1 day course 
Supporting material 
Classroom, Virtual, Private Book 2, Get 1 Free
Book two scheduled training sessions to be taken in 2024, and get a third one completely free! Simply add three courses to your basket, and the discount will be applied at check-out.
Learn the content strategies and SEO writing techniques that work for Google and Bing’s AI-powered search results.
Whether you're a beginner in on-page SEO or a seasoned writer aiming to refine your SEO skills, our expert instructors are here to help. They will guide you through everything from the fundamentals of how Google evaluates content to advanced tactics for researching, planning, and creating SEO-optimised copy.
Tailored for All Content Types: Whether you focus on service pages, e-commerce products, blogs, guides, or news articles, you'll gain practical and actionable tips to enhance your website's performance.
Flexible Learning Options: Join our live, interactive SEO Copywriting and Content Strategy courses at The Shard in London or online via our virtual classroom. Prefer personalised training? We offer customisable private workshops available at any global location.
Interested in Learning More? Explore our course agenda in detail or contact us for additional information.
Course overview
Who should attend:
This intermediate-level course is perfect for anyone responsible for creating web content and looking to maximise organic traffic from search engines. Whether you are a copywriter, lead an editorial team, or oversee digital content strategy, this course has you covered. You’ll learn everything from the foundational principles of SEO content writing to advanced techniques and strategies that can be applied to any website.
What you'll learn:
By the end of this course, you will be able to:
- Understand Google’s use of generative AI and how it will change the way we interact with search engines
- Explain how Google evaluates website content, including key ranking factors and the fundamental principles of content creation in an AI-led world
- Develop a content strategy for SEO, utilising techniques and tools for keyword research, content auditing, and competitor analysis
- Create best-in-class content across all page types, from your home page, commercial product and service pages, to e-commerce and blog or editorial content
- Execute the fundamentals of on-page optimisation for SEO, including keyword targeting, creating content briefs and SEO copywriting
Course agenda
- Introducing Google's new Generative Search Experience
- The Google 'Helpful Content' update
- How Google evaluates and ranks web content
- The Google ‘Helpful Content’ update
- Expertise, Authority and Trustworthiness factors
- Search intent and the customer journey
- Keyword research
- Topic research for SEO
- Conducting competitor research
- Landscape and competitor analysis
- Tools and tactics for content auditing
- Fundamentals of SEO content writing
- Improving site structure
- Taxonomy and keyword coverage
- Keyword targeting and optimisation
- Image optimisation for SEO
- Featured snippet targeting
- Product page example
- Guide / blog page example
- SEO performance measurement and analysis with GSC
Next Steps:
Top quality content is one of the core components of SEO, however good organic search performance also relies on having a technically robust and authoritative website. To learn more on these topics, check out the Technical SEO course and the Link Building & Digital PR courses.
All three of these courses are available as part of our SEO Specialist course bundle.
