DM-SEO
Train in SEO, SEM, and SMO to improve the visibility of your website and increase the number of visitors.
Fondamental
2
jours
Présentiel, Virtuel
The SEO and SEA sub-domain covers our Google Ads, Google Analytics, Google Tag Manager, Google My Business, Looker Studio (Data Studio) and SEO/SEM training for digital managers, marketing officers, SEO consultants and entrepreneurs. Our catalogue covers search engine optimisation, Google Ads advertising, analytics tracking, Google Business Profile and visual reporting. Whether you prepare the Google Ads Search certification or wish to drive your digital acquisition, you will find the training matching your level, delivered in Geneva, Lausanne or virtual classroom.
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Train in SEO, SEM, and SMO to improve the visibility of your website and increase the number of visitors.
This training will teach you how to create and optimize your own Google Ads campaigns.
Learn how to optimize your campaigns to get the most out of your advertising budget.
Google My Business is a tool that helps you manage your online presence on Google, such as updating information about your business.
Google Analytics is a free tool from Google that allows you to obtain data about potential customers.
Google Tag Manager is a free and easy to integrate tool that allows you to accurately measure each of the conversions that you define for your site.
Google Data Studio allows you to harness the power of your data with interactive dashboards and helps you make better decisions.
Google search remains, in 2026, the number one acquisition channel for most Swiss companies. SEO (organic search) and SEA (Google Ads, paid advertising) combine to generate qualified traffic on websites, attract leads and support brand awareness. In Geneva, Lausanne and across French-speaking Switzerland, banks, insurance companies, e-commerce sites, law firms, international organisations and SMEs invest in these channels to structure their digital acquisition and measure return on investment.
Following a recognised SEO or Google Ads training opens access to highly valued roles and to reference certifications: Google Ads Search, Google Ads Display, Google Ads Video, Google Ads Measurement, Google Analytics Individual Qualification (GAIQ). Investing in these certifications enhances your profile in a segment where demand exceeds supply in Geneva, Lausanne and across French-speaking Switzerland, particularly for senior SEO profiles, traffic managers and acquisition managers.
ITTA offers a catalogue dedicated to SEO and SEA, from foundation level to advanced analytical steering via Google Tag Manager and Looker Studio. Each session is built around practical cases inspired by the daily work of Swiss companies, with limited group sizes to enable personalised support and individual feedback on your own campaigns.
Whether you are a digital marketing manager, communication officer, SEO consultant, entrepreneur, traffic manager or CIO, our training in Geneva and Lausanne provides the practical skills expected to drive your acquisition strategy, reduce cost per click and improve your site’s organic ranking.
The SEO and SEM training lays the common foundation for profiles driving the digital acquisition of a site. The programme covers keyword research, on-page optimisation (titles, tags, structure, Schema.org markup), technical optimisation (speed, indexation, mobile), link building and ranking measurement. The SEM dimension integrates coordination between organic search and paid campaigns to maximise coverage on strategic queries. This training suits marketing managers, communication officers, SEO consultants and entrepreneurs wishing to take charge of organic acquisition strategy.
The Google Ads Fundamentals training lays the basics: account structure, campaigns, ad groups, keywords, match types, responsive ads, budget and bidding. You learn how to create a first profitable Search campaign and measure return on investment. The Google Ads Advanced training deepens automated bidding strategies (tCPA, tROAS, Maximize Conversions), Performance Max, remarketing, conversion tracking and optimisation techniques for mature accounts. These courses prepare for the Google Ads Search certification and suit traffic manager profiles, SEA consultants and acquisition managers.
Google My Business (renamed Google Business Profile) remains essential for local SEO. Our training covers the creation and optimisation of a business profile, customer review management, posts, photos, attributes and local visibility measurement. This training is particularly useful for shops, restaurants, professional services, real estate agencies and service companies in Geneva, Lausanne and across French-speaking Switzerland targeting geolocated queries.
The Google Analytics training covers Google Analytics 4 (GA4), the new version structured around events and multi-platform properties. You learn how to configure GA4, interpret acquisition, behaviour and conversion reports, build audiences and export to BigQuery. The Google Tag Manager training brings mastery of the GTM container, tags, triggers and variables, essential to track custom conversions on complex sites. Both courses target marketing profiles, traffic managers, analytics consultants and digital managers.
