SEO Copywriting: Rank and Get the Click
4.3 (172 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
620 students enrolled

SEO Copywriting: Rank and Get the Click

How to write content that both humans and search engines will love.
4.3 (172 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
620 students enrolled
Created by Kathy Alice Brown
Last updated 1/2020
Current price: $65.99 Original price: $94.99 Discount: 31% off
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This course includes
  • 3.5 hours on-demand video
  • 5 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion
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What you'll learn
  • Write compelling web pages that attract both search engines and users
  • Craft compelling and high ranking snippets
  • Understand where to place keywords on a web page
  • Use tools to perform keyword research
  • Knowledge of basic HTML.
  • Fluency in web concepts such as anchor text and links.
  • Some lectures assume you have access to a website where you can format and publish web pages.

>>> With new lectures recently added!

Interested in creating content that not only ranks highly but also effectively markets your product or services? If so, you need to master SEO copywriting. 

SEO Copywriting is the happy marriage of two disciplines: 

  • SEO (search engine optimization) - helping your website rank highly in the Google and other search engine search results pages.

  • Copywriting - the art of writing copy that persuades a visitor to take an action, such as buying a product, sharing your article on social media, or simply just reading the article all the way to the end.  

When you combine the two, you have a formidable tool when it comes to your online success. Don't let your website languish in anonymity, rise above the crowd and get the organic traffic you desire by learning how to create content that both humans and search engines love. 


In this course you will learn:

  1. Where to place your keywords on the page

  2. How to create compelling snippets (the listing in the search engine results that represents your page) that not only rank but also get "the click"

  3. The search engine landscape has evolved significantly. What you need to know today about Google when it comes to keywords. And why understanding searcher intent is critical for your success.

  4. How to find your perfect keywords (and what tools to use) by understanding concepts such as long tail keywords and searcher intent

  5. Why content quality matters and how to tell compelling stories so visitors don't bounce off your site

English captions available. 

This course is for you if:

  • You are a website owner that wants to successfully market online

  • You are a blogger that wants to attract more organic traffic

  • You work on website content for a living

Students have said:

"Kathy really knows SEO inside and out. I didn't know that title tags can have a range of 50-60 characters because they are pixel based. I didn't know that Google can vary what appears in the meta description based on what you search. The keyword suggestion tools are particularly helpful, as well as the case studies on the Mozbar and Google Search Console. I went through this course once but would love to revisit the lessons and go over each one in more detail with the homework to implement the concepts to help my website get better SEO. I searched for it in Google for the first time and realized that it doesn't rank at all, so this is a timely and helpful course!" - Gina Decker

See you in the course!

I'm a SEO Consultant and Copywriter and I have really enjoyed putting this course together for you. See you on the inside!

Who this course is for:
  • Website owners, Bloggers and Digital Marketers
Course content
Expand all 34 lectures 03:26:38
+ Important Elements of Your Page
4 lectures 24:30

Welcome to the course! A brief overview of what you will be learning.

Preview 01:51

Having good tools is critical to your SEO success. Install SEO Meta in 1 click to easily look at the tags on the page.

Using SEO Meta in 1 click to review SEO tags

The title and meta description tags are usually used by Google and the other search engines to create "snippets" (listings in the search engine results that represent your page). We'll cover best practices for title and meta description tags in this lecture.

Title and Meta Description Tags

Where to place keywords on your site and your site's pages.

Headers and Other Places on Your Site That Should Have Keywords
+ Getting The Click
6 lectures 34:17

Ranking is great, but getting the click is even better. An overview of the lectures in this section.

Preview 01:58

Defining an avatar helps you craft your copy for the specific people that will be most interested in your information and offers.

Writing for Your Avatar
Download the template and use it to describe your ideal avatar.
Create Your Avatar
1 question

You probably know the surface level frustration of your avatar, but let's go a little deeper to see if we can get at the words that will resonate with your prospect.

What really keeps your Avatar up at night?

"Would you click on this search result"? That's the question we will be asking as we go through this snippet shootout where we compare snippets and see what is great and what can be improved. 

Snippet Shootout

We continue the snippet shootout with another set of snippets. 

Preview 08:36

Learn how to spice up your copywriting by adding "power" words as well as when to add verbs and adjectives.

Using Power Words in Your Copy
Optimize your title tag and meta description to create a snippet with keywords that gets the click.
Optimize Your Title Tag and Meta Description
1 question
+ About Keywords
4 lectures 30:31

Understand how Google has evolved and how that impacts how you apply your keywords to your site.

Google Today

Not all keywords are the same, we'll cover head terms, the chunky middle and long tail. We'll also talk about the difference between commercial and informational keywords.

The Different Types of Keywords

Your prospect may have a different intent or objective depending on how they searched. Learn how to tailor your SEO copywriting for different page types and intents.

Writing for Different Page Types by Knowing Searcher Intent

How to use Google Keyword Planner to assess the commercial intent of your keywords.

Using Google Keyword Planner to Assess Searcher Intent
Write down a few seed keywords to use in the next section where we will be exploring a variety of keyword research tools.
Write down your seed keywords
1 question
+ Create Your Keyword List
9 lectures 52:39

In this section you will learn about a variety of keyword research tools.

Keyword Research Tools - Overview

Finding keywords by using: Google Suggest, People Also Ask, UberSuggest, and Soolve.

Preview 07:14

Why AnswerThePublic is one of my favorite keyword research tools.

Google Keyword Planner

Moz Keyword Explorer provides a complete picture of a keyword for you. 

Moz Keyword Explorer

Several other sources of keywords that you can use in your keyword research. The lecture also includes demos of Search Analytics (available in Google Search Console) and Google Trends.

Other Sources of Keywords

Take your keyword research even further by listening to your customers and your prospects.

Listen to Your Customers and Prospects

Review the three step process I use for using the keywords to optimize my website pages.

What to do with your keywords - Part 1

Tips for optimizing your keywords. WordPress Backend Demo.

What to do with your keywords - Part 2
+ Writing Great Copy
5 lectures 20:57

For your longer form content, learn about the 4Ps persuasive writing structure.

The 4 Ps

What factors contribute to content quality? We explore these factors in this lecture.

Content Quality

Weaving in a story into your copy will help you capture interest, here's why.


In this lectures we look at three examples of great copy as well as the formatting used. 

Great Copy Examples
Writing Great Copy - Quiz
3 questions

Don't forget to include keywords in your copy!

Finding the keyword sweet spot in your copy
+ Case Studies, Tools and Tips
6 lectures 36:37

How I used Search Analytics in Google Search Console to find a page to optimize.

Case Study - Finding a Page to Optimize

I cover what improvements I plan to make to my page.

Case Study - Coming up with a Plan

If you are getting overwhelmed by lists and lists of keywords, try organizing them into a mind map. I've use mindmapping when brainstorming keywords with clients and have gotten very positive feedback. Mindmaps can help you scope the keyword theme as well as help you figure out how to organize your site. 

Also included - a free tool to get search volume numbers for your keywords.

Making Sense of Keywords - Mind Mapping

I've developed a keyword grid template that allows you to lay out your keywords by theme and by intent. Once you have filled in the grid then you can map your keywords to your individual website pages.

Making Sense of Keywords - Keyword Grid

How can you determine the competitiveness of a keyword? Here's one way to find out.

Using MozBar to Assess a Keyword's Competitiveness

A look at the new Performance report in the new Google Search Console. The Performance report replaces the Search Analytics report and provides up to 16 months of historical data. We also check in on the page we modified in the Case Study.

New Google Search Console's Performance Report