Content Strategy & Copywriting for SEO

Do you want to create web content that improves your visibility on search engines? Learn the content strategies and copywriting techniques that work for today’s AI-driven search results.

Book this course
£499 ex VAT
1 day course
Supporting material
Classroom, Virtual, Private
Face to face, interactive classroom training run from our UK training centre in the Shard, London.
Virtual Classroom
A convenient and interactive learning experience, that enables you to attend one of our courses from the comfort of your own home or anywhere you can log on. We offer Virtual Classroom on selected live classroom courses where this will appear as an option under the location drop down if available. These can also be booked as Private Virtual Classrooms for exclusive business sessions.
A private training session for your team. Groups can be of any size, with training delivered at any location in the UK, including our London training centre.

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

We’ll teach you how to create the user-focused content that Google loves and the SEO copywriting skills you need to do this. Whether you’re new to creating content for SEO or you’re an experienced copywriter looking to sharpen your skills, this course will equip you with the knowledge to succeed in the age of generative AI.

Our expert instructors will guide you through everything, from a basic understanding of how Google evaluates content to the advanced techniques you need to research, plan and create SEO-optimised copy and content.

Whether you’re focused on core product or service pages or editorial content such as blogs, guides or news content, you’ll leave with practical and actionable tips you can take away and implement on your website.

Our live and interactive SEO courses are currently delivered at our London training centre in the Shard or online, either as scheduled public sessions, or privately.

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

Course overview

Who should attend:

This intermediate-level course is designed for anybody responsible for creating web content and wanting to get the most out of organic search. You may be a copywriter, lead an editorial team or be responsible for the overall web content strategy. You’ll cover everything from basic principles of SEO content writing to advanced tips and tricks you can apply across 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 ecommerce 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

SEO in the age of Generative AI
  • Introducing Google's new Generative Search Experience
  • Large Language models and Google MUM
  • 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 copywriting
  • Improving site structure
  • Taxonomy and keyword coverage
  • Keyword targeting and optimisation
  • Creating SEO-friendly images
  • Featured snippet targeting
SEO Content Case Study
  • Product page example
  • Guide / blog page example
Google Search Console
  • 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.

Upcoming courses

Mon, May 13 2024.Virtual Classroom
Content Strategy & Copywriting for SEO
£499 ex VAT
Wed, May 15 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Mon, Jun 10 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Wed, Jul 03 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Mon, Aug 12 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Mon, Sep 09 2024.Virtual Classroom
Content Strategy & Copywriting for SEO
£499 ex VAT
Tue, Sep 17 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Mon, Oct 14 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Wed, Nov 06 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
Mon, Nov 11 2024.Virtual Classroom
Content Strategy & Copywriting for SEO
£499 ex VAT
Mon, Dec 09 2024.The Shard, London
Content Strategy & Copywriting for SEO
£499 ex VAT
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Content Strategy & Copywriting for SEO

Really helpful at a fairly basic level for beginners to understand. Patient course leader who was clear and understanding.

Laura Allen 17 January, 2024

Frequently asked questions

  • What is SEO copywriting?

    SEO copywriting is a specialised form of writing content designed not only to engage readers but also to optimise the content for search engines. The primary goal of SEO copywriting is to improve a webpage's search engine rankings for specific keywords or phrases.

  • What SEO tools do you cover in this course?

    During this course, we’ll discuss a range of content and SEO tools, including Semrush, Ahrefs, Keyword Surfer, Google Keyword Planner, AnswerThePublic and Google Search Console.

  • Will we create a content strategy document during this course?

    This course is designed to provide you with the skills, tools and knowledge to develop a content strategy for your website. You won’t walk away from the course with an SEO strategy document; however, you will have the know-how to create one.

  • Does this course cover generating content using AI?

    At present, we don’t cover generative AI tools for use in SEO content production. Right now, these tools are in their infancy and are not a replacement for human-generated content. We do however cover how search engines use AI to influence the search results.

  • Can this course be booked privately?

    All our SEO courses are available to book privately and can be customised to suit your needs. We recognise that all businesses have different needs when it comes to content creation and a one-size-fits-all approach to SEO is not always appropriate.

  • What type of job roles is this course appropriate for?

    This course is appropriate for content creators, or anybody in a role that has website content generation as part of their responsibilities. Even if you are not directly focused on search, creating content with an SEO-friendly approach from the beginning will benefit your search visibility.