OpenCourser brand icon
Sign in
We may earn an affiliate commission when you visit our partners.

SEO Copywriting

Rank and Get the Click

Kathy Alice Brown

Interested in creating content that not only ranks highly but also effectively markets your product or services? If so, you need to master SEO copywriting. 

SEO Copywriting is the happy marriage of two disciplines: 

  • SEO (search engine optimization) - helping your website rank highly in the Google and other search engine search results pages.

  • Copywriting - the art of writing copy that persuades a visitor to take an action, such as buying a product, sharing your article on social media, or simply just reading the article all the way to the end.  

Read more

Interested in creating content that not only ranks highly but also effectively markets your product or services? If so, you need to master SEO copywriting. 

SEO Copywriting is the happy marriage of two disciplines: 

  • SEO (search engine optimization) - helping your website rank highly in the Google and other search engine search results pages.

  • Copywriting - the art of writing copy that persuades a visitor to take an action, such as buying a product, sharing your article on social media, or simply just reading the article all the way to the end.  

When you combine the two, you have a formidable tool when it comes to your online success. Don't let your website languish in anonymity, rise above the crowd and get the organic traffic you desire by learning how to create content that both humans and search engines love. 

Overview:

In this course you will learn:

  1. Where to place your keywords on the page

  2. How to create compelling snippets (the listing in the search engine results that represents your page) that not only rank but also get "the click"

  3. The search engine landscape has evolved significantly. What you need to know today about Google when it comes to keywords. And why understanding searcher intent is critical for your success.

  4. How to find your perfect keywords (and what tools to use) by understanding concepts such as long tail keywords and searcher intent

  5. Why content quality matters and how to tell compelling stories so visitors don't bounce off your site

English captions available. 

This course is for you if:

  • You are a website owner that wants to successfully market online

  • You are a blogger that wants to attract more organic traffic

  • You work on website content for a living

Students have said:

"Kathy really knows SEO inside and out. I didn't know that title tags can have a range of 50-60 characters because they are pixel based. I didn't know that Google can vary what appears in the meta description based on what you search. The keyword suggestion tools are particularly helpful, as well as the case studies on the Mozbar and Google Search Console. I went through this course once but would love to revisit the lessons and go over each one in more detail with the homework to implement the concepts to help my website get better SEO. I searched for it in Google for the first time and realized that it doesn't rank at all, so this is a timely and helpful course. " - Gina Decker

See you in the course.

I'm a SEO Consultant and Copywriter and I have really enjoyed putting this course together for you. See you on the inside. New lectures:  Bonus lecture on ChatGPT added.

Enroll now

What's inside

Syllabus

Understand the important elements of a page that matter for SEO

Welcome to the course! A brief overview of what you will be learning.

Having good tools is critical to your SEO success. Install the SEO Meta in 1 click browser extension to easily look at the tags on the page.

Read more

The title and meta description tags are usually used by Google and the other search engines to create "snippets" (listings in the search engine results that represent your page). We'll cover best practices for title and meta description tags in this lecture.

Where to place keywords on your site and your site's pages.

In this section we learned what HTML elements are important to SEO and where you should place your keywords. Let's test our knowledge with this quiz.

Be able to write snippets that rank and get the click

Ranking is great, but getting the click is even better. An overview of the lectures in this section.

Defining an avatar helps you craft your copy for the specific people that will be most interested in your information and offers.

Create Your Avatar

You probably know the surface level frustration of your avatar, but let's go a little deeper to see if we can get at the words that will resonate with your prospect.

"Would you click on this search result"? That's the question we will be asking as we go through this snippet shootout where we compare snippets and see what is great and what can be improved.

We continue the snippet shootout with another set of snippets.

Learn how to spice up your copywriting by adding "power" words as well as when to add verbs and adjectives.

Optimize Your Title Tag and Meta Description
Pick keywords that align with desired searcher intent

Understand how Google has evolved and how that impacts how you apply your keywords to your site.

Not all keywords are the same, we'll cover head terms, the chunky middle and long tail. We'll also talk about the difference between commercial and informational keywords.

Your prospect may have a different intent or objective depending on how they searched. Learn how to tailor your SEO copywriting for different page types and intents.

How to use Google Keyword Planner to assess the commercial intent of your keywords.

Write down your seed keywords
Create a seed list of relevant keywords

In this section you will learn about a variety of keyword research tools.

Finding keywords by using: Google Suggest, People Also Ask, UberSuggest, Keywordtool.io and Soolve.

Why AnswerThePublic is one of my favorite keyword research tools.

