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How to Use Search Engine Marketing to Attract New Customers

Search engine marketing is key to securing the visibility and profitability of your online business.

How can you ensure your website appears in the top Google search results? Are you getting the most out of your search engine marketing agency and keyword campaign? Are you maximizing your Google Ads ROI?

These two workshops on organic (SEO) and paid (SEM) strategies will help you master the use of search engines to make your website more visible on Google.

In the first workshop, we will explore Google’s search algorithms with our expert, who brings 20 years of experience in the field. This will give you the tools you need to optimize the content of your website and the technology you use.

In the second workshop, you will learn how to get the most out of your SEM dollars. We will also go over best practices for your campaigns using key performance indicators tailored to your products or services.


$ 995 + taxes


One day - 9 a.m. to 4:30 p.m.

Course given in French

To be kept informed of upcoming dates, please send your details to

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  • Develop an integrated SEO/SEM strategy.
  • Implement best practices in website development and digital content creation to drive organic traffic to your website.
  • Create a successful Google keyword strategy and monthly plan informed by your media budget and goals.
  • Learn to ask the right questions and set the right goals to work more effectively with your marketing agency or consultant.


Gabriel Tassé
Gabriel Tassé
MSc (Marketing)
Lecturer, HEC Montréal and Co-founder Click & Mortar

SEO (organic search rankings) Overview

  • The basics of Google’s algorithm
  • Technical aspects of SEO for your website
  • Optimizing your content for search engines
  • Strengthening link building to maximize online visibility in highly competitive sectors

Tool: An SEO plan for your website

SEM (paid search rankings) Overview

  • Ad spend statistics for Canada
  • Definition of search engine marketing
  • The anatomy of an SEM campaign: keywords, ads and landing pages
  • Advanced tactics: quality score, search engine results page (SERP) domination and machine learning algorithms
  • Case study on voice search and the future of SEM

Tool: Guide to developing your first online campaign and your monthly plan

Participants in all of our seminars will receive a certificate of completion from Executive Education HEC Montréal.

For more information about this program

 Make an appointment with:

Nadia Uria-Fernandez

Nadia Uria-Fernandez
Program Manager

 By Email
 By Phone

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Executive Education > Our programs > Seminars > How to Use Search Engine Marketing to Attract New Customers