Centre for Continuing Education

Web Writing with SEO Course

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Search engine marketing and optimisation. Learn search engine marketing strategies that work.

COVID-19 update: arrangement of our courses

We are now delivering courses both online and in-person. Please check the delivery format for each class before you enrol.

Please note that course materials for all classes (excluding prescribed textbooks) are shared electronically within 48 hours of a course starting. Printing is not available.

This web writing course is suitable for business owners, web content writers, marketers, administration staff and anyone else who needs to write web content for business. It provides you with 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

By the end of this course, you should be able to:

  • write web copy that grabs the attention and engages busy readers from start to end
  • construct web content that’s easy for web audiences to absorb
  • speak to your web audiences in the most effective ways
  • persuade your audiences to take action, eg contact, 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 they are 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 writing needs.

Content

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

Intended audience

Suitable for business owners, web content writers, marketers, administration staff and anyone else who needs to write web content for business purposes.

Delivery style

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

Materials

A course booklet will be provided in class.

Features

  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

What others say.

  • The course tutor was very informative and was responsive to all the questions and varying needs and skill levels of the group. Thank you!

  • The tutor is extremely helpful and resourceful. The course material is well designed and contains a sea of information. The exercises are very practical and inspire thinking processes that can be tailored to my target audience.

  • I loved this course because it was up-to-date and the tutor has extended knowledge about the subject.

  • This course was great! Well structured, with great information about how to integrate SEO in your company’s content. There’s a lot of valuable tips I can now share with the team.

  • A fantastic teacher who shared an incredible amount of information and extremely helpful advice in a short space of time. I would highly recommend this course for people who are looking to take their web writing skills to the next level with search engine optimised content.

  • Great course, very logically set out and well delivered. Exercises were also well thought out. Time is always difficult to gauge in a course, but we did pretty well with the large amount of content to cover. Tutor was personable and helpful and very experienced. I enjoyed the day! Thank you.

  • The presenter was amazing with a great personal approach and so much information to share, I was absolutely satisfied. It is a great course with a great tutor.

  • The day was enjoyable, informative and interactive. It has been a few years since I attended an external course and I found the whole experience uplifting and motivating.

  • A concise reference guide and excellent workable tips to apply on the job.

  • The practical exercises were great as we got to relate them to our own businesses and then talk about them – this way you actually learn where you are going wrong. The course overall covered a lot of visual examples and these examples stay in your memory, they are easier to relate to and provide a better understanding then just text. The booklet we get to take is a decent size and not difficult to interpret. I would 100% recommend this course and probably even do it again in the future.

  • Excellent value for money with a massive amount of useful information included in the day. Definitely a hugely informative and useful course for anyone working in digital communications.

  • I found the web writing course informative and walked away feeling equipped and excited about taking on these new skills and using them in the workplace.

  • Covered a lot of ground and very informative. Heaps of great resources and examples included in the course notes.Thank you.

  • It was good to have lunch together, great idea. The material was very relevant, so I was able to write down lots of things that I could try out.

  • The tutor obviously has a very strong background in web content writing and marketing, and it shows in this course. The topics and information were very relevant, helpful and delivered well. I thoroughly enjoyed this one day course and would recommend it to anyone in the field of marketing, advertising, web writing and content marketing.

  • A really interesting and valuable course. The handbook is exceptionally useful, and the tutor was informative and very approachable. I would highly recommend this course.

Web Writing with SEO Course

<p>{block name:“Course Tagline - Search Engine Marketing”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>This web writing course is suitable for business owners, web content writers, marketers,

...
2020-07-02 Thu 02 Jul 2020 - 2020-07-03 Fri 03 Jul 2020
2 sessions, 8 hours total
9am - 1pm
Online
Course added to cart. Checkout now.
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Web Writing with SEO Course

<p>{block name:“Course Tagline - Search Engine Marketing”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>This web writing course is suitable for business owners, web content writers, marketers,

...
2020-08-12 Wed 12 Aug 2020 2020-08-12
1 session, 8 hours total
9am - 5pm
Online
Course added to cart. Checkout now.
Close this message
Web Writing with SEO Course

<p>{block name:“Course Tagline - Search Engine Marketing”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>This web writing course is suitable for business owners, web content writers, marketers,

...
2020-09-25 Fri 25 Sep 2020 2020-09-25
1 session, 8 hours total
9am - 5pm
University of Sydney (Venue TBA)
Course added to cart. Checkout now.
Close this message
Web Writing with SEO Course

<p>{block name:“Course Tagline - Search Engine Marketing”}</p><p>{block name:“Block - COVID 19 updates”}</p><p>This web writing course is suitable for business owners, web content writers, marketers,

...
2020-11-02 Mon 02 Nov 2020 2020-11-02
1 session, 8 hours total
9am - 5pm
University of Sydney (Venue TBA)
Course added to cart. Checkout now.
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What others say.

  • The instructor was super informative. Overall, it was a great course and I would definitely recommend it.
  • We had a great tutor, knowledgeable about the topics covered and made the content of the course engaging. Would definitely recommend to other colleagues.
  • I had a great day. The presenter had lots of interesting examples, was easy to understand and clearly knew their stuff. I will definitely recommend the course to others.

Subjects

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