Expert leadershipLocal shops and independent tradesLocal customer-facing practice

Search-intent research

Learn to classify queries, user needs, current results and conversion in the “Local customer-facing practice” specialisation. This programme for local shops and tradespeople asks you to produce a search-intent map, then verify queries linked to genuinely actionable search intent. At expert level, you will evaluate strategic scenarios, document uncertainty and transfer the method.

Estimated workload · 15 hr 39 min · including workshops8 modules · 24 lessonsCompletion certificate

01Frame the strategic issue: search-intent map3 lessons · 115 min0/3

02Map dependencies and risks: search-intent map3 lessons · 122 min0/3

03Build three decision scenarios: search-intent map3 lessons · 112 min0/3

04Assess impacts and conditions: search-intent map3 lessons · 119 min0/3

05Make the stakeholder trade-off: search-intent map3 lessons · 118 min0/3

06Stress-test edge cases: search-intent map3 lessons · 116 min0/3

07Decide and document governance: search-intent map3 lessons · 115 min0/3

08Transfer the expert operating standard: search-intent map3 lessons · 122 min0/3

LEARN · PRODUCE · PROVE

A programme built around a professional outcome.

Start from your situation, practise a professional operation and build Search-intent map · expert operating standard and decision scenarios — local shops and tradespeople.

Assignment

evaluate a complex decision and document its governance while building a search-intent map for local shops and tradespeople

Learning case

Maison du Beffroi — a website being aligned with genuine search intent

Expected evidence

queries linked to genuinely actionable search intent

Final assessment: defend an evidence-based decision and make the approach transferable using the search-intent map and the criterion queries linked to genuinely actionable search intent. The certificate confirms programme completion; it is not a state-recognised qualification or CPF certification.

Your working template

A blank template and completed example to download in every lesson.

How your work will be assessed

Four explicit checks before completing your work.

Varied activities

20 workshop minutes in the first lesson, followed by audits, simulations, comparisons, calculations and decisions according to the subject.