Who is it aimed at?
The interactive course is suited to anyone involved in writing for the web or content curators. It covers the most up-to-date SEO copywriting techniques to help improve search rank and performance. Past students have included marketing managers, copywriters and bloggers. All attendees receive a certificate, course materials and four weeks’ post-course support online.
What does the course entail?
Areas covered include keyphrase planning and strategy, which examines how people really search and measuring your best-performing keywords; on-page optimisation factors, which looks at website coding for content-editors and bloggers and how to optimise website metadata to help improve search and social performance; search-engine inclusion, with tips and techniques on protecting copy content; and an overview of syndicating content, including the future of link-building and using blog aggregation and social-media channels.
And another thing...
For those who want it, the really geeky and technical stuff is also covered – including latent semantic indexing.
Michael Frearson is a copywriter at online games specialist Spil Games. He attended the one-day course last May.
"The course gave me a greater theoretical understanding of SEO copywriting. I’ve been copywriting for several years and have picked up a lot, but have never done a formal course.
"I don’t have a great technical awareness of website formation, so anything to do with coding starts to test me. However, the course was pitched appropriately for me, so it was a useful introduction to these topics. It’s important to understand how content works alongside coding toward ‘optimisation’; that was something I needed to learn more about.
"There were several things I liked about the course – the venue and catering were good and the trainer was very knowledgeable, clear and charismatic. There was a good balance between listening and participating, and there were plenty of opportunities to ask questions and discuss experiences.
"In my day-to-day role, I follow a few organisations that are relevant to SEO copywriting, including State of Search and The Next Web, and I speak to colleagues about SEO and content marketing, which has helped me to pick things up around the topic. These areas were then put into more perspective on the course. Like watching a film the second time around, I knew what to look out for and which questions to ask; this helped me feel more confident in my understanding of SEO."