essential seo

Search engine optimisation (SEO) has changed dramatically in the last few years, with shift towards a machine learning-informed algorithm and intent-based search changing the 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Despite this, many publishers are relying on outdated SEO training that does not take into account recent changes or – worse – is actively harming their site's search performance.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 course has been completely updated to take account of recent changes (including RankBrain and BERT additions the algorithm). It will also address the changes in the way Google handles contributed and sponsored content, and help you navigate the Core Web Vitals update.

Course description

This workshop will provide media professionals everything they need to know about SEO and how search engines operate. It will provide them with the skills to both optimise pages, and to plan strategically for SEO success.

As with all courses, the training will focus on the latest tools and techniques with an emphasis on practical, hands-on learning. We’re taking advantage of the shift to an online format to provide a more interactive style of learning, with opportunity for attendees to apply what they’ve learnt in one session before the next, and get detailed feedback on that.

What will the course cover?

What is Google looking for?

  • the idea of 'signals';
  • the role of links and 'meaning neighbourhoods';
  • keywords and ranking – a practical guide to producing optimised copy;
  • headlines, subheads and more;
  • understanding intent and how to optimise for it;
  • metadata and structured data

SEO strategy

  • planning, editing and commissioning content for SEO
  • which existing content you can optimise
  • making the most of Google News, Images and Discover
  • Video search optimisation

Getting there

This is an online course. It will be delivered in 90-minute sessions on Monday 3 September, Monday 10 September, Monday 17 September and Monday 24 September 2024 at 1pm - 2.30pm GMT.

About Adam Tinworth

A journalist for 25 years, Adam now works as a consultant and trainer in digital journalism, audience growth, social media and content strategy.

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

Adam is a visiting lecturer on City, University of London’s interactive journalism MA course and has blogged on digital content and publishing for more than 17 years 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