Section one

The SEO copywriting process

• Digital impacts for online audiences: how SEO fits in

• Structuring SEO copy for maximum engagement

• Using your audience as the starting point for SEO

• How to make sure your brief targets your audience

Introduction to keyword research

• Introduction to keyword research

• Long and short tail keywords

• An overview of keyword research tools and how to use them

Section two

• Delegates will create a copywriting brief based on their own type and topic of content, using the process and tools introduced in the morning to build a keyword group

• Group feedback and discussion

Section three

The anatomy of SEO copy

• Keyword placement and density

• Titles, sub-headings and tags

• Linking techniques

• SEO dos and don’ts

Fine-tuning your SEO copywriting

• Keeping the tone natural and fluent

• Writing with keywords – not around them

• Adjusting voice for different digital platforms and purposes

Section four

• Delegates will write an SEO-driven piece of copy for a particular audience, using a brief provided by the trainer and keyword research techniques introduced during the day

• Feedback and group discussion