SEO, AI and writing workshops

SEO Essentials: Writing Discoverable Content

A practical SEO course for content teams who know how to write decent copy but can't seem to make Google — or Google's AI — find them.

Available as a half-day or full-day course | £1,400 - £2,400 + VAT for up to 12 delegates.

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You write great copy.

Google still can't find most of it.

Your content team is small, creative, and skilled. Like most content teams, they've never had formal training in SEO, how AI search actually works, or how either connects to the writing they do every day.

The result is strong content that underperforms. Pieces that should rank on page one don't. Competitors take the top spots by understanding search intent — a skill your team has simply never been taught. The roll-out of Google's AI Overviews are reshaping what “ranking” means, leaving most teams without a plan for it. And that's before you worry about what proportion of your audience isn't even looking for you on Google any more.

Content built to perform in Google Search, AI Overviews and ChatGPT

This course teaches you to write and structure content that ranks in traditional Google search, earns a place in AI Overviews, and shows up when your customers prompt ChatGPT for answers. They're all powered by different technologies, but they depend on the same discipline: real authority, content matched precisely to search intent, and structure that search engines — human-reviewed or AI-generated — can use.

You'll learn to optimise for what your audience is actually trying to find out, moving well beyond keyword placement and into topical mapping and entity SEO.

What you'll learn:

How to optimise for search intent

How to establish authority with humans, Google and AI systems

How to structure content so AI and search engines can read it

How to compete against everyone else writing the same content as you

How to diagnose and fix underperforming content already on your site

Live, hands-on optimisation of real pieces from your own content library

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An SEO course designed for content teams

This course is designed around how real content teams work — small, time-pressured, and creative, usually with no formal training in SEO or AI search.

Best fit for:

In-house content teams who want shared SEO knowledge across the whole group

Teams confident in writing, with no formal training in SEO or AI search

Less suited to:

Teams looking for AI-tool training rather than search strategy

Teams wanting to increase content output without diagnosing performance issues

Meet your trainer

Hello! I’m Emily, and I train content and marketing teams in SEO, AI and copywriting.

I ran my own content marketing agency for 16 years, during which time I developed my flagship SEO workshop which has run at brightonSEO every year since 2014.

In addition to training teams across the world through my own company, I’ve partnered with University of Cambridge Professional and Continuing Education to develop an international copywriting qualification!

I’m also a regular speaker at some of the world’s largest search marketing conferences.

Photo of Emily Hill sitting with copywriting trainees.

Client feedback

“Emily came to UEL three times to deliver copywriting for SEO training to our digital, communications and marketing teams. She was amazing - she was able to tailor her training to the different teams and she received a lot of positive feedback. She helped us look at writing for web in a different way, even for those of us with a lot of copywriting experience. I do not hesitate to recommend her!”

Olivia Brambill, Digital Content Manager at University of East London

“We approached Emily to provide additional training for our SEO and editorial teams so we could unify our understanding of search best practice and upskill our teams as one. The mix of learning, discussion and group activities meant that our teams saw practical examples of how best to write to give our content its best chance in search. Everyone went away with tangible applications of what they’d learned and we had fun doing it too!”

JAMIE GIBBS, SEO MANAGER AT CONFUSED.COM

“Working for Rough Agenda/brightonSEO, I managed the training offering as part of the conference. Emily trained for us, running a very successful Copywriting for SEO workshop twice a year, and occasionally for us in London, and in-house for companies. She is one of the nicest people you can hope to meet, and the feedback received by her trainees shows just why we asked her back again and again. If you're looking for a copywriting trainer, there's no-one I would recommend more highly.”

EMMELINE CAINES-GOOBY, EVENT PRODUCER AT ROUGH AGENDA

Frequently Asked Questions

Do we need any SEO experience beforehand?

No. This course is built for teams starting from zero — there's no assumed background in SEO, AI search, or technical marketing.

Can we bring our own content to work on?

Yes, and it's encouraged. As part of the briefing, I'll ask for some examples that we can use for the practical exercises. 

Does the whole team need to attend, or just one person?

The course is built around whole-team attendance. The value comes from everyone working from the same shared understanding of SEO afterwards, rather than one person trying to relay the training back to the group.

Is the training online or face-to-face?

I can do either! We can work out the best delivery format as part of the scoping process.

Next Steps

Book a free discovery call

Please tell me a little bit about the training you’re interested in and I’ll contact you to set up a brief discovery call.

Ask a question

Not quite ready to talk? No problem. Just drop me a line at emily@emily-hill.com with any questions.

I respond personally to every email.