"AI is not the holy grail in SEO-minded copywriting, but it's definitely going to help you move forward."

Trainster Marlin Perton on Training: SEO-minded copywriting with AI

Do you know how to write perfect texts that fit your purpose, but find it difficult to get these texts to rank high in search engines? Or do you know exactly what is important to rank high, but want to know how to combine this with high-quality content? During the training SEO-minded copywriting with AI, these two worlds come together and we tell you what role Artificial Intelligence can play in this.

Trainer Marlin Perton has been combining the disciplines of copywriting and SEO for years. She started out as a copywriter and then moved more and more into the SEO side. "These are often separate worlds. I dove into that gray area and try to combine the two disciplines as well as I can," says Marlin, who has worked at Adwise since June of last year. She also provides training for Adwise Academy. For example, she is one of the trainers at various SEO training courses (basic and advanced), including SEO technique & content and SEO outreach & link building. Soon the new training course SEO-minded copywriting with AI will also start, a course that came about on her initiative.

"Adwise Academy offers various Copywriting training and SEO training. But a training where those two worlds come together wasn't there yet.

In this training you will learn both to write fun, creative texts and to reach as large an audience as possible by optimizing the texts for SEO," Marlin explains. There will also be extensive discussion of the possibilities of Artificial Intelligence. "Due to the arrival of ChatGPT a few months ago, there was suddenly a lot of media attention and jubilation. Meanwhile, the storm has subsided a bit and there is also attention for dissenting voices. Italy, for example, recently decided to ban access to ChatGPT because OpenAI - the company behind the tool - stores user data in a way that violates Italian privacy laws. France and Germany have also since voiced their concerns."

AI not a holy grail

According to Marlin, AI is not the holy grail and expectations should be tempered somewhat. However, she says AI does offer many new and interesting opportunities for both copywriting and SEO. "Our work will never disappear, at most it will change. AI provides a good basis for starting a text or keyword research. This often provides interesting new input and it provides structure. You save a lot of time anyway with a tool like ChatGPT. Just make up ten different good headlines for a blog. ChatGPT 'spits' them out for you in no time - provided you give the right input. The same goes for a question like "What are 50 keywords for topic x?". If you have to think about it yourself, you spend much more time on it than a smart AI tool. So it can speed up your work tremendously."

The first half-day training will take place June 15 and will be offered digitally. The second training is scheduled for July 26. "Soon I will be attending a conference in England called BrightonSEO, where there is a lot of focus on the role of AI within Copywriting and SEO. I can still nicely incorporate the new knowledge and insights gained there into the curriculum." Marlin also tailors the training to the participants. "I always check in advance who I get in front of me and what type of organization they work for. The participants can also bring in practical examples of their own."

The trainer finds it important that her training courses have a good balance between theory and practice. The new training will include a variety of challenges in the areas of SEO and copywriting with regular use of AI tools. "I challenge the participants, put them to work, we discuss the results, I give them tips and a shortlist of useful applications and show them inspiring cases."

Always a dream

When Adwise Academy asked her if she would provide basic SEO training, she thought, 'Nice! Even though I've never done it before'. "Teaching people something is something I can do. I turned out to really enjoy giving training courses. I get energy from being able to take others a step further." When she herself was a student about eight years ago and attended a training course at Adwise, she dreamed of one day working there. She went to work for several employers after college, but the idea of a career with Adwise remained dormant.

When she saw a job opening at WisePeople she took a chance and was hired. "WisePeople belongs to the same company as Adwise, so I was closer than ever," she said. After a few months, they asked her to join Adwise. "Fortunately, it turned out that I hadn't idealized this all along. I really enjoy working here. Their way of working matches how I like to work. We both like to help others move forward and of course that applies just as much to Adwise Academy."

Choosing between two evils?

Participants of the training course SEO-minded copywriting with AI learn to write good content that scores well in search engines as well as with the audience. "Choosing between SEO or Copywriting often feels like choosing between two evils. A text optimized only for SEO is not fun to read and does not convert optimally and a nice converting text that does not take SEO into account does not end up high in the rankings. I'll teach you how to do both."

In this interactive training, you will work through the following components: an onpage SEO deep dive, the combination of onpage SEO and (converting) copywriting, and AI. Topics covered include how AI works, what the benefits are and how to take advantage of it. Topics covered include ChatGPT, Jasper and Rytr. Finally, you'll learn how to copywriter-proof AI output. "Realize that AI is not the solution to everything, but it's going to help you a lot. You just have to know how to use it. For example, it's important to give the right input and ask in-depth questions. Use it as a quick start for your project and in completion to optimize your work. In the middle part, it still really comes down to your own creativity and expertise. If you know how to combine SEO, copywriting and AI skills, that's a great USP for yourself."

By the way, this training can also be fully reimbursed with STAP budget. Wondering how to apply for this budget? You can find more information about the STAP budget here.

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Business Unit Manager Academy

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AI not a holy grail

Always a dream

Choosing between two evils?

Adwise Academy

Quality assurance e-Academy & NRTO quality mark.