Why choose this course?
This course is a thorough exploration of what SEO copywriting really is, and the role it plays in making content more visible in search.
This is a highly practical workshop, suitable for beginners and more experienced copywriters. The goal is to equip you with a set of skills that you can use straightaway to optimise your organisation’s web and blog content for search.
You will need to bring your laptop to the training to get the most out of the course.
Who should attend this course?
This course is perfect for any copywriter wanting to gain a good overview of what is required to write Google-friendly copy.
Course Content
Getting found in Google today
We’ll begin our course by looking at why SEO is so much more challenging today than it ever used to be. Our web pages are competing against AI Overviews, rich media and sponsored content for those
coveted Page 1 positions. And that’s before we look at what Google’s new AI Mode could mean for the future of referrals to websites.
We need to understand why the modern search landscape operates the way it does, and what that means for us as copywriters. We’ll take a whistle-stop tour through the major algorithm updates over the last couple of decades to understand how the discipline of SEO copywriting has changed.
5 steps to search-friendly content
In our second session, we’ll break down the complex picture of what Google is looking for in top-ranking content. Spoiler alert: it’s not just keywords!
This will be a fast-paced session covering everything from readability to user intent, formatting, E-E-A-T and, yes, keyword strategy. We’ll explore tools and techniques to help you apply these principles
to your content.
In this session, we’ll also talk about how these SEO best practices can be applied to content that you want to optimise for people running searches via ChatGPT and other LLMs.
SEO copywriting in practice
Copywriting is a skill best learned by doing it, so in this session we’ll re-write and optimise pieces of
web content.
Depending on the number of attendees, we’ll work in 2-4 small groups, each tackling a page of
content, and then share our work for peer review.
On-page elements for SEO success
In our final session, we’ll talk about all the ‘extra’ things you can do to boost your content’s chances
of ranking well.
This includes organising your content into topic clusters and writing compelling meta titles and
descriptions to encourage click-throughs. We’ll return to our assignments from the previous session
to practise some of these techniques.
What to expect
This course is a thorough exploration of what SEO copywriting really is, and the role it plays in
making content more visible in search.
This is a highly practical workshop, suitable for beginners and more experienced copywriters. The
goal is to equip you with a set of skills that you can use straightaway to optimise your organisation’s
content for search.
What's included in your ticket?
Book onto the in-person training course and you will get:
- A full day's training on your chosen topic the day before the conference
- Lunch included on your training day
- Full access to brightonSEO
- Bag of merch
- Video bundle to stream all the conference talks post event
- Access to conference networking events and activities
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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.
