Why choose this course?
If you want your content to do more than just exist — to actively drive visibility, engagement, and conversions — this course is for you.
In this interactive, fast-paced workshop, Nassim and Jonathan will give you clear frameworks, practical techniques, and tangible actions to help you build a content-led SEO strategy that actually works. No fluff, no vague theory — just clear roadmaps you can apply immediately.
You’ll gain a deep understanding of how content-led SEO supports the entire customer journey and marketing funnel, from discovery through to conversion. We’ll show you how to identify and interpret user intent, and how to structure your keyword research so it aligns with what your audience actually wants, not just what tools tell you.
You’ll learn multiple ways to research, prioritise, and group keywords with both your users and your brand goals in mind. We’ll also explore how content categorisation and user experience architecture work alongside SEO to deliver stronger, more sustainable search performance.
By the end of the course, you’ll leave with:
- A clear understanding of today’s SEO landscape
- The foundations of successful content-led SEO
- A practical framework for building and structuring your own strategy
- Actionable insights you can implement immediately
Expect high energy, real interaction, and plenty of takeaways you can put into practice straight away.
GEO: from keywords to prompts
You’ll also learn how to use the consumer journey to build a content strategy that works not only for traditional organic search, but for LLM platforms like ChatGPT, helping future-proof your approach as search continues to evolve.
Who should attend this course?
This course is ideal for anyone who wants to make SEO a core, strategic part of their content workflow.
It’s perfect for:
- Digital and content professionals who want to integrate SEO more effectively into their content planning and creation
- SEOs who want a more structured, organised, and scalable approach to content optimisation
- Anyone responsible for content performance who wants clearer direction, stronger results, and a better understanding of user intent
Whether you’re refining an existing strategy or building one from scratch, this course will help you work smarter and get more from your content.
What you'll learn
Satisfying consumer search intent
Understand how different types of keywords map to the customer journey and marketing funnel. You’ll learn how search intent is signalled, why it matters, and how long-tail keywords can help you increase relevance and visibility.
Exploring how long-tail keywords shape the SERP landscape
Dive deeper into the power of long-tail keyword research. We’ll share tools, techniques, and practical methods to help you uncover valuable long-tail opportunities and use them to strengthen your content strategy.
Using keyword research to identify product- and audience-focused content opportunities
A successful content-led strategy starts with understanding both your niche and your audience. In this session, you’ll learn how to research keywords that align with user needs, business goals, and real audience behaviour — not just search volume.
Assessing and refreshing your existing content
Most websites are sitting on untapped potential. You’ll learn how to review, prioritise, and refresh existing content to unlock value, improve performance, and avoid unnecessary content creation.
Creating new content for your consumer journeys
In the final session, we’ll bring everything together. You’ll learn how to create compelling content aligned to your consumer journey, including content formats, inspiration, and structure, leaving you with a clear blueprint you can use long after the course ends.
What's included in your ticket?
Book onto this training course and you will get:
- A full day's training on your chosen topic the day before the main 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.
