through targeted optimization and paid advertising, you can ensure that your brand reaches the right target groups and stands out from the competition.

Benefits for you as a company:

• Increasing organic reach and visibility in search engines through targeted SEO measures
• Quick results and increased presence through paid SEM campaigns
• Increase website traffic and conversion rate through optimized search results
• Improving brand perception and customer loyalty through relevant content and tailored ads
• Maximize ROI through continuous adjustment and evaluation of SEO and SEM measures

1. Introduction to SEO & SEM

• What is the difference between SEO (Search Engine Optimization) and SEM (Search Engine Marketing)?
• How SEO and SEM work together: An integrated strategy for greater visibility
• Why SEO & SEM are crucial for every company to be successful online
• The most important search engines: Google, Bing, Yahoo and how they rank websites

2. SEO: On-page optimization for better visibility

• Keyword research: How to find the right keywords for the target group
• Keyword research tools and methods: Google Keyword Planner, Ahrefs, SEMrush
• Long-tail keywords and their importance for the ranking strategy
• The importance of keyword intent: What do users really want to find?

3. Technical SEO: Optimizing the website structure for search engines

• Important technical SEO factors: loading speed, mobile-friendly design, crawlability
• URLs, sitemaps and the importance of internal linking
• Use of structured data (schema markup) for better indexing and rich snippets

4. Content optimization: How to optimize content for Google and users alike

• Creating high-quality content: relevance, originality, and benefits for the user
• On-page SEO elements: meta titles, meta descriptions, header tags, alt tags for images
• Content marketing: blogs, videos, infographics and how they influence rankings

5. SEO: Off-page optimization for more authority

• Backlinks: Why links from other websites are important and how to build them
• The importance of high-quality backlinks and how to get them
• Link building strategies: guest posts, influencer marketing, and partnerships
• Avoiding black hat SEO practices: Why natural backlinks are more important than quantity
• Social signals: The role of social networks in SEO strategy
• How social media interactions indirectly influence rankings
• The importance of content sharing and community building on platforms such as Facebook, Instagram, and LinkedIn

6. SEO: Local Search Engine Optimization (Local SEO)

• What is local SEO and how does it differ from general SEO?
• Optimization for local searches: “Near Me” and “Near Me”
• Google My Business: How to create and optimize a profile to appear in local search results
• Reviews and customer feedback: How they influence local rankings
• Local backlinks and their importance

7. SEM: Google Ads and paid search advertising

• Introduction to Google Ads: How does paid advertising work on Google?
• Keyword targeting in Google Ads: How to choose the right keywords for paid campaigns
• The differences between Broad Match, Phrase Match, and Exact Match
• Negative keywords: Why they are crucial for a successful campaign
• Create ad texts: How to write effective and appealing ads
• Tips for optimizing ad copy for better CTR (click-through rate)
• Google Ads auction: How bidding for keywords works and what it means for the cost per click
• Maximize effectiveness through budget planning and auction strategy
• Conversion tracking and analysis: How to measure the success of SEM campaigns
• Google Analytics and Google Tag Manager: How to Analyze Conversions, Clicks, and Traffic

8. SEM: More platforms for paid advertising

• Bing Ads and other search engine advertising: Why it's worth advertising outside of Google
• Advertising on social networks: Facebook Ads, Instagram Ads, LinkedIn Ads
• How to integrate campaigns across multiple channels and use synergies

9. SEO & SEM: Performance analysis and success monitoring

• How to measure and analyze SEO and SEM measures: Key KPIs and metrics
• Performance analysis tools: Google Search Console, Google Analytics, SEMrush
• Which metrics are decisive for success: CTR, bounce rate, conversion rate, keyword ranking
• A/B testing and continuous optimization: How to constantly improve your strategies

10. SEO & SEM: Mobile optimization and the future of search engines

• Mobile SEO: Why a mobile-optimized website is essential for SEO and SEM
• Mobile-first indexing and the impact on ranking
• Google PageSpeed Insights: How to optimize loading speed for mobile devices
• Voice search: How voice search affects SEO and what companies can do to optimize their pages
• The future of SEO and SEM: artificial intelligence, automation and personalized search results

11. Best practices and error prevention

• Common SEO mistakes: keyword stuffing, duplicate content, technical mistakes and how to avoid them
• SEM traps: Too high bids, inaccurate targeting options and misleading ad texts
• Best practices for long-term SEO & SEM success: sustainable and user-centered strategies

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