Google Keyword Planner

Moz Keyword Explorer provides a complete picture of a keyword for you.

Several other sources of keywords that you can use in your keyword research. The lecture also includes demos of Search Analytics (available in Google Search Console) and Google Trends.

Take your keyword research even further by listening to your customers and your prospects.

Review the three step process I use for using the keywords to optimize my website pages.

Tips for optimizing your keywords. WordPress Backend Demo.

How to write engaging and compelling copy

For your longer form content, learn about the 4Ps persuasive writing structure.

What factors contribute to content quality? We explore these factors in this lecture.

Weaving in a story into your copy will help you capture interest, here's why.

In this lectures we look at three examples of great copy as well as the formatting used.

Writing Great Copy - Quiz

Don't forget to include keywords in your copy!

Understand the practical application of concepts in the course, as well as refine and map keywords to web pages.

How I used Search Analytics in Google Search Console to find a page to optimize.

I cover what improvements I plan to make to my page.

If you are getting overwhelmed by lists and lists of keywords, try organizing them into a mind map. I've use mindmapping when brainstorming keywords with clients and have gotten very positive feedback. Mindmaps can help you scope the keyword theme as well as help you figure out how to organize your site. 

Also included - a free tool to get search volume numbers for your keywords.

I've developed a keyword grid template that allows you to lay out your keywords by theme and by intent. Once you have filled in the grid then you can map your keywords to your individual website pages.

How can you determine the competitiveness of a keyword? Here's one way to find out.

A look at the new Performance report in the new Google Search Console. The Performance report replaces the Search Analytics report and provides up to 16 months of historical data. We also check in on the page we modified in the Case Study.

Additional topics to take your SEO copywriting to the next level

AI has the potential to seriously disrupt the search industry. You can use it to write code, generate title tags and content.

A big thank you! And information about my other Udemy courses.

Save this course

Save SEO Copywriting: Rank and Get the Click to your list so you can find it easily later:
Save

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in SEO Copywriting: Rank and Get the Click with these activities:
Review Basic HTML Elements
Reinforce your understanding of HTML elements, which are fundamental to structuring web pages and placing keywords effectively.
Browse courses on HTML Elements
Show steps
  • Review common HTML tags like headings, paragraphs, and links.
  • Practice writing basic HTML code snippets.
Review 'Everybody Writes' by Ann Handley
Improve your copywriting skills by studying a book that focuses on creating engaging and effective content.
View Everybody Writes: Your New and Improved Go-To... on Amazon
Show steps
  • Read the book, focusing on sections about voice, style, and storytelling.
  • Take notes on key takeaways and actionable tips.
  • Apply the principles learned to your own copywriting projects.
Snippet Optimization Exercises
Sharpen your ability to write effective snippets by practicing optimization techniques on existing search results.
Show steps
  • Find examples of search results for target keywords.
  • Analyze the existing snippets and identify areas for improvement.
  • Rewrite the title tag and meta description to be more compelling and keyword-rich.
  • Evaluate the potential impact of your changes on click-through rate.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Keyword Research Report
Solidify your keyword research skills by creating a comprehensive report for a specific niche or industry.
Show steps
  • Choose a niche or industry to focus on.
  • Use various keyword research tools to identify relevant keywords.
  • Analyze the keywords and group them by theme and intent.
  • Create a report that summarizes your findings and provides recommendations for keyword targeting.
Write a Blog Post Optimized for SEO
Apply your SEO copywriting knowledge by creating a blog post that is both search engine friendly and engaging for readers.
Show steps
  • Choose a relevant topic and conduct keyword research.
  • Create an outline that incorporates target keywords naturally.
  • Write compelling content that provides value to the reader.
  • Optimize the title tag, meta description, and headings for SEO.
  • Publish the blog post and track its performance.
Website SEO Audit and Optimization
Undertake a comprehensive SEO audit of a website and implement optimization strategies based on your findings.
Show steps
  • Conduct a thorough SEO audit of a website, identifying areas for improvement.
  • Develop a prioritized list of optimization tasks.
  • Implement the optimization tasks, including keyword research, content optimization, and technical SEO improvements.
  • Monitor the website's performance and track the impact of your changes.
Read 'SEO 2024' by Adam Clarke
Stay current with the latest SEO trends and best practices by reading a comprehensive guide to search engine optimization.
View SEO 2025 on Amazon
Show steps
  • Read the book, focusing on sections about keyword research, on-page optimization, and content marketing.
  • Take notes on key takeaways and actionable tips.
  • Apply the principles learned to your own SEO projects.

