Who should attend this course?
This course is ideal for anyone who wants to start making SEO a core part of their content strategy. It's perfect for digital and content professionals who want to add more SEO to their workflow and SEOs who want to start getting their content optimisation and creation more organised.
Satisfying consumer search intent
Gain an understanding of how different types of keywords affect the customer journey and marketing funnel, including how they indicate search intent and how long-tail keywords can help you expand your visibility.
Exploring how long-tail keywords shape the SERP landscape
We’ll delve deeper into the benefits of long-tail keyword research as part of your content strategies and provide you with tools and techniques to identify the long-tail queries you should be targeting.
Using keyword research to identify product- and audience-focused content opportunities
Success in a content-led strategy is rooted in a thorough understanding of both your niche and your target audience. In this session, we’ll look not only at how to research for the keywords you’ll target on your site, but how to align those keywords with the insights you have on your audience and how they behave.
Assessing and refreshing your existing content
Most businesses will have existing content – and there can be a huge amount of value to be gained from reviewing and updating what you already have, as you’ll learn in this session.
Creating new content for your consumer journeys
In this final session of the day, we’ll talk more about how to create compelling content for your business’s consumer journey, covering content formats, content inspiration and content structure before tying together everything we’ve learned throughout the day.
What to expect
In this interactive and informative workshop, Ben Garry & Sophie Darr of multi-award-winning digital marketing agency Impression will provide tangible actions and clear roadmaps to help you develop a more comprehensive, and more effective, content-led SEO strategy.
This course will give you an in-depth understanding of the role content-led SEO strategies play in the customer journey and marketing funnel. You’ll learn how to understand user intent and how to structure your keyword research to match the motivations of your target audience. You will be given various techniques through which to research keywords and how to prioritise them with both your end-user and brand in mind. You will also learn how to categorise your content and how user experience architecture works hand in hand with SEO to deliver impressive search marketing results.You’ll leave with a thorough understanding of the current SEO landscape, the foundations of SEO success and how to structure a content-led strategy. Expect interactivity, a fast-pace and plenty of actionable advice to take back and implement in your own business/campaigns.
If you register for one of our training courses you don’t 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.
Our London courses are standalone events, priced separately and don’t include conference entry.