About this Event
Have you been told your business needs SEO but aren’t sure what that actually means in practice? Paying someone to “do your SEO” without really understanding what they’re doing or whether it’s working? Confused about what AI search means for your business and whether the old rules still apply?
Our hands-on SEO training day is designed specifically for small business owners and marketers who want to understand how search engines work, how AI is changing the landscape, what they can do about it, and how to measure whether it’s making a difference. No prior SEO knowledge required. No jargon. No assumptions. Just practical skills you can put to work straight away.
What you'll learn
How search works (and what's changed with AI)
Understanding Google and AI search
- How Google finds, crawls and indexes your content - explained in plain English
- What Google (and AI) is actually looking for and what it rewards
- How AI search tools like Google AI Overviews, ChatGPT and Perplexity are changing the picture and what this means for your business
- Benefit: You’ll understand what’s really going on behind the scenes so you can make informed decisions instead of guessing
Keyword research: how to find out what your customers are searching for
- Uncover the difference between what you think people search for and what they're actually typing into Google (or AI)
- Understanding search intent and why it matters
- How to pick your battles as a small business competing against bigger players - the importance of identifying long tail keywords
- Get hands on experience using practical tools that make keyword research easy
- Benefit: You’ll leave with a real list of keywords for your business based on actual data, not guesswork
On-page SEO - making your content work harder
What on-page SEO actually means
- Titles, meta descriptions, headings, content structure, internal links and images - understanding what they are and why they matter
- How to structure your pages so that both people and search engines can understand what you’re about
- Connecting this to the keyword research you've already done
- Benefit: You’ll know exactly what to look at on every page of your site and how to improve it
Google's helpful content update - what it means for you
- What Google means when it talks about “helpful content” and what that looks like in practice
- Experience, expertise, authoritativeness and trustworthiness - why they matter and how to make sure you're demonstrating them on your site
- The red flags that suggest your content might not be hitting the mark
- Tools to help you audit your content quality, see what's working and what isn't
- Understanding how AI sees the quality of your content and what types of content get picked up in AI search
- Benefit: You’ll understand what Google is rewarding right now and how to make sure your content qualifies
Local SEO - getting found in your area
Making sure local customers can find you
- How Google handles local search and why it works differently from regular results
- The snack pack: what it is, how Google decides who appears there, and how to give yourself the best chance of showing up
- Google Business Profile: what it is, why it matters, and how to set yours up properly or improve what you’ve already got
- How AI search tools reference and recommend local businesses, and what that means for how you present your business information online
- Benefit: If your customers are local, this could be the single most impactful thing you do all day
Technical SEO - understanding what's happening behind the scenes on your website
Technical SEO explained in layperson's terms
- What technical SEO is, why it matters, and what can quietly tank your site’s performance without you knowing
- The most common technical problems we see with small business websites and how to fix them
- Practical tips for auditing the technical SEO effectiveness of your own site
- Benefit: You’ll understand what’s going on under the bonnet and stop worrying about the things that don’t matter
Pulling it all together - your SEO action plan
How to prioritise and what to do first
- You’ll have found a lot of things during the day. We’ll help you figure out what to tackle first.
- Understanding what's a quick win and what's a longer term project
- How to build SEO into your regular routine so you can keep pace as things change
- How to measure whether what you're doing is working so you can do more of the things that yield results and stop wasting time on things that don't
- Benefit: You’ll leave with a clear, prioritised plan that’s realistic and achievable
Why sign up for our in-person training?
Unlike YouTube or online training you'll get
✅ Help from real people if you get stuck or confused
✅ Personal guidance tailored to your business, your site and your situation
✅ A clear action plan by the end of the day - not just theory
✅ Confidence to manage your own SEO rather than rely on someone else
Your time has value. Rather than spending weeks trying to piece together advice from different sources and not knowing which bits apply to you, you’ll get the personal help you need to understand SEO and start improving your visibility in just one day.
Event Venue & Nearby Stays
Guildford Library and room hire, 77 North Street, Guildford, United Kingdom
GBP 270.48
