D2N2 Growth Hub Supporting Growth

Maximising On-Page Optimisation and SEO Copywriting

Event Information:

Type: Business Growth

Date: Thursday, 22 October 2020

Time: 10:00am - 12:00pm

Speaker: Ian Lockwood

Member Price: FREE

Non-Member Price: FREE

This webinar is hosted by the D2N2 Growth Hub, East Midlands Chamber and part-funded by the European Regional Development Fund.

Maximising On-Page Optimisation and SEO Copywriting: 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. This webinar is aimed at SMEs.

Please note that preference will be given to businesses based in Derby, Derbyshire, Nottingham and Nottinghamshire for this webinar.


  • 10.00am - 10.45am - Webinar presentation

  • 10.45am - 11.00am - Break

  • 11.00am - 11.45am - Webinar presentation

  • 11.45am - 12.00pm - Q&A

Speaker Information

Ian Lockwood is an independent digital marketing consultant, trainer and founding director of Boom Online Marketing, a Google Premier Partner agency specialising in digital marketing and web design, delivering services to companies and organisations across the UK. Ian specialises in search engine optimisation, pay per click advertising, Google Analytics and conversion rate optimisation.

He has worked in the web and internet industry since 1998 and founded Boom in 2010, now managing a staff of 20 digital marketers and web developers. He has delivered digital marketing workshops to well over a thousand businesses over 17 years.


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 and Engagement Officer – Bryony Delahaye - 07741 904395