The Google Data Studio training (now Looker Studio) covers the creation of visual dashboards from Google Ads, Google Analytics, Google Sheets and third-party connector data. You learn how to structure your reports, filter dynamically, create relevant charts and share your dashboards internally or with clients. This training is particularly useful for agency consultants, marketing reporting officers and digital project managers driving several advertisers.
A starting marketing manager follows SEO and SEM then Google Ads Fundamentals to cover both levers. An SEO consultant adds Google Analytics and Google Tag Manager to precisely measure organic performance. A traffic manager chains Google Ads Advanced then Looker Studio to drive accounts and report professionally. An entrepreneur or local merchant starts with Google My Business then Google Ads Fundamentals to quickly activate the paid channel. An acquisition manager combines SEO/SEM, Google Ads Advanced, Analytics and Looker Studio to become a recognised senior profile in agency or in-house.
Here is a selection of reference training courses in this catalogue, accessible directly:
Search engine optimisation fits into a broader digital ecosystem. Digital marketing training brings an overview of paid acquisition, email marketing and social media. The digital strategy sub-domain structures consistency between your acquisition channels. Front-end development training brings the technical skills useful to apply on-page SEO recommendations (semantic HTML, tags, speed). The data analysis BI domain deepens Power BI for advanced marketing reporting, a natural complement to Looker Studio. Graphic arts and publishing training reinforces the visual quality of Google Ads Display and Performance Max ads.
Several evolutions are shaping SEO and SEA in 2026. AI Overviews in Google search modify result pages and require rethinking keyword strategy and snippets. Performance Max remains the dominant ad format in Google Ads, which values mastery of audience signals and creative assets. GA4 has now established itself as the standard, with an event-based logic requiring a review of historical tracking plans. GDPR and the transition to more privacy-respecting measurement (Consent Mode V2, server-side tracking, Customer Match) become expected skills, particularly for Swiss advertisers targeting European audiences. Our pedagogical content regularly integrates these evolutions to remain aligned with current practices in agencies and at advertisers.
All our SEO and SEA training courses are available on-site in our Geneva (Route des Jeunes 35) and Lausanne (Avenue de Mon-Repos 24) centres, as well as in interactive virtual classroom with a live trainer. Our sessions are organised in 5-week cycles, which makes registration fast and planning smooth for working marketing managers. Short formats, from half a day to three days, suit the busy agendas of marketers and entrepreneurs. Customised corporate training is also possible at your premises, in Geneva, Lausanne, Vaud and across French-speaking Switzerland, with a programme adapted to your industry, your Google Ads and Google Analytics accounts. Several professional funding paths can be considered depending on your profile and employer.
ITTA is a certified training centre based in French-speaking Switzerland, official partner of Google. Our SEO and Google Ads trainers are consultants active in acquisition projects for Swiss and international companies, allowing them to share current concrete cases rather than purely theoretical materials. The catalogue regroups our training courses covering the most used Google tools and current SEO techniques. Our pedagogical team supports you in choosing the right path, preparing the Google Ads certifications and identifying the funding solutions that fit your professional situation.
Is marketing experience required before an SEO training?
No. The SEO and SEM training is accessible to profiles with no prior marketing experience. It lays the concepts, vocabulary and tools. Profiles already comfortable with the basics can directly chain with Google Ads Advanced, Analytics or Looker Studio according to their needs.
What is the difference between SEO and SEA?
SEO (organic search) consists in optimising a site to appear high in Google’s organic results without direct payment, over time. SEA (Search Engine Advertising, mainly Google Ads) consists in buying advertising visibility on targeted queries, with a quick effect. Both channels are complementary and often driven jointly. Our pedagogical team guides you towards the combination suited to your strategy.
Are Google Ads certifications recognised by companies?
Yes, Google Ads certifications (Search, Display, Video, Shopping, Measurement) are recognised by advertisers and agencies. They are regularly requested in traffic manager, SEA consultant and acquisition manager job descriptions. Our pedagogical team guides you towards the modules suited to the target certification.
Are your SEO and SEA courses available for companies?
Yes, the entire catalogue is available in-house, in Geneva, Lausanne and in virtual classroom, with a programme adapted to your industry and your Google Ads and Google Analytics accounts. Our team builds the specifications with you and organises sessions according to your calendar.
Monday to Friday
8:30 AM to 6:00 PM
Tel. 058 307 73 00
ITTA
Route des jeunes 35
1227 Carouge, Suisse
Monday to Friday, from 8:30 am to 06:00 pm.