Copywriting for SEO

Copywriting for SEO Training

This intensive workshop will show you how to make immediate copy improvements to your website to position it for success in the Google SERPs.

Emily Hill

Emily Hill

Content Strategist at freelance content strategist and copywriting trainer

Courses: 01

Emily is a freelance content strategist and copywriting trainer. She works with organisations to help them figure out what to say, how to say it, and how to get the right people to hear it. A former copywriting agency owner, Emily has a long-standing relationship with brightonSEO, having created their very first Copywriting for SEO workshop way back in 2014! She has delivered the workshop twice a year ever since, with the exception of 2017 when the imminent arrival of her twins rendered it a little risky to be away from home! These days, Copywriting for SEO is available as a self-paced online course, or a face-to-face workshop as part of the brightonSEO conference. Emily has occasionally taken to the stage at brightonSEO itself, most recently to make the case for content readability.

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

Understanding search algorithms

We’ll begin our course by looking at why Google is the king of search engines, and how to persuade it to rank you for more than what you do, where you do it.

To build our understanding of how search algorithms analyse and rank content, we’ll travel all the way back to 1996, when Google’s founders patented their PageRank algorithm. From there, we’ll take a whistle-stop tour through the major algorithm updates, and take a quick peek at more recent developments in AI.

What Google really cares about

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, E-E-A-T and, yes, keyword strategy.

SEO copywriting in practice

Copywriting is a skill best learned by doing it, so in this session we’ll tear apart a fictional website, re-write it and optimise it.

Depending on the number of attendees, we’ll work in 2-4 small groups, each tackling a page of the website, and then put it all together.

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, formatting your pages to win featured snippets, and writing compelling meta titles and descriptions to encourage click-throughs. We’ll return to our fictional case study 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 web and blog content for search.

You will need to bring your laptop to the training to get the most out of the course.

If you register for one of our Brighton training courses you not only get a day of in-depth and practical training from some of the industry’s most respected professionals, you also get a ticket to brightonSEO, the world’s biggest specialist SEO event on the days following your training.

Our London courses are standalone events, priced separately and don’t include conference entry.

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Available Tickets


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Brighton April 2024

Wed 24 Apr, 2024 | 10:00 AM - 04:30 PM

£670+vat£1060Early bird
Book now

Brighton Oct 2024

Wed 02 Oct, 2024 | 10:00 AM - 04:30 PM

£450+vat£1060Early bird
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Don't just take it from us

What others have to say about our copywriting for SEO workshop

Steven Barry

Steven Barry

Social Media and Communications Executive, Gamma

I thoroughly enjoyed the course. It was excellently led, with Emily being a fantastic tutor, and it covered a lot in a short space of time. The group were provided a safe environment to openly engage and exchange ideas, and I gained a lot from each of the sections. It's made me really think about my writing and how I can continually improve.