SEO Training & Advisory Sessions

SEO training for publishers, editors and newsroom teams covering news SEO, Google Discover, live blogs, AI visibility and zero-click search.

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.