Basics of SEO and SEA

Course overview

This module provides you with the fundamental knowledge of the two central pillars of search engine marketing, namely the SEO and SEA areas. Both disciplines pursue the same goal - the maximum visibility of a company in search engines like Google or Bing - and differ primarily in one crucial point: SEO generates organic, i.e., unpaid visibility, while SEA is based on paid advertising. Your learning content: What is SEO (Search Engine Optimization) and SEA (Search Engine Advertising)? - Compact basics Various characteristics of SEO vs. SEA compared: visibility, costs, duration of effect, effort, trust, flexibility, and time horizon The three pillars of SEO: OnPage SEO, OffPage SEO, and technical SEO OnPage SEO - the most important factors: keywords, content quality, title tag and meta description, heading structure (H1-H6), internal linking, image optimization, URL structure OffPage SEO - building authority: backlinks, link building, social signals, Google Business Profile Technical SEO - the foundation: loading speed, mobile optimization, SSL certificate, crawlability, sitemap and robots.txt, structured data (Schema Markup) Keyword research: target audience analysis, competitor analysis, keyword groups (short-tail, long-tail, informational, transactional, and navigational) Important SEO tools: Google Search Console, Google Analytics, SEMrush / Ahrefs, Screaming Frog, Google PageSpeed Insights Google Ads as an SEA platform: cost planning and quality factors Google Ads campaign types: search ads, display ads, shopping ads, video ads, and Performance Max Key terms in SEA: CPC (Cost per Click), CTR (Click-Through Rate), conversion, conversion rate, ROAS (Return on Ad Spend), quality factor, remarketing, negative keywords SEA campaign process step by step: goal definition, keyword research, campaign structure, creating ad texts, optimizing landing pages, setting budget and bids, launching and monitoring the campaign, optimization The training at Akademie Überlingen is taught live by experienced, practical instructors.

Upcoming dates

• 2026-10-15T22:00:00.000Z · 2026-12-13T23:00:00.000Z · Varel, Jadebusen · Combined Learning
• 2026-10-15T22:00:00.000Z · 2026-12-13T23:00:00.000Z · Burgwedel · Combined Learning
• 2026-10-15T22:00:00.000Z · 2026-12-13T23:00:00.000Z · Vechta · Combined Learning
• 2026-10-15T22:00:00.000Z · 2026-12-13T23:00:00.000Z · Karlsruhe, Baden · Combined Learning
• 2026-10-15T22:00:00.000Z · 2026-12-13T23:00:00.000Z · Lippstadt · Combined Learning