About this course

This short course focuses on keyword research as it applies to both paid advertising campaigns and organic search engine optimisation. You will learn how to find and evaluate keywords using research tools, understand search intent, assess keyword difficulty and search volume, and organise keywords into structured groups that can be applied directly to Google Ads campaigns or on-page SEO work. The course suits people who are new to digital marketing and want to build a practical foundation, as well as small business owners or sole traders who manage their own online presence and want to make more informed decisions about the words and phrases they target. No prior experience in SEO or paid search is required. After completing the course, you will be able to conduct keyword research independently, interpret the data that research tools provide, and apply your findings to either an ad campaign structure or an SEO content plan. These are concrete, repeatable skills you can put to work straight away in a real website or advertising account.

What you'll learn

Identify relevant search terms and phrases that match user intent for both paid and organic search campaigns
Analyse keyword data including search volume, competition level, and cost-per-click to prioritise targeting decisions
Build structured keyword lists organised by theme, intent, and match type for use in Google Ads or similar platforms
Apply keyword research tools such as Google Keyword Planner or Semrush to gather and filter search data
Evaluate competitor keyword strategies to identify gaps and opportunities in your own campaigns
Map keywords to specific pages or ad groups to align content with what your audience is searching for
Refine keyword selections by removing low-value or irrelevant terms using negative keyword techniques