Career center

Learners who complete SEO Copywriting: Rank and Get the Click will develop knowledge and skills that may be useful to these careers:
Copywriter
Copywriters are responsible for creating persuasive and engaging content for various marketing materials. This includes website copy, advertisements, email campaigns, and social media posts. A copywriter needs to understand how to write compelling copy that drives conversions and achieves marketing objectives. As the course title states, this course directly teaches SEO copywriting, therefore it helps copywriters learn how to optimize their content for search engines while maintaining its persuasive power. In particular, this course may help someone learn how to craft compelling snippets and understand searcher intent.
See salaries and explore the career path for Copywriter
Search Engine Optimization Specialist
A search engine optimization specialist focuses on improving a website's visibility in search engine results. They analyze data, implement SEO strategies, and monitor performance. SEO specialists require a strong understanding of keyword research, on-page optimization, and content marketing. This course provides knowledge of keyword placement, snippet creation, and searcher intent, and it may provide tools for finding and assessing keywords. Given the focus of this course on optimizing content for both search engines and human readers, it provides helpful skills to be a better SEO specialist.
See salaries and explore the career path for Search Engine Optimization Specialist
Blogger
Bloggers create and publish content on their websites or platforms. They need to attract and engage readers, build an audience, and monetize their content. Bloggers benefit from understanding SEO and content marketing. This course may help bloggers attract more organic traffic by teaching them how to optimize their content for search engines. Learning how to find perfect keywords, create compelling snippets, and write engaging copy can improve their blog's visibility and readership. As a blogger, students may be interested in the search analytics topics discussed near the course's end.
See salaries and explore the career path for Blogger
Web Content Manager
Web content managers are responsible for planning, creating, and managing content on websites. They ensure that website content is accurate, up-to-date, and optimized for search engines. They need a strong understanding of SEO, content strategy, and web analytics. This course is very useful for web content managers looking to improve their website's search engine rankings. The course's lessons on keyword placement, snippet creation, content quality, and keyword research tools are relevant.
See salaries and explore the career path for Web Content Manager
Search Marketing Manager
Search marketing management involves planning, executing, and analyzing search engine marketing campaigns. They oversee both organic search (SEO) and paid search (PPC) initiatives. They need a strong understanding of SEO, keyword research, and web analytics. This course will be useful for search marketing managers looking to improve their website's organic search rankings. The course's discussions on keyword placement, snippet creation, and searcher intent are relevant.
See salaries and explore the career path for Search Marketing Manager
Content Strategist
A content strategist develops and implements content strategies that align with business goals. This career involves planning, creating, delivering, and governing content. Someone in this role must ensure that content is effective, engaging, and optimized for search engines. This course directly addresses the core skills required of a successful content strategist. Learning where to place keywords, how to create compelling snippets, and how to understand searcher intent helps ensure that your content achieves organic traffic goals. The course also teaches how to write engaging copy, a vital skill for content strategists.
See salaries and explore the career path for Content Strategist
Content Marketing Manager
Content marketing managers oversee the development and execution of content marketing strategies. They plan, create, and distribute content to attract and engage target audiences. They need a strong understanding of SEO, content creation, and analytics. This course provides insights into creating content that both search engines and humans love. The course will be useful for content marketing managers looking to enhance their SEO skills and improve the performance of their content by mastering topics covered in this course such as keyword optimization and compelling copy creation.
See salaries and explore the career path for Content Marketing Manager
Digital Marketing Specialist
Digital marketing specialists develop, implement, and manage digital marketing campaigns to promote products or services. They use various channels such as search engines, social media, email, and websites to reach target audiences. They require a broad understanding of SEO, content marketing, and analytics. This course may help a digital marketing specialist master SEO copywriting, enabling them to create content that ranks high and effectively markets products or services. The course's discussions of keyword placement, snippet creation, and searcher intent prepares someone in this field.
See salaries and explore the career path for Digital Marketing Specialist
Online Marketing Manager
An online marketing manager plans, executes, and analyzes online marketing campaigns to achieve business goals. Online marketing management involves a variety of activities, including SEO, content marketing, social media marketing, email marketing, and paid advertising. This course may help an online marketing manager improve a website's search engine rankings and drive more organic traffic. The course will be useful through its description of keyword research, on-page optimization, and compelling copy creation.
See salaries and explore the career path for Online Marketing Manager
Brand Journalist
Brand journalists create engaging stories and content that communicate a brand's values, mission, and personality. They use storytelling techniques to connect with audiences and build brand loyalty. Brand journalists benefit from understanding SEO and content marketing. This course may help brand journalists optimize their content for search engines and reach a wider audience. Learning how to craft compelling snippets, find perfect keywords, and write engaging copy can improve the visibility and impact of their stories.
See salaries and explore the career path for Brand Journalist
Marketing Communications Manager
Marketing communications managers develop and implement marketing communication strategies to promote products, services, or brands. They oversee the creation and distribution of marketing materials across various channels. Understanding SEO and content marketing helps. This course may help marketing communications managers improve the effectiveness of their marketing communications. Learning how to optimize content for search engines and write compelling copy can increase the reach and impact of their messages.
See salaries and explore the career path for Marketing Communications Manager
Social Media Manager
Social media managers develop and implement social media strategies to promote brands, engage audiences, and drive conversions. They create and curate content, manage social media accounts, and analyze performance. Social media managers benefit from understanding SEO and content marketing. This course may help social media managers improve the visibility and reach of their social media content. Learning how to optimize titles, descriptions, and content for search engines can increase the likelihood of social media content being found and shared.
See salaries and explore the career path for Social Media Manager
Public Relations Specialist
Public relations specialists manage a company's reputation and build relationships with the public, media, and other stakeholders. They craft press releases, organize events, and manage media inquiries. Public relations specialists benefit from understanding SEO and content marketing. This course may help public relations specialists improve the visibility and reach of their press releases and other content. Learning how to optimize content for search engines and write compelling copy can increase the likelihood of their messages being seen and shared.
See salaries and explore the career path for Public Relations Specialist
E-commerce Manager
E-commerce managers oversee the online sales and marketing activities of a company. They are responsible for managing the website, driving traffic, and increasing conversions. E-commerce managers benefit from understanding SEO and content marketing. This course may help e-commerce managers improve their website's search engine rankings and drive more organic traffic. The course's discussions of keyword research, on-page optimization, and compelling copy creation provide a helpful skillset.
See salaries and explore the career path for E-commerce Manager
Growth Hacker
Growth hackers use creative and data-driven strategies to rapidly grow a company's user base and revenue. They experiment with different marketing tactics, analyze results, and optimize campaigns. This course may help growth hackers improve their SEO and content marketing efforts. Learning how to optimize content for search engines and write compelling copy can drive more organic traffic and increase conversions. The course's lessons about keyword research and searcher intent helps refine marketing experiments.
See salaries and explore the career path for Growth Hacker

