Web Writing with SEO Course

Search Engine Marketing. Learn search engine marketing strategies that work.

Learn Search Engine Marketing the smart way with Search Engine Marketing courses at the University of Sydney.

This web writing training course is for business owners, web content writers, marketers, administration staff and anyone else who needs to write web content for business. It gives you the skills and proven techniques in writing for the web to attract your target audience, engage them with your words and prompt them to take the action you desire. You will also learn how to write Search Engine Optimised (SEO) copy.

The day includes lots of practical workshop exercises, real world examples and a healthy dose of discussion about your needs and objectives.

Outcomes

Upon completion of this web writing training course, you should be able to:

• Write web copy that grabs the attention and engages busy readers from the start to the end.
• Construct web content that’s easy for search engine to absorb.
• Speak to your web audiences in the most effective ways.
• Persuade your audiences to take action e.g. contact you, download, buy, etc.
• Structure logical content navigation paths.
• Make best use of headlines, subheads, bullets and hyperlinks.
• Understand how to rank higher on search engines.
• Write search engine friendly (SEO) content so you get found on Google.
• Turn print documents and articles into web friendly content.
• Produce email newsletters, blogs and digital marketing pieces that work.
• Use your skills for a wide variety of web content writing needs.

Content

This course covers the following topics:

How people read on the web today

• Latest testing, research and statistics

How to engage your online audience

• Understand your audience – who they are, creating personas.
• How to turn jargon into reader-friendly messages.
• Building relationships and with different audience segments.
• Creating the right tone of voice.
• Features vs benefit/problem-solving writing.
• What makes effective or ineffective web pages and copy?
• Developing ideas and web content of interest to your online readers.

SEO: How to get Google to love your web content

• Learn what influences search rankings today.
• Keyword research made easy.
• The simple, effective way to develop an SEO content strategy.
• How to write SEO-friendly content your audience will love too.

Structuring and writing effective web content

• Writing headlines, subheads, body copy, bullet points and hyperlinks – and where to use them in copy and other content.
• Pro copywriting tips – opening sentences that hook the reader, power words and more.
• Stories, statistics and other effective ways to convey your message.
• Techniques to help drive action e.g enquiries, sales, downloads, sign ups.
• Images and infographics – best practices, when to use them.
• Web-friendly PDF’s – and when to use them.
• Handy tools for web writers.

Email writing tips

• Email newsletter and marketing best practices
• Types of content that work well in e-newsletters/EDMs.
• Powerful subject lines and pre-headers.

Delivery Style

Delivery of this web writing training course is by lecture, group and individual exercises. In this way, you will learn key concepts and their immediate application into your workspace.