Due to the COVID-19 pandemic, this course will now take place online

Search engine optimisation (SEO) has changed dramatically in the last few years, with the Panda, Penguin and Hummingbird updates changing the search landscape beyond recognition.

Despite this, many publishers are relying on outdated SEO training that does not take into account recent changes or – worse – is actively harming their site's search performance.

This intensive one-day course, led by Adam Tinworth, is fully updated to incorporate the latest Google changes, including the lack of keyword referral data and Hummingbird.

Course description

This workshop will provide media professionals everything they need to know about SEO and how search engines operate.

As with all courses, the training will focus on the latest tools and techniques with an emphasis on practical, hands-on learning. Tea, coffee and danish pastries plus a sandwich buffet lunch are included.

What will the course cover?

What is Google looking for?

  • the idea of 'signals';
  • the role of links and 'meaning neighbourhoods';
  • why SEO is always changing – and how to cope;
  • the role of social sharing;
  • keywords and ranking – a practical guide to producing optimised copy.

How to identify relevant keywords – and use them:

  • writing headlines and snippets for search;
  • pictures in search;
  • intelligent linking;
  • negative factors in SEO – how not to destroy your search success.

Repeated/poor content:

  • site speed;
  • over-optimisation;
  • poor keyword choice;
  • isolated content;
  • recency.

Getting there

This is an online course

About Adam Tinworth

A journalist for 20 years, Adam now works as a consultant and trainer in digital journalism, social media and content strategy.

His clients have ranged from large outlets such as The Financial Times and The Telegraph to smaller publishers and businesses.

Adam is a visiting lecturer on City University's journalism MA course and has blogged for more than a decade at One Man & His Blog.

Find him on Twitter @adders.


"Adam Tinworth gave excellent tips that were focussed on the specific needs of the company I currently work for as well as helping me understand how Google decides what is 'high quality content'."

Natasha Gunn

"Good SEO is essential to journalism, and will be ever more so as the industry goes digital. Journalists can't afford to not know about this."

Jane Wild

"A very good and friendly teacher, Adam broke down complicated material in a simple manner."

Jason McGee-Abe

"I thought the course was excellent and was surprised by how much I was able to learn from just one day. I have already recommended to the course to a friend working in a similar industry."

Alex Anderson, deputy editor, Corporate Jet Investor