SEO Training
I provide practical SEO training for organisations across Ireland, delivered in person or online, to help marketing teams and other stakeholders better understand how search works and what they can do to improve their organisation's visibility.
My training is designed to provide a practical understanding of SEO rather than simply running through a list of tactics. Sessions can be adapted to your team's existing knowledge, your industry and the particular SEO challenges facing your organisation.
Practical SEO Training for Your Team
SEO increasingly overlaps with content, PR, web development, UX and wider digital marketing. That means it's useful for more than just the person directly responsible for SEO to understand how it works.
My training sessions are designed primarily for marketing and digital teams, but can also be useful for content writers, communications teams, website managers and other people involved in managing or promoting your organisation online.
I currently offer two core training classes which can be delivered individually or together as a broader SEO training programme.
SEO Training Course - 2 Classes:
This session provides a practical introduction to SEO and the core principles that contribute to sustainable organic search performance.
Rather than focusing on the latest SEO tricks or supposed ranking factors, I explain how search engines work, what they're trying to achieve and what that means for your website and content.
The session is built around my three core pillars of SEO: Technology – Relevance – Authority
Topics covered can include:
- How Google and other search engines crawl, index and rank websites
- Understanding search intent and how people search
- Keyword and topic research
- Technical SEO fundamentals
- Website architecture and internal linking
- Creating and optimising content for search
- Building website and brand authority
- Measuring SEO performance
- Common SEO mistakes and misconceptions
The objective is to give your team a strong understanding of why SEO works, rather than a checklist of tactics that may become outdated.
Generative AI is changing how people find information online, but there's also a huge amount of hype and confusion around what this means for SEO.
This session looks at what's genuinely changing – and what isn't.
I'll explain how platforms such as ChatGPT and Google AI Overviews generate and retrieve information, how AI-generated answers are changing search behaviour and what this means for your existing SEO and content strategy.
Topics can include:
- How LLMs and generative AI platforms work
- The difference between LLM training data and live retrieval / grounding
- Google AI Overviews and their impact on organic search
- How AI is changing search behaviour and click-through rates
- Which types of searches and content are most exposed
- GEO and AEO – what they are and how much is genuinely new
- Technical accessibility for search and AI crawlers
- Content, entities and topical relevance
- Brand authority, mentions and off-site signals
- How to adapt your SEO and content strategy for AI search
My approach isn't to present GEO as an entirely new discipline or provide a list of supposed tricks for getting into ChatGPT.
Instead, the session looks at how the established fundamentals of Technology, Relevance and Authority apply in a search landscape increasingly influenced by generative AI.
SEO Training Testimonials
