---
title: "Search marketing"
course: "MKTG 120 · Grow an audience online"
unit: "Digital marketing channels & campaign planning"
lesson: 10 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/search-marketing
publisher: Maestro College
---

# Search marketing

Lesson 10 of 41 in **Grow an audience online** (MKTG 120), unit "Digital marketing channels & campaign planning". An open lesson from Maestro College.

## What the learner will be able to do
- Differentiate SEO and SEM, including how they connect to Paid, Owned, and Earned PESO roles.
- Use search intent and keyword strategy to select search approaches for business objectives and constraints.
- Explain basic search measurement and attribution limits when judging SEO and SEM performance.

## Teaching notes
Connect SEM to Paid and SEO to Owned/Earned visibility. Include search intent, keyword strategy, and attribution limits; keep SEO/SEM comparisons concise and avoid repeated identical trade-off checks.

## Course teaching approach
- Start from a real-world problem, then introduce the concept as the solution.
- Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning.
- Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks.
- End with one fun closed question about the topic.

## How to use this document
You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 10 complete: Search marketing."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Social media marketing" (lesson 11 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/social-media-marketing.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: PESO channel roles in the customer journey
Next lesson: Social media marketing