Why choose this course?
This course will teach you how to write content that ranks in Google and gets cited by AI. It’s specifically for people who work with content, so you don’t need to be a technical SEO expert.
This is a highly practical workshop, suitable for copywriters ready to move beyond basic keyword research. You’ll gain a set of skills that you can apply straightaway to optimise your organisation’s web and blog content for Google and LLMs.
Bring your laptop – you’ll be working on your own content during the session!
Who should attend this course?
This course is perfect for:
- Content writers and editors who want their work to actually get found
- Solo marketers managing content without formal SEO training
- Freelance copywriters looking to offer optimised content to clients
- Anyone responsible for web or blog content who's frustrated by low visibility
What you'll learn
The visibility challenge
AI Overviews. AI Mode. Highly personalised ChatGPT responses. We’re trying to optimise content for machines that don’t want to send traffic to websites – that’s a pretty big challenge!
Our first session is all about understanding why great content often goes unseen, and what we can do about it. Google and AI search have ripped up the old ‘content for clicks’ contract, so we need a new approach to SEO.
You’ll identify opportunities for your brand to earn clicks AND appear in AI Overviews and LLM recommendations.
5 steps to search-friendly content
In our second session, we'll break down what Google and LLMs actually look for when selecting content sources. Spoiler: it's not just keywords!
This fast-paced session covers readability, intent optimization, content structure, E-E-A-T, and keyword strategy. You'll see tool demos and learn techniques to apply these principles to your own content immediately.
SEO copywriting in practice
Time to put theory into practice! Session 3 is all about applying what you learned in sessions 1 and 2.
You’ll work in small groups to re-write and optimise a page of content, then share your work for peer review.
Off-site content strategy
Let’s say you’ve optimised every word of copy on your website: now what? Content can no longer be optimised in isolation: you’ve got to establish brand authority beyond your own website. This is especially true for LLM citations, many of which come from third party sites.
In our final session, you’ll build your off-site content strategy, with a focus on links, PR and brand mentions.
Emily Hill
Founder at Emily Hill Training
Courses: 01
Emily makes on-page SEO accessible to creative content people, training teams across the education, travel and events industries. She ran her own content marketing agency between 2006-2022, closing it to concentrate on her training business. Emily developed the original version of this course, 'Copywriting for SEO', which launched at brightonSEO in 2014. She works part-time at University of Cambridge Professional and Continuing Education, delivering online copywriting and SEO courses to students around the world. She also runs numerous 1-to-1 and group coaching programmes for freelancers wanting to upskill in the three core areas of SEO, AI and copywriting.
--
We may cancel courses which don't have enough enrolments, and if so we’ll let you know and give you the opportunity to swap to an alternative course or have a refund.
