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Description

SEO and SEA: Auditing Your Site, Structuring Keywords and Steering Campaigns

Understand what lifts a page in the rankings and what makes an ad worth clicking, before committing any budget

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

A website can be beautifully built and still remain invisible. Pages fail to answer the queries people actually type, while paid campaigns burn through budget without anyone knowing what they return.

Over two days, this programme sets out how search engines work and how advertising auctions operate. Participants build a keyword list based on search intent, identify the most common technical obstacles, structure a campaign and read the indicators that matter. Each participant leaves with a search visibility plan tailored to their own website.

Learning objectives

  • Analyse how a site ranks on its strategic queries
  • Build a keyword list grounded in search intent
  • Correct the main technical and editorial obstacles to organic search performance
  • Structure a paid search advertising campaign
  • Measure the return of each channel using traffic and conversion indicators

What makes this programme different

Each participant audits their own website and leaves with a prioritised list of corrections
Keywords are developed from the actual vocabulary used by the participant's customers
A campaign budget is simulated and tested against the targeted revenue

Programme

1How Search Engines Work and Search Intent

Understand before optimising

  • The journey of a query from the user to the results displayed
  • Distinction between organic results and paid placements
  • Typology of informational and transactional search intent
  • Reading a results page and the formats that capture attention

2Technical and Editorial Search Optimisation

Remove the obstacles, then produce

  • Indexing, crawling and page address structure
  • Title tags and meta descriptions designed to earn the click
  • Writing a query-focused page without over-optimisation
  • Internal linking and content hierarchy
  • Signals related to page speed and mobile display

3Search Engine Advertising Campaigns

Buying traffic without waste

  • Auction logic and the components of cost per click
  • Structuring campaigns, ad groups and keywords
  • Match types and the use of negative keywords
  • Writing ads and ensuring consistency with the landing page
  • Splitting budget between awareness and acquisition

4Measurement and Steering

Knowing what each channel returns

  • Defining conversions and tracking user journeys
  • Useful indicators for traffic, ranking position and acquisition cost
  • How organic search and paid campaigns complement each other
  • Building a monthly dashboard
  • Budget arbitration based on observed results

Who is it for

Marketing managers, communication officers, e-commerce site managers, entrepreneurs and anyone responsible for their organisation's online visibility.

Prerequisites

Regular use of a website or a content management system.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.