SEO Training & Advisory Sessions

I have been responsible for training editorial teams since 2018 which, if you can remember, was the year publishers pivoted from Facebook to search.

Training sessions can be tailored to your requirements. You might want an hour each week with new starters, an in-person training day, a practical newsroom workshop or ongoing advisory sessions. Every client needs something slightly different, so the format can be shaped around your team.

What the training is designed to do

The aim is to help editorial teams build repeatable habits for search and AI visibility: clear entity-led headlines, useful context, strong internal links, crawlable page structures, verifiable sourcing and practical workflows that work under newsroom pressure.

The training is practical, newsroom-focused and designed to help editors and journalists understand not just what to do, but why it matters.

Example course structure

Here are the details for a course I recently put together.

Search, news and zero-click discovery

• How news publishers can adapt in a zero-click search landscape
• How the search algorithm works, especially in news
• Newsworthiness versus searchworthiness — is there a difference?
• Crawling and indexing — what you should know
• Where news is surfaced in Google
• Signals that Google is looking for from publishers
• Why it’s important to look at the SERPs for content clues
• Understanding user intent

Creating stronger SEO articles

• How to create the perfect article for SEO
• How to weave keyword research into your journalism
• How to conduct keyword research to inform your planning
• Using Google Trends and other tools to brainstorm content ideas
• Keyword gap analysis and competitive research
• Headlines and thumbnails
• Page formatting
• The importance of internal linking
• Breaking news response and live blogs

Discover, analytics and AI visibility

• How to optimise for Google Discover and live blogs
• Using Google Search Console
• How to quickly find insights from Google Search Console
• Best reporting practices for SEO news teams
• Understanding the impact of AI and how you can adapt
• The impact of AI in search results and zero-click search
• What makes a great Google Discover article?

Advisory sessions

I also offer my services as a fractional consultant. Clients can book sessions with me in a variety of ways: some choose hour-long online sessions, while others prefer dedicated in-house sessions once a month. The choice is ultimately yours.

FAQs

Who is SEO training for?

SEO training is designed for publishers, editors, journalists, newsroom leaders, audience teams and content teams who need practical, repeatable ways to improve search visibility, Google Discover performance and AI-search readiness without slowing down editorial work.

Can the training be tailored to my team?

Yes. Training can be shaped around your team, format and priorities, from regular online sessions with new starters to in-person workshops, newsroom-wide training days or fractional advisory sessions for editors, audience teams and senior stakeholders.

Does the training cover AI visibility and zero-click search?

Yes. The training can cover zero-click search, Google Discover, AI visibility, entity-led headlines, internal linking, crawlable page structures, verifiable sourcing and practical newsroom workflows that help content remain useful, discoverable and attributable.

Discuss SEO training

Please let me know your requirements and email me at info@stevenwilsonbeales.com.