Recently I have been involved in creating a search marketing training program which some very clear objectives: help new search marketing strategists get up to speed quicker, allow them to work on billable client work sooner/more efficiently and get them prepared to participate in high-level brainstorming strategies. As much as I can teach the new strategists, I have learned it's as important to learn from them to continually tweak and improve the program. Below I have outlined 3 steps to creating a stronger search marketing training program.
  • Constantly Reading, Sucks: Providing course material to your trainees is important but don't overload them with constant reading. There will come a time where their ability to absorb content through line and lines of text will simply run out. I suggest mixing up the textual content with audio and video, additionally I recommend you introduce scenario based training. Scenario based training is way for trainees to get their hands dirty with tasks that they will face on a day to day basis. If you're providing training for an agency or even in-house training, create tasks that are related to current issues that the company is facing, you never know what kind of innovative ideas some fresh minds could come up with.
  • Create a Relationship: When you're training someone it's important that you create an open door policy right from the start so that your student(s) can approach you with any questions related to the training program or search marketing in general. Throughout the training program, schedule some regular time with your students to ask them how they're doing with course material. This will keep the students stay engaged with the training program and help you design a course which is custom rather than "cookie cutter."

  • Get Feedback: Your search marketing training program is not going to be perfect right off the bat and it may not be perfect for a while, but the idea is to continually tweak your program with feedback from the people who are undertaking the training. Whether it's your clients or your co-workers, it's important to get their comments/suggestions in-relation to the course content, their ability to understand the concepts, the level of difficulty of the material and the relevancy of the course material to real-life business situations.

April 15, 2008

Manoj has been in the Digital marketing industry for over 10 years with experience at some of Canada's largest companies: WestJet and Shaw Communications. Manoj first started in the search marketing industry with Enquiro Search Solutions, where he spearheaded web analytics, SEO Training and the development of cutting edge search marketing solutions for clients. Manoj is also an entrepreneur in the Mobile and Local Deals space.

Manoj is a Professional Speaker having participated at events such as Web Analytics Congress (Amsterdam), Emetrics, Web Analytics Xchange, WebTrends Engage, Internet Marketing Conference, Social Media Innovation Summit and Search Engine Strategies. He has also contributed to several leading online publications such as: Search Engine Land, Marketing Pilgrim, WebProNews, Search Engine Guide and the Web Analytics Assocation.

He founded and successfully sold Web Analytics World (a top 100 Digital Marketing Blog – and was voted #39th Most Influential Digital Marketer in North America – 2009 (see:


I tend to agree with most of that. Although I personally prefer the reading to video or even audio. I guess I just find it easier to scan to a line up or below what I'm reading to clarify the point. Something that is not as easy with video or audio.

However, this is addressed with the no "cookie cutter" approach. As things that work for you or I may not work for both of us.

Hi Robert,

I agree that reading is a great method as well but the point I was trying to get across was that video/audio should be an option in addition to reading.

Hi Manoj,
I completely agree with the
1] scenario based training structure
2] Less emphasis on the traditional mode of course material

We are also implementing a new concept after my class has got some handle on the SEM \ SEO concepts -

a] Scenario mashup - I ask the class to create SEM scenario for Company ABC based on the earlier experiences with case studies - Thus forcing all to do a reverse-engineer the on-job requirements.

It has become quite popular with the students.
Thanks a lot for the tip. Look forward to it.

I agree 100% That's why the second point is so important. Relationships and avoiding the "cookie cutter" setup. What works for one doesn't work for another. And often the more creative you make a learning experience (no matter the field) the more likely you will be successful.

Thanks again.

Dear Manoj Jasra

i am very glad to introduce about myself organizing SEM training Program. I would be very glad to share my knowledge with you, as well as love to hear from you also.

wishing you happy new year.

Comments closed after 30 days to combat spam.

Search Engine Guide > Manoj Jasra > 3 Steps to a Stronger SEM Training Program