Content training: writing for Google and AI

Good content is why someone stays on your page, and why an AI assistant reuses your answer. In this content SEO training you learn to write and structure content that ranks on Google, persuades readers and gets cited.

Who is it for?

• Copywriters and content marketers
• Editorial and communications teams
• Business owners who write their own website copy

What we cover

• Keyword research: from search term to topic and content plan
• Search intent: understanding what the searcher really wants and shaping your page around it
• Writing SEO content: structure, headings, readability and internal links
• E-E-A-T: demonstrating experience, expertise, authoritativeness and trust
• Writing for AI: clear definitions, facts and answers that language models can cite
• Improving existing content: updating, consolidating and avoiding keyword cannibalisation

What you take away

You know how to choose topics people are searching for, you write copy that serves both readers and search engines, and you have a method for improving existing pages.

Format and duration

I deliver the training on-site at your office or online, in English or Dutch. A session usually lasts half a day or a full day and is tailored to the group's level. Wherever possible we use your own website as practice material, so you leave with concrete improvements.

What a training day looks like

We start with a short check: what does the group already know and which questions are on the table? Explanation and exercises then alternate, always using your own website and competitors as examples. Midway through the day, participants work in small groups on a practical assignment that we review together. We close with a top five of improvements you can act on the very next day.

After the training

You receive the slides, a checklist and a summary of the improvements for your website. Two to four weeks later, an optional one-hour online follow-up session answers new questions and reviews progress.