SEO skills for journalists and content professionals
An online training course delivering the practical SEO skills you need
Search engine optimisation (SEO) has changed dramatically in the last few years, with shift towards AI-informed algorithms and intent-based search changing the landscape beyond recognition.
Despite this, many publishers are relying on outdated SEO training that does not take into account recent changes or – worse – is actively harming their site's search performance.
This course is regularly updated to take account of recent changes. It will also address the changes in the way Google handles contributed and sponsored content, and help you navigate the Core Web Vitals update. I'll also deliver some key information to help you understand, and plan for, the impact of AI Overviews on search traffic.
Course description
This series of online workshops provides media professionals everything they need to know about SEO, GEO and how search engines operate. It will provide them with the skills to both optimise pages, and to plan strategically for success.
As with my courses, the training will focus on the latest tools and techniques with an emphasis applying those skills to your day-to-day learning, with informal feedback throughout the course. Online learning allows for a more interactive style of learning, with opportunity for attendees to apply what they’ve learnt in one session before the next, and get detailed feedback on that.
What will the course cover?
What is Google looking for?
- the idea of 'signals';
- the role of links and 'meaning neighbourhoods';
- keywords and ranking – a practical guide to producing optimised copy;
- headlines, subheads and more;
- understanding intent and how to optimise for it;
- metadata and structured data
SEO strategy
- planning, editing and commissioning content for SEO
- which existing content you can optimise
- making the most of Google News, Images and Discover
- Video search optimisation
AI & GEO
- Understanding the impact of AI Overviews on search
- How to decide if you should let AI companies crawl your content
- Planning content that still gets traffic from search
Course Delivery
This is an online course. It will be delivered in four 90-minute sessions.