SEO Content Writing and On-Page Optimisation

about this programme

Writing for search without sounding like a robot

SEO writing has a reputation for being stilted and keyword-heavy. That reputation comes from content written around old tactics that search engines have largely moved past. This course focuses on how to write content that satisfies search intent clearly and directly, using keywords as a guide rather than a target. The writing samples covered include blog posts, product pages, category pages, and FAQ sections.

Keyword research as a writing tool

Keyword research in this programme is treated as a way to understand what your audience is actually asking, not just what phrases to insert. You will work through a keyword mapping process that connects search queries to specific pages or content types, and learn how to identify the difference between informational, navigational, and transactional intent. Tools covered include Ahrefs, Ubersuggest, and Google Search Console alongside manual research methods.

On-page structure and its effect on rankings

Page structure affects how search engines interpret content hierarchy and how readers scan a page. The course covers practical decisions like when to use H2 versus H3 tags, how to write meta titles and descriptions that improve click-through rates, and how to build internal linking into your content plan from the start rather than adding it as an afterthought.

Who this programme is designed for

Freelance writers moving into SEO content work, in-house content creators responsible for a company blog or product content, and marketing coordinators who review or commission written content will all find this course applicable to their day-to-day responsibilities. No prior SEO knowledge is required, but basic writing experience is assumed.

Naledi Dlamini, content coordinator at a Cape Town-based e-commerce brand, used the on-page brief template from this course to reduce revision rounds with external writers from an average of three to one.