Digital Webinars Developing Skills

Maximising on-page optimisation and SEO copywriting

Event Information:

Type: Digital Growth

Date: Wednesday, 5 August 2020

Time: 2:00pm - 4:00pm

Available To: Eligible SME's

Member Price: FREE

Non-Member Price: FREE

This webinar is delivered by the East Midlands Chamber’s Digital Growth Programme team and is part-funded by the European Regional Development Fund, East Midlands Chamber and Leicestershire County Council.

Learn how to improve your website’s on-page optimisation and how to write for the web

Copywriting for web pages is a real art; not only do you need to write informative, persuasive copy, but the language you use, the grammatical structure and the layout of your content all play a big part in search engines’ understanding and ranking of your pages.

Added to that, there are technical considerations, including basic SEO tactics such as using keywords in title tags and headings, to the use of structured data to present specific types of information to search engines within the HTML code of your pages. All this can influence not just where a page ranks for a particular keyword, but whether text from your pages is selected for “featured snippets” (the “answer boxes” sometimes seen in search results), “People also ask” boxes and “rich snippets” in search results, such as those that display review rating stars or product prices.

This webinar will explain how to write in a way that is optimised for the way search engines process language, from including keywords in critical parts of the page to the style and formatting of your writing. It will also explain how to create and add structured data mark up to your pages to increase the chance of generating rich snippets and help search engines understand more about your website and business.

This webinar will cover:

  • On-page optimisation basics - Title tags, meta descriptions, headings, internal links
  • Natural language processing - How search engines understand language & how that affects your writing style
  • Tactics to win featured snippets like answer boxes and “People also ask” results
  • Understanding structured data, what types of data can be marked up and how it is used by search engines
  • How to create and add structured data mark up to your website

Webinar Outcome:
You will leave the webinar with an understanding of how to optimise your web pages for target keywords, including where and how to use them and how to write content in a way search engines can understand. You will also understand what structured data is and how to add it to your website for better search engine rankings.


Who Should Attend:

This webinar is for anyone who is responsible for copywriting or editing web pages. It is aimed at beginner to intermediate users.

Places are limited and priority will be given to trading SMEs based in Leicester and Leicestershire.


  • 2.00pm - 2.45pm - Webinar presentation
  • 2.45pm - 3.00pm - Break
  • 3.00pm - 3.45pm - Webinar presentation
  • 3.45pm - 4.00pm - Q&A

Speaker Information:

Image of Ian Lockwood
Ian Lockwood is a founding director of a digital agency specialising in online marketing and web design. He has 20 years’ experience in the Internet industry, both as director of his own agency and as deputy MD of a web design and development company. Ian has helped hundreds of businesses and organisations across all sectors in B2B and B2C environments make the most of digital marketing and the web, having worked with the Chamber on various digital support programmes.


Book Your Place:

This webinar will be delivered via Go to Webinars. To register for a place complete the booking form.
Any questions please speak to your dedicated Events & Engagement Officer - Collette Degia - 07387 141 590