Search Engine Optimisation (SEO) remains one of the most cost effective and sustainable digital marketing strategies available to SMEs.

Workshop Content

• Explanation of how Google’s organic search operates, including ranking factors, relevance, search intent and user experience signals.
• Complex terminology will be simplified to ensure accessibility while maintaining strategic depth.
• Participants will be guided through structured keyword research aligned to their business objectives.
• Live demonstrations will show how traditional SEO methods can be enhanced using AI platforms such as ChatGPT, Claude and Google Gemini to support keyword discovery, topic clustering and content planning.
• AI will be positioned as a productivity and research enhancement tool rather than a replacement for strategic thinking.
• The session will focus on practical on-site optimisation techniques including page titles, meta descriptions, headings, content structure, internal linking and mobile considerations.
• Advanced elements will include performance analysis using search data, identifying content gaps and developing a structured SEO content strategy for sustainable growth.
• By the end of the workshop, participants will be capable of conducting targeted keyword research, optimising their own web pages and integrating AI tools into their SEO process to
  improve efficiency and outcomes.
• Leave with clear, actionable steps to strengthen organic visibility and enhance their digital competitiveness.