Centre for Continuing Education

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 CCE, the University of Sydney.

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 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.


Upon successful completion of this course, participants should be able to:

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


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

Intended Audience

This course is 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 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.


  • Expert trainers
  • Central locations
  • Small class sizes
  • Free, expert advice
  • Student materials – yours to keep
  • 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

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Web Writing with SEO Course

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What others say.

  • Our trainer delivered the course excellently. Real-life examples and robust discussion broke the course material into digestible segments. From this course, I have immediate takeaways to apply to my work and broader ideas to play around with.
  • The course was enjoyable, informative and well-paced.
  • 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.