Course Overview

  • icon1 day course
  • iconCertificate of Attendance
  • iconIn-person, Live Online, Private
    info-icon

Google’s introduction of AI overviews and its upcoming AI Mode has changed how you should approach SEO. Learn how to create web content that will continue to rank in a world dominated by artificial intelligence and Large Language Models.

If you're searching for an SEO copywriting course that goes beyond the basics, this session blends strategic insight with hands-on techniques to elevate your content.

Relevant for all types of content: Whether you’re focussed on ecommerce, service pages, news articles or blog and guide content you’ll learn the search engine optimisation tactics you’ll need to succeed.

Flexible Learning Options: Choose between in-person courses, delivered at The Shard, London, or scheduled live online sessions. Prefer personalised training? We also offer customisable private workshops available at any global location.

Want to know more? Read on for more detail on our course agendas or contact us for more information.

What you'll learn

By the end of this course, you will be able to:

  • iconUnderstand Google’s use of generative AI and how it will change the way we interact with search engines
  • iconDevelop a content strategy for SEO, utilising techniques and tools for keyword research, content auditing, and competitor analysis
  • iconExecute the fundamentals of on-page optimisation for SEO, including keyword targeting, creating content briefs and SEO copywriting
  • iconExplain how Google evaluates website content, including key ranking factors and the fundamental principles of content creation in an AI-led world
  • iconCreate 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

Course agenda

SEO in the age of Generative AI

  • Introducing Google's new Generative Search Experience
  • The Google 'Helpful Content' update

SEO Content Principles

  • How Google evaluates and ranks web content
  • The Google ‘Helpful Content’ update
  • Expertise, Authority and Trustworthiness factors

Developing a Content Strategy for SEO

  • 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

Content Optimisation and SEO Copywriting

  • Fundamentals of SEO content writing
  • Improving site structure
  • Taxonomy and keyword coverage
  • Keyword targeting and optimisation
  • Image optimisation for SEO
  • Featured snippet targeting

SEO Content Case Study

  • Product page example
  • Guide / blog page example

Google Search Console

  • SEO performance measurement and analysis with GSC

Who it's for

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.

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.

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