SEA and SEO as a guest lecturer for universities, colleges and events

The seminars focus on SEA and SEO and each lasts four hours. Lisa and Gilbert have many years of practical experience as guest lecturers. They design digital marketing seminars for colleges, universities, and events. The content is flexible and can be used as a compact one-day SEM course or divided into two separate workshops. If you would like to book Lisa or Gilbert, simply schedule a call with us.

1. Seminar SEA – Search Engine Advertising for Universities

Participants learn step by step how to set up search campaigns, the role of keywords, match types, and negative keywords, and how quality scores, ad rank, and CPC interact. We also cover campaign and ad group structures, bidding strategies (e.g., maximizing conversion value or target ROAS/CPA), responsive search ads, and ad extensions.

Another focus is on the analysis and interpretation of key performance indicators (KPIs) such as impressions, click-through rate (CTR), cost-per-click (CPC), conversion rate, and return on investment (ROI). We use numerical examples and discuss when advertising is truly worthwhile. In practical exercises, students develop their own keyword lists, text ads, and simple campaign concepts – for both real and hypothetical projects within the university context. This seminar is ideally suited as a module for degree programs in marketing, communication, digital business, or related disciplines.

Lisa-Ann Preuss

Lisa-Ann Preuss is one of only five Google Certified Trainers in Switzerland.
Some of her lectures:

  • UZH
  • Bern University of Applied Sciences
  • John Cabot University, Rome
  • IFJ Institute for Young Entrepreneurs AG
  • Google Atelier Digital incl. Google Summer Academy

2. Seminar SEO – Search Engine Optimization für Hochschulen

In our SEO seminar, Gilbert Bork demonstrates how modern search engine optimization truly works – without the “SEO mysticism.” Instead, he pursues a data-driven, easily understandable approach that provides students with practical preparation. The starting point is a comprehensive overview of SEM, current SEO trends, and LLMO trends (e.g., E-E-A-T, Helpful Content, RankBrain, Zero-Click Searches, Core Web Vitals, LLM Optimization). Particular emphasis is placed on the role of content, technology, and off-page signals in ranking, as well as the effective use of AI tools.

In manageable steps, participants learn to research focus keywords, analyze search intent, and, based on this, plan page structures, meta tags (title and description), headings, content elements, and internal linking. Together, we create texts that appeal to both users and AI tools and demonstrate how to optimally structure SEO content. Furthermore, students learn about the significance of user signals such as dwell time, click-through rate (CTR), and bounce rate, and learn to use tools like Seobility, Google Search Console, and PageSpeed ​​Insights to monitor success.

The seminar also covers topics such as backlinks and link building, structured data and rich snippets, E-E-A-T, international SEO strategies (hreflang, domain models), and basic technical requirements (indexing, page load time, mobile optimization). Students then conduct their own SEO audits in group projects and present their proposed measures – an ideal format for combining analytical skills, digital strategies, and practical experience.

Gilbert Bork

Some lectures:

  • Bern University of Applied Sciences
  • IFJ Institute for Young Entrepreneurs AG
  • Google Insights
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