Reading list

We've selected two books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in SEO Copywriting: Rank and Get the Click.
Cover image
Everybody Writes
Save
Provides practical guidance on writing compelling content for various platforms. It emphasizes clarity, storytelling, and audience engagement, all crucial for effective SEO copywriting. It useful reference tool for improving writing skills and crafting persuasive copy that resonates with readers. This book adds more depth to the course by providing a comprehensive guide to content creation.
Everybody Writes: Your New and Improved Go-To Guide...
Hardcover
$$
Everybody Writes: Your Go-To Guide for Creating...
Hardcover
$$
Everybody Writes: Your Go-to Guide to Creating...
Paperback
$$
[Everybody Writes: Your Go-To Guide to Creating...
Hardcover
$$
(Français) Le guide des écrits web percutants: La traduction...
Kindle Edition
$$
SEO 2025
Save
Provides an overview of SEO concepts and strategies. It covers keyword research, on-page optimization, link building, and content marketing. It useful reference tool for understanding the fundamentals of SEO and staying up-to-date with the latest trends. This book adds more breadth to the course by providing a comprehensive overview of SEO.
SEO 2025
Paperback
Check
SEO 2025
Kindle Edition
Check

Share

Help others find this course page by sharing it with your friends and followers:
Facebook
LinkedIn
Reddit
X
Link
Email

Similar courses

Similar courses are unavailable at this time. Please try again later.
Effort
3.5 total hours
Via
Udemy
Instructor
Kathy Alice Brown
Language
English
Share and help others discover this course.
Facebook LinkedIn X Reddit Link Email
Don't miss out
Enroll today to gain access to this course
Enroll in this course
Our mission

OpenCourser helps millions of learners each year. People visit us to learn workspace skills, ace their exams, and nurture their curiosity.

Our extensive catalog contains over 50,000 courses and twice as many books. Browse by search, by topic, or even by career interests. We'll match you to the right resources quickly.

Find this site helpful? Tell a friend about us.

Affiliate disclosure

We're supported by our community of learners. When you purchase or subscribe to courses and programs or purchase books, we may earn a commission from our partners.

Your purchases help us maintain our catalog and keep our servers humming without ads.

Thank you for supporting OpenCourser.

© 2016 - 2025 OpenCourser