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.
