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.
1 day
Supporting material
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-optimized copy and content.

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

Our Content Strategy & Copywriting for SEO course is available as a private training session that can be delivered via Virtual Classroom or at a location of your choice in Singapore.

Want to know more? Read on for more details 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 copywriting and content creation 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, utilizing 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 optimization 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 Optimization & SEO Copywriting
  • Fundamentals of SEO copywriting
  • Improving site structure
  • Taxonomy and keyword coverage
  • Keyword targeting and optimization
  • 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:

High-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.

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